# Ad server

Software that selects, delivers and records ads for available placements.

Software that selects, delivers and records ads for available placements.

## An example

A website requests an ad and the server returns an approved creative with tracking instructions.

## Why it matters

Delivery records and billing rules need to agree on which events count.


## Related terms
- [Ad placement](https://jolts.xyz/resources/glossary/ad-placement)
- [Ad spend](https://jolts.xyz/resources/glossary/ad-spend)
- [Advertiser](https://jolts.xyz/resources/glossary/advertiser)
- [Publisher](https://jolts.xyz/resources/glossary/publisher)

## Next step

[Explore advertising](https://jolts.xyz/advertisers) or [monetize your AI app](https://jolts.xyz/publishers).