March 1, 2022

How Does an Ad Server Work?

Ad servers are platforms that businesses can use to automate the process of buying, selling, and running ads on the web. 

Discover how you can run native ads from Google Ad Manager in your email and  newsletters. Click here.

What are use cases for ad servers?

Publishers, for example, can use ad servers to fill ad inventory within their website pages and email newsletters, effectively monetizing their content and generating revenue.

Find out how you can start placing direct-sold ads in email campaigns and  newsletters. Get a demo.

Advertisers can also use ad servers to bid on ad placements in real time and reach built-in publisher audiences across channels.

How do ad servers work?

Ad servers use data, algorithms, and machine learning technologies to find the right ads to fill the right inventory at the right time. Here’s a look at how that works:

  • A publisher identifies its ad inventory, such as a native ad slot in an email newsletter
  • When a consumer opens the newsletter, the ad server is triggered to fill that ad slot
  • The ad server automatically finds the right ad that matches the users’ preferences and content experience
  • The ad server delivers the ad in the newsletter and tracks its performance