Ad serving is a technological solution that delivers advertising creative to the user’s internet browser.
The service has developed dramatically since the first ad server was introduced by NetGravity in 1996. As well as delivering ads to a browser, ad servers monitor a consumer’s interactivity with the ad from the first moment they see it, if they click on it and if they actually convert on your web site. An ad server can also monitor and limit how many times an ad has been shown to an individual. Used correctly, this information can dramatically reduce wastage.
We generally track where your on-site activity is originating from using two methods; our tracking, which occurs via an ad server, and your own tracking. Client-side tracking relies on you providing TBG London with tracking URLs (i.e. www.mysite.com/index.asp?source=google) which allow us to track which conversion came from which media owner. Your reporting system then records when the user purchases something on your site, after which you simply inform TBG of how many conversions have occurred on that “source” URL.
In most cases, TBG uses your tracking and our own tracking. There are so many factors that can influence the accuracy of online results, including technical issues, so we prefer to have a way of recording conversion data using two methods.
Not every call to action will result in immediate activity. There will be a percentage of users who convert at a later time or date. For example, those purchases which generally require research and conversation with family and / or friends (i.e. holidays), often see interest, followed by research, followed by a delay and then a decision. In order to ensure that the conversion is still assigned to the original point where the user either viewed the advert or clicked on the advert, TBG London can incorporate post-impression and post-click tracking respectively.
The information gained from ad serving and tracking is the very building blocks of TBG’s optimisation ability. TBG will manage the process of tracking tag implementation with your technical personnel as adserving and tracking can sometimes be seen as confusing and time consuming.
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