Basically, the AdServer controls:
Normally the 3 option will be used, because a campaign consists of a number of advertising materials, which are directly delivered from the customer. This has the advantage (that it can be ensured) that the banner can be displayed with sufficient speed.
HTML advertising material
A HTML advertising material is ultimately nothing more than a normal HTML code, which is generally prepared, if you will click on it, then you will be forwarded to your advertised website. In addition, HTML advertising material is particular always used, when campaigns will be used from various AdServer manufacturers (marketer A will pass his campaign to marketer B but both would like to count the number of clicks and views).
The use of HTML advertising material is relatively complicated. To guarantee a smooth process, you will need good HTML skills and also good knowledge about the AdServer.
In addition to banner and HTML advertising material, popups will play a special role. Here you can distinguish between popups (foreground window), popunder (window in the background) and layer (window inside the actual page). Also again between popups / popunder, which will opens by calling up or leaving the page (also called ExitUps). In general, popups and popunder will be used togehter with an alternative layer: If the popup/popunder will be inhibited by a popup blocker, then the layer will be displayed. Through this you will massively increase the reach of the advertising and also the earnings, because a lot of visitors are using these blockers.
Content of such an advertisement can either be an ordinary HTML Code (this is everything what a normal homepage also could do) or an external URL (generally the website of the customer) is loading and will be displayed at the popup.