Ad serving can be understood as technology and service that keeps the advertisements on web sites.  Ad serving technology companies employs software to web sites and advertisers to serve ads count them and select the ads that will bring the maximum ROI (Return on Investment) that would help a website or advertiser to make maximum amount of money and there keeps a stern eye on performances of different advertising campaigns. An ad server is a computer server, that precisely is a web server that keep advertisements used in online marketing and put them before the website visitors. The content of the web-server is regularly is updated so that a website or webpage on which the ad is displayed can contain there new advertisements as banner, static images, animations where the site is toured and refreshed by a user.

Along that an ad server also does many other tasks as like counting the number of impressions/clicks for an ad campaign and report generation that helps in determining the ROI for an advertiser on a specific website. Ad servers come in two types the local ad servers and third-party or remote ad servers. Local ad servers are generally run by a single publisher and serve ads to that publisher’s domains, allowing fine-grained creative, formatting, and content control by that publisher. Remote ad servers can purposes the ads across domains owned by many a number of publishers. They deliver the ads from one central source so that advertisers and publishers can track the distribution of their online advertisements, and have one location for having the control and rotation and distribution of the advertisements across the entire web.

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