How to Implement a Sovrn Ad Tag

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 Sovrn Platform account. Once you have logged into the Platform, select the Advertising option on the left and next to Ad tags.

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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 as soon as they're created.

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[/note]

Here are some examples:

  • Home_ATF_300x250
  • xyz.com_ROS_728x90
  • DFP_sidebar_160x600

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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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.

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. 

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Implementation of your 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” table.

After you create your ad tag you will want to copy the ad code for implementation. To do this, first, click on the <> button in the Actions section of your table.  A new window will appear where you can select “Copy Link” in order to copy the ad tag code.

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

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

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