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Discuss Firebug and other web debuggers.Show how page consists of hundreds of separate request/response pairs.
Highlight ad requests, and domain ad is retrieved from.
It turns out the domain is DoubleClick’s ad repository/server.
Continue same example, focusing on clicks.
Ad is retrieved from DART, but clicks are first tracked at advertising.com and yahoo.com respectively.
First behavioral/validation pixels in general. Not empty response size implies event tracking pixel call.Then how a cookie is set using “Set-Cookie” in the header.Where the cookie is stored
Cookie being sent back on the next call to the server (different example).
How IE stores cookies (vs. Firefox)
Ad serving 101
RMU 201 - Ad Serving
ContentsGoals Sections> Be able to discuss ad > 1 – Parties, Setup and serving with confidence Steps in Ad Serving> Understand supporting > 2 – Behind the scenes of technologies such as Browsers, Ads, Clicks pixels & cookies and Cookies> Appreciate the technical > 3 - Three Basic call complexity Scenarios > Appendix - Terms
SECTION 1 - PARTIES, SETUPAND STEPS IN AD SERVING
SECTION 2 - BEHIND THESCENES OF BROWSERS, ADS,CLICKS AND COOKIES
Web Browsing> Browsing = Request + Response > URL: Uniform Resource Locator > Headers/Cookies> Images/Buttons/Ads > Request, Response(click URL = Request)> Clicks > Record event and show landing page> Pixel or Pixel Call > Record an event (Action/Converion) > Set a cookie (Behavioral/Segment)
3 basic types of ad calls in the Exchange> The creative is hosted on RM’s content server and the publisher has a RM tag on their web page> The creative is hosted on a 3rd party’s content server and the publisher has a RM tag on their web page> Either of the two options above, but the publisher has the RM tag in their 3rd party server, and they have the 3rd party server’s tag on their web page
The creative is hosted on RM’s content server and the publisher has a RM tag on their web page Browser requests ad through web page’s RM embedded publisher ad tag 1 RM server RM server returns location of ad (RM hosted) conducts auction and picks ad Browser requests ad from RM content 2 server RM Content server returns ad to the browser Content Server 3 Browser serves the ad
The creative is hosted on a 3rd party’s content server and the publisher has a RM tag on their web page Browser requests ad through web page’s embedded RM 1 publisher ad tag RM server conducts auction and picks ad RM server returns location of ad (3rd party server location) Browser requests ad from 3rd party’s ad server 2 3rd party server 3rd party server returns location of ad Browser requests ad from 3rd party’s content server 3 3rd party Content server returns ad to the browser content server 4 Browser serves the ad
Creative is hosted on either RM or 3rd party server, but the publisher has a 3rd party server’s tag on their web page and the RM tag in their ad server Browser requests ad through web page’s embedded 3rd 3rd party server party publisher ad tag 1 decides premium or non-premium, or determines a If 3rd party server decides ad should come from RM, then handoff priority looks to RM tag and sends info to browser Browser requests ad from RM’s ad server 2 RM’s server returns location of ad, which could be on RM server conducts auction RM server or could be another redirect to another 3rd and picks ad party server 3 Browser requests ad from 3rd party’s content server Content server returns ad to the browser RM or 3rd party content content server server 4 Browser serves the ad
Potential forlatency issues Ad server 1 Ad server 2 Ad server 3 User changes web page Ad server 4
Section 3 SummaryAd calls> Publishers place ad tags on their web pages that call a specific ad server for ads> This ad server decides whether to direct the browser to a content server – or to another ad server – to get an ad> Many redirects between ad servers are possible, causing potential latency issues (delay in the delivery of an ad), and viewers may abandon a web page before an ad can load> Latency and viewer abandonment can result in discrepancies in billing between advertisers and networks
Term Definitions> Server > Ad Tag or Pub Tag> Ad Server or > Content Creative Server Management> HTTP Request System> HTTP Header > Web Debugger> Pixel or Pixel Call