scope and applicability
TRANSCRIPT
Web Server
Ad Serving Counting
GPRS
1
4
2 3
5
7
6WAP Gateway
Server-side architecture counting
1. Get Content
5. Page Content, url redirect delivered
4. Ad tag for a specific ad added to page content
2. Fetch Ad Tag
6. Creative request to fetch asset (image usually)
3. Count Impression
7. Image delivered
Server-side architecture counting – showing master server-side including redirecting to a
secondary ad-server Master Ad Server
Secondary Ad Server
GPRS
Web Server
WAP Gateway1. Get Content2. Fetch Ad Tag3. Count Impression4. Ad tag for a specific ad added to page content5. Page Content, url redirect delivered6. Creative request to fetch asset (image usually)
8. Image delivered
7. Secondary ad-server counts impression
1 2 3
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67
8
Web Server
Master Ad Server
CountingGPRS
1
2 3
5 4WAP Gateway
Client-side (third-party) architecture counting
1. Get Content2. Fetch AdTag
3. Creative request to fetch asset (image usually)
4. Select ad (in case of static tag) and Count Impression
5. Image delivered (or url redirect to third party in the case of 3rd party served)
Web Server
Master Ad Server
CountingGPRS
1
2 3
5 4
WAP Gateway
Client-side architecture counting – showing master third party ad-server redirecting to a secondary ad-server
1. Get Content2. Fetch AdTag
3. Creative request to fetch asset (image usually)
4. Select ad, sends url redirect to client and Counts Impression
5. Url redirect tag delivered
Secondary Ad Server
Counting
76
8
6. Creative request to fetch asset (image usually)7. Secondary ad-server counts impression
8. Image delivered
1 It should be noted that legacy devices that do not support Javascript, or devices in which Javascript is disabled, may not have
the capability to allow for compound tracking.
2 “Materiality” is a (generally quantitative) threshold as contextually determined by an auditor, above which a misstatement
would be judged to exert a significant impact on the business decisions made through the use of the overall information. As an example, a threshold level of 5% of total traffic counts might be used to assess the materiality of company-internal traffic counts; if internal traffic exceeds this threshold, these counts would be excluded from the overall traffic counts (in practice, consideration of the differential nature of such internal traffic may also play a role in a decision to exclude these counts).
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