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groupAppNexus Employee
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Ad tags are used for many purposes in display advertising:

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For example, here's an AppNexus ad tag that a publisher would use to auction an impression.

No Formatcode
languagexml
<script src="http://ib.adnxs.com/ttj?id=1234" type="text/javascript"></script> 

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When the AppNexus Impression Bus receives the tag, it runs an auction. Something like the following raw JavaScript code is returned to the browser:

Code Block
languagejs
document.write('<iframe frameborder="0" width="160" height="600" marginheight="0" marginwidth="0" target="_blank" scrolling="no"
src="http://ad.yieldmanager.com/st?ad_type=iframe&ad_size=160x600&section=560122&m6li=1302146"></iframe>');

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A publisher ensures that the ad is an iframe.

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xml

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A Google AdSense tag

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js

Even though it looks like a piece of the tag is commented out with "!–", this isn't really the case. Some scripting engines, including those for JavaScript, allow the script statements to be enclosed in a comment. Then a browser that doesn't recognize the JavaScript element will ignore the comment, but others will execute it. This particular faux comment is passing information to the Google ad server in order to determine the right ad to show on the page.

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A publisher provides alternate content for browsers with JavaScript disabled.

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xml

In the NOSCRIPT section, the HREF link is the landing page of the ad and the SRC is the ad itself.

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