Ad serving technology is one of the most important technologies of the online advertising world for several reasons. An ad server places ads on websites and then performs three important related functions: counts the ads, chooses the ads with the highest profit potential, and monitors the progress of all advertising campaigns. These tasks are crucial to ensure that all parties are happy. The delivery of targeted creatives meets the website visitors’ preferences, interests and desires. The advertisers get maximum return on their investments. The website owners collect an additional source of revenue from advertising to support their online business. Thus, partnering with a reliable company is very important.
There are specific groups of users who really need an ad server to support their online businesses. These individual types and their reasons for an ad server are listed below:
Publishers – for instance, a local newspaper created digital content to share online and one of several ways to monetize that content is online advertising. They can make some revenues through directly advertising to interested agencies and advertisers. Advertising can be combined with subscriptions to capture all possible sources of revenue.
Publishers who are selling inventories directly to advertisers – ad server can be the best and easiest way to handle all advertising campaigns. An ad server can display the publisher’s media kit to interested advertisers and take advertising orders from the new advertisers. Ad sales can be simplified so that website owners can focus on more important tasks such as writing more articles, creating new products and promoting their website to more people.
Publishers who do not have any direct advertisers at all – these publishers may be working with advertising networks that buy and sell ad inventory like Google AdSense. In this case, an ad server is useful to manage multiple ad networks in order to maximize revenue from the website’s traffic.
Advertisers or agencies – they send their banners to the sell-side or supply side vendors. If advertisers already have a media plan and know where to buy advertising, they can use an ad server to traffic their ads and monitor performance. For agencies, banners can be distributed and served on behalf of their advertisers. They may track the impressions, conversions and clicks of the banners being delivered using their own ad server and compare these reports with the publisher’s reports.
Ad Networks – An ad network operator pools ad inventory from multiple publishers and sells them to advertisers. The ad network handles ad sales so its member site partners do not have to. The ad network provides wider reach and exposure to advertisers than an individual website can provide. On the other hand, it is significantly more challenging to manage multiple publishers and multiple advertisers. This complexity is addressed by an ad server that caters to ad networks with the tools needed to operate an ad network.