[Display Advertising] 01. How Display Ads Work

Content and Ad Servers

• Publishers use content servers and Content Management System (CMS) to bring content online. Ad servers fill in the advertising space. The publisher's ad server communicates with the advertiser's ad server to make that happen.

CMS: Content Management System
ex) word press, blogger ...etc.

Ad Server 
1) Publisher Ad Server
2) Advertiser Ad Server

Data and Display Advertising
1. Data in the form of log files
- log files are a record kept in the publisher's server that detail the interactions between the user and a website

2. Data in the form of cookies
- Cookies are stored in the user's browser, they are small text files that are used to connect user behavior within and across sessions, usually by assigning a user ID
- First party cookies are set by the website(first party) a user is visiting
- Third party cookies are set by another party the website(first party) has an agreement with

3. Data in mobile
Data outside the browser environment in mobile captured in Advertiser IDs
- For Android: Android Advertiser ID
- For iOS: IDFA(ID for Advertisers)

Data as the basis for targeting display advertising
- Every online user has a user data profile based on their usage over time. That profile forms the basis for digital advertising targeting
- Digital Data Profile contains cookies, Facebook ID, Google ID, device ID, location