This targeted approach is why 80% of consumers say they are more likely to do business with a company that offers personalized experiences. Tracking and reporting. Ad servers track a variety of metrics. These could be impressions, clicks, conversions, or even the time users spend interacting with an ad. For example, a campaign tracked through an ad server might reveal that mobile users convert at a 25% higher rate than desktop users.
This allows advertisers to shift their focus accordingly. Frequency limiting. Prevents overexposure by limiting how often a user sees a particular ad. This is critical because ad fatigue can reduce engagement rates by up to 50%. Controlling ad frequency can help you maintain user interest and increase your chances of conversion without annoying potential customers. Real-time bidding. RTB enables dynamic auctions where ad impressions are bought and sold in milliseconds.