What Is an Ad Stack?

Ad Stack

Have you ever heard about an ad stack? What is it , and how does it work? Can it benefit anyone apart from advertisers? Keep reading our entry to discover the secrets of this concept!

Ad stack – what is it?

The term ad stack has been gaining increasing popularity over the last few years. But what does it actually mean and how to understand it?

In a nutshell, an ad stack denotes a series of companies or online technologies that present the message of the advertiser to the potential customers at the right time. This is done to ensure that these potential customers perform a specific action (e.g., buy a product/service, or sign up for a newsletter).

So, what does an ad stack look like in real life for advertisers, ad exchanges and publishers? Let’s analyze each of these groups separately.


This is the first party of an ad stack. Advertisers try to determine their target group and create an appealing message (an ad) that would intrigue this group and encourage it to finalize the transaction.

Ad exchanges

Ad exchanges connect Demand Side Platforms and Supply Side Platforms. These platforms can access the ad impressions that are the main objective of advertisers. Ad exchanges are able to juxtapose the impressions, advertisers’ campaigns, and pricing to select the highest bidding advertiser.


In an ad stack, publishers engage users by create appealing content or applications. They obtain valuable information about potential buyers and use it to tailor the displayed ads to the needs and expectations of people.

The takeaway

Without an ad stack, it wouldn’t be possible to present the right message to the right recipients at the right time. Ad stacks benefit both advertisers, publishers, and customers who get offerings tailored to their interests and needs.

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About the Author: John Watson

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