Ad Tags in Ad Exchange

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.

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How do I create a Sovrn Ad tag?

What's the best way to name my Ad tags? 

Can I re-name my Ad tags? 

How do I set Ad type? 

How do I set Ad size? 

What is CPM floor price and how should I set it?

Why aren't my Sovrn Ads filling?

What is a Passback Tag and why do I need one? 

How do I implement my Sovrn Ad tag?

How do I archive an Ad tag?

How do I unarchive an Ad tag? 

Should I use Sync or Async tags for my waterfall ads?

How do I create a Sovrn Ad tag?

Start by logging into your Sovrn Platform account here. Once you have logged into the Platform, select the Ad tags tab under Advertising:

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

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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 in the following sections.

What's the best way to name my Ad tags? 

It's important to leverage the name field to stay organized. You should alter the names of your ad tags depending on:

  • where you are putting the tag, location on the page, domain, etc. 
  • how it will be used
  • and any other distinguishing factors.

For example, will the tag be above the fold (ATF), below the fold (BTF), on the homepage, in the sidebar, or is there anything else distinguishing the tag?

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]

Additional examples:

  • Home_ATF_300x250
  • xyz.com_ROS_728x90
  • DFP_sidebar_160x600

Can I re-name my Ad tags? 

Yes! In the Ad Tags tab, find the tag you'd like to edit and click the pencil icon in the Actions column. Then change the Tag name and click Save

How do I set Ad type? 

In our dropdown menu there is a variety of ad sizes you can select from but any given size will fall either in the category of 'Desktop' or 'Mobile' where noted. Additionally you can select multiple options from this dropdown menu and that will generate multiple ad tags for those sizes all at once. Saves you time and convenience to have them created simultaneously!

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How do I set Ad size? 

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 728x90300x250, and 160x600

*Note: 300x250 ad tags only appear as options for "Desktop Banner" ads, but they can be used on mobile devices.

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.

What is CPM floor price and how should I set it?

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.

Why aren't my Sovrn Ads filling? 

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.

What is a Passback Tag and why do I need one? 

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. You can set this up in your Ad tag settings by clicking Edit tag under tag Actions on the Ad Tags tab. Then click Optional settings

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How do I implement my Sovrn Ad tag?

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 in the Ad Tags tab in the Platform.

Copy the ad code for the next steps for implementation. To do this, first, click on the <> button in the Actions section of the Ad Tags table.  A new window will appear where you can select Copy Link to copy the ad tag code to your clipboard.

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Creating an ad tag is easy, but what about the next steps of actually putting it on your website?

In general, you can use the following steps as a guide to implement script or waterfall ads on your website:

  • Create a new text widget in your site’s theme.
  • Copy the Sovrn ad code.
  • Paste that code into the text widget.

For additional help, reach out for support from your website creation tool/service, or from a website developer.

How do I archive an Ad tag?

Ad tags can't be deleted, but they can be archived. Archiving a tag will automatically pause that tag and will prevent it from receiving impressions. You can do this by clicking the dropdown in the Actions column and clicking the File Box icon to Archive tag

To do this in bulk, you can check the box for multiple tags. Then you'll only need to click the File Box icon to Archive tag once. 

Archiving a tag will also move that tag to a separate predefined filter: Archived. It will be removed from your main Ad tag list. You can view your archived tags by clicking the Show Archived button that looks like a file box in the upper right hand corner. 

How do I unarchive an Ad tag? 

You can view archived tags by clicking the File Box icon in the top right:

You will then be able to select Actions and Unarchive

Please note: this will not immediately unpause the tag. You will need to manually resume any tags you unarchive for them to receive impressions again.

Should I use Sync or Async tags for my waterfall ads?

Use Async, every time!

I still need help. 

Additionally, Sovrn Support is here to answer troubleshooting questions.