What is an ad server?
Advertisers are essentially buying ad inventory from websites and data about the publisher’s traffic, when they are running display campaigns. This allows them to reach a target audience through display ads. The entire process has been fully automated over the last decades.
With the rise of programmatic advertising, many innovative solutions have been developed to bring together supply (publishers) and demand (advertisers).
So, when users visit websites that display banner ads, multiple requests are processed in the background to deliver the right display ad.
Before an advertiser can even think about buying inventory from any publisher, they have to provide some space to host his ad creative. This space is called the Ad Server.
Ad servers enable advertisers to upload ad creatives, which are mostly in HTLM5-format. Publishers will call the ad server, every time an ad by an advertiser is displayed. The ad server will then push the uploaded ad creative into the iframe placed on the publisher’s website. Et voila, the user sees the ad.