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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
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
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
To learn more about third party ad serving, check out
the next video in the series at youtube.com/googleprivacy.