Ad server

How it works

Every ad on a page came from an ad server answering a request. The server receives details about the placement and the visitor, such as zone, country, device and browser. It filters the campaigns allowed to run there under their targeting, budgets and frequency caps, picks one, and returns a creative or a redirect. Then it logs what happened: the impression when the ad renders, the click when it is followed, and later the conversion when the advertiser reports it.

There are publisher-side ad servers, which manage a site's own slots and demand sources, and advertiser-side ad servers, which host creatives and count delivery independently so the advertiser can check a network's numbers. A VAST tag or an impression tracking pixel is a typical link between the two.

On UluMob

UluMob's engine is the ad server for every format. A delivery request costs nothing by itself; a CPM impression is billed when the ad is shown. That means when at least half of the ad is on screen, when a banner document loads its beacon, when the video player fires the VAST impression, or at the redirect for popunders.

Clicks pass through signed, single-use links that expire after an hour, and conversions arrive by postback. Banner ads accept your own third-party impression tracking URL, and video campaigns run from your own VAST tag, so you can count delivery on your side too.