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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.

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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="http://adservingcompany.com/AdServer/js/showad.js"> </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

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