April 24, 2019 by Michal Wlosik

The online advertising industry has faced various challenges in recent years – regulations like the GDPR, industry-wide problems like banner burn and banner blindness, as well as the increasing unreliability of cookies due to ad-blocking software and browser mechanisms like Intelligent Tracking Prevention (ITP). Despite these issues, targeting users based on their behavior is still […]

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April 17, 2019 by

Understanding the concept of header bidding is central to understanding how programmatic ad buying works. The process originally emerged as a novel solution to remedy the inefficiency, and Google’s preference, of its own ad exchange (AdX), during the waterfall ad-buying process.

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Client-Side vs. Server-Side Header Bidding: Pros and Cons

February 27, 2019 by

Demand-side platforms (DSPs) are one of the main tools used by advertisers to run online media campaigns.

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The Anatomy Of a Demand-Side Platform (DSP) [infographic]

March 7, 2018 by

Since the very beginning of online advertising over two decades ago, a number of technologies have been introduced to the AdTech ecosystem to solve the numerous problems advertisers and publishers face, and improve the entire media buying and selling process.

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What is an Ad Server and How Does It Work?

March 7, 2018 by

Back when print publishers first started moving online, they soon discovered they needed a way to generate some revenue, so they looked at the main revenue model they’d been using in print—advertising—and aimed to replicate that in the online world.

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What Is an Ad Network and How Does It Work?

April 26, 2013 by

Cookies are a fundamental mechanism used in the advertising industry for ad personalisation and behavioural targeting, re-targeting, frequency capping and much more. Nowadays, a majority of ad technology providers that are disrupting* advertising industry are still relying on cookies to a great extent.

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February 17, 2013 by

Ad invocation codes (called also placement tags or ad codes) are a bit different from web trackers covered in an earlier post. Their main task is to load a creative (an ad) into the placement on a website or in an app. Additionally, they usually are responsible for cookie management, impression tracking, ad rotation, visibility tracking and other tasks.

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Ad serving insights: Ad invocation codes and placement tags

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