Ad Server

Ad serving describes the technology and service that places advertisements on web sites. Ad serving technology companies provide software to web sites and advertisers to serve ads, count them, choose the ads that will make the website or advertiser most money, and monitor progress of different advertising campaigns. Ad servers are divided into two types: Publisher ad servers and advertiser (or third party) ad servers.
Posts about Ad Server
  • Google’s impending data platform restrictions raise concerns

    … developments over the past two years. “If our partners are not allowing us to track our audience across channels, then it creates an inefficiency in buying, and we don’t know if we’re buying the same audience twice,” said Oleg Korenfeld, svp of advertising technology and platforms at media agency MediaVest. “Google would like as much of the buying…

    John Mcdermott/ Digiday- 17 readers -
  • 5 things we learned about Facebook in 2014

    … to its news feed algorithm could send advertisers, agencies and publishers scrambling for or basking in referral traffic lost or gained. It was hardly the only thing the media and marketing worlds learned about Facebook this year, though. That lesson, and more, below. News feed taketh away … Facebook’s continuous tweaking of EdgeRank…

    John Mcdermott/ Digidayin Social- 10 readers -
  • Navigating The Modern Ad Serving Stack, Part 1: Direct Orders

    … ad serving. My goal is to provide some clarity as to how most of the phrases we hear today — like programmatic direct, private marketplaces, open auctions, and so on — fit into the big picture. Since ad serving is where the rubber meets the road, it seems like a logical place to start our journey. It helps to view the ad-serving world from…

    Ratko Vidakovic/ Marketing Landin Display- 20 readers -
  • Programmatic’s biggest challenges: Talent, education, fraud

    … last-click attribution being far too narrow a way to judge a campaign’s performance. But it’s no coincidence Sandberg’s comments are timed with Facebook’s launching of Atlas, the company’s own ad server and attribution product. “Media clarity and quality” The Internet has wreaked havoc on brand-name publishers, with many of them discovering…

    John Mcdermott/ Digiday- 9 readers -
  • Why Tag Management Isn’t Really About Web Site Analytics Anymore

    … needs. Both sides acknowledged that JS tracking tags were causing big headaches for everyone. Yet, the primary requirement from their side demanded minimization of user latency. The fact is that industry research and internal analyses showed latency was highly correlated with site abandonment – a very real opportunity cost to the businesses…

    Marketing Land- 11 readers -
  • Clickganic advertising platform raises $300K from Clickky and a business-angel

    … of this deal for Clickky is aiding the development of Clickganic’s ad server, which would then be used in scaling our media buying. We’ll also help them increase the number of publishers and advertisers, while building a cutting-edge platform.” Clickky is the largest mobile app marketing platform in Eastern Europe, focused on user acquisition…

    KJ Rocker- 7 readers -
  • 10 Bargaining Chips for Negotiating a Direct Media Buy

    10 Bargaining Chips for Negotiating a Direct Media Buy March 21, 2013 By mixrank Direct media buying is an excellent strategy to purchase ad impressions for your targeted audience. You have the luxury of buying impressions in bulk with the satisfaction of saving money, given that the impressions offered at a discounted rate.

    MixRank- 3 readers -
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