Ad server
An ad server is a software platform that manages the distribution of digital advertising campaigns.
An ad server stores variations of an ad campaign’s creative assets, such as imagery, audio, and video files, and selects which versions to serve which customers. Ad servers also have the ability to collect data, such as clicks and number of impressions, that provides insight into an ad’s performance.
In the milliseconds it takes a page to load, an ad server picks the right ad to shoot in a mobile app or website’s available ad slot by choosing from its reserve of available ads.
Ad servers are data-driven matchmakers that connect ads with audiences based on a set of descriptive tags on geolocation, interests, and behaviors.