The short answer
An ad server is technology. An ad network is a business. The ad server delivers and tracks ads. The ad network buys inventory from many publishers and sells it to advertisers, and it runs on an ad server to do that.
Side by side
| Ad server | Ad network | |
|---|---|---|
| What it is | Software that decides, delivers and tracks ads | A company that aggregates inventory and sells it to advertisers |
| Main users | Publishers, advertisers, agencies, networks | Advertisers buying reach; publishers selling inventory |
| How it earns | License or usage fees | Margin between what advertisers pay and publishers earn |
| Examples | DJAX AdServer, Google Ad Manager, Revive Adserver | Networks for display, mobile, gaming or performance traffic |
How they work together
An ad network uses an ad server to onboard publishers, create advertiser campaigns, decide which ad serves where, and calculate what everyone earns and owes. Publishers may also run their own ad server and use the network as one source of demand among several.
Starting your own ad network
To launch an ad network you need publishers with inventory, advertisers with budgets, and an ad server with white-label portals, billing and fraud protection. See how ad networks run on DJAX AdServer.
Frequently asked questions
Is an ad network the same as an ad exchange?
No. An ad network buys and resells inventory, usually setting prices itself. An ad exchange is a marketplace where buyers and sellers trade impressions in real-time auctions.
Can a publisher use both an ad server and ad networks?
Yes. Most publishers run their own ad server and plug in several ad networks and exchanges as demand sources.
What do I need to start an ad network?
Publisher supply, advertiser demand, and an ad server that handles multi-party campaigns, reporting, billing and fraud filtering.
Written by the DJAX AdServer team. Updated September 2026.