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ad serving
Ad serving describes the technology and service that places advertisements on web sites. Ad serving technology companies provide software to web sites and advertisers to serve ads, count them, choose the ads that will make the website or advertiser most money, and monitor progress of different advertising campaigns. Ad servers are divided into two types: Publisher ad servers and advertiser (or third party) ad servers.
== Overview ==
An ad server is a computer server, specifically a web server backed by a database server, that stores advertisements used in online marketing and delivers them to website visitors. The content of the webserver is constantly updated so that the website or webpage on which the ads are displayed contains new advertisements—e.g., banners (static images/animations) or text—when the site or page is visited or refreshed by a user. The purpose of ad serving is to deliver ads to users, to manage a websites advertising space and (in the case of advertiser ad servers) to provide an independent counting and tracking system for advertisers.
Ad serving also performs various other tasks like counting the number of impressions/clicks for an ad campaign and report generation, which helps in determining the ROI for an advertiser on a particular website.〔(【引用サイトリンク】 title=Study: For Display Ads Clicks Have “Nearly Zero” Correlation With Conversion )〕
Ad servers can be run locally or by third-party or remote ad servers. Local ad servers are typically 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 serve ads across domains owned by multiple 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 controlling the rotation and distribution of their advertisements across the web.
抄文引用元・出典: フリー百科事典『 ウィキペディア（Wikipedia）』
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