So how exactly do those Digital Ads end up on the internet and on my Smart TV?
Photo by: Adobe
Is It magic? How do Digital Ads end up across every screen that is connected to the internet-- On your computer, mobile phone, or Smart TV screen?
The Answer: An Ad Server. Assets are provided to the content provider by an Advertiser, and are served to your screen by the use of an Ad-Sever.
So what is an Ad-Server?
“Ad servers are the technological engines that allow advertisers and publishers to optimize, manage, and distribute ads across a multitude of paid channels. Based on a combination of advertising campaign settings such as audience segments, budget, and timeline, ad servers calculate in real-time the best ads to load for specific audiences on an array of devices, retail, and media channels. “
Definition(Source: Amazon - Ad Servers and how they work)
There are two types of Ad-Servers: 1st Party Ad Server and 3rd Party Ad Server:
1st Party Ad Servers are used by Content Providers to manage and distribute Digital Video on their platform (Examples: Freewheel, Google Ad Manager)
3rd Party Ad Servers are used by Advertisers to manage, track, and optimize their Digital Video Ad campaigns (Examples: Google- DCM, Innovid). 3rd Party Ad Server Video Assets (such as VAST Tags and 1x1 Tracking Ad Tags), are uploaded into a content providers 1st Party Ad Server
1st Party Ad-Servers
Managed by content providers to organize and distribute Digital Ads
Creative assets and 3rd party VAST Tags–(which house creative assets via a 3rd party ad server), and 1x1s tracking tags– (which track a campaigns delivery via a 3rd party ad-server), are uploaded into the 1st Party Ad-Server
1st Party Ad Servers determine how, when, and where an ad is served
3rd Party Ad Serving:
Managed by Advertisers or Client Media Agency Partners
3rd Party Ad Servers are used by Advertisers to manage, track, and optimize their Digital Video Ad campaigns (Examples: Google- DCM, Innovid)
Advertisers and/or Client Media Agency Partners send over 3rd Party Tags and or 1x1 trackers that are implemented into a Content provider’s 1st Party Ad Server
Below are some resources to check to learn more about Ad-Servers:
