All posts by tagname: online advertising

Cookies, DMPs and Is “Big Brother” Watching You?

By now, most people have noticed how a specific advertisement can follow them from one website to another. It’s a strange feeling: the first time you’re “remarketed” to. The remarketing ad is based on something you looked at on a previous website, but now it’s following you on other sites trying to get you to buy it.

How is this happening? It’s simple: You have a cookie in your browser.

The developers of the online shop placed JavaScript code (or an image on the site URL) in your browser that requests an advertisement management system show you something specific. The cookie identifies you for that system. It acts as your personal marker. When you visit another website connected to the same advertising network, that website identifies you by that cookie and makes a decision to show you an advertisement, too—something that corresponds to the interests you showed on previous sites.

This process is called remarketing (or, “retargeting”). But beyond particular individual sales and identifying cookies, the value of remarketing might have much higher potential in terms of how a DMP system work.

big_brotherSo what exactly is a DMP?
DMP stands for Data Management Platform. Imagine that instead of a cookie from an advertising network, the code of a DMP from the shop who’s site you visited was put in your browser. And all other sites you’ve visited also used that DMP code. All the information would accumulate, rather than remain specific to one cookie.

For example:

  • Say you visited a sports website and looked at bicycle accessories.
  • Then you visited a shoe website and searched for women’s shoes, size 35.
  • Finally, you read an article on a forum for young mothers.

This entire sequence of selections is collected by a DMP, classified by demographics and analyzed to identify your likely personality type. DMPs could deduce the person looking at bicycles, shoes and mother articles is:

  • Female
  • Interested in sports
  • Foot size 34—36
  • Age 25—35

“Wait a minute!” you might say.
“Those general categories could be applied to any one who surfed those sites. But not all of those people will match those demographics.”

And you’re partly right, but with DMP data, we’re dealing in the accuracy of assumptions. And believe me, as the sequence of selections on the list grows beyond three sites—to four, five, ten, twenty—the accuracy of the assumptions gets greater and greater, exponentially.

It’s scary to imagine, but when DMP systems operate on social networks, imagine the full picture they can paint using only statistical assumptions. After all, any social media account will likely have much more than three to six data points contained within it. And sometimes the information is extremely specific, personal, and unique to individual users.

So why do DMP systems need that personal information?
DMPs use it to help other systems explore specific user groups for data trends. For example, advertising networks can use data provided by DMPs to help advertisers find their target audience. For big sites and big systems, it’s an opportunity to analyze user groups interested in content in order to make the right decisions about what other content to show.

And Demand-Side Platforms (DSP) have a special interest in this data, because they don’t have publishers like advertisement networks do, and they don’t get straightforward requests from browsers, either. DSPs get requests from SSP systems, which don’t have much information about specific visitors. The DSP gets all kinds of user data from a DMP, which helps make a decision on prices and bids at ad auctions.

Orbit DSP works the same way. It uses DMPs like Aidata and VisualDNA—and soon it will be integrated with one of the top players in the market, BlueKai. This will create better and better pricing for our advertisers, plain and simple.

Big Brother
Beyond using data for commerce and bidding, society must decide about the limits and rights of individual privacy in our online lives.

But it’s not really “big brother” watching us. Instead, we create data profiles ourselves—and on social networks, we do it very willingly. Those profiles are based on a list of choices and assumptions that can be figured out, not by individual surveillance, but by statistical sorting.

In a counter-intuitive way, we identify ourselves through a series of choices that can only be unique to us, not by individual observation of our individual actions.

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We’v Added a lot of DMP Providers and Increased Your Odds for Advertising Success

In a previous blog, we talked about our plans for Orbit DSP’s evolving product development. A major initiative includes more integration with Data Suppliers and Data Management Platforms (DMPs).

Data Suppliers
Data Suppliers segment user data from website traffic, aggregating large amounts of information and creating segments from it based on certain market demographics and criteria.

There are two main kinds of Data Suppliers:

  • The first kind supplies a wide range of data about the user, such as their social status and demographic data with general interests and needs. (ex: Pluso, Aidata)
  • The second kind supplies only a defined range of data. This still may include social status and demographic data, but it would probably be linked to payment history or more narrowed interests in a specific area.

Data Management Platforms
A DMP is a multifunctional platform for data management. Data management includes:

  • storage and post-processing,
  • segmenting different user types, and
  • tag management (which controls and manages the data that’s shown in segments and passed to third parties, like demand-side platforms).

dmp_suppliersDMPs for online ad servers allow each side involved in a sale or transfer to manage data, use third-party data, and export data to a real-time bidding (RTB) platform. Usage of data from a DMP as the ad is shown in an RTB significantly increases the effectiveness of an advertising campaign. That’s because the DMP usually has all major data suppliers connected, which allows advertisers and publishers to create segments using both first-party and third-party data together.

Basic DMP platforms provide visitor data such as gender, age, social status, income, interests, and more.

Integration DMP providers allow you to customize your targeting more—like segmenting by brand of car owned, for example—which defines a target audience as specifically as possible.

Putting Data Together from Data Suppliers and DMPs
The market for both Data Suppliers and first-party DMPs has developed rapidly in recent years, but the reliability and quality of the data they supply are far from ideal, especially if used separately.

On the other hand, third-party DMP platforms use optimization methods along with predictions, resulting in the most successful advertising campaigns from the available data.

Cookie Matching
Full integration of Data Supplier and DMP requires a cookie-matching module to work properly and synchronize users. For cookie matching, an ad is shown which includes a tracking pixel from a DMP provider. The DMP provider can then call this pixel from our ad servers to see who has viewed it and match user behaviors across different platforms to the same individual.

Currently, our system uses Aidata, VisualDNA, and Targetix DMPs in the European market.

For the worldwide market, we’ve signed an initial agreement with Lotame and BlueKai.

Our plan at OrbitScripts is to go after as many major DMP providers as possible to supply our advertisers with the greatest variety of audience segments and the greatest odds for advertising success.
This is just the beginning!

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We’ve added a lot of Ad Exchanges and SSPs, and we’re set to enter the global market

Earlier we talked about the development of our new product Orbit DSP, launched under test environment in February. Now, we’re focused on the following tasks:

  • adding new features,
  • increasing performance,
  • increasing connection to more advertising exchange systems. and
  • increasing connection to more user data providers.

Connection to more advertising exchange systems and more user data providers will produce the maximum possible traffic and—theoretically—access to any target audience imaginable.

The main traffic providers today are SSPs and Ad Exchanges.

An SSP is a platform that represents advertisers in the real-time bidding (RTB) ecosystem. The SSP aggregates offers from many sites, “collecting” residual traffic and showing the minimum price at which the site is willing to sell an ad impression.

The SSP then arranges auctions through a DSP, trying to sell available ad space for a maximum price. The SSP can provide sellers a bigger price by using third-party data, integrated into the platform via DMP.

The SSP also protects user data and brand reputations with a transparent control system for ad placements.

Ad Exchanges
Ad Exchanges are where ad sales traffic occurs and where ads are priced and bought in the RTB ecosystem. Ad Exchange allows communication between sites and advertisers, giving thousands of connected platforms the opportunity to sell ads.

Specialization and Integration
Almost all SSPs and Ad Exchanges work with Open RTB protocol, or something similar. But each has its own special qualities. Some SSPs and Ad Exchanges focus on display advertising. There are also SSPs and Ad Exchanges that only work with mobile sites and applications. Some work solely with video ads.

Integration with SSPs and Ad Exchanges allows advertisers to get the maximum audience exposure and targeting. They work with huge amounts of data and many platforms to allow a wide range of user group access.

Integration consists of two main request-handling actions—gathering and processing—for auctions and visitor synchronization (with the help of a cookie-matching process).

The integration process includes:

  1. conclusion of a contract with the ad exchange,
  2. integration of exchange protocols,
  3. integration of the user synchronization mechanism, and
  4. conducting test auctions.

Orbit DSP: Set to Go Global
Originally, we entered the Russian market only, and waited to enter the worldwide market after platform testing of Orbit DSP. We took on major ad exchanges that account for 95% of all Russian Internet traffic: Google, Yandex, Between Digital, Nexage, Begun, AdFox, AdRiver, and Republer.

Now, we’re ready to expand.

Our near-term plans are to enter the worldwide market and integrate with even more ad exchanges (many of whom we’re already negotiating with): OpenX, MoPub, RightMedia, Facebook.

These are exciting times, and we’re excited to expand, bringing our ad server technology improvements to our current clients—and to new clients across the globe, those who are ready to use the market-leading technology of Orbit DSP and partner with us for global success.

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Orbit Ad Server

Statistics show advertisers already spend more on online ads than print media. And this difference will become bigger every year. According to latest estimates by eMarketer, worldwide spending on Internet advertising will top $137 billion in 2014.

That means advertisers have also begun to place higher demands on the quality of online advertising and its effectiveness. That demand puts a premium on improvement of advertising management systems and their functionality.

At OrbitScripts, we constantly monitor this market and add new features to our products to meet the growing needs of all our consumers. We believe the demand for systems development and advertising management consists of three main parts:

  1. Performance,
  2. Functionality and
  3. Usability.

Ad-Server-new-features-of-the-advertising-management_angWe recently put our performance, functionality and usability design and development into our innovative new product Orbit DSP, a demand-side platform technology built from scratch by OrbitScripts as an enterprise-level, real-time ad auction, purchase and data management system.

To create Orbit DSP, we also increased the capabilities of our core product Orbit Ad Server. Orbit Ad Server simplifies ad management, working with Video Ads, Mobile Ads, In-Text and other modules to create an integrated package that handles all your online advertising growth, in all directions.

We made several important changes to Orbit Ad Server, including:

  1. More Tags and XML feeds support;
  2. Weighting for different companies, groups and ads;
  3. Security against fraudulent clicks;
  4. New targeting types, like provider and connection speed;
  5. Improved user-permission system;
  6. New formats for desktop and mobile ads, like full-screen and interstitial;
  7. And auto-optimization by CTR and ROI.

We’re so happy about these new features. Perhaps most exciting is our new and improved Campaign Creation and Management process, made more universal with additional features and an improved interface for better user interaction.

Our next few blogs will cover in more detail Orbit Ad Server’s new system performance and interface-design features. The feedback from our customers—both Ad Server and Orbit DSP, existing and new—has been encouraging, as we to continue to expand and grow with these amazing advertising market trends.

Check out our Self-Serve and Hosted pricing and tell us how we can serve your needs, too!

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Orbit DSP

The online advertising market is rapidly evolving, and so are the technologies and tools of the trade. Clients have become more demanding of advertising companies’ results, meaning advertisers now need to buy specific user groups, not just advertising space.

The fast growth of social networks and the improvement of data processing methods have allowed advertisers to get high-quality information about all website visitors—age, gender, interests, search terms, etc. Technology can now easily define which user-groups advertisers should target and determine how much each advertising impression should cost.

The Rise RTBs and DSPs
All of this has caused the emergence of real-time bidding (RTB) systems to facilitate the sale and purchase of ad impressions based on real-time auctions. RTBs dominate the current ad market.

Demand-side platforms (DSPs) are gaining popularity, because they allow advertising decisions to be more transparent. Advertisers know where their ads are shown and what data will be used to target their customers, easily calculating traffic to websites and sales conversions.

Orbit DSP Today
We announced the launch of our DSP platform development in June of 2013.


Orbit DSP passed rigorous functional and stress testing made for high-load, scalable, fault-tolerant performance in facilitating RTB auctions. The results have been amazing.

Orbit DSP conducts ad auctions in real-time: A visitor downloads a webpage, the RTB system prices different ad displays, and requests for the ads are sent to bidders.

In just a few milliseconds, our system calculates all the bids and determines the fair prices. The highest bidder not only gets the ad space, he also knows the price paid was the lowest possible—just enough to win the bid!

We also developed a powerful prediction system based on mathematical statistics like Bayes’ theorem, Shannon’s theorem, and Poisson Law—to use entropy and conditional probability for classification, to identify the probability of user conversions, and to calculate the fair price for the ads.

The Orbit DSP Future
Orbit DSP currently works with these advertising exchange systems:

  • Between Digital,
  • Yandex,
  • Google,
  • Nexage,
  • AdFox,
  • AdRiver,
  • Begun,
  • Republer.

We plan to expand this list of exchange systems soon.

Orbit DSP works with third-party Data Providers, like Aidata and VisualDNA, to gather visitor information, count conversions and implement re-marketing lists. We plan to expand our list of data providers, too.

And we will empower our system even more, increasing the effectiveness of our predictions and increasing system performance, in general.

As the advertising market continues to evolve, so will Orbit DSP.

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There’s No Such Thing as Turnkey Anymore


The ad management industry has failed up to this point.

The large players in online ad management systems have not met all the requirements customers have, and we think the “turnkey” approach is to blame.

Why does turnkey not work?
Because every customer is different.

They each put forward different but clear conditions, and most ad management companies have been simply too big and too clumsy to adapt.

That’s why OrbitScripts is throwing away the turnkey approach.

We don’t think it works. Our experience shows clients want to modify their network for extremely specific needs, and turnkey solutions cannot take that into account.

The market for innovation is not static, either. It’s growing by leaps and bounds, and large ad management companies are having an impossible time developing enough features to keep up.

Where does that leave you, the customer?
Usually, switching from one application to another seeking some kind of makeshift combination that will work best.

We have a better idea:

Custom development for every customer.

OrbitScripts has been involved in Internet advertising for 12 years.

Before 2007, we specialized in PPC and affiliate-marketing systems. In 2008, we introduced Orbit Ad Server and Ad Market, a new line of ad serving products.

Now, our main focus is the development of online advertising control systems.

We can develop a custom software solution to meet all your requirements. Not some of your requirements. Not many. All.

And we can change and re-work the software over time as your needs change.

100% Custom Built—That’s the future we see.

  1. We use NDA agreements to guarantee confidentiality and security for your unique technology.
  2. All of our customers get the highest quality attention-to-detail when we develop products for them.
  3. And our development process meets international standards used at the largest companies in the world.

















So stop buying off-the-rack software from the big behemoths!
None of their turnkey solutions will work as well as something built just for you.

After all, aren’t you ready for a custom fit?
Don’t you think the days of turnkey software are finally over?

We do. Tell us what you think.

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OrbitScripts SaaS: One-Year Report on Customer Feedback

Over a year ago, we started offering our ad serving platform as SaaS—software that’s hosted in the cloud through Internet service, rather than traditional software installed on customer computers and servers.

Most of our customers had already used SaaS through other software providers, which gave us a good benchmark to compare our offering with other companies’ offerings.

We’ve received a lot of valuable feedback.
Customer surveys point to the following advantages of OrbitScripts SaaS, all of which we are pleased to report.

  1. Increased Capacity—Our infrastructure uses CDN (content delivery network), cloud solutions and dedicated servers, which means we’ve been able to increase the capacity of our system to handle big traffic increases on our customers’ sites.
  2. 65 Billion Queries Per Month—Our software is built to allow the system to scale horizontally, distributing and handling high-capacity loads that are climbing toward 100 Billion per month.
  3. Modular Is Better—We offer a modular solution, which means our customers have been able to create a unique set of features for each of their individual clients. From the basic functions on up, this has allowed superior customization and service.
  4. Custom Programming—In addition to basic features and an extensive list of modules, we also provide custom programming to meet each client’s unique needs when those ready-made solutions need to be developed further.
  5. Continuous Development—We have been vigilant in extending the functionality of our system to make sure our customers receive the most current, updated versions of our product on a permanent basis. That has helped them capitalize on the most profitable market opportunities, without worrying about their ad system maintenance.
  6. Round-the-Globe Service Many companies promise “round-the-clock” service, and it rarely lives up to its 24/7 claims. We have offices in the U.S. and Eastern Europe, so we are actively working 24-hours-a-day—not as a third-party call center, but as the real company ready to help you.
  7. Lower Prices—Because most of our developers live in Eastern Europe, we can use our lower cost-of-living to provide the most competitive prices across the U.S. and Europe. Our customers benefit from our mix of superior products and lower costs of production.

The results are in. You are happy. And we are happy!

Saas Orbit Ad Serving

Simply put:

OrbitScripts SaaS provides a reliable, modern product with continual improvement and features that evolve with market opportunities. We’ve been able to provide a high level of support with global coverage at a price that’s extremely competitive.

And looking ahead, I hope we can make the next year even better!

So if you didn’t get a chance to provide feedback yet, I’ll ask you now:

Do you have any feedback similar to what I’ve listed here?
Do you have any feedback that differs?

Either way, leave us a comment. We’re here to listen, learn, and help in any way we can.

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OrbitScripts Mobile Apps: Advertising For A World On The Move

Years ago, analysts said this would happen, and they were right: The market for computer desktops and notebooks has collapsed under the pressure of competition and convenience of tablets and mobile devices.

Just look around—in the home, in the office, in stores, in schools and on the sidewalks—people have embraced mobile devices. Our mobile phones are always with us, at all times of day and night.

And businesses are rushing to respond.

Advertising in mobile applications gives instant access to consumers and makes it possible for advertisers to better implement and quickly change their campaigns for better results.

Problem: How To Monetize Mobile Traffic?
Solution: Display ads on mobile websites and mobile apps, of course!

It’s a new media market, and the response of the mobile audience to advertising messages is significantly more positive compared to traditional advertising in print or online media.

And competition between advertisers in this area is not yet saturated, so your brand has a great chance to beat the competition, if you act now.

mobile platform

Huge Revenue Potential
Developers of mobile applications can make money from both selling applications and advertising in them, which means big sources of new revenues for webmasters.

This business opportunity creates high demand for software that can help you build a mobile network that connects advertisers with application developers.

And OrbitScripts Ad Network Does That.
Based on our past experience, we built OrbitScripts Mobile Ad Server on a modern mobile platform that we developed through years of traditional ad server network development.

Devices: The main objective of the Mobile Ad Server is to display and manage advertising on the major devices in use today: Android phone, iPhone, and Windows phone.

User Types: Our system allows you to mange the three main types of users: administrators, advertisers, and application developers

Targeting: The audience for mobile advertising is more focused and less scattered, and thus the ability to get ads successfully in front of specific consumers is much higher than in traditional media placement. In OrbitScripts Mobile Ad Server, you can target based on these factors (and a whole lot more):

  • geography (exact location)
  • gender
  • age
  • phone model
  • mobile operator
  • expansion of the screen

Formats: Our mobile advertising can take many forms:

  • Banner
  • App wall (ad on entire screen)
  • Notification tray
  • Icon
  • Dialog

which can then trigger actions after clicking on the ad:

  • Go to the App Market
  • Go to the website
  • Send SMS
  • Call

Reports: Statistics and analytics are important to our system. Our customers can use geo-reports and specific reports for advertisers and developers to verify the effectiveness of ad campaigns and optimize them for the best returns.

We’re All Moving To Mobile.
And Orbit Mobile Ads combines your ads with massive third-party mobile ad networks like Google and AdMob. If you have questions not covered in this post, leave us a comment or contact OrbitScripts sales directly.

We’re here to help you get started in mobile!

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OrbitScirpt’s Third Party Administrator: A Key Tool For Growing Your Network

Ad network and website owners face two opposing forces when they try to monetize their traffic for the first time:

  1. They realize have a network that’s too small. Beginning networks are usually not large enough to make money on a small circle of advertisers.
  2. And they realize they can’t expand their network, because they can’t offer specific enough targeting. Advertisers almost always want to reach a narrow target audience. For example, they may want to limit their ads to web visitors coming from one specific country. With a small network, that kind of targeting is tough to accomplish.

It’s a Catch-22.

To expand a network requires specialization, but it’s hard to specialize if you don’t expand your network. How do you get around this?

You advertise through third-party networks.

At OrbitScripts, we’ve seen this problem many times. That’s why we built an advanced Third Party Administrator feature into our Ad Server system, making it much easier for beginners to offer the kind of advertising third-party networks want to buy.

And to avoid confusion, we added two tools to handle two pricing models, so our customers can manage and satisfy third-party ad networks in a professional way.


Ability to add third-party networks 1

Pricing models based on CPM—cost-per-thousand impression—use a feed that counts impressions and serves ads using HTML code (JavaScript, iFrame).

Ability to add third-party networks 2

Pricing models based on CPC—cost-per-clicks—use a feed to count user clicks and serves ads in XML format.

These two management tools allow our customers to:

  • add unlimited numbers of third-party ad networks,
  • display according to different priorities,
  • control the distribution of ads,
  • establish commissions,
  • target visitors with preferred sites and countries
  • add tags to the status of the third party,
  • limit the display of the status to certain publishers only.

Ability to add third-party networks 3

The Orbit Ad Server system allows a flexible, functional blending mode of advertising, so you can easily combine your own network with third-part advertising networks. It’s an easy way to unlock the huge potential renvenues in the third-party ad market.

Have you considered using third-party networks but been unsure how to manage them?

Leave a comment or a question, and we’ll help you get started.

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Behavioral Targeting

Following the latest trends in online advertising, Orbitscripts aims to improve  its product, Orbit Ad Server software, by constantly developing new tools and technologies.

Internet marketing is a constantly evolving entity; there are always new, more effective ways of delivering ads to end-users. Today we would like to talk about one such way – retargeting or behavioral targeting, a software technology that Orbitscripts is currently developing.

Retargeting or behavioral targeting is an online advertising mechanism by which an online ad is served to a user that has already seen the same ad, but hasn’t acted upon it, that is didn’t click on it, didn’t make a purchase, etc.

Technically, retargeting is done via ad networks that serve their advertisers across their publishers’ sites.

How retargeting works

About 95% of visitors leave a website without a purchase.  A company needs to have seven “contacts” with a customer before he or she makes a purchase.  Ad networks sort out users that have visited a certain site without buying anything.  These visitors are shown the ads from the same advertiser when they click within networks’ websites. This increases the expectancy of a purchase, click, etc. Displaying the ad that the user has seen before increases the frequency of ad-consumer interaction and the effectiveness of ad campaigns.

Behavioral targeting can be used not only to make a visitor click on the previously displayed ad, buy, etc., but also to identify niche (TARGET) audiences:  information on visited pages, viewed ads, interests in products (if it’s an online store), etc.

Many studies have also shown that CTR of behaviorally targeted ads is higher than that of content-oriented ads.

The demand for ad placements has significantly decreased. At the moment advertisers show more interest in customer tracking and analysis, as well as in acquisition of niche (TARGET) audiences, rather than in buying specific space on websites.

Thus, behavioral targeting is becoming the standard in online advertising.

Follow Orbitscripts for news and updates!

Feel free to contact us anytime for any questions.

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