The Howdy Glossary

The Oath Ad Server, formerly known as Yahoo Ad Manager Plus and Yahoo! APT following Yahoo's acquisition of Right Media, is a digital advertising platform designed to manage, serve, optimize, and track online display ads across various inventory sources such as websites and mobile apps. It offers tools for campaign management, targeted placement options, detailed reporting capabilities, and supports real-time bidding (RTB) functionalities. This platform was developed to provide advertisers and publishers with a centralized solution to run effective advertising campaigns while offering insights into ad performance metrics.

This sophisticated platform originated from the digital advertising services provided by Yahoo which eventually became part of Oath Inc., a subsidiary of Verizon Communications. The technological backbone acquired from Right Media significantly contributed to the evolution of the ad server platform over time. The primary purpose of the Oath Ad Server is to assist advertisers and publishers in effectively managing their advertising efforts across multiple channels by offering versatile tools for campaign management along with support for dynamic RTB processes.

One significant competitive edge that sets the Oath Ad Server apart from its competitors—such as Google Ad Manager, OpenX, AppNexus (now part of Xandr), and Adform—is its seamless integration with existing publisher systems and third-party networks which provides users with enhanced flexibility. Additionally, its robust real-time bidding functionalities enable dynamic ad placements through live bidding processes while providing valuable insights into ad performance metrics through detailed reporting capabilities. These features collectively empower users to make data-driven decisions for optimizing campaigns in real-time across multiple channels efficiently making it a comprehensive solution tailored for diverse needs within the digital advertising ecosystem including advertisers, agencies, publishers, and ad networks aiming to enhance their digital strategies effectively.