> For the complete documentation index, see [llms.txt](https://docs.exads.com/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://docs.exads.com/publishers/sites-and-zones/using-tags.md).
# Using Tags
As a Publisher, you can use tags (keywords) to tell the ad server what kind of content sits on each of your pages, so the advertising you receive matches it more closely.
## Improving Your Advertising Matches
Two methods identify content on your web pages, so you get the most appropriate advertising:
### Method 1: URL Detection Matches
In this example, , the detected keywords are "humour" and "games". If your URL contains any category used by advertisers on the network, you receive advertising based on this match.
### Method 2: Tags (Keywords) in Your Ad Zones
In many cases your URL does not match a category precisely. In these cases, you can insert 'tags' into the code in your ad zones to manually match them to the type of advertising you want.
For example, you could insert the tags 'general' and 'humour' into your ad zone code, to ensure that you receive this type of advertising.
Depending on which format you are adding tags to, there are a few different ways of doing it, from `ad_tags`, `&ad_tags`, `tags`, `&tags`, to `data-tags` and `data-ad_tags`. See the examples below for exactly how to do it for each format.
{% hint style="info" %}
**Note**: Separate multiple tags with commas.
{% endhint %}
### Notes About Tags
* Using the tag (keyword) method takes priority over the URL keyword method. Therefore, if the ad zone contains the tag "humour" but the URL contains the word "games", the priority for the advertising to target your site(s) is products for the "humour" keyword.
* Currently, only the URL and tag methods determine the category of advertising you receive.
## Examples of Tags in Use
In the examples below, the tags 'humour' and 'general' have been added to the ad zone codes for a banner ad.
## Web
### Banner
**Asynchronous Script**
Added `data-keywords`='general, humour'
{% code overflow="wrap" expandable="true" %}
```html
```
{% endcode %}
**iFrame**
Added `&tags`='general, humour'
{% code overflow="wrap" expandable="true" %}
```html
```
{% endcode %}
### Popunder
When you create your **Popunder Zone HTML** tag, you can choose from two options:
* **Inline + Remote Script (Recommended)**: This is the recommended format, as it enables popunders to continue working when ad blockers are installed.
* **Remote Script Only**: This format relies only on the remote script. It does not provide an inline fallback.
**Inline + Remote Script (Recommended)**
Added `tags`='general, humour'
{% code expandable="true" %}
```html
```
{% endcode %}
**Remote Script Only**
Added `ad_tags`='general, humour'
{% code overflow="wrap" expandable="true" %}
```html
```
{% endcode %}
### Instant Message
Added `data-keywords`='general, humour'
{% code overflow="wrap" expandable="true" %}
```html
```
{% endcode %}
### Sticky Banner
Added `data-keywords`='general, humour'
{% code overflow="wrap" expandable="true" %}
```html
```
{% endcode %}
### Desktop Fullpage Interstitial
Added `data-keywords`='general, humour'
{% code overflow="wrap" expandable="true" %}
```html
```
{% endcode %}
### Email Banner
**Simple Image Tag**
Added `tags`='keywords'
{% code overflow="wrap" expandable="true" %}
```html
```
{% endcode %}
## Video
### In-Stream Video (VAST)
Added `&tags`='general, humour'
```
https://syndication.examplesite.com/v1/vast.php?idzone=1234567&tags=general,humour
```
### In-Video Banner (VAST)
Added `&tags`='general, humour'
```
https://syndication.examplesite.com/v1/vast.php?idzone=1234567&tags=general,humour
```
### Video Slider
**Asynchronous Script**
Added `data-keywords`='general,humour'
{% code overflow="wrap" expandable="true" %}
```html
```
{% endcode %}
### Outstream Video
Added `data-keywords`='general, humour'
{% code overflow="wrap" expandable="true" %}
```html
```
{% endcode %}
## Mobile
### Mobile Banner
**Asynchronous Script**
Added `data-keywords`='general, humour'
{% code overflow="wrap" expandable="true" %}
```html
```
{% endcode %}
**iFrame**
Added `&tags`='general, humour'
{% code overflow="wrap" expandable="true" %}
```html
```
{% endcode %}
### Mobile Popunder
When you create your **Popunder Zone HTML** tag, you can choose from two options:
* **Inline + Remote Script (Recommended)**: This is the recommended format, as it enables popunders to continue working when ad blockers are installed.
* **Remote Script Only**: This format loads only the remote script, so it cannot recover ad-blocked traffic. Ad blockers often list the remote script URL, and when it is blocked no ad is served.
**Inline + Remote Script**
Added `tags`='general, humour'
{% code expandable="true" %}
```html
```
{% endcode %}
**Remote Script Only**
Added `ad_tags`='general, humour'
{% code overflow="wrap" expandable="true" %}
```html
```
{% endcode %}
### Mobile Instant Message
Added `data-keywords`='general, humour'
{% code overflow="wrap" expandable="true" %}
```html
```
{% endcode %}
### Mobile Fullpage Interstitial
Added `data-keywords`='general, humour'
{% code overflow="wrap" expandable="true" %}
```html
```
{% endcode %}
## Native
### Recommendation Widget
Added `data-keywords`='general, humour'
{% code overflow="wrap" expandable="true" %}
```html
```
{% endcode %}
## Push Notification
Added `data-keywords`='general, humour'
```html
```
## Multi-Format
Added `data-keywords`='general, humour'
{% code overflow="wrap" expandable="true" %}
```html
```
{% endcode %}
## Custom Targeting Tags
A Network Admin User can set key-value pairs for custom targeting. Once they are set up, you can pass one value per key with each ad request, and advertisers can target those keys and values in their campaigns. For example, if you pass a custom key-value of age=18, campaigns targeting that age range become eligible to serve ads in your ad zone, provided all other criteria match.
Below are examples of some custom targeting tags for different ad formats:
### Banner
**Asynchronous Script**
{% code overflow="wrap" expandable="true" %}
```html
```
{% endcode %}
**iFrame**
{% code overflow="wrap" expandable="true" %}
```html
```
{% endcode %}
### Popunder
**Inline + Remote Script (Recommended)**
{% code expandable="true" %}
```html
```
{% endcode %}
**Remote Script Only**
```html
```
### Instant Message
{% code overflow="wrap" expandable="true" %}
```html
```
{% endcode %}
### Direct Link
{% code overflow="wrap" expandable="true" %}
```html
Click Here!
```
{% endcode %}
### Sticky Banner
{% code overflow="wrap" expandable="true" %}
```html
```
{% endcode %}
### Email Clicks
{% code overflow="wrap" expandable="true" %}
```html
Click Here!
```
{% endcode %}
### Desktop Fullpage Interstitial
{% code overflow="wrap" expandable="true" %}
```html
```
{% endcode %}
### Mobile Banner
{% code overflow="wrap" expandable="true" %}
```html
```
{% endcode %}
### Mobile Popunder
**Inline + Remote Script**
{% code expandable="true" %}
```html
```
{% endcode %}
**Remote Script Only**
```html
```
### Mobile Instant Message
{% code overflow="wrap" expandable="true" %}
```html
```
{% endcode %}
### Mobile Fullpage Interstitial
{% code overflow="wrap" expandable="true" %}
```html
```
{% endcode %}
### In-Stream Video (VAST)
{% code overflow="wrap" %}
```
https://syndication.examplesite.com/v1/vast.php?idzone=1234567&ex-ranges=1234&ex-car-brand=name&ex-credit-score=1234&ex-uuid=a1b2c3&ex-numbers=1234
```
{% endcode %}
### In-Stream Banner (VAST)
{% code overflow="wrap" %}
```
https://syndication.examplesite.com/v1/vast.php?idzone=1234567&ex-ranges=1234&ex-car-brand=name&ex-credit-score=1234&ex-uuid=a1b2c3&ex-numbers=1234
```
{% endcode %}
### Video Slider
{% code overflow="wrap" expandable="true" %}
```html
```
{% endcode %}
### Outstream Video
{% code overflow="wrap" expandable="true" %}
```html
```
{% endcode %}
### Recommendation Widget
{% code overflow="wrap" expandable="true" %}
```html
```
{% endcode %}
### Push Notifications
{% code overflow="wrap" expandable="true" %}
```html
```
{% endcode %}
### In Page Push Notifications
{% code overflow="wrap" expandable="true" %}
```html
```
{% endcode %}
### Multi Format
{% code overflow="wrap" expandable="true" %}
```html
```
{% endcode %}
---
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