When it comes to online advertising, there are a few different ways to serve ads to users. The most common way is through a programmatic auction, where ad space is bought and sold in real time. But there are other ways to serve ads, too.
One way is to use a third party ad server. Third party ad servers are companies that help publishers and advertisers manage and serve ads. They provide a platform for buying and selling ad space, and they also help with targeting and tracking ads.
Third party ad servers can be helpful for publishers and advertisers because they provide a single platform for managing all of their advertising. This can make it easier to buy and sell ad space, and it can also make it easier to track the performance of ads.
Third party ad servers also provide a level of transparency that is not always available with programmatic auctions. With programmatic auctions, there can be a lot of middlemen involved, which can make it difficult to track where ads are actually being served. With a third party ad server, there is a single point of contact, which makes it easier to track ad performance.
Third party ad servers can also be helpful for publishers who are looking to monetize their content. By using a third party ad server, publishers can sell ad space directly to advertisers, without having to go through a third party ad network. This can be helpful because it allows publishers to keep more of the revenue from their ads.
Third party ad servers can be a valuable tool for publishers and advertisers, but they are not always necessary. In some cases, programmatic auctions can be just as effective. But in cases where transparency and tracking are important, or where publishers are looking to monetize their content, a third party ad server can be a valuable tool.
