ad serving flow and serving architecture

© 2010 MediaMind Technologies Inc. | All rights reserved

Kris Fortney | Global Client Tech Support November 2011

Ad Serving Flow and Serving Architecture


▸ HTTP and Fiddler UI

▸ Ad serving flow

▸ Serving architecture

▸ Viewing an ad and its files with fiddler

Agenda


HTTP requests and responses

▸ Requests are sent from the browser

▸ Responses are sent form the server


▸ After the browser receives a request a response code is returned indicating the status of the request

HTTP response codes

Status Technical Description Non-tech equivalent

200 OK message was received and accepted and any content is contained in the message body.

ALL GOOD

302 Found The requested resource resides temporarily under a different URL.

REDIRECT

304 Not Modified The requested resource has not changed and the client can utilize cache.

CACHED ON BROWSER

404 Page Not Found The server could not find a matching resource at the URL supplied by the client.

PAGE DOES NOT EXIST

500 Internal Error The server encountered an unexpected condition which prevented it from fulfilling the request.

Pfffffft. Server blew up.


HTTP sniffer: Fiddler UI

Sessions

Requests

Responses


HTTP sniffer: Sessions


Request – What is sent to the server


Response – What comes back from the server


Servers, Ad Files, and Ad Flowwhere, what, when?


Rich Media Ad Flow – Serving

▸ The publisher’s page is consisted of a publisher ad server call, which should retrieve an appropriate ad tag (hopefully ours…)



▸ Now we have a page with our tags:

<script src="http://bs.serving-sys.com/BurstingPipe/adServer.bs?cn=rb&c=22&pli=&PluID=0&w=730&h=90&ord=[timestamp]"></script><noscript><a href="http://bs.serving-sys.com/BurstingPipe/BannerRedirect.asp?FlightID=1252012&Page=&PluID=0&Pos=5233" target="_blank"><img src="http://bs.serving-sys.com/BurstingPipe/BannerSource.asp?FlightID=1252012&Page=&PluID=0&Pos=5233" border=0 width=300 height=250></a></noscript>


Rich Media Ad Flow – Bursting Servers

▸ We have ~90 Bursting Servers residing in 8 Data Centers around the world, ready to “take the call”

NY/NJ

Netherlands/Amsterdam

LA

Singapore

Japan

China



▸ “The Chosen One”:• Selects an Ad for the Placement• Counts an Impression• Returns a JS Response to Initiate the

Ad Display



▸ The initial server response consists of:var ebPtcl = "http://";var ebBigS = "ds.serving-sys-dev4.com/BurstingCachedScripts/";var ebResourcePath = "ds.serving-sys-dev4.com/BurstingRes//";var ebRand = new String(Math.random());ebRand = ebRand.substr(ebRand.indexOf(".") + 1);ebBigS = ebPtcl + ebBigS;ebResourcePath = ebPtcl + ebResourcePath;gEbUT = "";gEbUT = "tp_PlacementID%3D549668%24%24tp_AdID%3D954807%24%24";var ebO = new Object();ebO.pi = 0;ebO.d = 0;ebO.sms = "ds.serving-sys-dev4.com/BurstingScript/";ebO.bs = "bs.serving-sys-dev4.com";ebO.p = "";ebO.tn = "Banner";ebO.bt = 5;ebO.bv = 14.000000;ebO.plt = 9;ebO.ut = gEbUT;ebO.w = 300;

ebO.h = 250;ebO.pli = 549668;ebO.ai = 954807;ebO.ci = 63210;ebO.au = "Site-23204/Type-11/954807_27015f25-9794-45b0-b3ce-9807bf80a98b.js";ebO.fvp = "Res/";ebO.dlm = 1;ebO.oo = 0;ebO.fvp += "Dev4/";ebO.pv = "_4_5_0";ebBv = "_2_4_4";ebO.rpv = "_2_5_1";ebO.wv = "_3_0_1";ebO.ta = "-1";ebO.abp = "Site-15871/Type-20/955962/47c79cde-8024-4dc0-83cf-86aed89cfaae/";ebO.dg = "11905";var ebIfrm = ("" == "1");var ebSrc = ebBigS + "eb" + ebO.tn + "" + ebBv + ".js";document.write("<scr" + "ipt src=" + ebSrc + "></scr" + "ipt>");var ebDSGID = 16512;/* RichSupported */

Initializing General Variables (DS base path, Detected Browser etc.)



▸ The Server response consists of:var ebPtcl = "http://";var ebBigS = "ds.serving-sys-dev4.com/BurstingCachedScripts/";var ebResourcePath = "ds.serving-sys-dev4.com/BurstingRes//";var ebRand = new String(Math.random());ebRand = ebRand.substr(ebRand.indexOf(".") + 1);ebBigS = ebPtcl + ebBigS;ebResourcePath = ebPtcl + ebResourcePath;gEbUT = "";gEbUT = "tp_PlacementID%3D549668%24%24tp_AdID%3D954807%24%24";var ebO = new Object();ebO.pi = 0;ebO.d = 0;ebO.sms = "ds.serving-sys-dev4.com/BurstingScript/";ebO.bs = "bs.serving-sys-dev4.com";ebO.p = "";ebO.tn = "Banner";ebO.bt = 5;ebO.bv = 14.000000;ebO.plt = 9;ebO.ut = gEbUT;ebO.w = 300;

ebO.h = 250;ebO.pli = 549668;ebO.ai = 954807;ebO.ci = 63210;ebO.au = "Site-23204/Type-11/954807_27015f25-9794-45b0-b3ce-9807bf80a98b.js";ebO.fvp = "Res/";ebO.dlm = 1;ebO.oo = 0;ebO.fvp += "Dev4/";ebO.pv = "_4_5_0";ebBv = "_2_4_4";ebO.rpv = "_2_5_1";ebO.wv = "_3_0_1";ebO.ta = "-1";ebO.abp = "Site-15871/Type-20/955962/47c79cde-8024-4dc0-83cf-86aed89cfaae/";ebO.dg = "11905";var ebIfrm = ("" == "1");var ebSrc = ebBigS + "eb" + ebO.tn + "" + ebBv + ".js";document.write("<scr" + "ipt src=" + ebSrc + "></scr" + "ipt>");var ebDSGID = 16512;/* RichSupported */

Initializing Ad-specific Variables (e.g. AdJS path)



▸ The Server response consists of:var ebPtcl = "http://";var ebBigS = "ds.serving-sys-dev4.com/BurstingCachedScripts/";var ebResourcePath = "ds.serving-sys-dev4.com/BurstingRes//";var ebRand = new String(Math.random());ebRand = ebRand.substr(ebRand.indexOf(".") + 1);ebBigS = ebPtcl + ebBigS;ebResourcePath = ebPtcl + ebResourcePath;gEbUT = "";gEbUT = "tp_PlacementID%3D549668%24%24tp_AdID%3D954807%24%24";var ebO = new Object();ebO.pi = 0;ebO.d = 0;ebO.sms = "ds.serving-sys-dev4.com/BurstingScript/";ebO.bs = "bs.serving-sys-dev4.com";ebO.p = "";ebO.tn = "Banner";ebO.bt = 5;ebO.bv = 14.000000;ebO.plt = 9;ebO.ut = gEbUT;ebO.w = 300;

ebO.h = 250;ebO.pli = 549668;ebO.ai = 954807;ebO.ci = 63210;ebO.au = "Site-23204/Type-11/954807_27015f25-9794-45b0-b3ce-9807bf80a98b.js";ebO.fvp = "Res/";ebO.dlm = 1;ebO.oo = 0;ebO.fvp += "Dev4/";ebO.pv = "_4_5_0";ebBv = "_2_4_4";ebO.rpv = "_2_5_1";ebO.wv = "_3_0_1";ebO.ta = "-1";ebO.abp = "Site-15871/Type-20/955962/47c79cde-8024-4dc0-83cf-86aed89cfaae/";ebO.dg = "11905";var ebIfrm = ("" == "1");

var ebSrc = ebBigS + "eb" + ebO.tn + "" + ebBv + ".js";document.write("<scr" + "ipt src=" + ebSrc + "></scr" + "ipt>");var ebDSGID = 16512;/* RichSupported */

Loading the Necessary Client Script + Version (e.g. ebBanner_2_2_5.js)



• Since the response is not cached and expensive, the ad configuration is almost entirely in the Ad .js (which is cached).

• However, the extra round trip is something we might prevent in the future.



▸ The Client Code Loads all the Necessary Assets:• Ad Configuration File (AdJS)• Creative Assets (SWF)• Additional Assets (FLV, F4V, SWF, MP3 etc.)

▸ All the Files are in one place

▸ So, how do we take care of redundancy and globalization?

File Server



▸ The Assets are downloaded from our Display Servers, which is actually an “origin” of a Content Delivery Network (CDN): Akamai.

▸ This way, only 5% of the traffic is reaching our origin DS.

File Server

(Display Server)


MediaMind servers for Ad Serving

▸ Two main serving systems for ad serving

• Bursting Server bs.serving-sys.comTakes information from the ad tagTalks to the databaseDecides which ad to showKnows where all the assets are

• Display Serversds.serving-sys.comHold all the files an ad needs to display

Assets and scriptsPart of a large content distribution

network – Akamai


Ad tag – What gets passed to the Bursting Server▸ data is passed via the URL’s querystring ▸ http://bs.serving-sys.com/BurstingPipe/adServer.bs?cn=rb&c=22&ifl=$$/default/eb/$

$&pli=754211&PluID=0&ai=1358143&t=1&w=300&h=250&ucm=0&ord=%time%

Key Valuecn rb

c 22

ifl $$/default/eb/$$

pli 754211

PluID 0

ai 1358143

t 1

w 300

h 250

ucm 0

ord %time%


What static files are delivered from the Display Servers?

Files FunctionAds.js file Holds specific configuration information for

the ad

Ad serving behavioral templates Js files which hold the code to provide the functionality, ie floating ads, expandable ads

Gif or jpg files Default image files

Swf files Swf files for default and rich banners

FLV, WMV or other additional assets

Video assets (progressive download only in http)


Rich banner ad flowBS Decision Call

Yes

count impressionno

Display blankBS response

ebBanner /ebExpBanner.js

Ad.js

Set ad parameters

Report to 3rd party

Load js files Sufficient plug-ins

Show bannerYes

Default imageNo

Something to display

Yes

User views a web siteWith eyeblaster script tags



▸ Finally, the Ad is shown!



▸ Interactions from the Ad are constantly reported to our Bursting Servers. ‘Timer Interactions’ (e.g. AdDuration, DwellTime) are reported only when the ad is closed.User Interacts with the Ad Server Logs Interaction Client Generates Reports



▸ The main interactions we track are:“Counter” Interactions

• Click

• Video Progress

• Video Pause/Mute/Replay• Video Fullscreen Start/End

• Dwell Once

• Visibility (Above/Below the Fold)“Timer” Interactions

• Ad Duration

• Dwell Time

• Video Playing Duration

▸ In addition, we support custom counter/timer interactions reported by the creative.



▸ Examples of interactions tracking:“Counter” Interactions:http://bs.serving-sys.com/BurstingPipe/adServer.bs?cn=int&iv=2&int=954807~~0~~11905~êbUniqueDwell~0~0~01020êbRichFlashPlayed~0~0~01020êbVideoUnmuted~0~0~00010êbAboveTheFold~0~0~01020&OptOut=0&ebRandom=0.23478155699558556&flv=10.3183&wmpv=0&res=16

Click:http://bs.serving-sys.com/BurstingPipe/adServer.bs?cn=brd&Page=&PluID=0&Pos=3932768984232098&EyeblasterID=954807&dg=11905&di=0

“Timer” Interactions:http://bs.serving-sys.com/BurstingPipe/adServer.bs?cn=int&iv=2&int=954807~~0~~11905~êbAdDuration~68~0~01020êbIntDuration~5~0~01020êbDwellTime~64~0~01020êbAboveTheFoldDuration~67~0~01020&OptOut=0&ebRandom=0.14506820333190262&flv=10.3183&wmpv=0&res=16


Servers, Ad Files and Ad Flow viewing in fiddler


What can we see using fiddler?

▸ What files do we serve?

▸ Where are they served from?

▸ How to see what the server is returning

▸ What other information is delivered?

▸ How big are the files?


Viewing an ad with Fiddler

▸ How many calls are made to the Bursting Server?

▸ How many calls are made to the Display Servers?

What kind of files are needed to support the ad?

http://demo.eyeblaster.com/kris/training/sessiontwo/boredwithUSA.htm

http://demo.eyeblaster.com/kris/training/sessiontwo/boredwithUSA.htm


Fiddler: How To Tips

▸ Remove all encodingWhy?

▸ Disable CachingExceptions?

▸ How to save a fiddler session

▸ How to clear the session window

▸ How to search for EB code quickly


Thank you!

ad serving flow and serving architecture

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