Google has always strived to make ad platforms where buyers and sellers can do business without becoming bogged down by the technical side of programmatic. And ad tags are the building blocks of any ad platform.
Ad tags are snippets of codes that act as placeholders for advertising creatives. Until an ad is offered by the server, the ad tag reserves its place. It enables communication possible between publishers, advertisers, and advertising exchanges. Google Publisher Tag (GPT) is one of the most well-document and easy-to-use ad tags. In this post, we will explain how Google Publishers Tag functions.
What’s Google Publisher Tag?
The Google Publisher Tag (GPT) is an ad tagging library for Google Ad Manager that can dynamically build ad requests. GPT takes key details like ad unit title, ad size, and habit targeting builds the petition, and displays the ad on web pages.
Using the GPT framework, publishers can build and customize ad tags based on their needs for different ad units (including for internet – and app-based ads). The granular customization of GPT includes different targeting standards, synchronous or asynchronous ad calls, custom ad formats, etc..
How Can Google Publisher Tag Work?
GPT provides a channel of communication between the ad server and the user’s browser also enables the site to render advertisements from Google ad server.
Here’s how Google Publisher label works:
- Next, gpt.js creates ad request(s) and forward it to Google ad server.
- Ad server reads the petition to recognize the key values of advertising units like ad layout, size, and targeting.
- Then it begins searching for the best matching ad.
Advantages of Google Publisher Tag
Access to Google Publisher Console: GPT includes Google Publisher Console, which helps publishers troubleshoot minor issues with their ad-enabled webpages and provides tips to troubleshoot them.
Decreased page latency: Asynchronous ad calls loads the ads and articles simultaneously, thereby ensuring that the content is not slowed by advertisements and vice-versa. But, publishers can set it to synchronous mode too.
Multi-level inventory hierarchy: This feature of GPT allows publishers to set multiple line items with desired granularity. Publishers can further produce targeting and/or price hierarchy to maximize revenue.
Single petition architecture (SRA): SRA allows publishers to send one request to Ad Manager rather than sending multiple requests to the individual ad networks, so as to get their creatives. This in turn saves time and reduces page latency.
SafeFrame availability: A SafeFrame enables publishers to place ads without risking any third party service snooping on site content or user information. This helps publishers show rich media ads without producing security vulnerabilities.
Responsive ads: GPT allows responsive ad units, which appear on devices of different screen sizes such as desktop and mobile in optimal resolutions without needing multiple line item setup.
Cache busting: GPT adds the cache-busting component in order to show ads rendered from ad server rather from the browser cache.
Render Macros: Macros are special strings of code which can be added to an advertisement creative code through delivery to allow it to perform tasks such as expanding on click, monitor user, display another picture and more.
The Way to Begin With GPT?
In order to get started with GPT, you want to have access to Google Ad Manager. Get started with these steps to generate GPT:
- Sign in to the Google Ad Manager account.
- Go to Inventory > Ad components and pick the ad unit for which you would like to generate the ad tag.
- On the right side of the page, click Generate tags.
- Select Google Publisher Tag and continue.
- Save the settings and get the code. Place this code to the site.
What Does a GPT Look Like?
Here’s a sample GPT code:
Note: This is a sample code. Your GPT snippet may look different depending on the customizations added to the code.