Ad servers / Advertising Terms Ad servers Ad servers are technology platforms that manage the delivery, tracking and reporting of digital advertisements across websites, apps and other digital properties. They store ad creatives, decide which ad to display based on targeting rules, and serve that ad to a user in real time. Ad servers also collect data on impressions, clicks, viewability and conversions, giving marketers and publishers detailed insights into performance. There are two main types of ad servers: first-party and third-party. First-party ad servers are used by publishers to manage the ads shown on their own websites. These help control which advertisers appear, in which positions, and for how long. Third-party ad servers are used by advertisers and agencies to host their own creatives, track performance across multiple publishers, and ensure consistent reporting. Ad servers play a critical role in real-time bidding (RTB), helping execute programmatic advertising by connecting supply-side and demand-side platforms. Ad servers contribute to efficient, scalable ad campaigns by automating delivery and standardizing measurement. They also help prevent issues such as double counting, ad fatigue or delivering the wrong creative to the wrong audience. Advanced ad servers can handle dynamic creative optimization, frequency capping, and audience segmentation. For marketers working across multiple platforms or geographies, ad servers provide a central source of truth for ad performance and spend. Whether running direct buys or programmatic ads, using a reliable ad server is essential for managing large campaigns and ensuring transparency.