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Benefits of ad servers to publishers

All websites with advertisements use ad servers extensively to manage these ads and their advertisers. In case you own one or more online properties, you may find advertisers want to display their ads on your websites and that is a great way to monetize them. Blogs and websites display ads on their pages to cover up the costs of web hosting and content generation. Using ad servers, publishers can make optimal use of their ad inventory, or advertising spaces. Publishers and potential advertisers can see spaces left for advertisement, and the ones that have already been sold off. They can also get valuable reports on the performance of ads. We will provide more details below on reasons why publishers and ad network operators should be using an ad server.

Selling advertisement space efficiently

You can use ad servers to make the selling of advertisement more efficient and convenient. As a publisher, you deal with many different clients, each having their own advertising specifications. Besides, as a publisher, you want to manage the advertisement slots better across different areas of a site and even across different sites. By controlling the ad placements from one central interface, you will be able to manage the advertisements better. Using an ad server, you can speed up and even automate some or all of the ad publishing tasks on your website while keeping the advertisers in the loop with various reports and notifications.

Serving the advertisements in an optimal way

Publishers can configure an ad server with advanced ad targeting settings to serve more relevant ads, which in turn increase click-through rate and conversion rate for your advertisers. That makes them happy and more likely to renew their advertising contracts with you. A comprehensive ad server provides you and your advertisers with a powerful list of available ad targeting criteria, from geo-targeting to keyword targeting.

Establishing contacts with multiple advertisers

Ad servers are beneficial for publishers because they come with ad management features. No doubt managing many ads is a complex and time-consuming process. Ad servers enable the publishers to connect with several demand partners or advertisers at the same time and automate some or all of the routine tasks. This helps them to be more competent and save time while managing the various ad campaigns via a single interface.

Tracking clicks, impressions, and conversions

Through ad servers, the publishers can monitor ad impressions, clicks, conversions, events and revenue in a centralized way. This ensures that overall ad pricing is maximized and ad inventory is filled properly with the most relevant and most profitable ads. Companies and webmasters enjoy a greater degree of control over the delivery process of advertisements. Further, they have better statistics at their disposal which they can make use to adjust running and future ad campaigns.

Capping ad frequency

To gain more impressions, one would think blasting more ads more frequently would be the easy solution. However, it’s not effective because viewing an ad too many times by any single viewer typically leads to a negative experience. Therefore, ad servers incorporate frequency capping conditions to restrict the number of times a single user views a particular advertisement. In the process, the ad servers enable the publishers to keep track of how many users actually view the ads and click on them. The digital advertisement buyers then get this data through the publisher’s ad server.

If you own a website and are looking to monetize it, you should strongly consider using an ad server. It will not only help you to monetize your site but also optimize the whole process flow which then reduces the headaches of managing ads and performing daily and routine ad operations.

Related

• Benefits of ad servers to advertisers

  "If you work in digital marketing operations, you should know the important role played by ad servers. Particularly, advertisers can benefit from ad servers' ability to enhance their ads’ conversion rate and optimize their returns on investment. " More
• 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 uses its ad tag, or ad code, to display the programmed online advertisements on the selected websites, blogs, apps. " More
• Why would a publisher need an ad server?

  "If you are a publisher that operates a content website with articles, games, discussion forums or user-generated content, a lot of your time is going to be devoted to ensuring that you have high quality and fresh content. These types of site are very much on the radar of advertisers because premium ad placements on quality websites are more likely to convert into actual sales. " More