We get this question quite often so we thought we’d take a couple of minutes to cover off on it here and of course, open it up for any questions or comments you may have in the string below based upon your own experience.
With that, let’s jump into our Q&A:
Publisher or Advertiser Ad Server? What’s the difference?
Let’s first define the difference between a publisher (sell-side) ad server and an advertiser (buy side) ad server. When a user visits a web page, take espn.com for example, there is ad space available on the page for advertisers to purchase if they want to get in front of ESPN’s audience. A publisher ad server determines which advertiser will be offered which ad space on any given page. Once it is decided which advertiser is serving the impression, a call is then made to the buy-side ad server to decide which creative should be used and then serves the chosen creative to that user on the publisher site.