Functions and Working of Ad Servers
                     Functions and Working of Ad Servers
Sandra McCall
Writer at Top developments         
creates content to support 
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Ad server is a useful software widely used in digital ads. These ads involve publishers, 
advertisers and marketers. They perform monitoring on aspects like the number of 
clicks, and verify results of the businesses. It is worthwhile to know how these ad 
servers work.
An ad server serves the purpose of publishing ads in targeted websites according to a 
predetermined time across geographical areas. Ad servers are widely used by ad 
networks, advertisers, and publishers.
Ad servers are used to post ads on websites. Ad servers make sure the ads are 
displayed where they are targeted as per audience, time and locality.
Set up corporate programs: This is usually good if you have a innovate program for 
the delegates of the other company. This will build up relations with the other 
companies, which develops good PR and in turn will promote your business.
Make website launch: If your company wants to launch a website, your sponsors will 
arrange for it. However, the website should be in such a way that it attracts the 
customers by showing the services or products of your company, the aim and vision of 
your company etc. This is likely to make a grand promotion of your company.
Arranges for business workshops: Your sponsors will help you organize business 
workshops through which, you can tell your customers about the innovation of your 
company, which in turn will help attract more customers. This is helpful if your 
company has people with good innovation skills.
How an ad server works?
Ad serving is a technology that uses software to place ads on websites. It also involves 
serving ads, optimally target them and choose them according the place and web page.
Ad servers are responsible servers and decide what ads are to be displayed, which are 
to be tracked such as impression and clicks.
Technically speaking, the explanation goes thus: When a user visits a website, the site 
gets prompted to send a message to the browser. The browser in turn approaches the 
relevant server. The server furnishes ads as per request of the browser. The ads are sent 
to the browser that are displayed in the website. Now the user can get the display ads 
on the target page. This is how the ad servers work.
What an ad server does?
An ad server uploads ads as required. It also uploads rich-media. Rich media include 
interactive means of communication such as animation, audio, games, graphics, text, 
videos, etc.
Ad servers make sure the proper traffic of ads happens. This depends on the terms 
associated with business between the publisher, advertiser and the business owner.
Ad servers target ads depending on users or content. This is done based on the past 
browsing behavior of the user. The ad server sends relevant ads to the displayed page. 
Ads are also targeted according to the geographical location. The ads are programmed 
to be displayed on target web pages in a certain part of the globe.
Ad servers furnish the data on impressions, number of clicks, and the activities 
following clicks, how the interaction and its duration.
Ad servers are an important means of doing business for all those involved in digital 
advertising. With appropriate planning and managing the ads optimally get good 
results for ad server usage.
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