1 / 2

Evolution of Internet Ad Serving: A Breakdown of How Ad Servers Work

Explore the revolutionary CGI model used in Internet ad serving, where servers deliver ads to web pages in ad containers through on-line auctions. Learn about the process, innovations, and the industry impact. Developed by DoubleClick in 1998 and later acquired by Google.

haig
Download Presentation

Evolution of Internet Ad Serving: A Breakdown of How Ad Servers Work

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Internet Ad Serving Norman White 2013

  2. Where do Internet Ad Servers Fit?How do they work? • Think of the CGI model, but with the server delivering ads to an Image box • i.e. Page contains an ad container • <IMG SRC=http://adserver.com/?cookieinfo> • Cookie info is information collected about this user locally • Browser reserves space for an image • Get request gets sent to ADSERVER with whatever relevant local information is available (at a minimum, the IP Address) • ADSERVER combines info from the user with other information it has. • ADSERVER runs an on-line auction to determine what ad to serve • ADSERVER serves up an “appropriate” ad and sends it to the browser. • ADSERVER now can identify who got the add and what the response was • Completely new way of delivering and measuring ads. • Developed by Double Click in 1998, DC eventually bought by Google for $3.1 billion • Formed a whole new industry.

More Related