AdServing

Ad serving is the process by which digital advertisements are delivered and displayed to users on websites, mobile apps, and other digital properties. An ad server stores advertisement creatives and coordinates their delivery to publishers according to campaign rules, inventory availability, and performance criteria. Ad serving can be implemented as a standalone server or as part of a broader ad tech platform that includes demand-side platforms, supply-side platforms, and data management capabilities.

In operation, a publisher embeds an ad tag or script on a page. When the page loads, the tag requests an advertisement from the ad server. The server selects a creative based on targeting attributes (such as user location, device, content context), campaign pacing, and frequency capping, then serves the ad to the page. Impressions and interactions are tracked with pixels or beacons for reporting and optimization.

Ad serving supports various formats, including display banners, video, native, and audio, and can operate in direct-sold arrangements or programmatic environments. In programmatic setups, ad serving integrates with demand-side platforms, which bid in real time, and supply-side platforms, which manage publisher inventory. The result is automated buying, selling, and delivery of ads.

Privacy and measurement considerations include the use of cookies or device identifiers, consent under regulations such as GDPR and CCPA, and privacy-preserving alternatives. Ad fraud, viewability, brand safety, and ad blocking pose ongoing challenges for reliable delivery and measurement.