The emerging trend these days of earning revenue through websites or applications has led to the emergence of new technologies in the market like Ad Server, Ad Exchange and Ad Networks.

Ad network is a network that connects advertisers to the ad inventory or publishers who want to sell the inventory. Ad network is like a closed group of privately traded web advertisements. On the other hand Ad exchange is an open marketplace between the advertisers and publishers for buying and selling of ad inventory. It is an online platform based on real time bids for purchase and sale of the ad space.

So, it is quite clear from the above statements that Ad networks and Ad Exchanges deal with ad purchase and sale activities. But talking about the Ad server, this is a host-like technology that serves ads. It is just like a web server that stores, maintains and uploads advertisements used in online marketing on digital entities like a website, mobile apps, a mobile website etc.

Usually you can find the difference between Ad Networks and Ad Exchange in the World Wide Web. But you may not get to read about difference between ad server and ad exchange, though you may get to read about each of them individually. Here in this blog we have put together the two technologies to highlight the difference between them.

Ad Server:

Ad server is a web server or a system that is responsible for storing and uploading the advertisement or ad banners on specific websites or entities like mobile website, app etc. Ad servers can track about the visitors to the website or entities as stated above and hence, can report about the same to the advertisers who can customize their ads accordingly in order to target relevant and more audience to their ads. So, in short Ad server is like a tool that helps advertisers and publishers to store and publish their ads.

Basically if you are a publisher willing to sell your ad inventory or ad space on your site directly to the advertisers, then you can get an ad server for yourself as it will give more profits. With an ad server of your own you can better serve the advertisers with their needs of ad space. However, ad servers will not have the advertisements of their own. The ads need to be developed or can be got from platforms like Ad Networks or Ad Exchanges. You can opt to develop ad server of your own and for this you can always get help of professional ad server development services in your town. The companies providing these services will help you in managing your online ad campaigns through effective adserver development and help you optimize your ads for better performance and customer engagement.

Role of Ad Server & Ad Exchange in Ad Publishing Act

Actually as soon as a user visits a website, a request is passed to SSP, which also gets information about the user data like geography, age, sex, buying habits from the ad server of the website. SSP uses this user data sent by the ad server of the website and requests the Ad Exchange for relevant ads for target audience or users. Ad exchange searches for ads and gets bids for ads from DSPs. Based on these bids, then SSP chooses the highest bid and gets the corresponding ad to the bid and passes on the ad to ad server of the website. Now, this ad server will publish this ad on the ad space of the website. Hence, Ad server and Ad Exchange are two different terms in the scenario of ad publishing on websites or other web based entities like apps, mobile sites etc. They have an individual and important roles to play in the successful execution of ad display process.

Total Toolbar offers services for adserver development and is a reliable company for those looking for adware development too. The company offers various web based advertising solutions to the firms belonging to different industry verticals and also to the advertisers, publishers and web owners across the world.