clickTag

ClickTag is a convention in online advertising used to designate the destination URL for a banner ad when it is clicked. The clickTag parameter is supplied by the ad server to the creative at impression time, enabling dynamic, per-impression click-through URLs without editing the creative itself.

Historically associated with Flash banners, a SWF would read the clickTag value from the embedding page or request and navigate to that URL on click. In modern HTML5 and JavaScript-based creatives, the same concept persists, with the ad server substituting a value for the clickTag token (for example via tokens like %%CLICK_URL%% or data-clickurl). The click action typically opens the target URL in a new tab or window. The approach separates content from destination logic, aiding dynamic optimization and tracking.

Benefits include dynamic per-impression destinations, easier creative management, and improved attribution. Best practices emphasize providing a fallback URL if clickTag is missing, encoding or sanitizing the URL to prevent injection, and using a secure target (such as _blank with rel="noopener") to reduce security risks. Some platforms still offer alternative token names, such as ClickTag, so producers often ensure compatibility by supporting common variants or relying on the ad server to substitute the standard tag. In summary, clickTag is a widely used mechanism that connects a clickable banner to its landing page, while enabling dynamic, server-controlled tracking and routing.