Ad Server

An ad server, also known as an ad management platform, is advertising technology that stores, manages, and delivers ads to browsers and apps, making automated decisions as to what ads to send based on campaigns and deals. This technology also tracks data, such as impressions, clicks, and interactions, and delivers performance reports.

A first-party ad server — used by websites or publishers — receives ad requests and sends relevant ads. A third-party ad server — used by ad agencies, advertisers, and ad networks — monitors performance.