Adserver are used for the success measurement by Internet advertisement. Both the physical server, on which a Adserver software runs, as and this software can be designated Adserver.

Introduction

Internet advertisement is characterised contrary to the advertisement in other mass media in particular by the fact that the reaction of the addressed consumers it is measured directly and time near can be evaluated. For this Adserver so mentioned is used, which steers the distribution of advertisement and contacts measure as well as evaluate; they are data base-based management systems for the care and administration of advertising surfaces in the Internet. They ensure for the fact that the correct advertisement is indicated to the correct target group at the correct time and to optimize so the Werbeerfolg. Special meaning has here the reporting, thus the logging and evaluation of the Werbeerfolges on the basis AdImpressions (how often a banner became and AdClicks (how often a banner became on.

Necessity for the Adserver technology

Streuverluste are minimized by purposeful distribution of advertisement in the Internet, as they arise for example during print advertisement, since the recruit-rubbing perhaps communicates here its advertising message at consumers, that do not fall into the anvisierte target group. Adserver permit target-group-specific distribution to the advertisement through Targeting options so mentioned (see below). Besides they make a zentraliserte planning and control possible of Werbekampagnen and permit so an optimization to the advertising land use.

The advertising customer must besides overview of the resonance on his advertising measure have, which also basis for an account of the Internet advertisement can be (e.g. number of the AdImpressions or AdClicks).

Operational principle

Instead of the direct integration of an advertising banner and the direct left on the Internet operational readiness level of the recruiting, in the appropriate place of the Internet side a HTML code of the Adservers is merged. Thereby by opening a side an inquiry is sent to the Adserver, an advertising banner from the pool, if necessary with appropriate Targeting (see below), to fade in. The Adserver sends then the appropriate parameters to the Browser of the user, whereby an advertising banner is faded in, and logs this insertion. Takes place click on banner, this is passed on first to the Adserver, to which click again logged and which user finally passes on on the side of the recruiting. The user notices usually nothing from this procedure.

Adserver kinds: Inhouse and outsourcing

Adserver have high requirements regarding the used hardware, since they must usually answer and log a large quantity of inquiries in a short period. Also the software, which is used, must be developed and skillfully programmed, in order to obtain under minimum use of existing resources optimum results.

Larger enterprises, which have sufficiently capital for the high capital outlays for software and hardware, necessary for it, set the use of own servers and own or licensed Adserver software on a Inhouse solution, thus.

Smaller and middle enterprises can fall back for the purpose of the minimization of initial costs to the outsourcing, thus renting of Adserver resources with a third offerer (see below: Related links). Here both hardware and software of the third offerer are used against rentals, with which the own acquisition and own maintenance need are void.

Capability characteristics

Apart from the logging of AdImpressions and AdClicks, already mentioned, a Adserver must have also the following capability characteristics:

Reservation

Advertising banners must be able to be in-booked individually or in campaigns in summary into the system. This should happen as user friendly as possible, so that the administration expense for the operator is if possible minimized. For the reservation must be able to be indicated, how it is enough (time) or how often (AdImpressions) a banner is indicated or how many Klicks on it to take place to have, before it is not any longer delivered.

Targeting

By Targeting target group-exact delivering is understood about advertisement, what can be made possible in different kinds.

Groups of interests

Basic condition are groups of interests, which must be definable by the operator. Each means of publicity must be able to be assigned then to one or more groups of interests. Different Internet sides with different side contents can be assigned then to the respective groups of interests and on these sides be taken place then only insertions of banners, this group of interests belong (e.g. an advertisement for model railways is faded in only on sides over railways, not however on sides, which are occupied with airplanes).

Clock times/times of day

The definition of clock times should be possible, to those a banner is faded in or not. So for example banner advertisements with erotischem material can be limited to the insertion to the nighttime.

Land and regional allocation

The possibility is likewise important of limiting the announcement of certain banners to persons from certain countries or regions (e.g. Bavaria, Berlin, etc.). The regulation, from where a side visitor comes, usually takes place thereby by means of its IP address. In this way it is also possible to deliver regionally specific advertisement without Streuverluste. There many Provider (e.g. also large like T-Online and AOL) its customer the IPs dynamically assign, are not a clear regional allocation of the IPs possible always.

Range

Some Adserver examine, over which for a connection of the Request of the Browsers comes. So e.g. modem connections of advertisement know, the one large volume of data necessarily ("“Richmedia"”, Filmspots,"…), to be spared. Also this allocation is not clear and thus indistinct always.

Frequency Cap

Via a FC the frequency can be steered, with which an individual Surfer a certain advertisement is shown. This is meaningful e.g. with large sized advertisement, which is clearly more expensive and sinks in high frequency also in its acceptance. Since by the employment of FC the range for sale sinks automatically, only few advertising media of it make for use.

Controlling of the indicator frequency

The Adserver must offer the possibility of the influence of who leg glares of individual banners, in order to deliver certain banners or campaigns preferentially and thus faster.

Indicator optimization

As banners in their quality, so differently is also their clicking rate (the relationship between number of insertions and number of Klicks) differs to certain times of day, weekdays and in particular groups of interests. High performance Adserver has an automatic optimization of in-booked banners. Banners with a high clicking rate (= more successfully) are automatically more highly weighted in their segment and more frequently faded in thus than other banners with smaller clicking rate (= less successfully). In this way takes place an optimization, which leads to more Klicks with equal lasting quantity of insertions. If a Adserver has automatic indicator optimization, then the possibility should exist also here of treating and with it of delivering certain banners more frequently and faster preferentially.

Different kinds of integration

Adserver should permit different kinds of the integrations into the sides of the advertising medium, so that the users of the sides are made attentive to the advertisement against the habituation effect (see in addition detailed Internet advertisement)

Reporting

For the evaluation of the success of the banner advertisement evaluations must be made by the Adserver, which is indicated to the user of the Adservers in as clear and versatile a form as possible. Beside table data also diagrams and graphs should be present, visualize the insertions, Klicks and clicking rates.

Fastidious Adserver offers extensive evaluations, which are classified also very finely after times of day, weekdays, days, months, groups of interests etc.

In addition the AGOF = working group on-line research with special methods operates the collection of means of publicity ranges in Internet.Auch info. LINE, come out from the IVW = information community for the statement of the spreading of is active in the range. In the source text many (of commercial) web pages one can find the contraction IVW or ivw. Usually it acts thereby around a so-called Web nose of 1x1 pixel size, over all data, which the Browser sends to the selected web page also to info. LINE is sent.

Customer entrance

As a check of the resonance for the advertisement as well as generally for the examination of the insertions and Klicks an entrance for advertising customers to the reporting (s.o.) must be possible.

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