Ad Server Verification – Domain URL Scraping
Some advertiser-side ad server features may leave the Publisher wide eyed and fearful. For the first time ever, 3rd party ad serving can tell the Publishers more about the performance of their own web pages than the Publisher-ad server can do. With arm loads of data in hand, the Advertiser has an opportunity to sell valuable information back to the Publisher to determine how to classify up their inventory by the Advertiser methodology. Its not Publisher leakage but rather the eradication of industry wastage which is valuable on all sides. It starts with being about to capture the URL when the ad is served on the page.
Domain URL Reporting
As the ad server is able to capture the URL of the page on ad delivery, this information can be sent back into ad server reporting. By returning a full list of these URLs or even just the top ranking sub domains, the Advertiser has peace of mind that the specific ad spots that were purchased in agreement with the Publisher are the ones the ads are appearing on. Despite the fact that some buys may be across “blind networks” (networks where inventory is cheaper because the buyer buys the Audience and does not know the end page the ad appears on), ad severs can still capture and report on the page URL.
Contractually the Advertiser should ensure (via the signing of the IO when the media buyer buys the ad space) that there is no room for the Publisher to intentionally waste the delivery of ad impressions for their own gain. This is particularly prevalent in the DSP and exchange space where long-tail Publishers have a very disjointed relationship from the Advertiser and “ad brokering” is common place.
Other uses for Page Level information
Page URLs which appear in Cookie Level reporting allow the Advertisers more insight into the CookieID itself and therefore the user. This is because a browsing history allows an inference to be made about interest categories for that very specific user (no two browsing habits are entirely the same). Aside from being useful for verification this can be utilised for targeting and even establishes itself as a unique pathway which can be transformed into part of a unique identifier for a user. This methodology is being tested for cookie-free technology in the privacy space.
To find out more about verification and how domains are scraped and pulled into ad server reporting read: Ad Serving Technology – Understand the Marketing revelation that commercialized the Internet – available now from..
Or Amazon USA: http://www.amazon.com/dp/1484867572/ref=cm_sw_su_dp