Skip to content
Ad Fraud Calculator Calculate Your Loss
Have Questions? 888-337-0641
2 min read

How Does an Ad Tag Work?

Featured Image

What is an Ad Tag?

In the realm of digital marketing, an ad tag holds paramount importance. But what is it, exactly? An ad tag is a piece of HTML or JavaScript code that is inserted into the source code of a web page. This code facilitates the display of advertisements from an Ad Server on that specific page. Every time a user visits the website or the specific page where the ad tag is placed, the tag fetches the ad from the Ad Server and showcases it to the user.

Different Types of Ad Tags

Ad tags come in different flavors, each designed to suit varied advertising needs:

JavaScript Tags

These are the most common and offer rich media formats and tracking capabilities.

IFrame Tags

Used when the publisher and advertiser do not trust each other fully. The ad content is hosted within an IFrame, separating it from the publisher's content.

Image Tags

Mainly used for tracking purposes, especially for tracking conversions or user behavior on the website.

Who Uses Ad Tags and Why?


Website owners or publishers incorporate ad tags into their site to showcase ads and monetize their content.

DSP (Demand Side Platforms)

These are automated platforms that buy and manage multiple ad impressions from various sources. They deploy ad tags to track and optimize the ad's performance.

SSP (Supply Side Platforms)

Similar to DSPs but on the selling side. SSPs use ad tags to ensure ads are displayed correctly on publishers' websites.

The Threat of Ad Fraud and the Importance of Ad Tag Protection

Ad fraud is a major concern in the digital marketing realm. Bad actors employ bots and other malicious tactics to generate fake clicks or impressions. This not only wastes the advertiser's budget but also skews campaign metrics, making genuine analysis nearly impossible.

For publishers, fraudulent activities can lead to mistrust among advertisers, potentially decreasing the site's ad revenue.

Here's where ad tag protection steps in. Protecting your ad tags means shielding them from unauthorized changes, and illicit activities, and ensuring that they serve genuine impressions to real users.

Protecting Your Ad Tag

Regularly Audit Ad Tags

Periodically check your ad tags to ensure they haven't been tampered with or hijacked.

Use Secure Ad Servers

Opt for ad servers that offer enhanced security features and have a reputation for keeping ad tags safe.

Monitor Traffic Patterns

Sudden spikes or unusual patterns can indicate fraudulent activities.

Enter Anura: Your Partner in Combatting Ad Fraud

Ad fraud can significantly hamper your campaigns, but with Anura, you're equipped with a robust solution designed to combat these threats. Anura offers a precise, solution-driven approach to detect and mitigate ad fraud, ensuring your ads reach genuine users and deliver the desired ROI.

Try Before You Buy! Not sure if Anura is right for you? Test the waters with a 15-day free trial and witness firsthand the immense value it brings to your digital marketing campaigns.

By understanding the intricacies of ad tags, their pivotal role in digital marketing, and the importance of ad tag protection, advertisers and publishers alike can navigate the digital waters with increased confidence and security. Protecting your ad investment and ensuring genuine interactions are paramount, and with tools like Anura, the journey becomes simpler and more secure.

New call-to-action