Advertising- Top- Open- Access -Journals

The modern online advertising market is a multi-billion industry that grew, in US alone, from $43 billion in 2013 to reach $129 billion in 2019. It consists of several key players and technical solutions, namely – advertisers, publishers, SSP (stands for Supply Side Platform), DSP (Demand Side Platform), ad networks and advertising agencies. In the intersection of all of them lies the crucial component of ad servers. the major types of different ad serving and ad mediation platforms ranging from general players to specialist mobile and video ad platforms. An ad server is a server-hosted advertising software for managing online ad campaigns and being used by publishers, advertisers, ad agencies and ad networks. Ad server software determines which ad to view in which specific time frame and on which website or mobile device. There are many types of ad servers-open source ad server, self-hosted ad server, video ad server and more ad hoc ad server sollutions.

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