An ad server stores advertisements and places them on websites for visitors. Its content is updated regularly so fresh ads can be served to visitors every time they refresh their pages. The technology and service used to do this is called the ad serving technology. Ad servers play an important role in the online world of advertising. These are critical in choosing the right ads according to user preferences, counting these ads, and monitoring various ad campaigns. Since a website owner gains revenues from advertising businesses, they prefer to have their own ad servers in order to support them.
A publisher usually needs an ad server to serve custom ads on their domains. Having the power to do that can help a publisher control the ad content, as well as make it more creative and formatted. Having your own ad server can also help you to be a central source from where ad distribution and tracking can be done. Those people who want to monetize their content also need ad servers so they can directly advertise to interested parties while earning revenues during the process. Thus, subscriptions to some content can be combined with revenue generation by owning an ad server and handling the complete ad serving process.
If a publisher has an ad server, it is the best way for them to manage all types of advertising campaigns from one place. The process of ad sales can be made faster and simpler if the publisher has an ad server. This happens because the promotion of content becomes easier too. One also gets more time to focus on the creation of new products. Thus, the whole process of ad serving and traffic monitoring can easily be done by somebody if they own an ad server. That is why some people feel the need to have one.