The entire process that leads to an ad being served on a website is complex but happens extremely quickly—all in less than 1 second. Let’s break down each of the steps that occur.
- An ad is requested by the ad code placed on a website when a page loads. The request is sent to an ad server where it matches specific criteria (ad size, geographical location, device type, etc.)
- That individual ad impression is then bid on by an ad exchange or ad provider that has approved the site, where there are multiple stages of auctions. Once the auction closes, the winner of the auction can fill that slot with their code that is associated with an advertisement that is most relevant to the visitor.
- Many factors impact how each impression is valued for visitors: the reader’s location, device, browser, time on page, age, cookies tied to their browsing and shopping habits, gender, and much more.
This entire process happens for every single ad zone on every page a visitor loads. This is why it is important to ensure each step progresses smoothly, which starts with the correct implementation of the ad code.