It is placed right where an ad impression is supposed to be displayed in the future. When the ad tag is set, it will be uploaded to the ad server. As soon as a user loads the content including the tag, a call is made to the ad server. It returns the call by placing the advertisement on the display. Mobile app developers usually insert ad tags in their source code to enable ad servers to deliver advertisements to their application.
Ad Tags are useful for many different purposes in display advertising:
- Publishers place ad tags in their app to sell their advertising inventory
- Advertisers use ad tags to direct the browser to a particular image
- Ad servers use ad tags to move ad calls to the next step in the decisioning process
- Data providers use ad tags to collect user information
The ad tag usually consists out of the URL and some HTML-Code. It tells the browser how to display the ad it receives from the URL request.