Introduction to Ad Tags

Ad tags are the pieces of code that connect impressions on a Publisher's site to Cliques' servers. Read below to learn more.

Ad tags are the final link between your site / ad-server and impressions from Cliques. In order to run either Display or Native impressions from Cliques, you will need to export ad tags for placements you've created and either:

  1. Place them directly on your webpage, or
  2. Upload them to your third-party ad-server (e.g. Doubleclick for Publishers)

Cliques' ad tags are configurable to account for a number of implementation circumstances. However, the first step to integrating Cliques ad tags into any environment is to export ad tags using the Get Ad Tag button next to each Placement:

From here, you can configure your ad tag and copy it to your clipboard whenever the configuration is complete.

Universal Options

Regardless of the integration path required for your particular site, there are two configuration options that apply to all ad tags: tag type (iFrame vs. Javascript) and secure/non-secure. Read below for more information on each option.

Tag Types

You can choose between either iFrame or JavaScript ad tags. Both forms of tags load asynchronously, meaning that they will load independently from the rest of your page, letting your page load faster.

These days, virtually all modern browsers offer support for iFrames and JavaScript. However, there are some slight advantages / disadvantages to choosing one or the other:

Advantages Disadvantages
  • More lightweight than JavaScript tags
  • Not supported by a small percentage of browsers (~1-2%)
  • Static dimensions mean that tags will not fully collapse if Default Condition set to "Hide"
  • Supports all Default Condition options
  • Require about 2KB of additional bandwidth per page-load.

Secure vs. Non-Secure Tags

You can choose whether or not your tags use SSL/TLS encryption by toggling the "Secure" option in the ad tag configuration window.

A "secure" tag will load properly on a "non-secure" page, but will take marginally longer to load. However, the converse is not true:

If your website is accessible via SSL/TLS-encrypted communication (i.e. "https"), then you must export "Secure" ad tags.


Always use the Console to export secure tags. Changing the protocol on a non-secure tag from "http" to "https" will not work.

Next Steps

For more information on specific ad-tag configurations, please see the article that best matches your integration needs:

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