Ad Server

An ad server deliver ads to users, allows a site owner to manage a websites advertising space and (in the case of advertiser ad servers) to provide an independent counting and tracking system for advertisers.

Each ad server has its own way it speaks about ad campaigns, creative (the art for the banner ads), and ad units or zones on a web page. There are different levels of ad servers from very simple to very sophisticated. Ad servers can use a complex algorithm to deliver ads on a website based on criteria like:

  • Time of day
  • Content on the website
  • Keywords or taxonomy tagged to a page
  • User's physical location, also known as geolocation
  • and many other possible parameters that can be unique to the ad server

Common Ad Servers used by ePublishing clients

  • Google Doubleclick for Publishers (DFP)
  • AppNexus OpenAd Stream (OAS)