New ad server resolution algorithm

Posted by Richard Stokes on September 2, 2008 to

Effective today, AdGooroo will begin resolving ads by the display URL (located within the body of the ad) rather than the destination URL (the location where the ad leads).

This change is desirable because it will allow us to more accurately resolve those ads which are served through ad servers. An example of an ad server is dartsearch.net, which serves ads from many different advertisers through the same redirect URL.

Previously, AdGooroo maintained a lengthy list of known ad servers and automatically inferred the advertiser from the print URL for them. However, ad servers are constantly changing and this made it very difficult for us to properly identify new ones. In other words, if you were monitoring a competitor and their ads began to be served from a new ad server, they would no longer show up on your reports.

In contrast, the print URL is much more reliable as an indicator of the source of an ad.

What this means to you: You should not need to make any changes to your account(s). A very small percentage of ads are served through ad servers and the vast majority of these will resolve to the same URL as they did before. In those instances where there are differences, you may actually see an increase in competitors' coverage as we are now more accurately resolving ads to their source advertisers.

Have questions? We're happy to answer them. Just contact your AdGooroo account representative or email us.