1.What is cache-busting?
Cache: Memory used temporarily to store the most frequently requestedcontent/files/pages in order to speed its delivery to the user. Cache can belocal (i.e. on a browser) or on a network. In the case of local cache, mostcomputers have both memory (RAM), and disk (hard drive) cache. Today,web browsers cause virtually all data viewed to be cached on a user'scomputer.
Cache Busting: The process by which sites or servers serve content or HTMLin such a manner as to minimize or prevent browsers or proxies from servingcontent from their cache. This forces the user or proxy to fetch a fresh copyfor each request. Among other reasons, cache busting is used to provide amore accurate count of the number of requests from users.Source: http://www.interactivejargonguide.org/Glossary/Term/Cache+Busting2.How do we cache-bust?We cache bust by adding the string %%REALRAND%% (a random number string) tothe part of the tag where it says to insert a cache buster. %%REALRAND%% ismuch more effective than a time date stamp (%%GMTTIME%%) because it ensuresa different random number every time the ad is delivered. There is a possibility withthe time date stamp that mulitple users can a view the ad at the same time and getthe same time date stamp which makes it less effective. We have seen discrepanciesdrop when we started to implement the random number variable instead of the timedate stamp.For example:Before:<AHREF="http://ad.doubleclick.net/jump/DellComputers.dell.yoursite/B1434;sz=468x60;ord=[time stamp]"><IMGSRC="http://ad.doubleclick.net/ad/DellComputers.dell.yoursite/B1434;sz=468x60;ord=[time stamp]?" BORDER=0 WIDTH=468 HEIGHT=60 ALT="Click Here!"></A>After:<AHREF="http://adserver.realmedia.com/RealMedia/ads/click_lx.ads/%%PAGE%%/%%RAND%%/%%POS%%/%%CAMP%%/%%IMAGE%%/%%USER%%?%%R EALRAND%%"><IMGSRC="http://ad.doubleclick.net/ad/DellComputers.dell.yoursite/B1434;sz=468x60;ord=%%REALRAND%%?" BORDER=0 WIDTH=468 HEIGHT=60 ALT="ClickHere!"></A>Click url for OAS:ad.doubleclick.net/jump/DellComputers.dell.yoursite/B1434;sz=468x60;ord=__QUERY__