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Open Source Ad Server software has had a powerful feature called “Single Page Call” for several years. Unfortunately, there has not been a lot of attention for it, which is a shame because there are many advantages for site owners, ad server administrators and most importantly site visitors.
In this article, I will explain the benefits of using the Single Page Call tags in your site, leading up to more articles that will have detailed instructions on how to switch from traditional invocation code to the advanced single page call technique.
What is OpenX Source Single Page Call?
Obviously, if you serve image or Flash ads, there will still be 5 requests for banner image files, and there will also be the 5 impression logging pixel calls. But the most time consuming part, the actual ad requests, has been reduced from 5 calls to just 1 call.
Advantages of OpenX Source Single Page Call
Tests have shown that there are multiple technical advantages to Single Page Call:
- Since the OpenX Source Ad Server is no longer being hit by multiple requests for each page loading, but just one very efficient ad request per page, the stress on the ad server will also be reduced significantly, which means you’ll be able to process more ad requests and impressions with your existing hardware or hosting plan.
Benefits of OpenX Source Single Page Call
Site visitors will enjoy the improved loading speed of the web pages, which is a bonus in the ongoing battle for visitors and page views. A faster site means happy users that often turn into frequent, loyal visitors.
Site owners will also like the speed improvements of their sites, because of the focus that search engines like Google put on speed nowadays. Having a faster site means getting a higher ranking in the search engine results pages.
System administrators love the side effects of the single page call, because their hardware or virtual servers will be used more efficiently, resulting in cost savings
In addition to these technical benefits, there are also several functional benefits, which include the ability to incorporate advanced targeting parameters into the single page call code, and the ability to request mutliple instances of the same zone on a given page.
Next article: how to implement OpenX Source Single Page Call
In the next article, I will describe the basics of implementing the Single Page Call code on a web site.
Note: Single Page Call is a technique available in version 2.8 of the OpenX Source Ad Server software, although it has been introduced in earlier versions. The new OpenX Enterprise v3.0 software has a similar feature but it goes by a different name.