Ad - Server

Card Puncher Data Processing


An ad server is the application used to manage, run, and report on the ads life-cycle and performance.

There are two types of ad servers by party:

The transaction is done via a second party:


There are two types of ad servers:

First-Party (Publisher)

A First Party ad servers allow publishers to:


Third-Party (Advertiser)

Third-party ad servers allow advertiser, ad agencies to


The ad server delivers the log for further analytics processing.

Documentation / Reference

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Ads Auction
Ad - Auction

An auction is where the bidding is taking place. where: Timeouts is the time spend to wait for a response before showing an ad. A timeout let publishers balance experience and revenue,...
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Ad - Click

Click event Click tag allow the ad server to track ad clicks, and they define the click-through URLs within the HTML5 creative.
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Ad - Creative

A Creative is the visualization part of the ad that's shown on a webpage or an app It can be: an image a video in the form of a code snippet: HTML5 Campaign Manager tags The creative is...
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Ad - Log (Web Log)

An ad server produces two types of log files: impression logs (Every time the server displays an advertisement to a customer, it adds an entry to the impression log) and click logs (Every time a customer...
Card Puncher Data Processing
Ad - Request (to serve an ad)

A request to display an ad (ie when a site requests ads for display). It's part of the selection and serving process A user's web browser or mobile device loads an ad tag (on a site) or app code (app)...
Card Puncher Data Processing
Ads - Agency

An agency is an organization that manages ad accounts for clients. It's an organization that, on behalf of clients, plans marketing and advertising campaigns, drafts and produces advertisements, places...
Add Unit Hierarchy
Ads - Inventory (Ad Space)

Inventory is the advertising space of a publisher. It is the space (collection of ad unit) on a website or app where ads are displayed. In most businesses, inventory refers to products for sale. But...
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Ads - Party

The parties involved in an ads transaction are considered first party and use the following technology: First-Party ad server and are considered third party and use the following...
Card Puncher Data Processing

is a component of marketing. The Browser contact the Ad Server with an AdTag (code snippet) - It's a little tag that defines what ads to put on the site or app. AdTag has parameters that permits...
Card Puncher Data Processing
Advertising - Ad (Advertisement)

Page ad Showing an ad is called an impression and it is what a publisher sells in order to generate a revenue. Ogilvy on Advertising The location of an ads is called a slot Ad Space or Advertising...

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