Ad serving is the process of delivering ads to online audiences through websites, apps, or other digital platforms. Ad serving involves multiple parties, such as advertisers, publishers, ad networks, and ad servers, that work together to ensure that the right ads reach the right users at the right time and place.
What is ad serving?
Ad serving is the technology that enables the selection, delivery, and tracking of online ads. Ad serving can be done by either the publisher or a third-party service provider, such as an ad network or an ad server.
The main functions of ad serving are:
FLEXIBLE PAIRING
Selecting the most relevant and profitable ads for each user and each impression
SECURE DELIVERY
Delivering the ads to the user’s device or browser in a fast and secure way
TRACKING PERFOMANCE
Tracking the performance and outcomes of the ads, such as impressions, clicks, conversions, etc.
ANALYTICS
Reporting and analyzing the data collected from the ad campaigns
AD OPTIMIZATION
Optimizing the ad campaigns based on the data and feedback
How does ad serving work?
Ad serving involves several steps that happen in a matter of milliseconds. Here is a simplified overview of how ad serving works:
STEP 1
A user visits a website or an app that displays ads.
STEP 2
The website or app sends a request to the ad server or ad network for an ad to fill the available space.
STEP 3
The ad server or ad network receives the request and collects information about the user, such as their location, device type, browsing history, etc.
STEP 4
The ad server or ad network uses this information to select the best ad for the user from its inventory of ads from different advertisers.
STEP 5
The ad server or ad network sends back the selected ad to the website or app along with a tracking code.
STEP 6
The website or app displays the ad to the user and executes the tracking code to record the impression.
STEP 7
If the user interacts with the ad, such as clicking on it or completing a desired action, the tracking code records the click or conversion and sends it back to the ad server or ad network.
STEP 8
The ad server or ad network updates its database with the performance data of the ad and reports it to the advertiser and publisher.
What are the benefits of ad serving?
ADVERTISERS
Ad serving allows advertisers to reach their target audiences across different websites and apps, manage their ad campaigns from a single platform, measure their return on investment (ROI), and optimize their ads based on data and feedback.
PUBLISHERS
Ad serving allows publishers to monetize their traffic, increase their revenue potential, control their inventory and pricing, and provide a better user experience with relevant and high-quality ads..
WHAT IS PROGRAMMING ADVERTISING?
Programmatic advertising is a method of buying and selling online ads using automated software and algorithms. Programmatic advertising allows advertisers and publishers to trade ads in real-time through online platforms, such as demand-side platforms (DSPs), supply-side platforms (SSPs), and ad exchanges.
MAIN FUNCTIONS
The main functions of programmatic advertising are:
– Enabling dynamic pricing and bidding for each impression
– Increasing efficiency and transparency in the online
advertising market
– Providing access to a larger and more diverse inventory of
ads
– Leveraging data and artificial intelligence to improve
targeting and personalization
How does programmatic advertising work?
Programmatic advertising involves several steps that happen
in a fraction of a second. Here is a simplified overview of how programmatic
advertising works:
STEP 1
A user visits a website or an app that displays ads.
STEP 2
The website or app sends a request to an SSP or an ad exchange for an ad to fill the available space.
STEP 3
The SSP or ad exchange broadcasts the request to multiple DSPs that represent different advertisers.
STEP 4
The DSPs analyze the request and decide whether to bid for the impression based on their criteria and budget.
STEP 5
The SSP or ad exchange selects the highest bidder and sends back their ad to the website or app along with a tracking code.
STEP 6
The website or app displays the ad to the user and executes the tracking code to record the impression.
STEP 7
If the user interacts with the ad, such as clicking on it or completing a desired action, the tracking code records the click or conversion and sends it back to the DSP and SSP or ad exchange.
STEP 8
The DSP and SSP or ad exchange update their database with the performance data of the ad and report it to the advertiser and publisher.
Ad Serving vs Programmatic Advertising
Ad serving and programmatic advertising are both ways of
delivering online ads, but they have some key differences:
