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.

How it works: 

• User visits a website: A user loads a webpage that has spaces for ads (ad slots).
• Website calls the ad server: The code in that ad slot sends a request to the website’s ad server, asking for an ad to fill the space.
• Ad server decides: The ad server instantly checks its rules, priorities, and targeting criteria (e.g., ad budget, user location, time of day) to select the best ad to show.
• Ad is delivered: The ad server sends the winning ad’s creative (the image, video, or code) back to the user’s browser.
• Ad is seen & tracked: The ad appears on the webpage. The ad server then tracks the impression (that it was shown) and later, if the user clicks on it.

Explore the Topic Further:

IAB UK – Ad Server