Ads
    Overview
    Life of an Ad Request
    Versus
    Google Ads vs Google Marketing Platform vs Google Ad Manager vs AdSense vs AdMob
    Header Bidding vs Open Bidding
    Notes

Life of an Ad Request

Updated: 2022-04-25

Publishers can add a "tag" (JavaScript snippets) in the webpage. When a user visits a page, it will trigger an ad request.

Extract signals

Process the request and extract signals:

  • Content signals: what's shown in the page/app/video, additional publisher data not included in this ad request
  • User signals: user location, interest, device, language; sometimes with the help from a DMP, Data Management Platform

The signals are used to:

  • Target relevant ads on the page and optimize revenue
  • Respect advertiser / publisher constraints

Ad Targeting

Find the best ad candidates:

  • brand safety, both for advertisers and publishers (e.g. check for adult material, alcohol, drugs, weapons, etc)
  • eligible ads according to the publisher preferences
  • check budget
  • ranked based on the signals

Auction

Select the winning ads

Retrieve

Retrieve creatives of the winning ads

Post-processing

e.g. logging

Return and Render

Send a response to frontend and render the ads (e.g. HTML5 snippets)

Track conversions

Impressions, clicks, conversions.