Banner Ad Delivery

Components of a Website Ads Content

How a Webpage is Delivered 1. User types in URL or clicks a link to get to a website 2. Page request sent to web server for content of page 4. Content sent back and populated onto the user’s screen - has space for ad to be filled in 3. Ad request is made to the ad server 5. The ad server fills in the open ad slot with the appropriate ad 6. The user sees the requested webpage with the content and ads

Which Server Measures What The web server measures page views – how many times someone has requested the page The ad server measures ad impressions – how many times the ad has been served (ad servers can also typically track clicks on the ads)

Ad Server Functionality  The typical common functionality of ad servers includes: 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 functionality may include: 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% of the inventory on a page (sometimes known as Roadblocks) Targeting ads to users based on their previous behavior (behavioral marketing or behavioral targeting) Targeting specific IP-addresses i.e. targeting specific individuals or companies Source:

In-House Ad Server If the website publisher has its own ad server in house, when the user types in a website URL, the publisher’s web server will populate the content and their ad server will populate the ads

3 rd Party Ad Server If the website publisher uses a third party ad server, when the user types in the website URL, the publisher’s web server will populate the content and the third party ad server will populate the ads

Examples of Third Party Ad Serving Systems DoubleClick for Publisher DART Enterprise EmediateAd OpenX Zedo

Bid4Spots’ Role Bid4Spots is not an ad server, so we will not be able to track the ad impressions directly ourselves Instead, we will attach a tracking code to each banner ad and every time that ad is displayed, Bid4Spots will be notified electronically Although it may not be available upon launch, we will eventually track and report clicks on the banner ad as well

Sources