What is: Ad Server

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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