Decoding Ad Server: The Martech Glossary by ETBrandEquity
A technology platform that stores, manages and delivers advertisements to websites, apps and other digital channels.
The first central ad server was launched exactly thirty years ago on July 17, 1995. While there's not much clarity on who "first used" the term, the concept and the technology itself were pioneered by companies like FocaLink Media Services (later renamed AdKnowledge), which launched its first central ad server.
Shortly after, NetGravity released the first local ad server in January 1996. These companies were instrumental in developing the technology and the associated terminology for managing and delivering online advertisements.
However, the company that truly popularised and solidified the global acceptance of ad servers, especially for publishers, was DoubleClick.
The company DoubleClick was founded in 1996 and quickly became a dominant force in the nascent online advertising industry of those times. They are credited with developing the DART (Dynamic Advertising Reporting and Targeting) ad server, which became a widely adopted solution for publishers to manage their ad inventory, deliver ads, and track performance.
DoubleClick's influence grew significantly, leading to its acquisition by Google in 2008 for a massive USD 3.1 billion.
After the acquisition, Google rebranded DoubleClick's ad serving products, eventually consolidating them under the umbrella of
Google Ad Manager
.
Today, Google Ad Manager (formerly DoubleClick for Publishers) is one of the most widely used ad servers globally, connecting publishers with programmatic demand and offering a comprehensive suite of tools for ad management and optimisation. Its widespread adoption by countless publishers has undeniably contributed to the global acceptance and standardisation of ad server technology.
Hashtags
Try Our AI Features
Explore what Daily8 AI can do for you:
Comments
No comments yet...
Related Articles
Time of India
13 minutes ago
- Time of India
Google to unveil new Pixel 10 phones on August 20: Here's what to expect
Google will launch its Pixel 10 series on August 20. The series will likely consist of models such as Pixel 10, Pixel 10 Pro, Pixel 10 Pro XL, and Pixel 10 Pro Fold. With the launch days away, several reports have detailed possible hardware and software updates, including new AI-powered camera tools. Google has already revealed the Pixel 10's design, while leaks suggest changes in camera setups, colour options, and processing power. Here's a look at the expected specifications, design changes, and expected features. Google Pixel 10 series: Design, display and colours As per Android Headlines, the standard Pixel 10 is expected to feature a 6.3-inch FHD+ display with a 120Hz refresh rate and Gorilla Glass Victus 2. A notable improvement is said to come in display brightness, jumping to 2,000 nits in High Brightness Mode and 3,000 nits peak brightness. Both Pixel 10 Pro models will feature LTPO displays with 1-120Hz refresh rates and 3,000 nits peak brightness, protected by Gorilla Glass Victus 2 on both front and back. One of the key products to debut on August 20 is the Pixel 10 Pro. It is expected to retain the same design as last year's model, while the Pixel 10 may see changes to its camera module. According to reports, the handset may feature a triple-camera setup. New colours such as Moonstone and Jade are expected for the Pixel 10 Pro, while Indigo may be introduced for the Pixel 10. Google Pixel 10 series: Processor and storage All models are expected to feature the new Tensor G5 chipset , built on a 3nm process by TSMC. The base Pixel 10 model may come with 12GB RAM, while Pro models could have 16GB RAM. Storage options are expected to remain at 128GB or 256GB, with no increase for the base model or higher tiers. Google Pixel 10 series: Camera upgrades The standard Pixel 10 is rumoured to get a triple-camera setup for the first time, with an 11MP telephoto lens and a 13MP ultra-wide lens, though the primary sensor may be smaller than the Pixel 9's. The camera setups on the "Pro" models remain largely unchanged from their predecessors. This includes a 50MP primary sensor, a 48MP ultrawide, and a 48MP 5x telephoto lens. The front-facing camera is said to remain a 42-megapixel shooter. Both the ultrawide and telephoto lenses on the Pro models will gain macro capabilities this year, offering different focal distances for enhanced close-up shots. UBON SP-85: Portable Party Speaker On A Budget
News18
32 minutes ago
- News18
BPCL Q1 net profit more than doubles on bumper retail fuel margin
New Delhi, Aug 13 (PTI) Bharat Petroleum Corporation Ltd (BPCL) on Wednesday reported more than doubling of its first quarter net profit, as marketing margins surged because of holding retail prices despite a drop in input oil cost. Its consolidated net profit of Rs 6,839.02 crore in April-June – the first quarter of the 2025-26 fiscal year – compared to Rs 2,841.55 crore earnings in the same period of the last year, according to a stock exchange filing by the company. The first quarter profit is a record for BPCL and is more than half of the full 2024-25 (April 2024 to March 2025) fiscal year earnings. It had reported a net profit of Rs 13,336.55 crore in FY25. The profit surge was despite inventory losses arising from selling products at rates lower than the price at which input crude oil was bought at, lower refining margins and unpaid LPG subsidy. The earning boost came from holding retail petrol and diesel prices despite a fall in their benchmark international rates. This led to a margin boost. BPCL's pre-tax profit from the downstream petroleum business (basically fuel retailing) surged to Rs 80.60.47 crore in April-June from Rs 3,858.90 crore last year. It earned USD 4.88 on every barrel of crude oil it processed and turned into fuels like petrol and diesel in Q1, compared to USD 7.86 per barrel gross refining margin last year. The company also had an unpaid LPG subsidy of Rs 2076.2 crore in the quarter. BPCL and other state-owned fuel retailers like Indian Oil Corporation (IOC) and Hindustan Petroleum Corporation Ltd (HPCL) sell cooking gas LPG at below market price and get reimbursed for the difference as a subsidy from the government. The subsidy for Q1 has not been paid even though the government has announced Rs 30,000 crore dole for the three companies to cover under-recoveries on LPG last fiscal and in the current financial year. BPCL turnover was almost unchanged at Rs 1.29 lakh crore when compared to Rs 1.28 lakh crore in April-June 2024. The company processed 10.42 million tonnes of crude oil in Q1 against 10.11 million tonnes of refinery throughput in the same period last year. It sold 13.58 million tonnes of petroleum products in April-June, up from 13.16 million tonnes in Q1 of the last financial year. PTI ANZ ANZ BAL BAL view comments First Published: Disclaimer: Comments reflect users' views, not News18's. Please keep discussions respectful and constructive. Abusive, defamatory, or illegal comments will be removed. News18 may disable any comment at its discretion. By posting, you agree to our Terms of Use and Privacy Policy.
Economic Times
34 minutes ago
- Economic Times
US tariffs not to impact India's growth; no threat to positive outlook on sovereign rating: S&P
Synopsis S&P Global Ratings believes Trump's tariffs will not significantly impact India's growth or its positive sovereign ratings outlook, as India's economy is not heavily trade-dependent. While the US has imposed additional tariffs on Indian imports in response to oil purchases, S&P anticipates India's GDP growth to remain steady at 6.5%. Agencies US tariffs not to impact India's growth (Representational) New Delhi: Trump tariffs will not have any impact on India's growth, as it is not a trade-oriented economy, and its sovereign ratings outlook will continue to remain positive, S&P Global Ratings Director YeeFarn Phua said on May last year, S&P had upgraded the outlook on India's sovereign rating of 'BBB-' to positive, citing robust economic growth. On August 6, US President Donald Trump announced an additional 25 per cent tariff on all Indian imports, on top of an existing 25 per cent duty, taking the total to 50 per cent from August White House said the measure responds to India's continued purchase of Russian to a query on whether the tariff imposition poses downside risks to the positive outlook on India, YeeFarn said, "I don't think the tariffs imposed on India will have an impact in terms of economic growth, largely because India is not a very trade-oriented economy. And if you look at India's exposure to the US in terms of exports to GDP, it is just about 2 per cent". S&P estimates India's GDP growth in the current fiscal year at 6.5 per cent, the same as it was in the previous financial further said major sectors, like pharmaceuticals and consumer electronics, which export to the US, are exempted from tariffs."Over the longer term, we don't think this (higher tariffs) will be a big hit (on India's economy), and therefore, the positive outlook on India remains," YeeFarn said at a Webinar on Asia-Pacific Sovereign a query on whether US tariffs would impact investment flows into India, he said the 'China plus one' strategy has played out for businesses over the last few years, and companies are setting up businesses in India mainly to cater to domestic demand."Many (businesses) are going there not because they are looking to export just to the US. Many of them are going there because of the huge domestic market as well. An emerging middle class is getting even for those who are looking to invest more in India and looking to export, it might not necessarily be the US market," YeeFarn 2021-25, the US was India's largest trading partner. The US accounts for about 18 per cent of India's total goods exports, 6.22 per cent in imports, and 10.73 per cent in bilateral America, India had a trade surplus (the difference between imports and exports) of USD 35.32 billion in goods in 2023-24. It was USD 41 billion in 2024-25. In 2024-25, bilateral trade between India and the US reached USD 186 billion. India exported goods worth USD 86.5 billion while imports stood at USD 45.3 billion.
