Ad Server Technology For Dynamic Marketing

三月 28, 2011 by  Filed under: Banner 

You would be hard-pressed to spend some time on the internet and not run into some ads of some kind. While some ads are irritating (such as popups and popunders), other ads are less intrusive and can actually be useful to the user.

In the beginning of the internet advertising movement, ads were static: they were hard-coded onto a web page and tied to a link that, when someone clicked on the ad, would take them to the advertiser’s website. And that was basically it. There was no tracking, no customizing, no dynamic content, or anything along those lines. It was just a hard-coded ad (either text or picture) that was embedded on the page the same as any other link, and the advertisers usually paid a flat monthly fee for their ad to be displayed.

Fast-forward to today: today’s advertisers have a much, much more versatile environment in which to work. Here are some of the innovations in ad server technology in the last 10+ years:

Dynamic Content – Ads can now be targeted at the visitor based on their surfing habits or based on the content on the page. So if someone is browsing a page about snowboarding, they may see ads for snowboards or ski goggles. If they’re on a page about how to build furniture, they may be shown content about woodworking tools or carpenter supplies. And this all happens automatically without any special changes or coding required from the publisher.

Real-time Reporting and Statistics – The publisher can now log into his account at any time and see how many times his ads have been displayed, on which pages they were shown, and perhaps most importantly, how many times each ad was clicked. This last point is important because it lets the advertiser see which ones are performing the best which allows customization to promote the highest conversion rate.

Split-testing – Imagine you have 2 different ads but you’re not sure which one you want to use. Split-testing involves rotating between the 2 ads and keeping stats of each one’s performance in order to determine which one performs better. For example, if you see that your first ad gets clicked on 5% of the time and your second ad gets clicked only 2% of the time, then you may wish to drop the second one entirely and use only the first one. This feature is invaluable for advertisers.

And everything is set up now so that it requires minimal technical skill on the side of the advertiser. Easy-to-use user interfaces make setup and reporting simple.

Visit Sitescout to learn more about how ad server technology can benefit you!

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