User:Lcrespo2/sandbox

In order to understand the current use of ad serving technology, it is important to know its constructs. The first construct of ad servers is tag usage as aforementioned. Tags are how initial contact is established. The second construct is a process known as ad replication. In simplest terms, ad replication is a process by which the most efficient strategy for ad delivery is decided. The importance of ad replication in marketing strategies is to target consumers with their preferable ad experience. The third, and arguably most important construct of ad serving technology is Content Delivery Networks, otherwise known as CDNs. CDNs is defined as "a large network of geographically located content servers allowing users to download content from a regional source" (Cristal, 2014, p. 58) CDNs provide ad servers with the information that is being provided to companies about their target market or most successful demographics. The CDNs are what initially recognizes the locale of the users. CDNs and ad servers work hand-in-hand, while they both exist as different entities all together. In order for ad serving technology to work at its most effective and efficient capacity, CDNs have got to be a part of the equation. "Content Delivery Networks employ many geographically distributed sites to improve the scalability and improves network performance by reducing the client response time." (Chao, 2003, p. 3) Content Delivery Networks exist and serve as a separate entity than ad servers. However, ad servers need CDNs in order for them to provide proper statistics because of its focus on regional/geographical locale. While they do assist with content delivery, their other functions include things like congestion control. CDNs are the intermediaries between ad servers and the users. "When an ad call is received the ad server transmits the ads to the CDNs" (Cristal, 2014, p. 61)

Chao, Y. (2003). Content delivery networks (Order No. MQ90043). Available from ProQuest Dissertations & Theses Global. (305230628). Retrieved from https://search-proquest-com.mutex.gmu.edu/docview/305230628?accountid=14541 Cristal, G. (2015). Ad serving technology: understand the marketing revelation that commercialized the internet (1st ed.). Lexington, KY: Gregory Cristal.