Using the TagList to Target Ads

The GetAd method compares the tags in the TagList to the target tags associated with the campaign items. Campaign item tags may be categorized in the Ad Manager as Target tags, Exclude tags, or Required tags.

• Target. The ad’s selection weight increases when target tag matches.
  
  
• Required. The ad is selected only if this target tag matches.
  
  
• Exclude. The ad is not selected when this target tag matches.

The comparison is case-insensitive, but spaces and other non-alphanumeric characters in either string are significant. For example, the tag “PageGroup.Sports” matches “pagegroup.sports,” however the tag “MyHomePage” does not match “My Home Page.”

The AdSamples directory includes a file called Tags.asp which demonstrates how tags can be used to specify ad-selection criteria, including selections based on the visitor’s browser type.