Central ad server
Online Advertising
Central ad server
AdWords | MSN AdCenter | Yahoo! Search Marketing
A central ad server is a
computer server that stores
advertisements and delivers them to
web
site visitors. These servers centrally store the ads so that
advertisers and publishers can track from one source the distribution of
their online advertisements, and have one location for controlling the
rotation and distribution of their advertisements across the
web.
The central ad server was first developed and introduced by FocaLink Media
Services in 1995
for controlling
online advertising or
banner ads.
The company was founded by Dave Zinman and Jason Strober, and based in Palo
Alto, CA. In 1998, the company changed its name to AdKnowledge, and was
eventually purchased by CMGI in 1999.
Ad Server Functionality
The typical common functionality of ad servers includes:
- Uploading creative, including display advertisements and
rich
media
- Trafficking ads according to differing business rules
- Targeting ads to different users, or content
- Optimizing creative based on results
- Reporting impressions, clicks, post-click activities, and interaction
metrics
Advanced functionality may include:
-
Frequency capping creative so users only see messages a limited amount
of time
- Sequencing creative so users see messages in a specific order (sometimes
known as
surround sessions
- Excluding competitive creative so users do not see competitors' ads
directly next to one another
- Displaying creatives so an advertiser can own 100% of the inventory on a
page (sometimes known as
roadblocks
- Targeting creatives to users based on their previous behavior (Behavioral
marketing)
List of Ad Servers
BlueLithium's AdRevolver
Right Media's Yield Manager
DoubleClick's DART
Falk AG
Advertising.com's ACE serve
Fastclick.com's AdServer
247RealMedia's Open AdStream
Accipiter's AdManager
Renegade Internet's AdvertPRO
e-planning's ad server
External links
Home | Up | Central ad server | Contextual advertising
Online Advertising, made by MultiMedia | Free content and software
This guide is licensed under the GNU
Free Documentation License. It uses material from the Wikipedia.
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