What is Online Ad Serving?
Online Ad Serving is based on an ad server, backed by a database server. The ad server stores advertisements and delivers them to website visitors. Advertisements stored on that ad server are constantly rotating. That means: a website visitor initially visiting web page XYZ might see ad no. 1, and refreshing that same web page or coming back to that same web page later will cause an impression of ad no. 2. The purpose of ad serving is to constantly deliver “fresh” ads to website visitors, plus providing a counting and tracking system for the ads delivered.
Counting pure impressions, one can compare Online Ad Serving with offline ad serving thru newspapers, billboards, TV and radio stations. Counting the amount of people driving by a billboard is comparable with counting impressions of an ad served online. But what about the Return on Investment? After seeing an ad on TV, how many people do indeed buy the product that was advertised? The advantage of a similar ad served online becomes obvious. Serving ads online, the advertiser is in possession of tracking tools to measure success rates by counting individual actions of website visitors - may it be a click, a sign-up, a sale or another kind of action. Online ad serving nowadays is based rather on performance than on branding only. Right here our ATOMX ad server comes in handy:
ATOMX records, how many ads were served and on what web page. It logs whether an ad was clicked on or if the ad can be tied to a purchase or some other action. ATOMX is channeling performance data back into the matching process, with the goal to optimize performance. ATOMX captures user data, such as IP, device, browser, OS, ISP, online browsing habits and demographic details.