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Ads Server Implementation
Internet advertisement is characterized contrary to the advertisement in other mass media in particular by the fact that the reaction of the addressed consumers it is measured directly and time can be evaluated. For this Adserver so mentioned is used, which steers the distribution of advertisement and contacts measure as well as evaluate; they are data base-based management systems for the care and administration of advertising surfaces in the Internet. They ensure for the fact that the correct advertisement is indicated to the correct target group at the correct time and to optimize the advertising effectiveness. Special meaning has here the reporting, thus the logging and evaluation of the advertising effectiveness on the basis Ad Impressions (how often a banner became and Ad Clicks (how often a banner became on.
An ad server is a computer server that stores advertisements and delivers them to website visitors. Ad servers come in two flavors: local ad servers and third-party or remote ad servers. Local ad servers are typically run by a single publisher and serve ads to that publisher's domains, allowing fine-grained creative, formatting, and content control by that publisher. Remote ad servers can serve ads across domains owned by multiple publishers. They deliver the ads from one central source so that advertisers and publishers can track the distribution of their online advertisements, and have one location for controlling the rotation and distribution of their advertisements across the web.
Necessity for the Adserver technology
Divergence are minimized by purposeful distribution of advertisement in the Internet, as they arise for example during print advertisement, since the recruit-rubbing perhaps communicates here its advertising message at consumers, that do not fall into the target group. Adserver permit target-group-specific distribution to the advertisement through Targeting options so mentioned (see below). Besides they make a centralized planning and control possible of advertising campaign and permit so an optimization to the advertising land use.
The advertising customer must besides overview of the resonance on his advertising measure have, which also basis for an account of the Internet advertisement can be (e.g. number of the Ad Impressions or Ad Clicks).
Operational principle
Instead of the direct integration of an advertising banner and the direct left on the Internet operational readiness level of the recruiting, in the appropriate place of the Internet side a HTML code of the Adservers is merged. Thereby by opening a side an inquiry is sent to the Adserver, an advertising banner from the pool, if necessary with appropriate Targeting (see below), to fade in. The Adserver sends then the appropriate parameters to the Browser of the user, whereby an advertising banner is faded in, and logs this insertion. Takes place click on banner, this is passed on first to the Adserver, to which click again logged and which user finally passes on the side of the recruiting. The user notices usually nothing from this procedure.
Ad server functionality
The typical common functionality of ad servers includes:
- Uploading advertisements and rich media.
- Trafficking ads according to differing business rules.
- Targeting ads to different users, or content.
- Tuning and optimization based on results.
- Reporting impressions, clicks, post-click & post-impression activities, and interaction metrics.
Advanced functionality may include:
- Frequency capping so users only see messages a limited amount of time.
- Sequencing ads so users see messages in a specific order (sometimes known as surround sessions).
- Excluding competition so users do not see competitors' ads directly next to one another.
- Displaying ads so an advertiser can own 100% of the inventory on a page (sometimes known as roadblocks).
- Targeting ads to users based on their previous behavior (behavioral marketing or behavioral targeting).
