Ad Server vs. Ad Network
                     Ad Server vs. Ad Network
John Z
Writes on ad server software, involved with Adspeed 
adserver platform/ Adspeed ad server software.
In an online world with increased reliance on digital technologies, the 
terms “ad server” and “ad network” are frequently heard. However, not 
many people know the key differences between these two terms. There 
is a fair bit of confusion. This write-up is an attempt to briefly explain as 
to what ad server and ad network exactly are so that one will easily be 
able to differentiate between the two terms.
Ad Server
Ad server refers to the technology that enables advertisers to put their ads on specific websites 
and enable publishers to manage the ads appropriately. The following are some of the primary 
features of a typical ad server:
• Ad servers are categorized into two varieties: local servers and remote servers. When the 
publisher installs and runs the ad serving software on their own servers, that is a local ad 
server. On the other hand, a remote ad server means a third-party vendor hosts and operates 
off-site ad servers for multiple publishers and advertisers
• Publishers sign into their ad server account, define the ad placements on their site and get ad 
tags for those placements
• An ad server displays ads in the form of images, textual content, 
videos, and audios
• It keeps track of numerous aspects of interaction between the user 
and the ad such as the total number of clicks and views, the page 
location, the user’s location, browser and so on
• Using the ad metrics, the ad server prepares analytical reports, which 
assist the advertisers in improving and tailoring their ads
Ad Network
The term “ad network” and “ad exchange” is broader than “ad server”, 
in the sense that the former speaks of a company that does more than 
just ad serving. An ad network uses an ad server for its core technology 
infrastructure, which displays and manages ads of multiple publishers 
and sellers. However, they also perform non-technical tasks such as 
buying and selling advertising directly. Below are a few salient aspects of 
ad networks:
• Ad network uses economy of scaling by combines ad inventories from 
multiple publishers and make them available to buying or bidding by 
multiple advertisers and media buying agencies
• Each publisher of a given ad network is given an adserver’s ad tag to 
put into their website to display ads from that specific ad network
• Each publisher and advertiser is provided a unique login into its ad 
server to view reports and manages their ad campaigns and ad 
placements
• Ad networks use different business and pricing models. Some advertisers 
need to pay for every instance of display of their ad, regardless of whether 
or not the users have taken further action. That model is CPM or pay per 
view/impression. In the same way, you also have networks where the 
payment is made only when users engage with ads, through clicks, 
registration, and buying, etc.
• The most powerful ad networks empower advertisers with actionable 
analytics and insights to help convert prospective clients into actual 
customers. An increased ROI means retaining existing clients while gaining 
new clients
We can conclude by stating that ad networks are mediators connecting 
advertising entities and publishers. Ad servers can be considered as a 
critical and core tool utilized by the ad networks and ad exchanges. With 
services rendered by ad networks and ad servers, companies can avoid 
the burden of having additional staff to monitor the ads, their various 
metrics, and the many tasks related to advertising.
About Adspeed
AdSpeed ad server is a reliable & powerful ad serving and ad 
management solution that serves your ads, tracks impressions & clicks 
and reports ad statistics in real-time. Driven by the latest ad serving 
technologies, the goal of Adspeed adserver is to provide a reliable 
platform that can help in executing online advertising strategy more 
efficiently. 
Thank you for spending your precious time in reading this article.