Author Topic: What is server-to-server integration?  (Read 177 times)

Offline Freya009

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What is server-to-server integration?
« on: February 05, 2020, 08:07:40 PM »
Server-to-server integration is used by mobile advertisers and ad networks to determine how many installs were driven by an ad that is served.

the attached image should explain what happens. but briefly, the advertiser will send information on all installs to ad networks so they can match against those who saw the add.

Unlike web-based tracking, where information passes through between two parties - the advertiser and the publisher (or ad network), in the case of mobile app installs the information is passed through  Google Play or Apple app store as well. This creates a wall that makes it slightly difficult to share data between the advertiser and the ad network.

Server to server integration is one way to get around this problem. It's not a good solution though because if you are an advertiser, you are passing information on every single install that you see and then hoping that the ad network will reliably tell you how many matches they have delivered.

Using the ad network's SDK essentially does the same thing as well. Instead of information being shared between servers, it goes directly through the SDK into the ad network's database.

One good way to resolve this issue is to use a trustworthy third-party ad tracking service that does the matching.

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Offline AdrianG001

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Re: What is server-to-server integration?
« Reply #1 on: March 24, 2020, 07:44:51 PM »
S2S integration is an integration that allows two ad servers (i.e. an ad network and a publisher) to talk to each other. The ad request would come from the publisher's ad server to the ad network's ad server.

A device-to-server integration, also known as client-to-server or C2S, is an integration where a tag (for mobile web) or SDK (for mobile apps) is placed onto the property. So instead of placing the code onto the server, the code is placed onto the actual property itself and the ad request is made from the device/client.

The two differ in that C2S integrations are much simpler but have greater latency when serving the ad. On the flip side, S2S integrations are much more laborious but have less latency once they are set up.


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