Benefits of an ad server for your online businessAd serving technology is one of the most important technologies of the online advertising world for several reasons. An ad server places ads on websites by performing three important related functions: finds the most relevant ads for each viewer, chooses an ad with the highest profit potential, and monitors the progress of all advertising campaigns. These tasks are crucial to ensure that all parties within the advertising supply chain 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 businesses. Thus, partnering with a reliable ad server company is very important.
There are specific groups of users who really need an ad server to support their online businesses. The types and their reasons for an ad server are listed below:
Publishers – for instance, a local newspaper creates 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 their ad inventory directly to advertisers — ad server can be the most useful 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, engaging with readers, 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 or ad exchange that buy and sell ad traffic. 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.
- What is an ad server?
"In short, an ad server, or adserver, is a software solution that helps publishers, advertisers, ad agencies, and ad networks, manage their advertising campaigns. The ad serving software will use its ad tag to display the programmed online advertisements on the selected websites and will track their performance. " More
- Selling ads directly vs. selling through ad networks
"Publishers have two popular ways to monetize their ad inventory: selling directly to advertisers or selling through ad networks. " More
- Pros and cons of selling ads directly to advertisers or through ad networks
"As a publisher, you want to be in complete control of the advertising that appears on your website. You can choose to sell directly to advertisers or work with ad networks to get the ads that you need. " More
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