More than ever, a third-party ad server can be the difference between success and failure of a programmatic campaign.The current stage of the programmatic ad buying industry is marked by complexity: Media plans are ever more intricate. An increasing number of publishers and supply side platforms are offering new channels to reach the masses, while the nature of programmatic buying means that the distance between the buyer and the seller continues to grow. The resulting data from digital campaigns grows more complex by the day.It takes a third-party ad server to measure results and deliver successful campaigns in a non-biased way — to take a big-picture view of campaign performance, and apply retargeting, prospecting and branding tactics based on data-driven insights to continuously improve the ROI on a marketer’s ad spend.