What is an Ad?
Content that acts as a commercial device to carry a
message in order to attract a user.
Technology that places advertisements
on web sites of publishers
Times of India
Making the people aware of its product
Understand the users better
Charge advertisers for displaying their ads
Establish IP connection
Sends content to user’s
How Ad-serving works?
Send request for ad
Entry point of ad serving
HTML code a browser uses to fetch
an advertisement from an Ad
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
After the complete rendering of the ad, tracker call will
It is basically to provide reports to the advertiser for
Stores advertisements used in online marketing and
delivers them to website visitors.
Ad server functionality:
Targeting ads to different users, or content
Reporting impressions, clicks, post-click & post-
impression activities, and interaction metrics
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
Pricing model used by publisher
CPA (Cost Per Action)
CPC (Cost Per Click)
CPDL (Cost Per Download)
CPI (Cost Per Impression)
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
To enable - Tools > Options> Privacy.
You can also disable cookies which will not
allow the website to drop cookies on your
To enable – Menu > options > privacy
It is a plugin for chrome that block all the
banners, pop-ups and video ads.