When the linking of several ad tags, usually from different exchanges, ad servers, or ad networks, creates a “waterfall” – or “daisy chain” – of impressions passing from tag to tag. If no creative is found via the demand available to Ad Tag 1, the impression can be passed to Ad Tag 2, Ad Tag 3, and Ad Tag 4 to see if demand is available there, and so on until a creative is found and served.
« Back to Glossary Index