An ad server is a web server which stores advertising contents or strategies for online marketing and delivers those contents to different digital platforms. The platforms include websites, social media networking sites, mobile applications and other online portals. An ad serving is a technology in which the advertising material is stored and distributed to specific online platforms. Ad serving makes all tasks associated with delivering and storing, effortless and trouble-free. The platform of an ad serving technology is consisted of two various components.

 They are technical-oriented and business-oriented components. Advertising and creative agencies like TLM offers ad serving technology and other marketing related assistance to websites and companies to publish and promote their products or services.


Delivering ads to users and managing the web site’s space for advertising is the primary motive of ad serving. In case of any third-party ad servers provide an independent counting and tracking system, ad serving technology provide an independent counting and tracking system for those advertisers and marketers. Ad servers also act as a system in which advertisers can count clicks and impressions to generate reports, which helps to determine the return on investment for an advertisement on a particular web page.

The basic functions of ad serving are the following;

  • To upload advertisements
  • To upload ads in the rich media
  • To give maximum traffic to ads according to business types
  • To shoot ads to the targeted audience or group
  • To track and to optimize ads based on results
  • To detect impressions and clicks of the post

All the above-mentioned functions are the fundamental part of running an online advertising campaign in making sure that the advertising content is being displayed.

You will be capable of understanding and examining whether the content is generating expected results and impressions and how effectively it is disseminated with your targeted audience. Ad serving also offers you more advanced features and specifications to execute more elegant advertising campaigns. Advanced functions like frequency capping, ad sequencing, search engine optimization, and user targeting are also considered as the attributes of ad serving.


“Ad serving is the process of delivering ads to viewers through a platform (ad server) that helps you perform tasks related to your online advertising campaigns”

Ad serving process

1.       A user visits your website or app.


2.       Ads are requested from the ad server with a formula on which ads are suitable. (size of the ad slot, the date and time of day, and the geographic location are the basic formulas)


3.       The ad server will decide which ad should be served based on the formula.


4.       The selected ads are redirected to the website or app for the user to see.



5.       The ad server tracks each time, the ad gets clicked (clicks/impressions)


  •         Helps publishers to detect and control the available space for an ad on a website.
  •         Trace the number of impressions delivered through each campaign
  •          Track the number of clicks delivered through each campaign
  •          Serve multiple ads quickly to the target audience
  •          Target ads to different users or contents
  •          Enhance the campaigns much better
  •          Creative optimization
  •          Contextual targeting
  •          Behavioral targeting
  •          Frequency capping
  •          Action tracking
  • Geo-targeting


  • Ad tracking
  • Ad management
  • Ad reporting
  • Ad billing/ad accounting
  • Application program interface
Share on linkedin
Share on twitter
Share on facebook
Share on whatsapp