Implementation of Third Party Tag
Google Ad Manager is an ad server platform that is mostly used by publishers to help increase their advertisements, whether for direct sales, AdSense, AdX or third-party networks. Through the Google Ad Manager platform, publishers can generate various kinds of tags, one of them is the Google Publisher Tag (GPT). GPT is an ad-tagging library that can help to make ad-requests dynamically. Publishers can control the delivery of ad inventory through GPT, such as ad unit code, ad size, and custom targeting to display ad on web and mobile app pages.
Difference between GPT tag and AnyMind Tag Service (ATS)
Looking into the background of why AnyMind developed AnyMind Tag Service (ATS), AnyMind Group also works with publishers to help with tag implementation code through the AnyMind ad server that is implemented using a head-body code or a combined ad unit. AnyMind also adds demand sources (AdX, Exchange Bidding and Header Bidding) by implementing the ad unit code on each position. If a publisher already has their own Google Ad Manager, then they must already have a GPT tag. In addition, publishers can also set up Private Marketplace (PMP) deals for Programmatic Guaranteed (PG), Programmatic Direct (PD), and Private Auction using this code.
On the other hand, this code requires full technical support, because all agreed ad unit tags must be installed in accordance with the agreed position. If the tags are not installed correctly, then the ad-request value can occur with wasted impressions which will also have a direct impact on programmatic ad revenue projection. In addition, publishers must attach additional tags if there is a campaign that wants to run using AnyDigital Premium Marketplace (APM) for unique rich media formats for a certain period.
ATS has a more advanced function to wrap the ads than a normal GPT tag which has to be implemented one-by-one on the head and body tags. ATS only needs to be implemented at the head tag position right after opening the "head" before any other scripts. By using this tag, the publisher does not need to attach each ad unit to the body code.
After this code has been implemented, ad units will be injected directly on the "div id" or "div class" in the body code. In addition, AnyMind Group team directly will help to ensure that all ad units that have been approved are published fully on the publisher's site. The advantages of ATS itself include functions and updates for traffic and ad quality, ad optimization, and increased website speed. Besides, publishers also do not need to install additional codes if there will be a campaign running with AnyMind Premium Marketplace (APM).
Sample Case Study
AnyMind Group has helped a news publisher in Indonesia to increase the speed of their site by using ATS code. Before using the ATS code the publisher had a site load speed of more than 5 seconds, after using the ATS code the publisher could accelerate the site load speed to 3 seconds meaning a 40% improvement in site load time. In addition, the publisher could also uplift the total CPM by 2% after installing the ATS code from June to December 2020. The publisher also does not need to remove tags if there is site performance optimization, such as adding new ad units or sizes, so implementation is way easier.
How to Get an ATS code?
In order to get their own ATS code, we have set a requirement for publishers to have a minimum pageviews (PV) of 3-4 million per month with potential ad revenue of more than $25 / day. The AnyMind team will help analyze and calculate revenue projections in advance and provide recommendations for ad slots to be determined to use ATS.