The Programmatic Glossary
A practical glossary designed to help marketers, advertisers and ad-tech professionals understand the terminology that powers programmatic advertising
Platforms & Tech
Ad Server
The technology system that decides which ad to show to which user, delivers it, and records what happens - how many times it is shown, whether it is clicked, and whether it is viewed. It is the operational backbone of digital advertising.
HOW IT WORKS
When a user visits a page, the publisher’s ad server receives a request for an ad. It checks targeting rules, active campaigns, frequency caps, and priorities to decide which ad to serve. It then sends the selected ad to the browser and logs the impression. Ad servers manage both direct campaigns (booked directly with the publisher) and programmatic inventory (sold through auctions).
EXAMPLE
A publisher runs a direct deal with a car brand for 1 million impressions, plus programmatic demand. The ad server ensures the car brand’s ads are served first to fulfil the guaranteed deal, and fills any remaining inventory programmatically.
RELATED TERMS
Supply-side platform (SSP) | Ad exchange | Impression | Programmatic guaranteed
★ LIMELIGHT INSIGHT: Limelight's platform integrates seamlessly with all major third-party ad servers, allowing publishers to manage direct and programmatic demand from a single workflow.
