Since the inception of digital advertising, advances in technology have made it possible for website owners and their partners to collect anonymous data that enables a cleaner experience for visitors and establishes a foundation for selling ad space to advertisers.
Websites are assembled fresh each time they are displayed in a browser. Content, advertisements and other customizations are provided by various partners and are stitched together to form the website viewed by the user. The website ‘calls’ to web servers for these individual bits of content using JavaScript or HTML code. These lines of JavaScript or HTML code are called tags. In the interactive advertising ecosystem, tags are essential because for making calls to various ad servers, as well as for transferring information between parties . . .
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