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- 20 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- 20 readers -
  • Navigating The Modern Ad Serving Stack, Part 1: Direct Orders

    … (the so-called ad serving “waterfall”). How modern publishers typically structure the priority of their ad servers. So, how do the various pieces of the publisher’s ad serving technology “stack” fit together, and what does it mean as you move down the waterfall? Let’s start by examining “Direct Orders.” Direct Order Technology “Direct Orders…

    Ratko Vidakovic/ Marketing Landin Display- 24 readers -
  • Programmatic’s biggest challenges: Talent, education, fraud

    … of emphasis for so-called premium publishers lately, with BuzzFeed, Hearst, Condé Nast, Time and Vice, among others, all investing heavily in video production. The logic is simple: The video ad market is growing and video generally commands a higher cost per thousand impressions, so publishers are trying to take advantage. But some publishers are still…

    John Mcdermott/ Digiday- 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

    …-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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