An ad server is a web-based platform used to store ad content to be served to pages and apps. Most ad servers now provide functions that include:
- Placement management
- Inventory administration
- Reporting
- Invoice tracking
- Ad tag creation
And other online identifiers along with online deploying and monitoring of ad campaigns automatically.
Ad serving platforms target at advertisers, publishers, ad networks, and advertising/media-buying agencies. For this complex audience, these servers are provided as:
- Hosted service: Operating on a provider’s servers
- Self-hosted service: Operating on internal company servers.
While these are technically similar, they differ in the type of data that is being optimized for tracking purposes.
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