1. Sovrn Ad Exchange
  2. Troubleshooting & FAQ

How do I Create Ad Tags?

Your site is approved, but now what? Discover how to create Sovrn ad tags, and how to best setup your Sovrn ads for success.

It looks like you’re ready to start monetizing your content with your new Sovrn account. Awesome!

To do this you’ll first need to create some ad tags. Start by logging into your Meridian account.


Once you have logged into Meridian, select the “Ad Tags” tab on the left.


You’ll then arrive at the page where all the magic happens.  Click “Create Ad Tag” in the top right corner of the screen.


A new window will populate, and this is where you can build out the details of your new ad tag.


We'll go into the best practices to help you understand how you can organize and optimize your ad tags as soon as they're created.

Ad Tag Name

It's important to use this field properly so you can stay organized. You should alter the names of your ad tags depending on where you are putting it, how it will be used, and other factors. For example, will the tag be above the fold (ATF), below the fold (BTF), on the homepage, in the sidebar, and much more. [note]If you have multiple approved sites in your account, you should note what sites the ad tags are on in the name of the ads. Example: site1.com_sidebar_300x250 or site2.com/articles_sidebar_728x90[/note]

Here are some examples:

  • Home_ATF_300x250
  • xyz.com_ROS_728x90
  • DFP_sidebar_160x600

Ad Type

There are only two options here so it’s pretty simple. If you want to create a mobile tag, select “mobile” and for desktop ads, then select “Display banner”.  [note] 300x250 ad tags only appear as an option for desktop, but they can be implemented on mobile sites.[/note]

Ad Size

The option in this drop-down menu is determined by the previous “Ad Type” selection. Desktop sizes will be displayed if “Display banner” was selected and mobile sizes will show if “mobile” was selected.

Remember, 300x250 ads only appear as options for "Desktop Banner" ads, but they can be used on mobile devices.

There are a lot of sizes here that work better than others.  This is due to simple supply and demand in digital advertising. The more common ad sizes have the highest demand, which means that advertisers will be willing to pay more for that specific ad size, resulting in higher performance and revenue for publishers. Our top three ad sizes are 728x90, 300x250, and 160x600.

While some of our publishers find success with other sizes, we have seen that 250x250, 468x60, 120x600, 768x640, and 160x90 don't perform as well as the three best ad sizes. While they are “standard IAB sizes,” they are very uncommon and so have little demand look for them.

CPM Floor Price

Depending on the rest of your strategy, this will help you target a specific CPM range. Your floor price is the lowest price per bid that you will allow on your ad tag, and the lower the floor price, the more overall bids you will receive.

We strongly encourage that you keep your floor prices around $0.00 for the first few weeks after they're created to maximize performance. Once you get a feel for how the ads will perform, you can try slowly increasing the floor price to see how your fill rates are affected.

Passback Tag

Sovrn is not a 100% fill solution. This means that even if you have no CPM floor price, we will not fill 100% of requests. If you want to make sure you’re taking advantage of all of your inventory, install a passback tag from AdSense or other ad networks.

A passback tag is an ad tag from another provider. This means that when Sovrn can't show an ad to a user, the bid will be passed back to another partner. how-to-create-ad-tags-in-meridian-5

When you're ready to complete the setup of your ad, don't forget to click “Save”!


Your new ad tags will appear in a list under the “Ad Tags” tab.


After you create your ad tag you will want to copy the ad code for implementation. To do this, first, click on the Tag ID.  A new window will appear where you can select “Copy to Clipboard” in order to copy the ad tag code.