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Ad rotation is the practice of changing the ads displayed on a website, usually with each new page loaded, to keep them fresh and dynamic so that users continue to pay attention to them. With an ad rotation system in place, a website owners can sell more ads as they can regularly switch ads to display new content. They can also charge a premium for their ad space by moving ads through premium slots rather than limiting them to a static display ad. Many websites use this technique to deliver advertisements.
There are several ways a website owner can display advertisements. One option is to work with a third-party client that displays ads; the website owner does not have full control over the display, although he can usually discard certain types of content that do not match the style or tone of his website. Third-party advertising companies often use ad rotation to move ads. The site owner installs a module that polls a server for ads and displays them as users load pages.
One advantage of rotating ads is the ability to target the ads. The ad rotation script can target ads to a certain demographic group. In email, for example, someone writing to a friend about a flower delivery sees advertisements for florists and delivery services. On the other hand, people talking about a book club might get ads for bookstores and book clubs. Ads adapt to the page content and the user’s expressed interests to make them more relevant.
Internet advertisers may pay for their ads per impression, at wholesale rates, or in other ways. They often want evidence that their funds will be spent efficiently. Some may wait for ad rotation to ensure their ads are seen by as many browsers as possible. They can structure the terms and conditions in the contract, such as an order for their ads to appear a certain percentage of the time.