Global Ad Server Market 2021-2026

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    Since the advent of internet advertising, a variety of technologies have been brought into the AdTech ecosystem to solve the myriad challenges that advertisers and publishers encounter, as well as to enhance the overall media buying and selling process.


    While AdTech platforms such as demand-side platforms (DSPs), supply-side platforms (SSPs), and ad interactions helped define the landscape of the online advertising ecosystem, it’s difficult to overlook one piece of marketing technology that was created in the early days of online advertising.


    An ad server is a component of advertising technology (AdTech) that is used to manage and administer online advertising campaigns by publishers, advertisers, ad agencies, and ad networks.


    Ad servers are in charge of making quick judgments about which ads to display on a website and then providing them.


    Furthermore, an ad server collects and provides data (such as impressions, clicks, and so on) for advertisers to obtain insights and track the success of their advertising.


    infographic: Ad Server Market, Ad Server Market Size, Ad Server Market Trends, Ad Server Market Forecast, Ad Server Market Risks, Ad Server Market Report, Ad Server Market Share

    Ad servers originally appeared in 1995, when the internet advertising business was still in its infancy and were used to assist publishers in managing online ads and controlling their distribution.


    Back then, the possibilities for online ad targeting were restricted; marketers could only target advertising based on the extremely limited header information received from the user’s browser.


    At its most fundamental, an ad server is what WordPress is to content. Ad servers, similar to how WordPress is used to manage a website’s content, are used to manage, and show online advertising content to the appropriate user on a website.



    S No Overview of Development Development Detailing Region of Development Possible Future Outcomes

    Smart AdServer Integrates with Publica

    Smart, the independent ad tech platform, announced a new partnership with Publica, a leading Connected TV (CTV) ad platform, to accelerate Smart’s growth ambitions in the rapidly expanding CTV sector. This integration is a major step in Smart’s growing commitment to building a scaled, vertically integrated TV advertising platform for media buyers and sellers following its recent acquisition of the global premium CTV demand side platform (DSP) DynAdmic in July 2021. Global Scale This would enhance better Technologies




    SI No Timeline Developments
    1 Q4-2021 The arrival of new devices also opportunities in new web & mobile applications, ad paid social media platforms based on impressions and digital marketing are the key factors driving the ad market which leads to increased traffic in the ad server.
    2 Q4-2021 Smart Adserver partnered with connected TV(CTV) advertising platform Publica to build a scaled and vertically integrated TV advertising platform for media buyers and sellers, enabling it to expand its market in the growing CTV sector.
    3 Q4-2021 The mobile ad tech, e-commerce tech business firms, connected TV ads, audio streaming companies are the most ad revenue generation sources.
    4 Q4-2021 The electronics equipment such as laptops, smartphones, PCs etc, sales surged after the pandemic and the internet usage also increased with huge data consumption, and also ad servers.
    5 Q4-2021 Advertising and marketing company Hivestack launched its ad server to manage supply side platforms and its ad exchange, by initiating a unified auction framework to provide publishers experience.


    Publishers (known as first-party ad servers) and advertisers can both employ ad servers (known as third-party ad servers). The first ad server was arguably established in 1995 by FocaLink Media Services, a firm created by Dave Zinman, Andrew Conru, and Jason Strober.


    Ad servers have gone a long way since then, evolving in tandem with the rest of the ecosystem to satisfy the rising expectations of both advertisers and publishers.


    Some of the features that ad servers gained through time, such as targeting, budget control, and frequency limitation, have been included into many of the newer platforms, such as DSPs and SSPs.


    Because of the evolution and expansion of most ad serving firms’ regional footprints, marketers may now receive near worldwide coverage with fewer vendors.


    Furthermore, many marketers demand greater control and lower costs, which may represent more than 10% of net digital media expenditure in some circumstances, depending on format, with video costing substantially more.


    Ad server purchasers that have a set number of impressions to achieve can save money by selecting an ad server on a flat rate basis. This enables them to pay the agreed-upon flat price based on the unique number of impressions travelling through the platform.


    Ad Servers are in charge of delivering advertisements to the correct consumer at the right time, as well as gathering statistics on clicks, impressions, and other metrics.


    Advertisers obtain insights, monitor the success of their advertising in a quick and flexible manner, and have better control over their money in this manner.


    The rise of digital advertising supplanting older means is driving the expansion. Internet marketing necessitates the processing of vast volumes of data, such as user preferences, geo-location, time, and so on.


    Ad servers must handle all user-ad interactions and govern ad serving, as well as gather all pertinent statistics such as click through rates and impressions. This is a lot to handle, which necessitates the use of dedicated servers designed specifically for this purpose.

    infographic: Ad Server Market, Ad Server Market Size, Ad Server Market Trends, Ad Server Market Forecast, Ad Server Market Risks, Ad Server Market Report, Ad Server Market Share



    The Global Ad Server Market can be segmented into following categories for further analysis.

    Ad Server Market By Usage Area Type

    • First Part Companies
    • Second Part Companies
    • Third Party Companies


    Ad Server Market By Technology Application

    • Data Collection
    • Internet Advertising Campaigns
    • Impressions and Clicks


    Ad Server Market By Conveyance of Usage

    • 5th Generation Technology
    • 4th Generation Technology
    • 3rd Generation Technology
    • Broadband Server Technology


    Ad Server Market By Regional Classification

    • Asia Pacific Region – APAC
    • Middle East and Gulf Region
    • Africa Region
    • North America Region
    • Europe Region
    • Latin America and Caribbean Region



    SI No Timeline Company Developments
    1 Q4-2021 Smart Adserver French origin independent ad tech platform Smart Adserver that provides adserving and programmatic monetization solutions, will offer its full stack ad monetization platform with its rich ad server for Vocento’s web and in app channels to supply direct and programmatic ad campaigns.
    2 Q4-2021 Flashtalking Mediaocean owned Flashtalking partnered with Cross Screen Media local TV and CTV ad tech company to enhance campaign planning to draw more customers to increase its impressions across the audience screens.
    3 Q4-2021 Publica European rlaxx TV partnered with Publica to enable advertisers to reach more audience with high quality ads and also with ad break controls.
    4 Q4-2021 Publica The ad tech company TripleLift partnered with leading CTV ad server Publica, to enable its ads to CTV publishers.
    5 Q3-2021 Springserve Springserve provides its ad serving platform for video data platform IRIS.TV, to enable video level contextual targeting for connected TV through its platform of ad inventory management.
    6 Q2-2021 OpenX Game advertising platform partnered with programmatic advertising OpenX, to use advertisers to serve ads in game video and banner ads.


    An ad server is a piece of advertising technology that allows for the administration, serving, and tracking of advertisements or internal promotions on one’s digital assets.


    Ad servers choose the optimal ad to display in real time depending on relevancy, targeting, budgets, and revenue targets. Publisher-side (or sell-side) ad servers and advertiser-side ad servers are the two types of ad servers (or, buy-side).


    Third-party ad serving suppliers often specialise on one or the other, however some businesses cater to both. Apart from putting ads on a site, it also manages bits of both buyer and seller side tasks.


    And mostly benefits the advertisers by monitoring the clicks from users and storing data of their online behaviour. Depending on the user’s needs, it can be created in-house or managed by a third-party agency.


    Along with their other services, most ad exchanges and ad networks provide in-house ad servers.


    There have been latest technologies being integrated within the Ad server market which are focused on better programming and software-based content implementation which bring upon better marketing requirements within the company.


    Header bidding is a sophisticated programmatic buying approach in which publishers sell their inventory to many ad exchanges at the same time before calling their ad servers.


    Header bidding works by allowing several demand sources to bid on the same inventory at the same time, allowing publishers to raise their yield and income more than the usual waterfall technique.


    Branding and performance are often separated, although there has lately been a steady trend toward more scalable economic models in video, such as CPV/CPCV (cost per completed view) and CPE (cost per engagement).


    The key problem will be locating an appropriate ad server that supports such activity while still being scalable. This adjustment will still need a considerable shift in many branding advertisers’ minds and existing business methods, but it will be far more effective in the long term.


    infographic: Ad Server Market, Ad Server Market Size, Ad Server Market Trends, Ad Server Market Forecast, Ad Server Market Risks, Ad Server Market Report, Ad Server Market Share




    SI No Timeline Company Developments
    1 Q4-2021 Global In the year 2020 many advertising and marketing technology companies generated record revenues and some companies went public and invested huge amounts in the ad industry.
    2 Q3-2021 Magnite American online advertising technology company Magnite acquired ad server platform provider Springserve for $ 31 million to expand its business to connected TV advertising. 
    3 Q3-2021 Mediaocean Advertising services and software company Mediaocean acquired the ad server Flashtalking for a deal of $500 Million. Mediaocean and is expected to generate over $ 200 million in ad billings  and also is expected to record 1 trillion monthly ad impressions.
    4 Q3-2021 Magnite The world’s largest independent sell-side advertising platform Magnite’s, second quarter revenue was USD 114 Million with 170% rise from the previous year quarter.
    5 Q1-2021 Magnite US based advertising technology firm Magnite acquired video advertising and monetization platform SpotX for USD 1.17 Billion.


    AdTech is clearly more than trade between publishers and advertisers. It takes constant effort to show only relevant ads to users. Publishers and advertisers often use different ad servers.


    When the winning bid is chosen, the winning creative is sent to the publisher’s ad server via the advertiser’s server. The winning creative is subsequently assigned to the available ad unit on the site via the publisher’s server.


    Aside from placing adverts on websites, it also handles some buyer and seller side operations. And it primarily advantages advertising by tracking user clicks and storing data about their internet habits.


    Smart Ad server is involved in development of new technologies within the Ad Server requirements for better marketing and publisher-based compliance. Smart enables publishers to perform direct and programmatic marketing across all digital forms and screens.


    Open, cutting-edge technology enables publishers to achieve comprehensive yield monetization through a genuinely unified auction, boosting the value of every single impression.


    Smart’s cross-device, cross-channel solution is 100 percent independent, 100 percent publisher-focused, and simple to use. The direct integration of our SSP into the ad server provides the maximum level of transparency and control.


    Smart publishers create Private Gardens in order to survive outside of the confines of the walled gardens. Smart provides a powerful self-service Demand Side Platform (DSP) called Liquid M to help agencies, direct advertisers, and trading desks scale programmatic marketing efforts and maximize revenues.


    Ad server Online is developing a new platform for affiliate marketers and other tool-based implementations in the market. It is a system for ad serving and administration in the cloud.


    It offers a versatile service across a variety of channels, formats, and platforms. It has been incorporated into the SSP programmatic technology, allowing you to sell your products on a larger scale through our platform.


    It employs DSP technology, which is a platform that enables individual advertisers or ad agencies to buy advertising programmatically.


    It also employs Header Bidding (Prebid), a technique that entails executing SSP and Ad Exchange code directly on the page in order for publishers to obtain bids on their inventory that are not available through their regular ad server and exchange.


    The platform also uses REST API segment which allows it to gather stats in JSON and XML formats as well as manage campaigns and ads. JS API allows loading ads dynamically.






    1. Ad Server Market size and Forecast, by region, by application
    2. Average B-2-B price for Ad Server Market, by region, per user
    3. Technology trends and related opportunity for new Ad Server Market tech suppliers
    4. Ad Server Market share of leading vendors, by region,
    5. Coronavirus impact on Ad Server Market earnings
    Sl no Topic
    1 Market Segmentation
    2 Scope of the report
    3 Abbreviations
    4 Research Methodology
    5 Executive Summary
    6 Introduction
    7 Insights from Industry stakeholders
    8 Cost breakdown of Product by sub-components and average profit margin
    9 Disruptive innovation in the Industry
    10 Technology trends in the Industry
    11 Consumer trends in the industry
    12 Recent Production Milestones
    13 Component Manufacturing in US, EU and China
    14 COVID-19 impact on overall market
    15 COVID-19 impact on Production of components
    16 COVID-19 impact on Point of sale
    17 Market Segmentation, Dynamics and Forecast by Geography, 2021-2026
    18 Market Segmentation, Dynamics and Forecast by Product Type, 2021-2026
    19 Market Segmentation, Dynamics and Forecast by Application, 2021-2026
    20 Market Segmentation, Dynamics and Forecast by End use, 2021-2026
    21 Product installation rate by OEM, 2021
    22 Incline/Decline in Average B-2-B selling price in past 5 years
    23 Competition from substitute products
    24 Gross margin and average profitability of suppliers
    25 New product development in past 12 months
    26 M&A in past 12 months
    27 Growth strategy of leading players
    28 Market share of vendors, 2021
    29 Company Profiles
    30 Unmet needs and opportunity for new suppliers
    31 Conclusion
    32 Appendix


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