Dynamic targeting of advertising

The delivery of graphical web advertising typically involves an adserver placing an advertising insertion into the web page the moment that the page is requested by a viewer. This means that the specific advert is not fixed into the structure of a web page, but instead there is simply a frame into which any advert could be dynamically delivered. Ad servers often deliver the advertising based on forms of targeting that are relevant to the campaign. Many of these targeting techniques are evoked only when the advert is requested and the adserver is able to identify some aspect of the viewer’s identity. See also: IP address, Behavioral targeting, Cookie.