An ad server is a software platform that is used to serve, track, and manage online advertising. Ad servers are typically used by advertisers, ad agencies, and publishers to manage the delivery of ads to websites and other online platforms, as well as to track the performance of those ads.
Ad servers perform a number of functions, including:
- Storing and organizing advertising creative: Ad servers store and organize the creative elements of an ad campaign, such as banner ads, text ads, and video ads.
- Serving ads to websites: Ad servers are responsible for delivering ads to the websites or other online platforms where they will be displayed. They do this by communicating with the publisher’s website and determining which ads to serve based on the available ad inventory and targeting criteria.
- Tracking ad performance: Ad servers are able to track the performance of ads in real-time, including metrics such as impressions, clicks, and conversions. This allows advertisers to monitor the effectiveness of their campaigns and make adjustments as needed.
- Providing reporting and analytics: Ad servers provide detailed reporting and analytics on the performance of ad campaigns, including metrics such as click-through rate (CTR), cost per click (CPC), and return on investment (ROI). This allows advertisers to optimize their campaigns and make data-driven decisions.
Overall, ad servers are an important tool for managing and optimizing online advertising campaigns.