Online Advertising News

What Is A Third-party Ad Tag?

Posted by Tim Nichols on Apr 1, 2014 2:35:00 PM

Before deciding how ExactDrive should serve a third-party creative, you must determine the ad tag format: HTML or JavaScript. HTML creatives are easily recognizable by their angle brackets (e.g. <html>). Your browser is designed to read HTML. We often see issues where the ad tag was labeled with the wrong tag format.

JavaScript, on the other hand, is a scripting language that defines variables and functions, which result in a certain output. ExactDrive must wrap JS creatives in HTML so that the browser is told that it is looking at a language. Note that often JavaScript ad tags come pre-wrapped in HTML, but do not be fooled. If the JS is surrounded by HTML markup tags, then the creative is HTML.

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Topics: Online Advertising, Third-Party Ad Tag, Ad Tag

Canned Banners’ Myles Younger on Where Display Ad Creative is Headed Next – The Makegood

Posted by Tim Nichols on Jul 6, 2012 10:40:00 AM

Myles is head of marketing and business development at Canned Banners, a platform that automates and streamlines display ad design. I caught up with Myles on the state of display ad creative.

Tim Nichols (Exact Drive): Everyone keeps predicting the death of the banner ad, yet Canned Banners has staked its business model on making it easy to create banner ads. Why do you think there’s still opportunity there?

MY: That’s a multi-part answer. First: many display ad detractors are basing their arguments on very outdated assumptions. In 2012, they’re griping about poorly targeted, poorly conceived 90s-era banner ads. It’s like complaining about low gas mileage when all you’ve ever driven is a 1960s Cadillac. True, lots of display advertising is still stuck in the Dark Ages, but that doesn’t reflect poorly on display advertising as a channel, it reflects poorly on marketers, agencies, and ad salespeople.

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Topics: Internet Advertising, Banner Ads, Dynamic Display Ads, Ad Tag

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