Asynchronous What? How Ad Serving AND Display Ads Can Play Together

Posted on 5 March 2009 by Patrick FlanaganNo Comments

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One of the stumbling points that has really keep main site builders from fully embracing using rich internet technologies (like Flash/Flex or Silverlight) has been that these newer technologies don’t play so well with some older, core technologies such as ad servers. Making money via display advertising is such a core part of many site monetization strategies.  The ShopLocal team has found a way to bring peace to the (online) world so that both really engaging Flash sites CAN be monetized via display ads.

The ShopLocal team has figured out a way to allow all key user initiated actions (or events in ‘flash-speak’) that happen within a SmartCircular site that is built in Adobe Flex/Flash to “talk to” and “trigger” an ad server to reload the display ads that are wrapped around the site – WITHOUT having to reload the entire site or Flash movie.  The first live example that uses this asynchronous ad serving is the Albertson’s SmartCircular 4.1 GroceryCentric site.

So as a user goes about their browsing of the online weekly ad content, the display ads are constantly refreshing. As a publisher, this allows one to fully maximize all the “page views” (eg display ad inventory) that users generate.  The beautiful thing is that rich internet technologies DO help create more “page views” per user (or visit), so it’s great to finally cash in on these higher “page view” generating technologies and serve a display ad every single possible opportunity.

One other good example of how asynchronous ad serving has been done within a Flex application is Pandora Radio.  The main ‘radio player’ is all deployed in flash, but off to the side typical display ads are rotated whenever a new song starts to play.

So here is a Flex RIA site that has been fully wired into the Doubleclick For Publishers (DFP) ad server so that ever single user generated event causes the ads to reload and refresh

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