What is an Ad Server?

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 An ad server is an advertising technology that is used by publishers,advertisers,ad agencies and ad networks to manage and run online adverting campaigns .Ad servers are responsible for making instantaneous decisions about what Ads to show on website ,then serving them through an ad server you can get accurate insights and monitor the performance for your add.


How does ad serving work?

Ad-serving technology is a bit complex and involves many steps. Everything starts when a user visits a website or app. From there, an IP connection between the user’s computer and the publisher’s web server is established. The website begins to load. Meanwhile, ad tags on the site load, too, and call the sell-side ad server.

When the publisher’s ad server receives the ad request, it immediately analyzes data about the user, such as geolocation, language, time of day, online behavior and demographic attributes (age, gender, marital status, employment, etc.).


Then, the ad server sends requests to ad exchanges, where buyers bid on it if they are interested in the ad space and find the user-relevant.

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Ad servers also check how many times the potential ad was shown to this particular user in the past, called frequency capping. If the ad was shown too often, it is rejected.

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A publisher’s ad server processes millions of buyer requests and chooses the best paying ad in milliseconds. Then it redirects the browser to the marketer’s ad server and fetches the ad creative from the content delivery network (CDN).

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Finally, the ad is retrieved and successfully downloaded on the web page. This counts as an impression. Regardless of the number of calls, the user’s browser makes, the whole process of ad serving, ad selecting, and ad placing must not take longer than a second.



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