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Posted on Jan 19,  2022

Connecting Banner Publishers Through JS Tags

JS tag is a little string of code that indeed plays a very big role in the entire process of ad serving. Like the rest of ad tags JS tags appear to be working units that perform important functions, e.g. like data collecting, sharing this data between platforms, etc. Additionally, ad tags usually carry the information about the ad creative delivery and how the ads should be rendered on the website: format, resolution, ad unit size, and other details. Today we decided to dig deeper into the specifics and explain how you can integrate banner partners with JS tags in your marketplace.

What are JS tags? 

Technically, a JS tag is a string of code that gets pasted into the webpage in order to notify the ad server when a user visits the website. The JS tag kind of instructs the browser of the user to request the ad from the server (where it is stored). In advertising, JS tags are most commonly used for placements that deliver such formats as banners and rich media.

How do JS tags work?

When the ad request is being sent by the user’s browser to the ad server, it contains additional information about the placement – this helps to decide what kind of advertising unit should be sent to the website visitor (format, size, user data all of these can be contained in such a request).

In the ad exchange JS tags go through the following lifecycle:

  • A JS tag is generated, then it is delivered to the ad server and located on the web page.
  • When the user visits the website, the JS tag instructs the browser to send a JS tag request to the publisher’s ad server.
  • The ad server then transfers the JS tag to the data management platform so that it could be enriched with essential user data for behavioral targeting or DSPs.
  • After this the JS tags continue their path, it reaches the DSP endpoints that join the RTB auction by transferring an ad request further to a demand-side platform (DSP).
  • DSP endpoint sends a suitable ad creative to the publisher’s ad server and then back to the SSP side.

What is their role in ad serving?

From the above-described mechanism of work, it gets clear that JS ad tag performs an important role in the overall ad serving process. It basically tells the server what kind of ad is a better match for the particular placement, plus, it streamlines the data sharing between ad networks and platforms for publishers and advertisers.

What you can do with JS tags on your SmartHub

The good news is, now it is possible to integrate banner supply and demand partners into your ad exchange with JS tags (it is one of the latest opportunities that we enabled in SmartHub 2.0). Your system is fully prepared and technically adjusted for it. Read the detailed explanation regarding how JS tags work on SSP side and DSP side. For detailed documents on how it works on your SmartHub 2.0 please contact your Account Manager.

Advantages of JS tags over other integration types

  • Easy integration. The first and the foremost advantage of this is that you can now integrate supply directly which does not require implementing any additional technical features or performing custom development. Everything is set up in your system and is ready for seamless and smooth integration. 
  • Trading with partners like Google. The second advantage is the opportunity to establish media trading with large market players like Google via JS tags. Again, in this case, you won’t need any additional custom development, (you’ll only need to be already authorized as a partner by Google).
  • Size flexibility. JS tags can be used to serve ads of different sizes within a single placement.
  • Expandable experience. JS tags are the only type of tags used for expandable creatives.
  • No latency. JS tags put a little load on a server and are supported by the great majority of browsers.
  • iFrame partners integration. JS tags can be integrated via iFrame as well which opens up more opportunities to integrate with partners that are using iFrame for this purpose.

The anatomy of JS tags on SmartHub 

Below you can see the samples of how each SSP JS tag looks based on its type. Please note that the macros in the samples may differ from the macros list that we should support.

JS tag type – Mobup

<script type="text/javascript">
          var p = document.currentScript;
          var s = document.createElement("script");
          s.src = "https://null/?seat=0MImF4Kt3yfyf5qX4UvV&token=VNjZuhhxJ1SsS1UrXBGc9aggX0v1Tbog&bundle=%%BUNDLE%%&ip=%%IPADDRESS:url%%&clickurl=%%CLICK_URL_ESC%%&ua=%%USERAGENT%%&lat=%%LATITUDE%%&lon=%%LONGITUDE%%&ifa=%eudid!";
          p.insertAdjacentElement("afterend", s);
        </script>

JS tag type – Google Ad Manager (DFP)

<script type="text/javascript"src="https://null/?seat=8oeJMkntTmF0eaD5MvCu&token=2Dx24B2tKSyxiow3AjD4dNCMmDNTdhOg&domain=%%SITE%%&page=%%PATTERN:url%%&clickurl=%%CLICK_URL_ESC%%&w=%%WIDTH%%&h=%%HEIGHT%%"></script>

JS tag type – Server & Server In-app

https://null/?seat=8GQVjnxQ5FnjKE1oMEeK&token=03Nr03uvVbyoQKDGUDhUdF568G8YiPh2&ip=[IP]&ua=[UA]&undefined=[BUNDLE]&bundle=[APP_BUNDLE]&store_url=[STORE_URL]&name=[NAME]&width=[WIDTH]&height=[HEIGHT]&dw=[DEVICE_WIDTH]&dh=[DEVICE_HEIGHT]&lat=[LOCATION_LAT]&lon=[LOCATION_LON]&ifa=[IFA]&bidfloor=[BIDFLOOR]&coppa=[COPPA]&gdpr_consent=[GDPR_CONSENT]&CCPA=[CCPA]&cat=[CATEGORY]&dnt=[DNT]&cb=[CACHEBUSTER]&schain=[SCHAIN]

JS tag type – Servers & Server Web

https://null/?seat=8GQVjnxQ5FnjKE1oMEeK&token=03Nr03uvVbyoQKDGUDhUdF568G8YiPh2&ip=[IP]&ua=[UA]&domain=[DOMAIN]&page_url=[PAGE_URL]&name=[NAME]&width=[WIDTH]&height=[HEIGHT]&dw=[DEVICE_WIDTH]&dh=[DEVICE_HEIGHT]&lat=[LOCATION_LAT]&lon=[LOCATION_LON]&bidfloor=[BIDFLOOR]&coppa=[COPPA]&gdpr_consent=[GDPR_CONSENT]&CCPA=[CCPA]&cat=[CATEGORY]&dnt=[DNT]&cb=[CACHEBUSTER]&schain=[SCHAIN]%EF%BB%BF

JS tag type – Direct Web Page

<script async type="text/javascript"src="https://null/?seat=8GQVjnxQ5FnjKE1oMEeK&token=03Nr03uvVbyoQKDGUDhUdF568G8YiPh2"></script>

JS tag type – Server & Client HTML Web

<script type="text/javascript"src="https://null/?seat=8GQVjnxQ5FnjKE1oMEeK&token=03Nr03uvVbyoQKDGUDhUdF568G8YiPh2&ip=[IP]&ua=[UA]&undefined=[BUNDLE]&bundle=[APP_BUNDLE]&store_url=[STORE_URL]&name=[NAME]&width=[WIDTH]&height=[HEIGHT]&dw=[DEVICE_WIDTH]&dh=[DEVICE_HEIGHT]&lat=[LOCATION_LAT]&lon=[LOCATION_LON]&ifa=[IFA]&bidfloor=[BIDFLOOR]&coppa=[COPPA]&gdpr_consent=[GDPR_CONSENT]&CCPA=[CCPA]&cat=[CATEGORY]&dnt=[DNT]&cb=[CACHEBUSTER]&schain=[SCHAIN]"></script>

Summing it up

JS tags are irreplaceable elements in ad serving. These little strings of code have tremendous importance – they ensure that ad placement is filled with the right ad and in addition to this they streamline the data sharing between advertisers, publishers, and their advertising platforms. On SmartHub you can directly integrate supply and demand with JS tags without worrying about additional custom development or integration burdens. Connect supply and demand partners you need with JS tags and extend the media-trading opportunities in your marketplace easily. 

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