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

    … working with clients that were consolidating on its suite of ad tech products, she said. Razorfish, which was using Atlas as its ad server at the time, and was therefore not included in those plans. “The idea is you create difficulties, then you create a solution,” Tweed said of Google prohibiting DMPs. And that solution is to use Google at every stage…

    John Mcdermott/ Digiday- 21 readers -
  • 5 things we learned about Facebook in 2014

    … it purchased Oculus, a startup that created a virtual reality headset for video gaming. Instagram — which Facebook acquired in April 2012 — signed an advertising partnership with Omnicom in March of this year worth up to $100 million. Collectively, the acquisitions suggest that Facebook wants to become something akin to Coca-Cola or Pepsi — a large…

    John Mcdermott/ Digidayin Social- 22 readers -
  • Navigating The Modern Ad Serving Stack, Part 1: Direct Orders

    It is universally acknowledged that the ad tech industry is complex. Some would say overly complex. As a result, you will often hear people in the advertising world throw around terminology in embarrassingly incorrect ways. I don’t want you to be one of those people, so I’m writing this series to shine some light on the fundamentals of modern ad serving.

    Ratko Vidakovic/ Marketing Land- 27 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- 14 readers -
  • Why Tag Management Isn’t Really About Web Site Analytics Anymore

    … involvement with it once it’s adopted. As a result of this, many have come to rely on their digital agencies to deal with the logistics of media-related site tagging. In most cases, this is done using a display ad server container tag, which was originally developed for view-through analytics purposes – not tag management. The inconvenient reality…

    Marketing Land- 15 readers -
  • 10 Bargaining Chips for Negotiating a Direct Media Buy

    …-negotiate: After you’ve negotiated your ideal media buy, measure the performance with an ad server. You’ll want all of this data so you can use these metrics when re-negotiating your next media buy or negotiating another media buy with a similar publisher. When negotiating, don’t give up all of your data at once. Turn your poker face on and stand…

    MixRankin Display- 4 readers -
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