First, let's look at the basics of ad server.
How does advertising in AdServer?
"Advertising" as such continues in the AdServer of two components.
The first of these components consists of a summary of advertising material
(generally a banner). Such a summary is called a campaign. While that is stored in the ads, which banner or which pop-up looks like the file to be used or what HTML code needs to be spent, the campaign store promotional products encompassing information - such as when to when this advertising is to appear or calculated what amount it shall be. A campaign is in turn associated with a customer, so a person or company that usually paid for this advertising.
In order to display the advertisement, also the second component of advertising is needed: the web page. This has visitors exposed to advertising can be displayed. Your so-called Placement be set up - in other words land on which the Creative is to appear - and every website also heard a webmaster, called Publisher with us.
What Does the AdServer now?
The AdServer now makes it possible to identify exactly which ads on which ad space / website when, to whom and how often appears. In addition, the ad server logs all this, of course, and provides you with statistics and thus the opportunity to settle the rendered advertising services to the customer.
How does it work technically?
The underlying technology is relatively simple. First, the settings for Advertiser, Campaigns and creatives, as well as Publisher, Websites and Placement are made in the control area and the campaigns booked (more on that later). Each Publisher receives order for its website (s) one / several advertising space (s). there is a relatively simple yet unique in this ad space HTML code to each billboard. The Publisher is now expanding this code into its website and has thus completed its work (he only has to still ensure that visitors continue to come to his side). At this point, now the ad server takes over his work:
- If a visitor to the website, these loads down the code of the page, his browser evaluates it and finds next to the normal code of the website and the code of the advertisement, which the user has previously built into the side.
- The code tells the browser to retrieve more data from the ad server.
- The ad server evaluates the request and provides the visitor's browser the appropriate advertising back.
- The browser now uses the advertising instead of the code in the website and displays it.
How does the ad server which ads should appear where?
The assignment of campaigns to advertising space (that is, "what is where") is governed by the reservation. Here, the campaign is said to which sites they want to appear or on which sites they should not appear explicitly. During the recall of advertising the ad server checks to see which advertisements for the relevant advertising space is booked and selects one from the posted campaigns, which he then sends back to the visitor to display.