The invention relates to active tag codes. Embodiments are disclosed herein that relate to the use of active tag codes that change as a function of time to incorporate a greater amount of data into the tag code compared to a static tag code of similar configuration. For example, one disclosed embodiment provides a method of presenting an active tag code to a receiving device. The method includes presenting a first portion of the active tag code at a first time, the first portion of the active tag code encoding a first subset of information of a set of information encoded in the active tag code. The method further includes presenting a second portion of the active tag code at a second, later time, the second portion of the active tag code encoding a second subset of information of the set of information encoded in the active tag code.