Ad Tech

Ad Server — Definition & Explanation

Technology platform that stores, serves, and tracks digital advertisements. Publisher ad servers (like Google Ad Manager) manage inventory and select which ad to display for each impression based on targeting, priority, and revenue optimization rules.

How Ad Server Works

When a user loads a page, the ad tag calls the ad server, which evaluates available line items by priority and targeting, selects the winning ad, and returns the creative. The ad server also manages direct deal trafficking, frequency capping, and reporting.

Why Ad Server Matters for Publishers

The ad server is the publisher's central control point for inventory management. Proper ad server configuration, especially the header bidding integration, directly impacts fill rate and revenue.

Frequently Asked Questions

Which ad server does Stellor Media integrate with?

Stellor Media integrates with Google Ad Manager (GAM) and other major ad servers via header bidding and direct API integrations.

Do I need my own ad server to work with Stellor?

A GAM account is recommended for best results. Stellor Media can assist with GAM setup and configuration as part of the onboarding process.

What is the difference between an ad server and an SSP?

An ad server manages ad delivery and reporting. An SSP connects publishers to programmatic demand. They work together: the SSP's winning bid passes to the ad server for final delivery.

Related Terms

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