What Do the New Google Publisher Tags Do Anyways?

You’re probably thinking, oh great! Google is forcing another change to Google publisher tags down our throats to cover their own interests. While you may be justified to think this in the past, this change is actually quite beneficial to your website and its ad inventory.

  1. Google Publisher Toolbar

Why so? Here are the top three reasons:

  1. Passback Tag Flexibility: When running other networks you were not able to properly send passback ad impressions back to DFP. Instead, you would have to use another one of your ad networks as a passback. The most efficient passback strategy would be to send passback ad impressions back to DFP and have it decide the next highest paying ad. This used to be only possible on the paid version (DART) but the folks at Google were nice enough to extend this feature to the free version (DFP Small Business).
  2. Email Accessibility: With the new ad tags, you are able to implement ads in emails. This includes newsletters, automatic messages, email signatures, etc. This new accessibility was made to allow DFP users to implement ad tags in any environment that couldn’t handle JavaScript ads.
  3. Improved Latency: The new DFP ad tag will improve the load time of your ads. With the onslaught of more complex ads with rich media and video, this needed to happen. How did they do this? With the new ad tags, DFP can now load ads asynchronously. This means DFP ads will no longer slow down your loading content.
  4. Google Publisher Console (GPC): GPC allows you to track down your live ads and several important metrics related to loading those ads. GPC is the window into DFP’s real time decision making process, ad latency metrics and information on any ad tag errors when loading the ads live. Essentially, GPC takes the guess work out of troubleshooting ads.

There you have it, having to change all your DFP ad tags isn’t that bad after all. The change itself will be a pain, however, your sweat and blood will go to great use. Still think it’s more trouble than it’s worth? If this follows normal Google fashion, then soon Google will not support the old ad tag, so might as well get it installed sooner than later.

If you’d like to get specific advice on how to implement the new DFP ad tags or how it will affect your website, feel free to contact us.

Kean Graham

CEO and Founder at MonetizeMore

Kean has been a pioneer in the AdTech world since 2010 who believes in the supremacy of direct publisher deals, programmatic advertising, and building ad technology as keys to scaling ad revenue. Here, he provides publisher resources and guides covering areas like website monetization, AdSense optimization, Google Ad Manager, Ad Exchanges, and much more.

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  1. alfred

    A quick question…
    when we do a “.defineSlot()” in the header but not a “.display()” in the body would that be counted as an impression? Most sites have a common header file where we can define all the slots but not all might do a “.display()” later on in the page.

    • Kean

      Hi Alfred,

      I believe the ad impressions are still counted despite what you put in the body tags. We’ve placed passback header tags with the body tags not showing up and DFP still counted all the header calls which messed up all the reporting.



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