Reference / Glossary / Infrastructure and standards
Ad Tag
A snippet of HTML or JavaScript that calls an ad server to fill a slot, or a URL (a VAST tag, a tracking tag) that represents a creative or a measurement call. Tags are how creative is trafficked to publishers and how third-party measurement rides along with an ad.
Cite this entry:
Agency Echelon. "Ad Tag." Agency Echelon Reference, reviewed September 2026. https://agencyechelon.com/reference/glossary/ad-tag/