Since the inception of digital advertising in 1994, when the first-ever ad was placed on a website, the industry has been using the same technology to serve ads to web pages- The Ad server. Google Ad Server is the most popular ad server, with 80% of the U.S. market for search ads, accounting for the bulk of its $116.3 billion in total ad revenue last year.
Ad tags are an integral part of the ad serving process. They are a snippet of code that reserves a space on a website for ad creative until the ad is served. Ad tags facilitate communication between publishers, advertisers, and ad exchanges.
Hay varios tipos de etiquetas publicitarias disponibles en Google Ad Manager , entre ellas:
- Etiquetas de páginas móviles aceleradas para usar con páginas AMP
- Etiquetas de aplicaciones móviles para publicar anuncios en inventarios de aplicaciones móviles
- Ad Exchange Tags for publishers integrating Ad Exchange with Google Ad Manager; and
- Google Publisher Tags for building and serving ad requests
According to Google Developer, Google Publisher Tag (GPT) ‘ is an ad tag library which allows publishers to define inventory, initiate and bundle ad requests, and render matching demand’. For digital publishers working with ads to monetize their website, it is essential to understand how the GPT library works and how they can leverage google publisher tag GPT to generate maximum return on their advertising investment.
¿Qué es la etiqueta de editor de Google?
Google Publisher Tag es una biblioteca de etiquetado de anuncios que permite a los editores crear dinámicamente solicitudes de anuncios para bloques de anuncios. Permite a los editores definir la configuración de anuncios dentro del código y establecer opciones de orientación para diferentes espacios publicitarios, lo que les brinda control en la creación y publicación de anuncios en el inventario.
Las etiquetas de editor de Google constan de detalles vitales sobre el bloque de anuncios, incluido el tamaño del bloque de anuncios, el tamaño del anuncio y otra información para permitir la orientación por valores clave.
A simple GPT defining the ad size will appear as such:
¿Cómo funciona la etiqueta de editor de Google?
GPT works by providing a communication channel for ad calls between the ad server and the user’s browser, allowing the site to render ads from the Google Ad Server.
Así es como funcionan las etiquetas de editor de Google:
- A visitor navigates to the publisher’s web page. The user’s browser then makes a request to the ad server looking for the GPT javascript code.
- A continuación, el código de la etiqueta publicitaria GPT genera una o más solicitudes y las reenvía al servidor de anuncios de Google.
- Luego, el servidor de anuncios lee la solicitud y reconoce todos los valores clave relevantes contenidos en la unidad de anuncios, como el diseño, el tamaño y la orientación del anuncio.
- Luego, el servidor de anuncios evalúa el anuncio que mejor coincide y devuelve el código del anuncio al JavaScript de etiquetado.
- Finalmente, GPT toma detalles clave, etiqueta el archivo Javascript y el servidor de anuncios los ejecuta en los espacios publicitarios disponibles.
Beneficios de la etiqueta de editor de Google
Google Publisher Tags offer several benefits, such as:
Access to Google Publisher Console
GPT enables publishers to access the Google Publisher Console, a support tool consisting of built-in debugging tools that help publishers troubleshoot any issues they are experiencing as they build ads.
Asynchronous Rendering
Google Publisher Tag also facilitates asynchronous rendering, whereby the GPT javascript renders without blocking the page rendering and vice-versa. This leads to reduced page latency and improved page load time. Publishers also have the option to render their page’s content synchronously if they so choose.
Cache Busting
Google Publisher Tag GPT also offers a cache-busting element meaning that the ad server returns ads from the server rather than the browser cache.
Multi-Level Inventario Hierarchy
Multi-level inventory hierarchy allows publishers to set multiple line items with desired granularity for custom targeting. Publishers can use page-level targeting and inventory level targeting.
Responsive Ads
La etiqueta de editor de Google funciona con bloques de anuncios adaptables, lo que permite solicitudes de anuncios para varios dispositivos, como computadoras de escritorio y dispositivos móviles, independientemente del tamaño del anuncio. Esto significa que los anuncios se muestran con una resolución óptima sin necesidad de configurar varias líneas de pedido.
Single Request Architecture (SRA)
La arquitectura de solicitud única permite a GPT agrupar solicitudes de anuncios, enviando múltiples solicitudes al servidor de anuncios simultáneamente y, en consecuencia, mejorando el tiempo de carga de la página.
SSL support
GPT offers SSL support, so whether URLs begin with HTTPS:// or HTTP://, publishers don’t have to modify their GPTs. Regardless of whether they are secure webpages and unsecured webpages, there is no need to change the tag in any way for serving on a secure page.
Introducción a GPT en Google Ad Manager
Getting started with Google Publisher tags is simple once you have access to an Ad Manager account.
The following steps will allow publishers to generate GPT in Google Ad Manager.
- En primer lugar, inicie sesión en la cuenta de Google Ad Manager.
- Desde aquí, navegue hasta Inventario > Bloques de anuncios y seleccione el bloque de anuncios para el que desea generar la etiqueta de anuncio.
- En el lado derecho de la página, haga clic en Generar etiquetas y seleccione el tipo de etiqueta de anuncio Etiqueta de editor de Google.
- Haga clic en continuar
- Establece los atributos personalizados que quieras para definir el funcionamiento de tu GPT. Asegúrese de verificar cuidadosamente las propiedades de GPT antes del siguiente paso.
- Haga clic en Continuar
- Finally, save your settings which will give you the tag to paste into your web page's source code.
Some Common GPT Errors
While GPT is relatively straightforward to implement, as with any tag code built, publishers may encounter some issues along the way. Here are some common errors as defined by Google Developers, and some suggested solutions.
Error 1: Relying on Gpt.js Script Tag Listeners
As we can see in the following example, relying in any way (including frameworks) on the API from within event listeners attached to the script tag is incorrect.
Solución:
Ensuring that the googletag.cmd exists (as you can see in the below code) should fix this scenario. This is because the googletag.cmd maintains a list of commands that will be run as soon as GPT is ready, meaning your callback is run when GPT has loaded.
Error 2: uso indebido de cierres y alcance de variables de JavaScript
Este error ocurre cuando el script del código contiene suposiciones incorrectas sobre el alcance de las variables de Javascript y el valor de las variables pasadas a googletag.cmd.push.
Solution: When working with javascript, closures capture variables by reference rather than by value. Therefore, if a variable is reassigned, its new value will be used when the function closure that captured it is later executed. This can cause problems in the case of asynchronously loaded GPT. TO avoid any issues with the above situation, care should be taken with regards to scoping rules of JavaScript. The code should also be written without the assumption that functions placed on the command queue will execute immediately, as seen below.
Google Ad Manager comes with various functions and features to assist multiple demand partners in serving ad units and monetizing their site content. With GPT, publishers can define inventory, initiate and bundle ad requests, and then render specifically targeted ads tagged with their desired key values.
Google GPT offers many benefits over other ad tags, including the ability to render ads asynchronously and serve up dynamic ads in multiple sizes for a range of different devices.
Plataforma Fuse: una etiqueta para resolver todos sus problemas con los bloques de anuncios
As demonstrated above, even the most experienced web admins may encounter problems when using a GPT ad tag to create an ad request for their web pages.
La plataforma Fuse de Publift es la solución de publicidad programática todo en uno definitiva para editores web y de aplicaciones.
To start experiencing the power of Fuse on your site, simply replace your current AdSense, Ad Manager, AdMob or third-party tag/ SDKs with our Fuse technology. Once your tags are on the page, our expert team will be able to test, analyze and optimize your setup to maximize revenue.
If you’re making more than $2,000 in monthly ad revenue, contact us today to learn more about how Publift can help increase your ad revenue and best optimize the ad space available on your website or app.