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The central ad server was first developed and introduced by FocaLink Media Services in 1995 for controlling Online Advertising or Banner Ads . The company was founded by Dave Zinman and Jason Strober, and based in Palo Alto, CA . In 1998 , the company changed its name to AdKnowledge, and was eventually purchased by CMGI in 1999 .


AD SERVER FUNCTIONALITY


The typical common functionality of ad servers includes:

  • Uploading creative, including display advertisements and Rich Media

  • Trafficking ads according to differing business rules

  • Targeting ads to different users, or content

  • Optimizing creative based on results

  • Reporting impressions, clicks, post-click activities, and interaction metrics


Advanced functionality may include:

  • Frequency Capping creative so users only see messages a limited amount of time

  • Sequencing creative so users see messages in a specific order (sometimes known as Surround Sessions

  • Excluding competitive creative so users do not see competitors' ads directly next to one another

  • Displaying creatives so an advertiser can own 100% of the inventory on a page (sometimes known as Roadblocks

  • Targeting creatives to users based on their previous behavior ( Behavioral Marketing )



LIST OF AD SERVERS