What is an ad server?
An ad server is a web-based tool that helps publishers, advertisers, ad agencies, and ad networks to optimize, manage and distribute ads across various paid channels. There are two types of ad servers: First-party and third-party ad servers. The ad servers used by publishers are referred to as first-party servers, whereas those used by non-publishers are referred to as third-party servers. Despite being technically similar, these servers use different types of data for tracking purposes.
How does an ad server work?
Ad servers automize the distribution of ads, and, they can effectively track metrics such as clicks, ad impressions, and overall assessment of performance. When a user visits a website, the browser requests the web server to load the page’s content. By including ad servers in this process via ad tags, a request for an ad is made. Then, the most relevant ad is placed on the website in fractions of a second.”