server will increase bids for these placements.

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Retargeting Strategies Retargeting means serving ads to users who have previously visited a website but not converted. For example, adding an item to a user’s shopping cart may lead to an ‘abandonment’ stage, at usa tel number which point ads may be served to remind them of the product. Lookalike audiences are audiences that behave similarly to your existing customers. Ad servers identify these people in the crowd and then display an ad that is most likely to convert best on them.



For example, a company targets lookalike audiences on Facebook just to expand their reach and maintain a good successful conversion rate. Real Time Optimization An advertiser can bid and set budgets for campaigns during an ad, taking into account real-time changes within the campaign. For example, you have suitable ad placements that convert many potential customers at unimaginably low costs. Through real-time optimization, the ad

Ad servers analyze the data and determine the placement where maximum customer engagement and traffic conversion occurs. Therefore, a banner at the top of a news website may be more successful than a simple sidebar ad. Challenges and Thoughts 3 key challenges ad servers will need to overcome in the near future. Privacy and Data Security With increasing complexity, ad servers now have to deal with privacy violations and strong privacy regulations like GDPR and CCPA.