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class="c6"><p class="c8 title" id="h.ta72iow2o08m"><span class="c16">The Use Cases of Online Advertising</span></p><p class="c7 subtitle" id="h.ptaw5q7atltp" style="text-align:center;">Discussion Paper for the <br>W3C Advertising Business Group</p><p class="c3"><span>Wendell Baker <</span><span class="c10"><a class="c13" href="mailto:[email protected]">[email protected]</a></span><span class="c4">><br>Initial draft, 2019-03-05</span></p><p class="c3 c14"><span class="c4"></span></p><p class="c12"><span class="c4">This document describes event sequences supporting modern online advertising. Many details are elided. There is a significant amount of tutorial literature available which can be used to fill in the details and omissions that are necessarily present in this summary document.</span></p><h1 class="c11" id="h.qc0h3ducvf7l"><span class="c9">Ad Call with Single Market</span></h1><p class="c12"><span style="overflow: hidden; display: inline-block; margin: 0.00px 0.00px; border: 0.00px solid #000000; transform: rotate(0.00rad) translateZ(0px); -webkit-transform: rotate(0.00rad) translateZ(0px); width: 624.00px; height: 337.33px;"><img alt="Event Flow Diagram" src="UseCasesofOnlineAdvertising/image1.png" style="width: 624.00px; height: 337.33px; margin-left: 0.00px; margin-top: 0.00px; transform: rotate(0.00rad) translateZ(0px); -webkit-transform: rotate(0.00rad) translateZ(0px);" title=""></span></p><p class="c12 c14"><span class="c4"></span></p><h3 class="c1" id="h.in5zuih09tec"><span class="c5">Steps</span></h3><ol class="c2 lst-kix_rscey6aieax7-0 start" start="1"><li class="c0"><span class="c4">UserBrowser calls Publisher Web App (Web Site) asking for content</span></li><li class="c0"><span class="c4">Content is returned</span></li><li class="c0"><span class="c4">UserBrowser calls Publisher Content Server to assemble the page</span></li><li class="c0"><span class="c4">Content is returned</span></li><li class="c0"><span class="c4">UserBrowser calls the Ad Marketplace “give me an ad”</span></li><li class="c0"><span class="c4">Creative Code is returned</span></li><li class="c0"><span class="c4">UserBrowser calls the Creative Payload Server</span></li><li class="c0"><span class="c4">Creative Payload is returned</span></li><li class="c0"><span class="c4">UserBrowser calls a Content Delivery Network to recover the payload (images).</span></li><li class="c0"><span class="c4">Payloads are returned.</span></li></ol><h3 class="c1" id="h.kr9g1ycpveqe"><span class="c5">Background Activities</span></h3><ul class="c2 lst-kix_87ztqim9jp1d-0 start"><li class="c0"><span class="c4">Counting jof a Page Delivered occurs at the Publisher Web App (Web Site)</span></li><li class="c0"><span class="c4">Counting of a Sale occurs at the Ad Market</span></li><li class="c0"><span class="c4">Counting of a Page Viewed occurs a the Creative Payload service.</span></li></ul><h3 class="c1" id="h.gprjy0uuv5lk"><span class="c5">Other Considerations</span></h3><ul class="c2 lst-kix_jsuc75y4uq4p-0 start"><li class="c0"><span class="c4">There may be many marketplaces (Steps 5 & 6) in a cascade or waterfall.</span></li><li class="c0"><span class="c4">There may be many creative payload services (Steps 7 & 8), each providing a different business capability: fraud mitigation, visibility verification, conversion counting, and so forth.</span></li><li class="c0"><span class="c4">The UserBrowser may solicit from multiple marketplaces simultaneously, resolving the winner in the consumer premises equipment.</span></li><li class="c0"><span class="c4">Each marketplace may have a deeper structure with subcalls to other services and other marketplaces with whch they trade.</span></li></ul></body></html>