When a user decides to go online, they type the URL in their browser that they want to visit. The media owner, who owns the website, probably has their site hosted on a shared web server from a company like GoDaddy or Bluehost. These hosting companies allow you to easily install a content management platform like WordPress to build your site.
Server to server connections.
There are countless ad serving companies in the ever expanding digital ecosystem. DigitalAdBlog has curated the top ad providers in one list. Check it out and let us know which ones work best on your website. When the user loads a page, the ad server is pinged and in a matter of milliseconds will look at all available campaigns running in the server, see if there are any category, brand or advertiser blocks, and figure out which ad is most relevant and will pay the most for the publisher.
Back in the stone age..
Back in the primordial soup of digital advertising, ad servers were not as evolved as they are today. Typically, ad servers only scheduled ad’s based upon how many impressions were left to serve by an advertiser. Thanks to the rise of programmatic advertising, the ad tech industry continues it’s trajectory to to over $50 billion dollars in revenue over the next few years.