It is vital to the success of your advertising campaign that your ad message can be delivered quickly across a variety of ad formats and mediums. An ad server is software that website owners and advertisers use to manage and control digital advertising delivery.
For a publisher or website owner, your ad server will be able to easily control multiple ad placements across your website. Most publisher tools will allow publishers to prioritise the order in which advertising space is assigned according to the revenue and quality of advert.
For Advertisers, especially if you have intentions of running across multiple mediums and formats with a lot of different creative content an ad server is vital. It is not always necessary to host your own creatives but most agencies or media owners will charge for them to host your creative. Your ad server will also allow you to accurately track and monitor the performance of multiple media partners.