The most important aspect of display advertising is the way graphical images are served when any user visits a particular page on a website. The basic process steps for the delivery of any advertisement online are shared below.
Figure 6.12 shows the steps right from the time when the user visits a particular web page and the interactions that follow across multiple servers to publish the ad on the site. Key stages of display ad serving include:
- Step A: The user accesses the web browser to arrive at a publisher’s website.
- Step B: The publishing web server sends back an HTML code which directs the browser to pick up content and also the ad tag which will help serve the ad on the page.
- Step C: The ad tag served directs the browser to the publisher’s ad server which matches the most profitable and relevant ad to be served. The process of selection of the ad by the publisher is complex and we would cover the whole commercial ecosystem later.
- Step D: Publishing ad server sends the specific ad tag to redirect to marketer’s ad server.
- Step E: The ad tag hits the marketing server which gets the order to serve the ad to site.
- Step F: The Content Distribution Network (CDN), finally, sends the content back to the site where it gets displayed for the user to view it as an impression or click it further.
Figure 6.12 Display Ad Serving Mechanism
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