| S.No. | Ad Serving | Ad Tracking |
| 1 | In this, the creative is hosted in an Ad server and Ad tags are shared with the Publisher | In this, creative are hosted at the publisher end, only impressions and click tracker are shared by the advertiser/agency with the publisher. |
| 2 | It provides us all the details like impressions, clicks, verification and attribution data. | It doesn’t provide verification and attribution data since creative are hosted at publisher end |
| 3 | We can exceed the weight limit of creative since creative are hosted at our server | In this we have to develop the creative as per publisher ad specs |
| 4 | The bigger advantage of ad serving over ad tracking is that it gives us control and check if our ad is appearing at the right place | The control is completely with the publisher and for any change, the dependence is on publisher who is hosting the creative |
| 5 | Post impressions or post clicks activity is very important for advertisers today and is feasible when the ads are served at advertiser end | Tracking does not help in detailed post impressions or post click activity data |
| 6 | Ad tags are little difficult to be manipulated, if done by the vendors it can be easily caught | Ad trackers can be easily manipulated and can be misused |
| 7 | Reporting is seamless | Maximum of the time you are dependent on publisher to get the final reports |
| 8 | Creative optimization is easy to manage as the creative control is the one who is serving it | Creative optimization is managed by the publisher as they are the one who is serving the creatives |
