Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Online Ad Serving

Describe process of online ad serving and how to get out of the tracking done by various cookies dropped by several publishers.

  • Be the first to comment

Online Ad Serving

  1. 1. What is an Ad? Content that acts as a commercial device to carry a message in order to attract a user.
  2. 2. Adserving Technology that places advertisements on web sites of publishers
  3. 3. Publisher’s website Advertiser Serve Ads Examples – Times of India E-bay Amazon flipkart Examples – Reebok Coca-cola Hyundai Content Ad Ad
  4. 4. Importance  Advertisers:  Making the people aware of its product  Increased revenue  Improved “impression”  Publishers:  Understand the users better  Charge advertisers for displaying their ads  Users
  5. 5. Web Server Establish IP connection Sends content to user’s computer Ad Server How Ad-serving works? Send request for ad Serve ad User’s Machine
  6. 6. AD Tag  Entry point of ad serving  HTML code a browser uses to fetch an advertisement from an Ad Server.
  7. 7. Example – <script type="text/javascript"> var pubId=29914; var siteId=32798; var adId=35239; var adwidth=728; var adheight=90; </script> <script type="text/javascript" src=""> </script> Mandatory parameters
  8. 8. How Ad tag works?  Adtags will load on the publisher site.  showad.js script will execute and will give call to adserving company’s adserver.  showad.js contains all the logic for displaying which ad from which advertiser , what targeted parameters are etc.  Once the decision is made, ad is served on the publisher’s page.  After the complete rendering of the ad, tracker call will execute .  It is basically to provide reports to the advertiser for tracking purpose.
  9. 9. Ad Server  Stores advertisements used in online marketing and delivers them to website visitors.  Ad server functionality:  Uploading advertisements  Targeting ads to different users, or content  Reporting impressions, clicks, post-click & post- impression activities, and interaction metrics
  10. 10. How cookie plays a important role in targeting?  A small file dropped on user’s browser the first time he visits any website.  Consists of an anonymous ID number that is associated with that computer and browser.  Information associated with the cookie is updated on each subsequent visit to any site.  Data associated with the cookie is used to keep track of:  Which ads the user has seen on which sites  The frequency with which the user has seen each ad
  11. 11. Targeting parameters  Audience  Geographic  Time-Based  Behavioral
  12. 12. Pricing model used by publisher  CPA (Cost Per Action)  CPC (Cost Per Click)  CPDL (Cost Per Download)  CPI (Cost Per Impression)
  13. 13. Take Away  Do Not Track –  The Do Not Track (DNT) header is the proposed HTTP header field that will tell advertising networks and other websites and applications that you want to opt-out of tracking for purposes like behavioral advertising.  To enable - Tools > Options> Privacy.
  14. 14.  Disable cookies  You can also disable cookies which will not allow the website to drop cookies on your browser.  To enable – Menu > options > privacy  Incognito mode  Adblock Plus  It is a plugin for chrome that block all the banners, pop-ups and video ads.
  15. 15. Thank You