HTML and CSS Reference
The second method, out-of-band click redirects, pings all the servers at once (see Figure 1-4 ).
Figure 1-4. How out-of-band click tracking works
■ For more information on how to set up appropriate click tracking, see the iaB's click measurement pDF:
Upon completion of the tracking, one additional level of creative optimization is needed to ensure all creative meets
k-weight specs and doesn't hog CPU power of a users machine. An optimization check ensures that the ad will run
flawlessly on multiple machines, platforms, publishers, and devices. The optimization process can include rewriting
code, compressing bitmap images, converting images to vector artwork, simplifying vector artwork, and staggering
the loading sequences based on user interactions. It can take quite a bit of time, depending on the number of ads and
which devices and screens are targeted (as ultimately dictated by the media plan). These tests are frequently rigorous,
since each ad has to run on multiple computers and operating systems in real time and is reliant on the length of the
ad animation or video duration. Thus, the number of optimization steps can grow pretty quickly.
After the creative runs a thorough round of prerelease quality assurance checks, the ad-serving company will
create ad tags out of the creative assets in order to ensure the creative performs accurately in its new ad-serving
environment. The creation of ad tags typically involves upload into a content management system (CMS) that the
ad-serving company operates. Whether it be static images, HTML, or Flash files, the creative assets get compiled and