online ad serving

What is an Ad?Content that acts as a commercial device to carry a message in order to attract a user.

Adserving

Technology that places advertisements on web sites of publishers

Publisher’swebsite

Advertiser

Serve Ads

Examples –Times of IndiaE-bayAmazonflipkart

Examples –ReebokCoca-colaHyundai

Content Ad

Ad

Importance

Advertisers: Making the people aware of its product Increased revenue Improved “impression”

Publishers: Understand the users better Charge advertisers for displaying their ads

Users

Web ServerEstablish IP connection

Sends content to user’s computer

Ad Server

How Ad-serving works?

Send request for ad

Serve ad

User’s Machine

AD Tag

Entry point of ad serving

HTML code a browser uses to fetch an advertisement from an Ad Server.

Example –

<script type="text/javascript">

var pubId=29914;

var siteId=32798;

var adId=35239;

var adwidth=728;

var adheight=90;

</script>

<script type="text/javascript" src="http://adservingcompany.com/AdServer/js/showad.js">

</script>

Mandatory parameters

How Ad tag works?

Adtags will load on the publisher site.

showad.js script will execute and will give call to adserving company’s adserver.

showad.js contains all the logic for displaying which ad from which advertiser , what targeted parameters are etc.

Once the decision is made, ad is served on the publisher’s page.

After the complete rendering of the ad, tracker call will execute .

It is basically to provide reports to the advertiser for tracking purpose.

Ad Server Stores advertisements used in online marketing and

delivers them to website visitors.

Ad server functionality:

Uploading advertisements

Targeting ads to different users, or content

Reporting impressions, clicks, post-click & post-impression activities, and interaction metrics

How cookie plays a important role in targeting?

A small file dropped on user’s browser the first time he visits any website.

Consists of an anonymous ID number that is associated with that computer and browser.

Information associated with the cookie is updated on each subsequent visit to any site.

Data associated with the cookie is used to keep track of:

Which ads the user has seen on which sites

The frequency with which the user has seen each ad

Targeting parameters

Audience

Geographic

Time-Based

Behavioral

Pricing model used by publisher CPA (Cost Per Action)

CPC (Cost Per Click)

CPDL (Cost Per Download)

CPI (Cost Per Impression)

Take Away Do Not Track –

The Do Not Track (DNT) header is the proposed HTTP header field that will tell advertising networks and other websites and applications that you want to opt-out of tracking for purposes like behavioral advertising.

To enable - Tools > Options> Privacy.

Disable cookies

You can also disable cookies which will not allow the website to drop cookies on your browser.

To enable – Menu > options > privacy

Incognito mode

Adblock Plus

It is a plugin for chrome that block all the banners, pop-ups and video ads.

Thank You