The Programmatic Primer: Ad servers in the online advertising ecosystem
This article is part of The Programmatic Primer, Warc's essential guide for advertisers to the latest online advertising techniques. The report includes detailed advice on how to work with companies in the online advertising ecosystem, plus use cases of programmatic in action. View a PDF version.
Need to know: Ad Servers
- Ad servers provide the technology for publishers to manage ad inventory and for advertisers to connect a placement to a creative.
- An ad server is ideally placed to provide accountability data to both sides of...