Ad Network versus Ad Server.
In ad technology, terms like “ad server,” “ad network,” “ad exchange,” “platform,” and “partner” are frequently used. Sadly, they are also frequently misappropriated. Ad network versus ad server is one possible illustration of this.
Despite the fact that these are distinct pieces of advertising technology with distinct functions, they are frequently included in the same sentences. As a result, publishers are forced to search for one when they require the other.
That will stop with the help of this article. We explain the differences between ad networks and ad servers in the following paragraphs. Find out everything you need to know by reading on.
Definitions: Ad Network versus Ad Server.
The most important distinctions between these two advertising technologies can be found in the fundamental definitions of ad server and ad network. Look at this:
Ads can be placed on publishers’ websites, mobile apps, desktop apps, and over-the-top (OTT) channels using a piece of technology known as an ad server. It is actually a piece of code that occupies server space.
At the point when a client visits a distributer’s site or application, the server obtains the consequences of the promotion demand that happens among purchasers and serves the right promotion innovative to that client. Additionally, it may do this thousands of times per day.
Serving ads is not the primary function of an ad network. Instead, it’s in the business of buying impressions from publishers and reselling them to advertisers, making money off the difference between what publishers and advertisers pay for impressions and what advertisers pay for them.
The rise of ad exchanges, which tend to be more transparent and provide publishers with an incentive to prioritize high CPMs, has reduced the popularity of ad networks. However, many publishers’ demand stacks for programmatic advertising continue to rely heavily on ad networks.
Ad Servers may be contained in Ad Networks.
In the same way as other things in promotion tech, advertisement networks are many times something beyond promotion organizations. In point of fact, many ad networks offer publishers access to their ad servers in an effort to sweeten the deal with more services and greater convenience. Turnkey solutions are thought to be more appealing to publishers with busy schedules.
However, ad servers are distinct entities.
Ad serving has been added to the list of services offered by some ad networks; however, does this not make ad servers and ad networks the same thing? Even when they are offered to publishers by ad networks, they remain distinct entities.
An ad network must either purchase and white label the serving power of an existing ad serving platform or host ad serving code on its own physical server in order to provide ad serving.
Both are used by most publishers.
Even if you’re sick of maintaining your advertising technology stack, you probably won’t be able to combine the advertising network and the advertising server. The majority of publishers use both at the same time. Why? Because combining these services could distort the situation because ad networks want to keep your ad impressions within their ecosystem, which could reduce demand for your ad inventory.
Therefore, every digital advertising publisher uses some kind of ad server, which they usually separate from the ad network they use at some point, if not from the beginning.
Ad Networks and Ad Servers: elements of the advertising revenue puzzle.
Ad networks and ad servers are not the same thing, but they are very close in many ways: They both contribute to advertising revenue. That implies they merit your consideration as you attempt to expand your income and keep your business developing.
Naturally, navigating the ad tech stack’s endless technical jargon, particularly when it comes to ad networks and servers, can be challenging. What is a bustling distributer to do?