Thursday, December 2, 2021

Ad Server – Explain Technology Use In Advertising in the 2021.

When surfing the internet, it is not difficult to come across ads about promotions, discount codes, and coupons on e-commercial sites to attract customers, all thanks to the Ad server system.

Since online advertising was formed 20 years ago, many technologies have been introduced to the advertising technology (Adtech) ecosystem to solve the problems that advertisers and publishers face. This helps to improve the ad buying process.

Nowadays, we often refer to terms as DSP (Demand-side Platform), SSP (supply-side platform), also ad exchange. These platforms help create online advertising networks. Today, we will talk about the platform born from the first days that online advertising appeared – Ad server (Ad server).

What is Ad Server?

Ad Server is part of Adtech, used by Publishers, Advertisers, Ad Agencies, and also Ad networks to manage and run online advertising campaigns. The ad server will choose which ads appear in which position on the website. Ad server will collect and report data (impressions, clicks …) to advertisers, in order to help them monitor advertising effectiveness.

Conceivably, WordPress is used to manage the content on the website, while the ad server contains and displays ads to readers on the website.

How was the Ad server born? The world’s first ad server

Before the Ad server, online advertising was only targeted by simple methods such as:

  • User’s language
  • Follow the article’s URL
  • By browser
  • User’s operating system

The first Ad server appeared in 1995 when display advertising was in the boom phase, and the Ad server helped publishers manage their ads in terms of audience and delivery quantity. Ad servers also help publishers manage and deliver ads on their website when multiple campaigns are running simultaneously, instead of having to do it manually.

After that, the Ad server goes through a long development journey, meeting the needs of advertisers and publishers. Newer functions include time, budget, frequency approach, or integration into DSP and SSP platforms.

The role of the Ad server

Publishers can use ad servers (first-party ad servers) and advertisers (third-party ad servers) for different purposes.

First-party ad servers can buy and also sell ads directly through other ad platforms (SSP, DSP, AdExchange, etc.)

What are First-Party Ad Servers?

First-party Ad Servers help publishers manage and display ads that advertisers have purchased directly on their website.

Suppose there is no advertiser’s campaign directly booking to the publisher. In that case, the advertiser will act as a management platform to help decide which partner’s advertising (Third-party Ad server, SSP, ad network) …) will be displayed on the publisher’s website.

First-party Ad server decides which audience to show ads to and collects, stores, and reports that audience’s data on impressions, clicks, etc.

In addition, the First-party ad server is also used to report available inventory, which we can sell more, that is, unsold ad positions.

How do first-party ad servers work?

The working process of the ad server is depicted in the figure below.

After many years, advertisers need to manage their creatives and measure the effectiveness of campaigns with multiple publishers at the same time. A third-party ad server was born to solve this need.

What is a Third-party Ad Server?

By using Third-party Ad Server, advertisers can easily manage campaigns, mainly used to verify and collect data that advertisers need.

We can also use third-party ad servers for A/B test campaigns, where advertisers use different banners or videos (creatives) to measure which ads are more effective.

Advertisers use third-party ad servers to aggregate all campaign information from publishers, ad networks, or other platforms they run on. Make sure impressions from these platforms are accurate.

How does the Third-party Ad Server work?

The way Third-party Ad Server works is different from First-party Ad Server. Third-party ad servers allow advertisers to:

  • Store and manage ads
  • Set ad criteria ()
  • Track the effectiveness of ads (impressions, clicks, conversion rates …) from many different publishers, ad networks
  • Measure your unique reach
  • Verify reports provided by the publisher
  • Make campaign optimization easier

Top 3 ad servers for top publishers in the world

  1. DoubleClick for Publisher (DFP)

DoubleClick is an ad server for publishers, publishers developed by Google, and launched in 2010; currently in order to use the world’s leading media companies (Forbes, The Wall Street Journal,, Time, …)  

  1. Google Adsense

AdSense is a program by Google in 2003. By displaying targeted ads next to the online content of a website (publisher), Adsense distributes Google AdWords ads to publishers, helping them continue to grow. Fast and automatic access to the source of advertisers’ needs also.

Besides Adsense, Google’s DoubleClick advertising exchange is the most popular choice for publishers and advertisers. Publishers (publishers) should clearly understand how it works, the advantages and disadvantages of each form to find partners, and develop a suitable strategy.

In addition, you can also use a free AdSense coupon to save money.

  1. OpenX

OpenX is currently one of the world’s leading providers of digital advertising and also mobile advertising technology. And OpenX has launched many products and services, including OpenX Ad Exchange. 


Above is an article about what is an Ad Server and technology applications in advertising. Hope the article will bring you helpful information. Good luck.

Related Articles


Please enter your comment!
Please enter your name here

Stay Connected

- Advertisement -spot_img

Latest Articles