[1] Digital advertising revenues in the United States alone are set to reach $107.30 bn in 2018 which is an 18.7% increase from 2017 ad spend.
The dominant forms of inventory include third-party content websites, which work with advertising networks for either a share of the ad revenues or a fee, as well as search engines, mobile, and online video resources.
In particular, the company's business strategy, as well as the quality of the networks' traffic and volume of inventory can serve as bases for categorization.
One aspect of ad-serving technology is automated and semi-automated means of optimizing bid prices, placement, targeting, or other characteristics.
Most online ad-network platforms offer website owners and marketers to signup as advertising publishers.
Some networks demand strict terms and conditions while there are other ad publishing alternatives times commissions vary on what sells otherwise user still to earn a good commission when one matches the criteria, and the publisher is allowed to display and share ads provided by the platform earns a good revenue.
Websites with a clean interface, more traffic and engagements are preferred to be selected as ad network publishers by the advertising platforms.
Although most contemporary accounts are no longer available online, the Weizmann Institute of Science published an academic research paper documenting the launch of the first ad server.
The company was founded by Dave Zinman, Andrew Conru, and Jason Strober, and is based in Palo Alto, California.
The first local ad server was released by NetGravity in January 1996[12] for delivering online advertising at major publishing sites such as Yahoo!