As we enter the age of cookie deprecation, and as more-and-more of us worry about how we’ll be able to measure our digital advertising, ad servers have never been more important in helping brands make sense of their campaigns.

Compared to the flashier tools in digital advertising, ad servers may, at first glance, seem like that old friend who is always reliable but easily taken for granted. In fact, we often hear people say ad servers have become a ‘commodity’ with their feature-sets largely being interchangeable. For proactive marketers, this couldn't be further from the truth, especially as effective attribution, reach, and frequency controls become key pain points for marketers.