Besides measuring interest in your company, you can use the tag to change the content of a page based on where the visitor works, for Personalization. Whenever someone reads an article on the web, we get asked to bid on showing one of our ads on the page, which are third-party pages, like cnn.com or nytimes.com, not one of our customers' pages. We use the same identification API to look at the IP address and cookie from these advertising bid requests. Our API uses the IP and cookie to identify where the person works, and we pull the content from the page the bid request came from to add to our knowledge of an account's intent.
This tag is typically placed on a template page within a content management system (CMS), through a tag management system (TMS), or just before the closing tag of your site. Verify the tag appears on all pages, including any ad landing pages, microsites, or marketing automation system (MAS) pages.