Content unit tags

There are a number of different ways to load an ad on a website, each with different strengths and limitations. EmediateAd offers five types of content unit tags for simple ad integration. To be able to pick the most suitable option for both the website and the ads it is important to understand the technical requirements of both the publisher and the advertisers. Below is a description of requirements to consider when deciding what type of tag to use.

Support for HTML/JavaScript ads

The simplest type of creative is the Image creative which consists of an image in GIF,PNG or JPEG format. For this type of creative, the Image tag is the ideal choice. Other creative formats (such as Shockwave Flash) requires the tag to support loading of HTML and JavaScript code. If any campaign running on the content unit uses other types of creatives, a different type of tag is required to be able to load it on the website.

Supported by:

  • Iframe
  • Friendly Iframe
  • JavaScript
  • Composed JavaScript

Support for concurrent/asynchronous loading of the page and the ad

Asynchronous loading of the main contents of the web page and the ads on it does not only speed up the total loading time of the page, but assures that the main contents (if below the ad) are not delayed in case the ad server response time is higher than that of the page's own web server. This consideration becomes extra important when 3rd party ads are used and it takes multiple requests between different adservers to display the ad. Asynchronous loading is not possible with the JavaScript tag.

Supported by:

  • Image
  • Iframe
  • Friendly Iframe

Support for Rich Media ads interacting with the page

Rich Media ads such as expandable or interstitial formats need to be able to manipulate the web page itself to be able to resize themselves within the page or interact with it in other ways. For security reasons, when the ad server is on a different domain than the website this is not possible when using the Iframe tag option. Iframe tags have the advantage, however, that the ad can be fully quarantined from the contents of the web page itself, and it is not possible to manipulate it in harmful ways by inserting malicious scripts in an ad creative.

Supported by:

  • Friendly Iframe
  • JavaScript
  • Composed JavaScript

Preserving markup validity of the page

There are many different versions of HTML used on the web. In some cases, such as mobile websites designed for technically limited browsers, or dynamic websites using Ajax or other dynamic coding frameworks extensively, the HTML in creatives may interfere with the website and prevent it from working properly. HTML validation may also be used as a measurement of the overall quality of the website and ads may have a negative effect on the result. With the Iframe and Friendly iframe tags it is possible to overcome these problems.

Supported by:

  • Iframe
  • Friendly Iframe

Loading multiple ads in one request

When multiple content unit tags are used on the same web page, each one will generate a request to the ad server to find a matching ad. With the Composed JavaScript tag option, it is possible to increase page loading performance by requesting all ads in only one request. This does not only speed up the loading of the page by reducing network traffic but it is also highly recommended when using inclusivity or exclusivity rules on campaigns booked to the content units, as this is the only guaranteed way to guarantee that the rules work in all situations.

Supported by:

  • Composed JavaScript
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