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With Ultra-DNS servers (www.ultradns.com), ADTECH is now able to increase the speed of banner deliveries even further. An address database for the Internet is behind this futuristic sounding name. ADTECH uses this technology for route planning its ad requests across the United States and the whole continent.
The ad serving provider operates two data centres in the USA: one in Virginia and one in California. These two sites are thousands of kilometres apart. Individual Ultra-DNS servers are in operation throughout the entire country. These servers function like a switchboard and evaluate the incoming banner requests of American users according to the specific address zones which they belong to.
During the next step they show the way to the ADTECH ad server which is located closest to the user (the place where the user is accessing the Internet). Although this sounds like a long communication process, it actually only takes a few milliseconds. The user doesn’t notice a thing. On the contrary: with the help of the Ultra-DNS servers, ADTECH’s banner deliveries are even faster. The communication between the user’s browser and the ad server is speeded up by a few milliseconds.
How does it work exactly?
The Domain Name System (DNS) forms the technical backbone of the Internet. Principally, data transmissions take place on the Internet between IP addresses. An IP address consists of a combination of 4 bytes in the format xxx.xxx.xxx.xxx. The website www.adtech.de, for example, has the following IP address: 194.126.131.54.
These number combinations are very complicated and not particularly easy to remember. DNS enables the users to reach websites using memorable addresses instead of confusing strings of numbers. It replaces the IP addresses with letter-number combinations which are far less complicated.
DNS doesn’t only work in one direction (i.e. domain name to IP address resolution), but the other way around also. This is required, for example, when a server needs to check which address zone an IP address belongs to. ADTECH uses this function in order to forward the ad requests to the nearest ad server.
The name server saves the results of the requests for a certain amount of time in its own cache, therefore enabling the server to respond immediately, should a similar request be received.
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