September 20, 2018 by Michal Wlosik

Data is everywhere; the main challenge for marketers and advertisers is to know how to properly collect and leverage it. With MarTech platforms using data to display personalized messages in owned media, and AdTech platforms using it to display targeted messages in paid media, there is a strong push towards a single technology offering personalization […]

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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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