What’s a Full Stack Ad Platform for Publishers?


A glance at any of the advertising landscapes below will tell you that the ad tech market has become fragmented over the past few years. Ad tech vendors serve increasingly separate parts of an ever expanding marketplace. New channels for mobile, native, programmatic, and video emerge frequently. These technologies are often quite specific, single-point solutions, and publishers want to take advantage of them all, but the task of choosing which technologies to implement and which companies to choose has become a daunting challenge.

Nowadays, publishers want more than just a well-connected SSP and an ad server. Not only do they need to access plenty of buyers, but they’re required to have appropriate measurement, attribution, and verification tools to help them assess audience data and get a handle on viewability. In the end, publishers have two choices: go through the annoyance of integrating several vendors at once or partner with a full stack that can address all their needs at once.

What exactly is a full stack?

A full stack solution addresses each of a publisher’s challenges. Cross-platform and cross-channel, it allows publishers to deliver advertisements on the right device, in the right format, at the right time. In addition, a full stack supports yield management, which lets direct and programmatic sales compete and, in turn, offers publishers the best price available. The ad server is the center of operations and has all the information needed to properly deliver campaigns. A full stack has a complete view of all inventory as well as each buyer-seller commitment, which means it can address publishers’ needs by allowing for holistic campaign management.

Not all full stacks are the same

There are two types of full stacks. One, which is all too common on the market today, consists of a patchwork solution which emerges from a company that first specialized in one area, then acquired market solutions and integrated them into their existing framework. A Rube Golberg machine made up of disparate single-point solutions.

The second type of full stack is a solution whose parts are built to work together as a cohesive unit. This type of breed builds — within its walls — whatever tools or technologies are next in the natural order of things. The success of such an organic full stack is due to a deep-seated knowledge that is honed through its natural development.

Having emerged from its roots of being publisher-owned, Smart AdServer has always focused on building upon its ad server, adding Rich Media branding capabilities, a mobile component, advanced video advertising and built-in RTB capabilities. Not only is this a cost-effective approach for publishers, but it’s also the best way to ensure a quality ad-operations experience. All intelligence, template management, product design, and development has occurred holistically, providing publishers with a full stack they can appreciate, particularly in a market that is more fragmented than ever.

Smart AdServer’s Full-Stack Solution


Relevant has been cooperating with Smart Adserver since 2016, one of the leading direct and programmatic platform for premium media companies. Relevant represents Smart Adserver exclusively in Finland, Denmark, Norway and Sweden. But we also help with the other systems, as consultations and deployment projects are always produced on a case-by-case basis, taking into account the needs and opportunities of the customer. Read more about our services.

Source: Smart AdServer blog

Read also:

How Google’s decision to kill 3rd-party cookies will affect to the digital marketing ecosystem?


Google has announced its decision to block third-party cookies from Chrome in two years. In practice, this will mean a big change in user data collection and advertising targeting, as Chrome controls nearly 70% of the desktop browser market. After Google’s announcement speculation started immediately – how it will affect programmatic buying of advertising and third-party data audiences, which mainly are based on cookies currently.

Read more

Digital Marketing 2020 – What are the current trends?


Typically, early in the year, it is anticipated which topics will become the hottest in digital marketing this year. What has already changed the digital world and what is getting around the corner? What are the questions marketers are currently looking for answers to? Here are some themes that will challenge and inspire digital business and marketing professionals in 2020.

Read more

What are 1st, 2nd and 3rd party data and how can they be used in marketing?


Data is one of the key drivers of successful marketing. One of the biggest challenges for the marketer is crystallizing the data, prioritizing it and making it usable. What kind of data you are most useful as a marketer depends on your current situation and your goals.

Read more

What is TCF 2.0 about and what do you have to do?


TCF, or Transparency & Consent Framework, is an industry-standard that allows to obtain the required permission for the use of data from consumers and to pass this permission (or prohibition) in an intelligible form to the digital advertising industry. There is a need for a common standard as there is a large number of data-driven players in the market.

Read more

MTVuutiset.fi joins Relevant Audience, which will become Finland’s largest independent data marketplace


MTVuutiset.fi is joining Relevant Audience, Finland’s largest independent data marketplace. It currently includes 18 million unique browsers, as well as 500 million monthly data collection events.

Read more