Ad Server

An Ad Server is a technology platform (often a web server) used by publishers, advertisers, ad agencies, and Ad Networks to manage and deliver online advertisements. Its core functions include storing Ad Creatives, targeting ads to specific audiences or content, measuring ad performance (like Impressions and clicks), and reporting Analytics. First-party ad servers are used by publishers to manage their own Ad Inventory, while third-party ad servers are used by advertisers/agencies to manage and track their ads across multiple publisher sites.