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Ad tracking software can be used to rotate ads based on context, time, or other criteria. Ideally, your ad tracking software should be able to provide reports to help you analyze results and improve click-throughs. Ads should be able to be updated on the fly rather than you having to update your pages manually. By serving up ads in real-time, rather than you encoding them manually, poor-performing ads can be switched out instantly. For ezines, web sites, and online newsletters the ads should be customized according to the content and served up in the way that gets the most traffic.