What is an ad server?

An ad server is best defined as a technology that stores advertisements and delivers them to website visitors. It acts as a central hub for managing ad campaigns, allowing advertisers to specify what ads appear, when they appear, and to which audience segments. This delivery process can be based on user data or contextual factors, ensuring that the right ads reach the right users at the optimal time.

Ad servers not only manage the ad inventory but also track performance metrics such as impressions, clicks, and conversions, helping advertisers and publishers analyze the effectiveness of their advertising efforts. This functionality is critical in digital marketing, as it supports both targeting and retargeting efforts, leading to more efficient use of ad budgets and improved overall campaign performance.

In contrast, options that describe a platform for social media ads only, a tool for creating advertisements, or a database for user information miss the broader scope of what an ad server encompasses, as they focus on specific aspects or types of advertising without recognizing the comprehensive capabilities of ad serving technology.