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- 18 readers -
  • 5 things we learned about Facebook in 2014

    … brand that doubles as a holding company for numerous sub-brands. If it can’t buy ’em, it will copy ’em. When Facebook was either unwilling or unable to purchase certain digital media entities, it simply tried to co-opt their popularity. In February, it released Paper, a mobile news reading app similar to Flipboard. Snapchat famously turned down…

    John Mcdermott/ Digidayin Social- 15 readers -
  • Navigating The Modern Ad Serving Stack, Part 1: Direct Orders

    …, on the publisher’s ad server. If these conditions are not both met, it is not a direct order. It’s most likely that the impressions are coming from a third party, like an ad network or demand-side platform, who either have their own direct orders or are piggybacking off someone else (e.g., an exchange). Direct orders are especially useful for negotiating…

    Ratko Vidakovic/ Marketing Landin Display- 23 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- 13 readers -
  • Then and Now: 6 Ways the Advertising Landscape Has Evolved

    It’s hard to imagine that the first online ad server was launched almost 20 years ago. The industry has come a long way. With sophisticated behavioral targeting algorithms, third-party data integrations, and with regard to capabilities, we’re better positioned than ever to reach the right audiences at the right time in their decision-making journeys.

    Ritika Puri/ Adknowledge Blog- 13 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- 13 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- 8 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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