At PropellerAds, our main goal is to create a sustainable affiliate ecosystem for publishers, media buyers, advertisers, and other stakeholders alike.

We’ve recently introduced MultiTag, a smart solution that helps publishers build a high-level monetization strategy without much effort.

But, even though our internal team was confident our new feature would improve the results our members get, we asked a few publishers to test out this new feature.

All in order to showcase just how significant the boost in performance can be when using MultiTag.

Below, we’ll go over the definition of MultiTag and some real-life examples of how this feature has improved the results our publishers get from their content.

What Is MultiTag?

We’ve already covered MultiTag in one of our previous articles, but we’ll go over a brief description for publishers who are not yet familiar with this awesome feature.

In simple terms, the PropellerAds MultiTag is a piece of code that publishers can place on their site. This smart tag automatically detects the best ad formats for a specific publishing platform and displays the most profitable adverts to users.

All you need to know about MultiTag – the Playlist

More specifically, MultiTag allows you to improve user experience by displaying relevant ads while ensuring that you make the most money from your website.

MultiTag is compatible with three types of ads, although our team is working hard on expanding this feature to all of the formats we offer. At the time of writing, the supported formats include:

The best part is that the formats above work well together, so you can improve your revenue-generation scheme while still ensuring a great experience for visitors.

In simple terms, choosing MultiTag is beneficial for all stakeholders, not only publishers!

Moreover, according to our findings, MultiTag can:

  • Help publishers increase revenue by up to 50%
  • Boost impressions by 60%
  • 50% higher CPM rates

Publishers that want to test out these numbers by themselves can always run a quick experiment comparing MultiTag to classic tags like push notifications, interstitials, and on-click ads. 

Case Study Details and Stats

We wanted to gain a full understanding of how MultiTag can boost our members’ results. So, we asked some of our publishers to install our smart code and compare the results to traditional tags. Let’s take a look at the details of our experiment:

Period of using: November 20th – December 10th
GEO: Worldwide
Platform: Mobile + Desktop
CPM improvement: +50%

The MultiTag code was installed on streaming sites and ran from November 20th until the 10th of December, comparing the results obtained with data from OnClick, In-Page Push, and Interstitial tags.

StatsMultiTagOn-Click OnlyIPP OnlyInterstitial Only
Impressions 80,41927, 20822,49636,715

What Does This Mean for Publishers?

The results were outstanding, to say the least! While MultiTag racked up fewer impressions than all other three combined, it also resulted in a higher CPM and earnings that exceeded the amount generated by all of the other formats put together. 

The Impact of MultiTag on Publisher Revenue

Below, we’ll go over the results and feedback we obtained from two of our publishers that participated in our MultiTag experiment.

Real Case #1 Interstitial vs. MultiTag

Here are the statistics for the first case. Not that we’ve divided the results received from the traditional interstitial tag and the results of MultiTag.

Interstitials Results

Period: 10/11/20 – 19/11/20
Earnings: $10
CPM: $0.07
propellerads - publisher case study multitag

MultiTag Results

Period: 21/11/20 – 29/11/20
Earnings: $20 to $30
CPM: $0.10 – $0.15
propellerads - publisher case study multitag

Real Case #2 Interstitial vs. MultiTag

Here are the results from our second publisher, who also worked with MultiTag and interstitials. 

Interstitials Results

Period: 12/11/20 – 19/11/20
Earnings: $10
CPM: $0.25 – $1.05
propellerads - publisher case study multitag

MultiTag Results

Period: 22/11/20 – 29/11/20
Earnings: $20
CPM: $0.82 – $1.56

The bottom line with both examples is that MultiTag can help increase the number of impressions, CPM, and overall earnings. All of which translated to better performance from all angles.

How Are Publishers Implementing MultiTag?

Implementing MultiTag is extremely easy, plus you can generate a tag for all three formats with just one click. After generating the tag on your PropellerAds account, you simply have to insert it into your site’s source code and you’re good to go.

To generate the code in your account, you have to:

1. Choose a format:

PropellerAds - Monetization Formats
Choose the Monetization Format

2. Choose a name for the tag (we recommend editing the default name for easy management)

3. Copy the code and paste it to your site’s source code:

multitag code

4. Start working with all three formats on your site!

Keep in mind that each zone’s code will have its own ID. But you can always recognize them because they will have the prefix “multi” on the label.

MultiTag Benefits

In simple terms, MultiTag can be used to simplify the monetization process and the optimization step in your site. This translated to:

  • A higher number of impressions
  • Increased CPM rates
  • Higher revenue
  • Easier integrations

Want to find out more about the best features for publishers? Contact PropellerAds today and our team will be glad to help.

Editor’s Note: Originally published in December 2020, this article was updated for accuracy reasons.


While working as a writer and marketing consultant for the past 9 years, Tom has also developed a passion for the world of affiliate marketing. With first-hand experience and a solid background in online marketing, he has a deep understanding of the different ad formats, offers, and other elements that affect the performance of an affiliate campaign. Tom also loves backpacking around tropical countries, listening to the boom-bap sound of old school hip-hop, and playing amateur rugby with his local team.