Thursday, June 26, 2014
Behavioral targeting
Using previous online user activity (e.g., pages visited, content viewed, searches, clicks and purchases) to generate a segment which is used to match advertising creative to users (sometimes also called Behavioral Profiling, Interest-based Advertising, or online behavioral advertising). Behavioral targeting uses anonymous, non-PII data.
Friday, June 20, 2014
What is the Web crawler?
A web crawler (also known as an automatic indexer, bot, Web spider, Web robot) is a software program which visits Web pages in a methodical, automated manner.
This process is called Web crawling or spidering, and the resulting data is used for various purposes, including building indexes for search engines, validating that ads are being displayed in the appropriate context, and detecting malicious code on compromised web servers.
Many web crawlers will politely identify themselves via their user-agent string, which provides a reliable way of excluding a significant amount of non-human traffic from advertising metrics. The IAB (in conjunction with ABCe) maintains a list of known user-agent strings as the Spiders and Bots list. However, those web crawlers attempting to discover malicious code often must attempt to appear to be human traffic, which requires secondary, behavioral filtering to detect.
Most web crawlers will respect a file called robots.txt, hosted in the root of a web site. This file informs the web crawler which directories should and shouldn't be indexed, but does not enact any actual access restrictions.
Technically, a web crawler is a specific type of bot, or software agent.
Wednesday, June 18, 2014
Ad Serving Options
Ad Serving Options
There are two methods by which the winning bidder can return ad markup to the exchange. In either case, the ad markup is either XHTML if the bidder is responding with a banner or VAST XML if responding with a VAST video.
1 Reduced Bandwidth Costs: Serving ad markup only upon winning can save large
There are two methods by which the winning bidder can return ad markup to the exchange. In either case, the ad markup is either XHTML if the bidder is responding with a banner or VAST XML if responding with a VAST video.
1 Ad Served on the Win Notice
In this method, ad markup is returned to the exchange is via the win
notice. In this case, the
response body of the win notice call (e.g., invoking the “nurl”
attribute) contains the ad markup
and only the ad markup; there must be no other structured data in the
response body. Using
this method, the “adm” attribute in the “bid” object must be omitted.
2 Ad Served in the Bid
In this method, ad markup is returned directly in the bid itself. This
is accomplished via the
“adm” attribute in the “bid” object. If both the “adm” attribute and
win notice return data, the
“adm” contents will take precedence.
3 Comparison of Ad Serving Approaches
Each of the ad serving methods has its own advantages that may be of
varying importance to
either the exchange or the bidder.
3.1 Ad Served in the
Bid
1 Potential
Concurrency: The exchange can choose to return that ad markup and
call the win notice concurrently, thereby improving user experience.
call the win notice concurrently, thereby improving user experience.
2 Reduced
Risk of Forfeiture: A forfeit is the scenario in which a bidder wins, but
forfeits due to technical failure serving the ad. This can occur when
serving on
the win notice (e.g., win notice call failure), but is mitigated by
including the ad
in the bid.
3.2 Ad Served on the
Win Notice
1 Reduced Bandwidth Costs: Serving ad markup only upon winning can save large
amounts of bandwidth usage, the costs for which can mount up over high volumes.
2 Additional
Bidder Flexibility: Bidders may typically know the ad they will serve
at the time of bid, but this provides an additional optional decision
point after
the settlement price has been established.
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