marketing:ad:server

Table of Contents

About

An ad server is the application used to manage, run, and report on the ads life-cycle and performance.

There are two types of ad servers by party:

a first-party’s ad server to manage the offer (publisher ad server)
a third-party’s ad server to manage the demand (advertiser, ad agencies)

The transaction is done via a second party:

an ad networks
or an auction house

Articles Related

Type

There are two types of ad servers:

a first-party’s ad server (publisher)
a third-party’s ad server (advertiser)

First-Party (Publisher)

A First Party ad servers allow publishers to:

manage inventory (ad space) on their websites,
serve ads sold:
- via direct sales,
- via ad networks for the remnant (unsold) inventory
and supply-side platforms (SSPs), and report on ad performance.

List:

Third-Party (Advertiser)

Third-party ad servers allow advertiser, ad agencies to

store their ads,
measure campaign performance across several publishers,
verify metrics against reports from publishers, such as impressions and clicks.

Log

The ad server delivers the log for further analytics processing.

Documentation / Reference

https://clearcode.cc/blog/what-is-an-ad-network-and-how-does-it-work/