Advertising rotation

The process of moving the delivery of web advertising through the different pages and templates of a website. Advertising on web pages can be targeted to reach different audiences across different sections of the site. ‘Rotation’ is the shorthand for this process. Advertising is scheduled in a process called trafficking and is driven by powerful business management software called ‘ad servers’. In the early days of web advertising rotations were simple to plan and manage, but today the campaign may be rotating through a media schedule along with hundreds or thousands of other campaigns. See also: Ad insertion, Ad impression, Adserver