The Programmatic Primer: Ad servers in the online advertising ecosystem

This article is part of The Programmatic Primer, Warc's essential guide for advertisers to the latest online advertising techniques. The report includes detailed advice on how to work with companies in the online advertising ecosystem, plus use cases of programmatic in action. View a PDF version.

Need to know: Ad Servers

  • Ad servers provide the technology for publishers to manage ad inventory and for advertisers to connect a placement to a creative.
  • An ad server is ideally placed to provide accountability data to both sides of the marketplace.
  • The most important ad server is DoubleClick, an ad management and ad serving solution that helps agencies and advertisers manage the entire scope of their digital advertising programs.
  • When considering using an unusual ecosystem buying method, advertisers should carefully examine the plan for accountability and billing.