What is one of the main functions of an ad server?

An ad server primarily functions to track ad performance and gather analytics, making it essential for digital advertising campaigns. This capability allows advertisers and publishers to monitor metrics such as impressions, clicks, and conversions. By providing real-time data, ad servers help stakeholders analyze the effectiveness of their advertising strategies, optimize campaigns, and make data-driven decisions. This tracking is foundational for assessing ROI and refining future ad placements.

In contrast, while purchasing media inventory is a crucial aspect of media buying, it is not a primary function of an ad server itself. Creating advertisements typically involves design and creative teams or tools focused on creative development rather than an ad server's functionality. Managing social media accounts, while important for overall digital marketing strategy, falls outside the purview of what an ad server does. Thus, tracking ad performance and gathering analytics is the core responsibility that aligns with the capabilities of an ad server.