What Is a Third Party Ad Server?
A third party ad server is a technology company with expertise in managing, serving, tracking and reporting of online display ads.
Ads are uploaded into an ad server and an ad tag is generated. Advertisers then use that ad tag to serve ads into websites or mobile applications. And as the campaign runs, the ad server the reports the ad performance.
Here are some other uses for a third party ad server:
- Third-party ad servers are often used for A/B and multivariate testing.
- Ad viewability audit check and tracking, with the rise of the importance of ad transparency.
- Quality check media buys across DSPs, ad networks and publishers.
- Tracking the user journey through ad engagements and clickthroughs.