What is an Ad Server?

2018/04/10

The title, “What is an ad server” might seem too basic for anyone that is already familiar with ad operations. But there IS confusion about this! Since we’ve been asked this question repeatedly, we figured it was time to write a 101 article.

What is an ad server? Here’s a simple definition.

An ad server is a web server that stores online marketing advertisements and delivers them to digital supports like websites, mobile sites or mobile apps. The ad server’s interface allows users to manage their advertisements. That includes putting the creatives online, setting the delivery parameters and targeting, serving ads, as well as monitoring and optimising online campaigns. Different types of banners (text, image, video, Flash, HTML5, etc.) can be supported.

 

 

Ad server refers to the technology, so there is a prerequisite you’ll need before starting to use one: advertisers willing to advertise on your site or app. You’ll also need the creatives they’d like to display. Remember, even if an ad server can help build advanced banners (which, by the way, Smart AdServer does pretty well), it still can’t make them from scratch.

Do I need an ad server?

Ad servers are useful to both the sell side (those selling inventory) and the buy side (those buying inventory).

Why are ad servers useful for publishers and ad networks?

Many digital publishers have turned towards advertising-based financial models to monetize their sites. One way for publishers to boost revenue is by directly selling inventory to advertisers or agencies interested in their audience.

If you’re working with an automatic advertising platform like Google AdSense, or you’re partnering with an ad network that sells your ad inventory for you, you may not have any advertisers to sell directly to. If that’s the case, you won’t manage inventory sales yourself and you don’t need an ad server.

However, if you sell inventory directly to advertisers, then you’ll probably need an ad server to manage all your advertising campaigns. And if you’re an ad network selling on a publisher’s behalf, you will definitely need an ad server to manage all those campaigns!

Why are ad servers useful for advertisers and media agencies?

If you’re an advertiser with a pre-built media plan and you’re willing to advertise your banners to sell-side actors, you can use an ad server.
If you’re a media agency, you could use an ad server to serve banners on behalf of your advertisers. If you want more control and insight into campaigns, an ad server will allow you to easily track the clicks, impressions, and conversions of the banners you deliver.

Source: Smart Adserver. Read more about Smart Adserver.

Read also:

Where to pay attention to when you want to increase programmatic sales of advertising?

2019/01/24

Typically, programmatic sales means selling and buying online advertising, often using fully automated systems, thereby deviating from traditional sales processes that involve negotiating between people and handling orders. Programming advertising has been quickly adopted in different markets, making it easier, faster and more flexible to buy media inventory.

Read more

Relevant’s Customer Satisfaction

2019/01/22

At the end of 2018, we carried out our customer satisfaction survey among our Relevant customers. The survey was conducted for the third time. We would like to thank all participants for your feedback. It’s a great help for the development of our services and our future cooperation. Here is the summary of the overall result.

Read more

Where should you pay attention to when buying data?

2019/01/16

Armed with audience data, you can target ad viewers for example at a demographic, psychographic, and behavioral level, resulting in highly targeted ad campaigns that are also more relevant to the target audience. In today’s competitive business environment, marketers must have access to “the right data at the right time” in order to be effective. But the world is full of data so how would marketers know whether the data is of high quality and worth to invest in?

Read more

Where to pay attention to in digital business and marketing in 2019?

2018/12/19

At the turn of the year, there is always a habit to predict what the next year will bring in digital business and marketing, and what topics will become the hottest in 2019. Also at Relevant, we had a look at our own crystal ball and listed, in our opinion, at least the following themes will create discussion in the coming year.

Read more

Dutch publishers Sanoma Media, Telegraaf Media Groep, and de Persgroep will use Cxense DMP for their joint data alliance initiative NLProfiel

2018/12/11

Our longtime partner Cxense has announced that the leading Dutch publishers Sanoma Media, Telegraaf Media Groep, and de Persgroep will use Cxense DMP for their joint data alliance initiative NLProfiel. Together, the publishers reach over 60 percent of the Dutch population and run an average of 3.5 billion page views per month.

Read more