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The Death Of The Third-Party Ad Server

AdExchanger.com

I have been in the business since late 1995 and have witnessed the evolution of the third-party ad server, which has run its course.

I remember hard coding ads to fixed search results pages and then extrapolating the largest traffic day of the month to report to the client the amount of “hits” they received. I also remember when one advertiser wanted to “third-party ad serve” its banners, my boss at the time said, “Who does that? No way!”

But fighting the future is futile. Technology’s progress is unstoppable, especially when a problem is being solved.

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