Which type of company specializes in managing and analyzing online ad campaigns?

The correct answer is a third-party ad server because these companies specialize in managing and analyzing online advertising campaigns. They provide the necessary technology and infrastructure to serve ads across different platforms and track their performance. Third-party ad servers are equipped with tools to analyze metrics such as impressions, clicks, conversions, and other key performance indicators, allowing advertisers to gauge the effectiveness of their campaigns in real-time.

In contrast, an ad network primarily serves as a mediator that connects advertisers with publishers, facilitating the buying and selling of ad space. Publishers create and host content and often rely on various networks to manage their ad placements, but they do not typically focus on the detailed analytical aspect of ad campaigns. Ad exchanges function as digital marketplaces where advertisers and publishers can buy and sell ad inventory in real-time auctions, but their role is more transactional in nature rather than focused on the management and detailed analysis of campaigns.