DMP & Ad Server Integration
Trying to expand my knowledge on Data Management Platform and Primary Ad Server integration and would like to know more about how targets are passed from DMP to the Ad server.
To my understanding Publisher do implement a DMP container on the their site, that is fired each time a user visits the site. The DMP returns data (targets ) that is passed to primary ad server in order to serve the corresponding creative.
I have read many articles that referred to pixels and server to server integration but i am not clear yet on how targets are past to the Ad server yet !
Is it via the Ad server tags that seats on the publisher site ? A cookie ?
The best article i was able to find is this :