第三方广告提供商的广告如何投放到网页上？ [英] How are advertisements from third-party ad providers delivered to a web-page?

问题描述

第三方广告提供商如何确定在浏览器中加载到网页的广告？数据以什么格式传送？

How does a third-party ad provider decide what ad to deliver to a web-page when it's loaded in a browser? And in what format is this data delivered?

比方说，我的网页不包含与广告相关或与众不同的内容，但我确实对用户了解很多：人口统计资料，兴趣，浏览历史记录等。因此，我要加载的广告必须取决于用户（个人资料），而不是特定于页面的。

Let's say my web-page contains no ad-relevant or differentiating content, but I do know lots about my user: demographic profile, interests, browsing history etc. So the ad I want loaded must be user- (profile-) dependent, and not page specific.

广告中是否可能从浏览器到第三方提供商的请求，以将配置文件数据包含在请求中以获取适当的广告？如果是这样，将可能以哪种格式发出此请求，以及如何格式化响应？例如XML，JSON等。

Is it possible, in an ad request from a browser to a third-party provider, to include profile data in the request in order to get an appropriate ad? If so in what format would this request likely be made, and how would the response be formatted? E.g XML, JSON etc.

推荐答案

通常，广告网络的主要工作方式是在您的网页中添加引用HTML广告网络控制的服务器上通过URL（通常带有您的帐号或类似标识符）的一些资源。该资源可能是图像，视频，大量JavaScript或其他任何内容（iFrame是另一种常见的资源）。

In general, the primary way ad networks work is that you add HTML to your page that references some resource via a URL (often with your account number or similar identifier) on a server that the ad network controls. The resource might be an image, a video, a chunk of JavaScript, or anything else really (an iFrame is another common one).

在大多数情况下，它将是JavaScript或iFrame的一部分，该脚本会将广告从其网络中删除并将其设置在链接中。此链接通常是指向其服务器的链接，然后将用户单击该链接重定向到广告将流量吸引到的任何目的地。

In most cases, it will be a chunk of JavaScript or an iFrame and the script will get an ad off of their network and set it inside a link. This link is usually a link back to their server, which then redirects the user clicking it to whatever destination the ad is driving traffic to.

通过在其服务器上访问资源，他们计算从您的网站获得的特定广告的展示次数或观看次数 ，并且通过将点击路由通过他们的服务器，他们计算点击次数。由于您是在请求资源时将其帐户ID发送给他们的，因此他们可以将所有这些ID与您的帐户相关联，并根据每次点击费用（CCP）和/或展示次数向您付款。

By hitting a resource on their server, they are counting the number of "impressions" or "views" that particular piece of advertising got from your site, and by routing the click through their server, they are counting the number of clicks. Since you send them your account ID when you request the resource, they can associate this all with your account and pay you based on "cost-per-click" (CCP) and/or number of impressions.

正如其他一些答案所提到的，广告网络使用的许多个人资料信息是基于他们自己设置的Cookie的，而不是基于来自展示广告的网络媒体资源的信息。这些Cookie的工作方式以及它们如何允许广告网络建立这样的特定用户资料，是依靠网络请求的Referer标头。

As some of the other answers have mentioned, much of the "profile" information that the ad networks use is based on cookies that they, themselves, set, rather than being based on information from the web property that is displaying the ad. The way these cookies work, and how they allow the ad networks to build up such a specific profile of users is by relying on the Referer header of a web request.

广告代理机构将为每个用户提供一个唯一的ID作为其Cookie，然后，每当页面向其服务器发出请求时，该请求还将包括该请求所来自的页面的URL （包括广告网络的Cookie）（因为这是对其服务器的请求）。 如果您有足够的参考网址供个人参考，您可以对他们是谁以及他们感兴趣的内容建立一个很好的主意，其中包括准确的人口统计信息。

The ad agencies will give each user a unique id as their cookie, and then every time a page makes a request to their servers, the request will include the URL of the page that the request came from, as well as including the cookie for the ad network (since it's a request to their server). If you have enough refering URLs for an individual, you can build up a pretty good idea about who they are and what they are interested in, including amazingly accurate demographic information.

使用Cookie标识的用户的引荐历史记录，由于他们的配置文件基于行为，因此广告网络能够更准确地了解您的用户及其所需的图片（即实际访问过的网站）而不是自我报告，就像大多数用户个人资料一样。

Using the referer history for the user identified by the cookie, the ad network is able to have a much more detailed accurate picture of your user and what they want, since their profile is behavior-based (ie. the actual sites visited) rather than self-reported, like most user profiles.

其他非标准广告示例（例如横幅）某处）的广告网络，这些网络使用脚本来扫描页面的文本内容，并有选择地将某些单词转换为链接，通常带有较大的广告，当用户的鼠标悬停在它们上方时，这些广告就会弹出。这方面的一种变体是您首次进入网站时弹出的广告，或者是在指定时间段内附加到用户光标的广告。

Other examples of non-standard ads (eg. a banner somewhere) include ad networks that use a script to scan the text content of your pages and selectively turn some words into links, often with larger ads that pop up when the user's mouse goes over them. A variation on this are the ads that pop up when you first enter a site, or ones that "attach" to the users' cursor for a specified amount of time.

但是，所有这些示例都是具有侵入性的，可能会激怒您的用户，并减少您网站上的用户数量，这是 坏事 。对于有效的广告展示位置，Google进行了大量的研究，包括尺寸，颜色，与网站其他内容的区别等，并且他们通过AdSense文档提供了很多此类信息。

All of these examples, however, are rather invasive and will likely piss your users off and will reduce the number of users you have on your site, which is a BAD THING. Google has done lots and lots of research regarding effective ad placement, including things like size, color, differentiation from the rest of the site content, etc. and they make much of this information available through the AdSense documentation.

_{注意：这是我对此问题 的回答的扩展sub>}

_{Note: This is an expansion on my answer to this question}

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