adservers

An ad server, also known as a demand-side platform, is a server or a piece of software that manages the delivery of online advertising. It connects advertisers with publishers and facilitates the buying and selling of ad space on the internet. Ad servers act as intermediaries between the two parties, enabling the automation of ad trading and optimization of ad campaigns.

The main function of an ad server is to track and report on the performance of online ads, providing analytics and insights to both advertisers and publishers. Ad servers can handle a large volume of ad requests, manage ad rotations, and serve multiple types of ads, including display ads, mobile ads, and video ads. Some ad servers also offer additional services, such as ad optimization, ad formatting, and ad targeting.

Ad servers can be divided into two main categories: ad exchange ad servers and private ad servers. Ad exchange ad servers connect multiple parties in a real-time marketplace, allowing for dynamic pricing and open ad exchange. Private ad servers, on the other hand, are used by individual publishers to manage their ad inventory and serve ads to advertiser networks.

In recent years, ad servers have become increasingly important in the online advertising industry, as they enable greater control over ad spend, improve targeting and personalization, and increase transparency and accountability. With the growth of digital advertising, ad servers are expected to play a critical role in managing the complex and ever-evolving online advertising landscape.