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What is ads.txt? Ads.txt is an IAB Tech Lab project that was created to fight inventory fraud in the digital advertising industry. The idea is simple; publishers put a file on their server that says exactly which companies they sell their inventory through. The file lists partners by name, but also includes the publisher’s account ID. This is the same ID buyers see in a bid request, which they
I’ve gone over what header bidding is in an earlier post and some of the key differences versus traditional tag based setups, but I’ve always strived to technical bluntness on this site as well, hence the diagram and step-by-step path below. As a point of comparison, it could be a good idea to re-familiarize yourself with how ad serving works and the standard exchange redirect path at this time a
The most popular article on this blog is one of the very first ones I ever wrote – How Does Ad Serving Work. What I probably should have titled it though was How Does Ad Serving Work on the Web, because there are a few important differences when you’re talking about the mobile ecosystem. Server Redirects vs. Client Redirects For the most part, it comes down to the interaction between a client and
To get the full value out of a relationship with a data management platform (DMP), you want to provide the platform with as much data as possible. That said, the low hanging fruit in any organization will be to integrate 1st party data for which you already have a cookie to the DMP. The mechanism to accomplish this is your standard cookie sync,which passes a user ID from one system to another vi
Before the internet and digital advertising, direct mail solicitation was perhaps the most technologically advanced form of data driven marketing out there. Even today, as much as interactive marketers like to poke fun at traditional media people, the direct mail industry is far more sophisticated at accurate audience segmentation and message delivery than most of the digital realm. Since everyt
A critical component of any data management platform is the ability to centralize your audience data from multiple systems into a single interface. They do this through a NoSQL database management system that imports your data from multiple systems using a match key between each system that they form via, what else, a cookie sync. It sounds complicated but it isn’t. Let’s take an example from t
If you’re working in digital advertising today and not losing sleep over your data management strategy (or lack thereof), climb out from under your rock and join the rest of us trying to figure out how to leverage the mountain of consumer intent and behavior collecting on the doorstep each day. From both the marketer and publisher perspective, data isn’t the problem, access is the problem. Each
The matching process of the SSP cookie ID to the DSP cookie ID happens through a parallel process to serving ads called cookie syncing. A cookie sync is necessary because as a standard security process, web servers of any kind can only request cookies that are set to their own domain. Since the SSP sits between the end-user and all the DSP bidders in a real-time auction however, the DSP needs a wa
I wrote about the basics of how DSPs, SSPs, and Ad Exchanges work from a high level and the value they add to the marketplace in my last post – for this piece we’re going to dig into the nitty gritty of how RTB ad serving works from a technical perspective. In my explanation of third-party ad serving, I outlined a 12-step process to get from publisher ad call to marketer ad creative. In an Exchan
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