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Media and Communications

Part 1: Third Party Ad Serving Basics

Part 1: Third Party Ad Serving Basics

MAILE OHYE: Hi. My name is Maile Ohye. I’m a senior support
engineer at Google. Have you ever wondered where
the ads that appear on the websites you visit come from? In this three part video series,
I’ll explain how ad serving technologies, like
DoubleClick’s DART and others, serve the display ads you see
online, and how they tailor those ads to make them as
relevant to users as possible. In this first video, I’ll
focus on helping you understand why many companies
use third party ad servers. Let’s start by looking at a
fictitious newspaper, the New York Journal. Like the printed paper, the New
York Journal website gets its ads from a lot of different
sources, including many different advertisers. But unlike a newspaper, whose
ads don’t change once the ink is dry and the paper is printed,
ads that appear on websites like the New
York Journal’s site are constantly changing. Because which ads appear on a
web page is influenced by lots of factors, like who’s viewing
the ad and what content is on the page. Because these factors can change
pretty quickly, the ads shown on web pages
change, as well. Say the New York Journal wants
to feature display ads on its website, and that a sports
company, Sports Gear, wants to advertise there. The New York Journal would
have to build ad serving technology to determine when to
display Sports Gear’s ads, how often, and to whom. And Sports Gear would have to
come up with systems to track which ads were shown and when. That’s a lot of work, which is
why publishers like the New York Journal and advertisers
like Sports Gear would outsource this work to third
parties called third party ad servers, who serve ads
on their behalf. Outsourcing this ad serving work
frees up publishers to focus on other things, like
writing articles and creating content for their sites. And it frees up advertisers to
focus on developing compelling ads for their target audience. Using third party ad servers
also helps publishers and advertisers better manage
their campaigns. Publishers have a central place
to see and measure the performance of the different
advertisers on their sites, helping them to better
manage ads inventory and simplifying reporting. And advertisers have a central
place to track the performance of their ads across different
sites, allowing them to compare results. To learn more about third party
ad serving, check out the next video in the series at

15 thoughts on “Part 1: Third Party Ad Serving Basics

  1. Maile – You're GREAT! I remember the first video you made a few months back about privacy and information retention. 🙂 You make the material you present extremely comprehensible and your delivery couldnt be any better! Awesome job!

  2. That constant smile sure makes it look like someone behind the camera is holding a gun.
    I really liked not having flashing animated ads on google. Now the dream of a clean, mature internet is dead.

  3. Way back in 1894, a little girl named Madeline Crothe was skipping through the woods when a mysterious man in black snatched her. He brought her to his house, tourtered her, and starved her to death. Send this to 6 videos in the next 30 min. and you will be safe, but if you don't… at approximately 1: 34 tonight you will wake up to see an aneorexic child holding a bloodied up knife and she will kill you" less sorry this scares

  4. I'm shocked at how few people have viewed the videos that you guys have taken time to make explaining this…I have posted it to my f.b. page, but expected over a million views at least. With all the concern expressed about privacy…well, I guess people would rather complain than be informed. Thank you anyway for trying to present the information clearly.

  5. op[p[i-0-eooeororoortoritroorpeaielsaekdfjjdkdktiririruroitirtoiroirorirurorl[er'epedkr;rtkfoifrof0firoiroredir0rirorortporprtprorkrlopppoplpodporpropeorprorpo;rle[ewpo3epeoppeos[;ddepsf;[p[p[e[rpe]pep[epr][pr[]ep[;=w[opepppt[pe0ew-pr=0[–0=-=0-0079935ioptt-t6p6;6rltfptdir0ortd960ritfol4lo4kokopekoroeiorjkjoirfojhiduriidodoe9ieie8e9e9ieie9euotlo6oitol69ooo5rt0o60560590ti0t

  6. While you think you are blocking ads, you really aren't. An ad blocker just prevents the browser from displaying the ad that's already there. Not only that, the ad blocking company is probably still making money off you by collecting information on your browsing habits and selling it to other third parties.

  7. Everyone is entitled to their choice on what they do online, but please know that the advertising you see online pays for the content you consume. Everything from companies as large as Google to small niche blogs stay afloat because of advertising. Advertising has and always will pay for the media and entertainment we consume. Period.

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