How are third-party advertisements delivered to a web page?

Question

How does a third-party ad provider decide which ad will be delivered to the web page when loaded in a browser? And in what format is this data delivered?

Say my web page does not contain any relevant ads or different content, but I know a lot about my user: demographic profile, interests, browsing history, etc. Therefore, the ad I want to load must be user- (profile-) dependent, not page specific.

Is it possible for a third-party provider to include profile information in a request to receive an ad in a request for an ad from a browser? If so, in what format could this request be made, and how to format the response? For example, XML, JSON, etc.

Answer 1

Is it possible, in a request for an ad from a browser to a third-party provider, to include profile data in the request to receive the corresponding ad?

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The user server will generate code for these Placements / Zones. You would program your site to call the right zone depending on the user.