Ad Serving 101, Revised
Time for an update to the introductory course.
Time for an update to the introductory course.
Way back in October 2001, I wrote a column with this same title. To this day, I get numerous e-mail from people thanking me for covering this topic. Given the state of the market right now, it’s probably time for an update.
Ad serving is increasingly becoming a commodity. The actual delivery of ads is certainly already commodity. The term “ad serving” is misleading and misunderstood. It sounds like just something that coordinates an ad’s delivery. There’s much more going on here than just that. Lets walk through it.
Publisher Ad Serving
Let’s begin with the nuts and bolts, the most basic functionality of ad serving, then I’ll dive in and explain where the complexities lie. Below is the simplest scenario. An advertiser bought advertising from a publisher and sent the files to the publisher to be delivered onto the page.
Examples of Publisher Ad Servers include Doubleclick DART for Publishers (DFP), Accipiter Ad Manager, and 24/7 RealMedia’s Open Ad Stream (OAS).
Publisher Only Scenario:
This is relatively simple and easily understandable. But this deceptively simple diagram masks what’s going on behind the scenes at step 2. Let’s talk about that for a moment.
Every time an ad’s called, a series of very fast decisions and actions must take place. All this very detailed work should take only a few milliseconds:
I’ve masked some of the incredible technical complexity, particularly around inventory prediction and yield optimization, but the moving parts are relatively easy to track. I haven’t discussed the business management features of the publisher systems. Bear in mind there are sales interfaces, order input interfaces, billing and reporting interfaces, and many other features I do a bit of disservice to in skipping over.
So that’s publisher-side ad serving, and it’s relatively straightforward. Let’s look at the advertiser side of the equation.
Advertiser/Agency Ad Serving
It’s a bit misleading to call advertiser/agency campaign management systems “ad servers.” These solutions do serve ads, but only as a function of tracking them. Rhere are technical realities in the market that require the serving of ads in order to track delivery across multiple publishers from a central source.
Why does an advertiser or agency use these tools? Two reasons: workflow automation and centralized reporting. These agency tools allow a big chunk of an agency’s grunt work to be automated; the data input, creative management and trafficking steps are significantly automated. Since these tools deliver the ads across all Web sites in a campaign, they centralize reporting into one report set comparatively showing all publishers.
Examples of Advertiser Side Ad Servers include the Atlas Suite, Doubleclick’s DART for Advertisers (DFA), Mediaplex’s Mojo, or Bluestreak’s IonAd system.
Agency Ad Serving Scenario:
While there’s an additional set of hops between browser and ad server in this scenario, bear in mind that this entire transaction takes less than a second. As before, this relatively simple set of actions makes the complexity of what’s happening seem much simpler.
Behind the scenes is a complex, business-facing workflow system that automates about half of the tasks in a media buyer or agency ad operations person’s job. Without this automation, already complex agency roles would be unbearably difficult.
The next step is to get the last half of the agency workflow mapped into these systems and really automate the tasks.