Ad serving is the system that determines to deliver any particular advertisement in a specific advertisement space on the publisher’s webpage by using the technologies involved. It makes various further beneficial activities like calculate the number of impressions/clicks for an ad campaign and report generation, which helps to predict the ROI for an advertiser on a specific website.
Basic Purpose of Ad Serving
• It uploads the advertisements like text, banners, images, animations etc
• Deliver targeted ads according to each user
• Arrange advertisements in a specific order
• Counts the number of clicks and impressions
• Describe the activities occurred after any click or impression
• Limit ads’ frequency ratio to optimize ROI
• Sustain uniqueness by avoiding competitors’ ads sequentially.
How Adserving works?
The ad server is basically a computer server or a web server technically which is supported by a database server in order to store advertisements like banners, text, images, animations, etc used in online marketing. The web server brings those advertisements to website audiences. The content of the ad server is frequently updated so that the website or webpage on which the ads are displayed can show new and targeted advertisements at the same time that user visits or refresh the website or web page. For advertiser ad servers, ad server provides an independent counting and monitoring system for advertisers.
Ad servers can be run in two ways
1. Local ad servers
Local ad servers are typically run by one publisher and serve ads to the same publisher’s domain(s). Local ad servers facilitate the publisher to manage creative and formatted content.
2. Third-party / Remote ad servers
Third-party ad servers are used to show advertisements to the domains of many publishers. One centralized ad server is utilized to deliver the ads so that each advertisers and publishers can efficiently manage the allotment and rotation of their advertisements on the websites.
An Example on Third-party / Remote ad servers
Third-party works when a user visits any site like allaboutcookies.org where the content of the site run by the same site but the online advertisements are delivered by another server or website. Your browser gathers the different information supplied from several sources so that all items can be displayed on the same page. To let your browser assemble such ads accurately, the website directs your browser to accumulate information from a remote site’s ad server. As a result, the third party website places a cookie in your browser’s folder.
Five Reasons to Choose AdServer
1. Save investment and time and increase ROI
2. Arrange rich media and video campaigns automatically
3. Leverage ad serving with a Real Time Bidding
4. May also opt for Mobile ad server
5. Raise the value of your audience with content
Ad Serving Providers
Currently, the best Ad Serving solutions are provided by these technology leaders:
1. DoubleClick (have taken over by Google)
3. Ad Ops Insider
4. Smart AdServer