An ad server is a technology platform that is used to deliver, manage, and track the performance of digital advertising campaigns. Ad servers typically work by storing and serving ads to websites or other digital platforms, and by tracking and reporting on the impressions, clicks, conversions, and other metrics that are generated by the ads. Ad servers can be used by advertisers, agencies, and publishers to manage their ad campaigns and revenues, and can provide a range of features, such as ad serving, targeting, optimization, and reporting, to help them maximize the performance and return on investment of their campaigns. Ad servers can operate on a variety of business models, including cost-per-click (CPC), cost-per-impression (CPM), and cost-per-action (CPA), and can support a variety of ad formats, including display, video, and native ads.