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When used in reference to Online advertising, one server assigning an ad-serving or ad-targeting function to another server, often operated by a third company. For instance, a Web Publisher’s ad management server might re-direct to a third-party hired by an Advertiser to distribute its ads to target customers; and then another re-direct to a “Rich Media” provider might also occur if streaming Video were involved before the ad is finally delivered to the consumer. In some cases, the process of re-directs can produce latency. (See ad serving).