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