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

  1. 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.

  2. Big Decisions

    The Ad Server uses a series of code back and forth with the publisher to determine which ads are run and when.

  3. The Data

    Ad Servers provide the Ad Networks with the data required to track, target and measure the success of an ad.

Ad Server Best Practices

  1. 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.

  2. 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.

  3. Choosing an Ad Server

    Servers are many and can range from the 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.