What is the meaning of "tags integration"

[SebMP]

Hello,
Sorry I do not know where else to put this question.

I have got an email of a company want to advertise on my website. In the end of message they said: "Do you support tags integration? I want to send you tags for the mobile web traffic and start buying your traffic.". I did a few research on google but didn't found anything that I could understand. Therefor, anyone have any Ideas of what "Tags integration"?

Thank you very much

[matbennett]

They likely mean "tags on page", meaning that you put their code directly on the page, rather than serving it through an adserver. There are pros and cons to this. Tags on page is faster (one less layer), but you are handing control over totally to the parnter. They will see every user, whether they pay or not, you are at the mercy of their code and you cannot control when their code fires.

I am not opposed to integrating through on-page tags, but it has to be a premium partner bring significant incremental revenue. If you are using GAM try that method first and see how good they are before handing over the keys!

Mind me asking, who is the partner?