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

2. What is an Ad?
Content that acts as a commercial device to carry a
message in order to attract a user.

3. Adserving
Technology that places advertisements
on web sites of publishers

4. Publisher’s
website
Advertiser
Serve Ads
Examples –
Times of India
E-bay
Amazon
flipkart
Examples –
Reebok
Coca-cola
Hyundai
Content Ad
Ad

5. 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

6. 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

7. AD Tag
 Entry point of ad serving
 HTML code a browser uses to fetch
an advertisement from an Ad
Server.

8. 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="http://adservingcompany.com/AdServer/js/showad.js">
</script>
Mandatory parameters

9. 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.

10. 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

11. 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

12. Targeting parameters
 Audience
 Geographic
 Time-Based
 Behavioral

13. Pricing model used by publisher
 CPA (Cost Per Action)
 CPC (Cost Per Click)
 CPDL (Cost Per Download)
 CPI (Cost Per Impression)

14. 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.

15.  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.

16. Thank You