Ad serving Solutions
Ad serving describes the technology and service that places advertisements on web sites. Ad servers basically let you swap out ads quickly by putting simple HTML or JavaScript tags in your site.
After which you just need to manage the ad server whenever you need to change an ad on your websites. You can monitor stats, geo-target ads and make numerous other little changes to make sure you are optimizing your revenues.
Functionality
Common functions
Uploading advertisements and rich media.
Trafficking ads according to differing business rules.
Targeting ads to different users, or content.
Tuning and optimization based on results.
Reporting impressions, clicks, post-click & post-impression activities, and interaction metrics.
Advanced functions
Frequency capping so users only see messages a limited amount of time. (Advertisers can also limit ads by setting a frequency cap on money-spending)
Sequencing ads so users see messages in a specific order (sometimes known as surround sessions).
Excluding competition so users do not see competitors' ads directly next to one another. (Usually done by bidding on keywords)
Displaying ads so an advertiser can own 100%
Ad targeting and optimization
One aspect of ad-serving technology is automated and semi-automated means of optimizing bid prices, placement, targeting, or other characteristics. Significant methods include:
Behavioral Targeting - Using a profile of prior behavior on the part of the viewer to determine which ad to show during a given visit.
Contextual Targeting - (also known as Semantic targeting) Inferring the optimum ad placement from information contained on the page where the ad is being served.
Creative Optimization - Using experimental or predictive methods to explore the optimum creative for a given ad placement and exploiting that determination in further impressions.
