Advertising server technology for dynamic marketing

You will be difficult to spend time on the internet and don’t experience some ads. While some ads are annoying (such as popups and popunders), other ads are less disturbing and can actually be useful for users.

At the beginning of the Internet advertising movement, advertising is static: they are hard-coded to web pages and tied to the link, when someone clicks on the ad, will bring it to the advertiser’s website. And it’s basically. There is no tracking, no adjustment, no dynamic content, or anything along the line. It’s just a code-hard ad (good text or image) that is embedded on the same page with another link, and the advertiser usually pays a flat monthly fee to display.

Fast forward to today: advertisers currently have many more versatile environments to work. Here are some innovations in server advertising technology in the last 10+ years:

Dynamic content – Ads can now be targeted at visitors based on their surfing habits or based on content on the page. So, if someone traces the page about snowboarding, they might see advertisements for snowkeepers or ski glasses. If they are on a page on how to build furniture, they can be displayed content about carpentry tools or carpenter supplies. And this all occurs automatically without the specific changes or coding needed from the publisher.

Reporting and real-time statistics – publisher can now enter their account anytime and see how many times the ad has been displayed, on which pages they are displayed, and perhaps the most important, how many times each ad is clicked. This last point is important because it allows advertisers to see which ones do the best that allows adjustments to promote the highest conversion rates.

Split-testing – Imagine you have 2 different ads but you are not sure which one you want to use. Split-testing involves rotating between 2 ads and storing each performance statistics to determine which perform better. For example, if you see that your first ad is clicked on 5% of your second time and ad just clicked 2% of the time, then you might want to drop the second completely and only use the first. This feature is very valuable for advertisers.

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