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Marketing Youtube Campaigns Direct Marketing Ad Server Search Engine Advertising Ad Tracking
Advertising servers help publishers in many ways.
They make managing ads simple, allow you to mix up demand and rotate as you wish, provides full control,
allows for better targeting towards specific audiences and advanced reporting features.
In this comparison guide, you’ll get all the information you need to take your next step in
publisher success.
from Wikipedia
An ad server is a Web server that stores advertising content used in online marketing and delivers that content onto
various digital platforms such as Websites, social media outlets and mobile apps. An ad server is merely the technology in
which the advertising material is stored and is the means of distributing that material into appropriate advertising slots
online. Ad serving technology companies provide software to Websites and advertising companies to serve ads, count them, choose
the ads that will make the Web site or advertiser the most money and monitor the progress of different online advertising
campaigns. The purpose of ad serving is to deliver ads to users, to manage the advertising space of a Web site and, in the case
of third party ad servers, to provide an independent counting and tracking system for advertisers/marketers. Ad servers also
act as a system in which advertisers can count clicks/impressions in order to generate reports, which helps to determine the
return on investment for an advertisement on a particular Web page.
There are separate ad servers that publishers and third party (e.g. advertisers, marketers) use. Essentially, there is
no difference in the technology that the ad servers provide, the key difference being the accessibility of data for optimized
tracking and convenience. Advertisers and marketers use a centralized ad server that enables them to draw progress reports on
demand and update their creative content in one place, rather than using individual publisher ad servers in which they will
have to manage content across multiple servers with different publishers. Without this centralized hub which controls
advertisers' rotation and distribution of content across the Web, there becomes issues around tracking and management of
advertising material. If an advertiser had to make contact with each individual publisher whose ad server they are using, this
would mean multiple sets of data to track and would also mean they need to update their creative content for each individual
channel. This provides less-accurate, less-timely, and ultimately inconvenient results for advertisers. Publishers have separate
ad servers to communicate advertising material across their domains only. This enables convenience for the publisher, as they
will have access only to the advertising content they require for their publication rather than sort through an ad server
containing all the advertising content in which Marketers/Advertisers are using.
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