What Is An Ad Server and How Is It Helpful
                     What Is An Ad Server and How Is It Helpful?  
                                                      
Patrica Crewe
Writer at Power-opinions.com
did many article contributions for
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An ad server can be described as an advertising technology or AdTech used 
by advocates, editors, ad networks and even advertisement agencies for 
running and dealing with online marketing campaigns. These ad servers can 
efficiently help in making real time decisions pertaining to which ads should 
be shown on a particular website so that they can be served quickly. 
The ad servers also collect different kinds of data and then report them to the 
advertisers. Visitor behavior such as impressions and clicks provide with 
feedback to the advertisement experts who can then use such information to 
improve their ad performance and come up with better insights. Therefore it 
can be said that ad servers help in managing and displaying different kinds of 
online advertising content so that they can be accessed by the right users.
Functional Usefulness Of Ad Servers
Ad servers are used by both publishers as well as advertisers for their 
advertising purposes. When they are used by publishers, they are called first-
party ad servers. On the other hand, they are referred to as third-party ad 
servers when they are used by advertisers. Although it is basically the same 
technology, ad servers are used by advertisers and publishers for somewhat 
different reasons.
First-Party Ad Servers
The first-party ad servers empower the publishers to run and manage the ad 
slots on websites and properly exhibit the commercials that have been directly 
sold to the advertisers through the direct campaigns. If there is no availability 
of direct campaigns, the first-party ad servers function as a platform for 
managing the ads. In this way they help the publishers to decide which 
specific ad codes obtained from third-party ad networks, ad servers or SSP 
should be served in the ad slots.
The first-party ad server makes decisions regarding which ads must be 
displayed on the website according to specific and nuanced targeting 
parameters. They also serve those ads while at the same time collect and 
report relevant data on user behavior. They can also be used for 
comprehensive inventory forecasting purposes, such as making decisions on 
what kind of inventory is required for the present and future according to the 
current campaigns as well as future traffic projections.
Third-Party Ad Servers
Third-party ad servers are used by advertisers for keeping clear track of all 
advertising campaigns. The ad server tags of the advertisers are loaded by 
first-party ad servers; therefore, it is no surprise that the functionality of third-
party ad servers is rather limited when compared to the first-party servers. 
The third-party ad servers are mainly used for collecting campaign data as 
well as for verifying certain metrics associated with consumer behavior, such 
as clicks and impressions.
In some cases, third-party ad servers are also used for implementing certain 
creative optimizations. Advertisers can effectively change creative elements 
that are used in promotional campaigns and may even run some A/B tests. 
Nevertheless, the targeting of these ads is mostly determined by the first-party 
ad servers. Both first-party ad servers and third-party ad servers play a crucial 
role in managing the online ads as they are shown in the online advertising 
campaigns.
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