{"id":27184,"date":"2016-03-01T14:36:47","date_gmt":"2016-03-01T13:36:47","guid":{"rendered":"https:\/\/www.artera.net\/it\/blog\/?p=27184"},"modified":"2023-02-27T14:19:38","modified_gmt":"2023-02-27T14:19:38","slug":"video-advertising-come-funziona-un-adserver","status":"publish","type":"post","link":"https:\/\/www.artera.net\/it\/marketing\/video-advertising-come-funziona-un-adserver\/","title":{"rendered":"Video Advertising: come funziona un AdServer"},"content":{"rendered":"<p>Ad un livello molto elementare, nel <strong>video advertising<\/strong>, l&#8217;AdServer gestisce la modalit\u00e0 di pubblicazione degli annunci sui diversi dispositivi (PC, tablet, smartphone) ogni volta che viene aperto un browser internet.<\/p>\n<p>L&#8217;<strong>AdServer<\/strong> contiene tutte le diverse creativit\u00e0 (come diversi formati banner, video, &#8230;) e assicura che un determinato annuncio venga visualizzato ogni volta che un utente apre una pagina web.<\/p>\n<p>Distinguiamo due tipologie:<\/p>\n<ul>\n<li><strong>Publisher AdServer<\/strong>: dove gli editori utilizzano il proprio server del sito per gestire la visualizzazione degli annunci. In questa situazione gli editori hanno pieno controllo nella gestione degli annunci anche se ha un raggio di azione limitato.<\/li>\n<li><strong>AdServer di terze parti<\/strong> (o Third Party AdServer): il servizio \u00e8 offerto da un fornitore esterno specializzato. Questa soluzione \u00e8 preferibile dagli inserzionisti che dispongono di una campagna pubblicitaria su un ampio numero di siti e necessitano al tempo stesso di misurare efficacemente le prestazioni<\/li>\n<\/ul>\n<p>Il Third Party AdServer \u00e8 un sistema comunque molto complesso e la pubblicazione degli annunci \u00e8 influenzata da diversi fattori:<\/p>\n<ul>\n<li>tipo di annuncio (banner o video);<\/li>\n<li>formato attuale dell&#8217;ad (computer desktop, smartphone, tablet, eccetera);<\/li>\n<li>il modello di business con cui l&#8217;annuncio \u00e8 stato venduto.<\/li>\n<\/ul>\n<p>Per quanto riguarda gli <strong>annunci video<\/strong> sono generalmente gestiti attraverso sistemi di terze parti (es. DoubleClick) che agiscono come dei contenitori: i video pubblicitari sono impacchettati insieme ai banner statici e ai pixel di tracciamento che a loro volta sono contenuti in un segmento pi\u00f9 ampio di codice chiamato tag.<\/p>\n<p>L&#8217;AdServer distribuisce il codice ai diversi siti dei publisher in modo da monitorare correttamente le azioni e le performance.<\/p>\n<p>In riferimento ai tag si potrebbe approfondire ulteriormente il discorso, ma questo \u00e8 un tema che vi racconter\u00f2 in un&#8217;altra puntata.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Ad un livello molto elementare, nel <strong>video advertising<\/strong>, l&#8217;AdServer gestisce la modalit\u00e0 di pubblicazione degli annunci sui diversi dispositivi (PC, tablet, smartphone) ogni volta che viene aperto un browser internet.<\/p>\n","protected":false},"author":4,"featured_media":27223,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_eb_attr":"","footnotes":""},"categories":[300],"tags":[79,358,48],"class_list":["post-27184","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-advertising","tag-video","tag-web-marketing-1"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.3 - 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