What is MultiTag?

Instead of adding a separate code for each format, the publisher installs one tag. The ad network then decides which format to show to each visitor and how often, based on the bids it has and on frequency limits, with the goal of the highest eCPM per visit.

It saves time and is a good start for a new site, because the network does the optimisation. The trade-off is control: you see less detail per format and may get formats you would not pick yourself. Many publishers start with MultiTag, check which formats earn the most, and then switch to separate tags such as popunder, push ads or a video slider.

Several networks offer it under their own names, so check which formats are included and whether you can turn single ones off.