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Time of India

Decoding Ad Server: The Martech Glossary by ETBrandEquity

Ad Server: A technology platform that stores, manages and delivers advertisements to websites, apps and other digital channels. The first central ad server was launched exactly thirty years ago on July 17, 1995. While there's not much clarity on who "first used" the term, the concept and the technology itself were pioneered by companies like FocaLink Media Services (later renamed AdKnowledge), which launched its first central ad server. Shortly after, NetGravity released the first local ad server in January 1996. These companies were instrumental in developing the technology and the associated terminology for managing and delivering online advertisements. However, the company that truly popularised and solidified the global acceptance of ad servers, especially for publishers, was DoubleClick. The company DoubleClick was founded in 1996 and quickly became a dominant force in the nascent online advertising industry of those times. They are credited with developing the DART (Dynamic Advertising Reporting and Targeting) ad server, which became a widely adopted solution for publishers to manage their ad inventory, deliver ads, and track performance. DoubleClick's influence grew significantly, leading to its acquisition by Google in 2008 for a massive USD 3.1 billion. After the acquisition, Google rebranded DoubleClick's ad serving products, eventually consolidating them under the umbrella of Google Ad Manager . Today, Google Ad Manager (formerly DoubleClick for Publishers) is one of the most widely used ad servers globally, connecting publishers with programmatic demand and offering a comprehensive suite of tools for ad management and optimisation. Its widespread adoption by countless publishers has undeniably contributed to the global acceptance and standardisation of ad server technology.