Ad serving refers to the technology and service that places advertisements on websites, apps, and other digital media properties. Ad serving enables advertisers to serve ads to specific audiences and websites to monetize their content through advertising.
What is Ad Serving?
Ad serving is the process of delivering ads to viewers through an ad server. It involves selecting the most suitable ad to display to each viewer based on various criteria such as ad targeting, ad placement, ad priority, and more. Ad serving ensures that the right ads are shown to the right audience at the right time, maximizing the effectiveness of advertising campaigns.
How Ad Serving Works
The key players in ad serving include:
- Advertisers – The companies or brands buying ad space to promote their products/services
- Publishers – The websites/apps selling ad space to display ads
- Ad Networks – The platforms that connect advertisers to publishers and facilitates the serving of ads
- Ad Servers – The technology that delivers advertisements to publishers
The Core of Ad Serving:
At the heart of Ad Serving lies a powerful technology called an Ad Server. This sophisticated software acts as a central hub, performing a multitude of tasks:
- Ad Storage: It houses a vast library of ad creatives, from eye-catching banners to captivating videos.
- Targeting: It analyzes user data and campaign parameters to select the most relevant ad for each impression.
- Delivery: It orchestrates the real-time delivery of ads to publishers’ websites, apps, and other digital platforms.
- Tracking & Reporting: It meticulously tracks ad performance, measuring metrics like impressions, clicks, and conversions, providing valuable insights to both advertisers and publishers.
The typical ad serving process works as follows:
- Advertisers create ad campaigns and ad creatives on an ad network
- Ad networks provide tools for advertisers to target specific audiences and websites
- Publishers make their ad inventory available to ad networks
- Ad servers place advertisers’ ads on publishers’ websites based on targeting parameters
- When a user visits the publisher’s site, the ad server displays relevant ads to that user
- The ad network tracks clicks/conversions and provides performance data to advertisers
- Publishers earn revenue on the ads displayed/clicked on their site
The Components of Ad Serving
Ad serving involves several components that work together to deliver ads effectively. Let’s explore each component in detail:
Ad Serving
The ad serving engine is the core element of an ad server. It uses complex rules and algorithms to select the most suitable ad to display to each viewer. Factors such as ad targeting criteria, viewing frequency, ad placement, and more are considered in real-time to ensure optimal ad serving .
Ad Tracking
Ad tracking involves recording various ad metrics and events such as impressions, clicks, events, and conversions. These interactions between viewers and ads are stored in databases for further analysis and reporting. Accurate and fast ad tracking is essential for measuring and evaluating ad performance .
Ad Management
Ad management allows users to control different entities within their ad serving account. It includes managing ads, zones, groups, channels, websites, and site partners. Ad management modules can be customized based on the complexity of the organization’s ad setup .
Ad Reporting
Ad reporting presents ad metrics and performance data in a user-friendly manner. It includes impressions, clicks, click-through rates (CTRs), revenue/expense, conversions, and events. Users can schedule regular email reports or send reports to external users .
Ad Formats
Ad serving supports various ad formats, including image banner ads, video ads, text ads, HTML5 ads, and more. Each ad format has its own considerations and requirements. Ad serving solutions also support third-party ad tags for additional ad variety .
Ad Billing/Accounting
Ad serving solutions provide revenue and spending reports for involved parties and handle invoices and payments. Common pricing models like CPM, CPC, CPA, and flat rate are supported. Different user groups have different billing and accounting requirements .
Application Program Interface (API)
APIs allow for advanced integrations with the ad server. They enable users to build customized processes, automate tasks, and integrate the ad server with other business systems such as CRM or ERP. APIs can streamline repetitive tasks and improve efficiency .
Key Benefits of Ad Serving
Implementing ad serving solutions offers numerous advantages for both advertisers and publishers, including:
- Targeted Advertising: By leveraging rich user data, ad servers enable precise targeting capabilities, increasing engagement rates and conversions.
- Better Campaign Management: Advanced reporting features allow stakeholders to monitor campaign performance, allocate budget efficiently, and adjust strategies accordingly.
- Inventory Control: Publishers gain better control over their inventory, maximizing revenue potential through optimal pricing and demand management.
- Fraud Detection: Modern ad servers incorporate robust fraud detection mechanisms, reducing exposure to invalid traffic and protecting return on investment (ROI).
- Automated distribution of ads across publisher sites
- Real-time reporting on ad performance
Types of Ad Serving
There are a few different types and methods of ad serving:
1. Publisher Ad Server
A publisher ad server is used by online publishers to manage their ad inventory and serve ads on their websites or apps. Key features include:
- Automated allocation of ads across all site pages
- Ad targeting based on page content and user data
- Direct deals with advertisers for premium ad placements
- Analysis of ad inventory and performance
Examples: Google Ad Manager, OpenX, SmartyAds
2. Ad Network Ad Server
An ad network ad server helps ad networks manage advertisers’ campaigns across their publisher network. Key capabilities include:
- Running ad campaigns across multiple publishers
- Segmenting audiences and websites for targeted ad delivery
- Serving different types of ads (banner, native, video etc.)
- Automated ad trafficking from advertiser to publisher sites
- Reporting and analytics at both advertiser and publisher level
Examples: Google AdX, AppNexus, Rubicon Project
3. Advertiser Ad Server
Advertisers utilize their own ad servers to store campaign assets and direct ad distribution across ad networks/publishers. This gives them more control and includes abilities like:
- Plan and activate campaigns directly from one place
- Track real-time performance across publishers
- Serves ads to publisher sites from own ad server for stability
- Optimize distribution between various networks/sites
Examples: DCM, Sizmek
4. Third Party Ad Server
Third party ad servers provide an independent platform for advertisers/publishers to manage and serve ads without relying on a single ad network. Benefits include:
- Objective measurement of campaign delivery and performance
- Compare performance across different ad networks /publishers
- Control ad decisioning and prevent channel conflicts
- More transparency in the ad serving process
Examples: Adform, Adzerk
Ad Serving Methods
There are two primary methods used in ad serving:
1. Waterfall Ad Serving
In waterfall ad serving, the publisher ad server uses a sequential “waterfall” method to go through every ad network and demand source directly integrated with it, selecting the highest bidder to serve each ad impression.
Waterfall Model
Advantages:
- Simplicity
- Publishers monetize ad inventory directly from all sources
Disadvantages:
- No optimization across demand sources
- Revenue is limited to the highest bid only
2. Header Bidding
In header bidding, the top-level bids from demand sources are considered simultaneously before the ad server request happens. The highest bidder then competes with the publisher’s direct-sold campaigns.
Header Bidding model
Advantages:
- Higher publisher yield from true competition
- Better advertiser reach knowing bids are compared transparently
Disadvantages:
- Increased latency impacting user experience
- Difficult to manage demand sources holistically
Here is a comparison of waterfall and header bidding methods:
| Parameter | Waterfall | Header Bidding |
|---|---|---|
| How Demand Sources Compete | Sequentially | Concurrently |
| Highest Possible Bid Price | Limited to each demand partner’s individual bid | Exposed to bids from all demand partners |
| Ad Decisioning | Within publisher ad server | Before ad server request |
| Ad Server Priority | Higher | Lower |
| Implementation Complexity | Simple | High |
| Ad Quality Control | Higher | Lower |
As we can see, both models have their set of pros and cons. Many publishers utilize a unified ad server to combine the benefits of the two approaches for optimal yield and experience.
Ad Serving Challenges
Some key challenges in ad serving include:
Data Flooding
- Modern ad serving requires processing of tremendous volumes of data in real time. This impacts performance and scalability.
Ads.txt Management
- Publishers need to constantly update their ads.txt file with 100s of authorized digital sellers. This causes errors in ad calls.
Multi-Platform Support
- Building and maintaining consistent ad experiences across different sites, apps, and devices is highly complex.
Ad Blockers
- Ad blocker usage limits ad inventory and reduces publisher revenue significantly.
Ad Fraud Prevention
- Various types of display ad fraud can infiltrate the ad serving process, incurring losses for authentic advertisers and publishers
Regulations
- Changing privacy regulations around data usage and cookies necessitate changes to ad targeting and measurement approaches
Best Practices for Effective Ad Serving
To overcome common hurdles and enhance overall efficiency, consider implementing these best practices:
For Advertisers
- Focus on User Experience: Ensure ads do not interfere with site functionality or annoy users, leading to negative brand associations.
- Diverse Content Types: Utilize multiple formats (display banners, video, native) to capture varying audience preferences and maintain interest.
- Performance Tracking: Regularly evaluate metrics such as viewability, click-through rate (CTR), conversion rate, and cost per acquisition (CPA) to fine-tune campaigns.
For Publishers
- Header Bidding Integration: Implement header bidding to level the playing field among competing ad networks and increase yield.
- Content Personalization: Tailor content offerings according to visitor interests, enhancing user satisfaction and driving repeat visits.
- Leverage Data Management Platforms (DMPs): Capitalize on advanced analytics provided by DMPs to segment audiences effectively and serve tailored ads.
The Future of Ad Serving
Here are some expected future trends for ad serving technology:
- Migration to first-party data and identifiers post third-party cookie loss
- Server-side technology for rapid, scalable decision making
- Increased use of Machine Learning for predictions and optimizations
- Cross-platform measurement utilizing techniques like identity resolution
- Further personalization via segment-of-one ad experiences
- Transitioning to privacy-centric approaches
- Using new engagement proxies like attention metrics
- Rising need for transparency and anti-fraud
The ad serving space will continue to evolve dynamically with new innovations in coming years.
Here is a glossary of key terms related to ad serving:
Ad inventory – The total number of ad spaces a publisher has available for sale
Fill rate – The percentage of ad inventory that is filled by ads
Demand Side Platforms (DSP) – A buying platform that automates media buying across exchanges
Supply Side Platforms (SSP) – A selling platform to automate publisher yield optimization
Real Time Bidding (RTB) – The means of buying/selling inventory programatically on an impression-by-impression basis
Viewability – Whether an ad had the opportunity to be seen by a user
Frequency capping – The limit placed on how many times a user sees the same ad
Rich media – Interactive and multimedia ads like animations, videos etc.