What is an Ad Server?
Collecting and reporting data for online ads; an Ad Server is used by advertisers, ad networks/agencies, and hosts to manage and traffic advertisements on the web.
How Ad Servers Work
What is Is
Known as AdTech (advertising technology), Ad Servers (actual computer servers) are responsible for the generating and posting of online ads in real-time.
The Ad Server uses a series of code back and forth with the publisher to determine which ads are run and when.
Ad Servers provide the Ad Networks with the data required to track, target, and measure the success of an ad.
Ad Server Best Practices
Publisher Side - Supply
Publisher Ad Servers are the "supply" of online advertisements. They help provide advertisers, especially the highest paying, to optimize allocation, impressions, and overall ad performance.
Advertiser Side - Demand
Also known as third-party servers, Advertiser Ad Servers are the "demand" of online advertisements. These Ad Servers allow advertisers to post the latest and greatest creative as well as deliver reports on the performance of ad spending.
Choosing an Ad Server
Servers are many and can range from inexpensive open-sourcing servers to the more pricy dedicated ad servers. Overall, Ad Servers must be able to handle highly intricate processing and real-time bidding platforms. Full solutions are often offered these days and Ad Networks have servers that work seamlessly with ad buying.