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
There are two types of ad servers:
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.
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.
The ad server delivers the log for further analytics processing.