The Best Ad Servers for Publishers


An ad server is an ad-serving technology platform that enables publishers to manage and serve online advertisements. Ad servers provide publishers with the ability to manage ad campaigns. They also allow targeting specific audience segments and tracking performance metrics. Such metrics include such as impressions, clicks, and conversions. There are two main types of ad servers for publishers: hosted ad servers and self-hosted ad servers.

Hosted ad servers are third-party services that provide publishers with ad-serving functionality. This is done in exchange for a fee. These services usually offer a user-friendly interface for creating and managing ad campaigns. They also offer advanced targeting and reporting features. Some popular examples of hosted ad servers for publishers include Google Ad Manager, AdRoll, and DoubleClick.

Self-hosted ad servers are installed on a publisher's own servers. These offer greater control and customization options. Self-hosted ad servers require more technical expertise to set up and maintain. Yet, they offer publishers the ability to fully customize ad serving and tracking capabilities. Some popular self-hosted ad server options include OpenX, AdZis, and Revive Adserver.

Benefits of Ad Servers for Publishers


Ad servers offer several key benefits to publishers, including:

  • Ad Campaign Management: Ad servers provide publishers with a central platform for managing their advertising campaigns. This includes ad creation, scheduling, targeting, and optimization. By using an ad server, publishers can streamline their ad campaign management processes and save time.
  • Targeted Advertising: Ad servers allow publishers to target their ads to specific audience segments ranging from demographics and interests to behavior and more. This, in turn, improves ad relevance and effectiveness. Such improvement leads to higher click-through rates (CTR) and conversion rates.
  • Improved Ad Performance: Ad servers provide detailed performance metrics. These include impressions, clicks, conversions, and revenue. Publishers can use this data to optimize ad campaigns for better performance and ROI.
  • Ad Rotation: Ad servers can rotate ads automatically to prevent ad fatigue and ensure visitors see new ads each time they visit a website. This helps to keep audiences engaged and can lead to higher CTR and conversion rates.
  • Ad Fraud Prevention: Ad servers can help to prevent ad fraud by detecting and blocking fraudulent traffic and invalid clicks. This helps to ensure that ad budgets are spent on genuine traffic and improves the accuracy of performance metrics.

Overall, ad servers offer publishers a range of benefits. These benefits help improve the effectiveness and efficiency of online advertising campaigns.

Epom

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Epom Ad Server comes with all the necessary features to create, manage, and optimize your online campaigns with nearly unparalleled scalability. Their versatile mix of ad formats are powered by actionable, real time insights and advanced targeting capabilities to effectively optimize yield and deliver performance-oriented advertising.

Adform flow is a global, independent, and fully integrated advertising platform built for modern marketing.

SpringServe is an open video ad server that helps publishers painlessly manage ad break rules and leverage SpringServe's unique approach for yield management.

AdButler’s API ad servers are optimized for speed and help you deliver ads within milliseconds. Publishers may effectively manage campaigns by utilizing granular targeting paired with flexibility and control over ad distribution.

Kevel's controlled ad delivery, detailed insights, precise targeting, and campaign management capabilities are finely tuned for a variety of ad units that bypass ad blockers with ad server APIs, to deliver a compelling site performance.

Smart adserver is a powerful ad server and natively integrated SSP on the market that provides ad serving solutions for publishers and demand partners.

SpotX is a trusted platform for premium publishers and broadcasters and powers programmatic video across all screens. 

Broadstreet Ads is an ad manager for local and B2B publishers featuring a plethora of ad formats to help publishers make the most of their ad sales efforts. It's a platform best suited to city and regional magazines, local news websites, trade journals, and radio broadcasters.

Connatix's ad server empowers publisher's sales team with regard to video ads. Using its DSP integrations, publishers are delivered direct deals and are given the flexibility to create contextual targeting rules. Publishers have access and power to manage campaigns with various thresholds.

An ad server, TrafficHaus prioritizes security, automates ad delivery and optimizes existing ad units. They constantly improve reporting and they have intuitive custom dashboards go help you get what you want. They support all ad formats including video, mobile, rich media and display ads. The ad network serves ads globally on a geotargeted basis.


How to Choose the Best Ad Servers for Publishers?


Choosing the best ad server for your publishing needs can be daunting. Here are some key factors to consider when evaluating ad server options:

  • Features: Look for an ad server with the features you need to manage your advertising campaigns effectively. Some key features to consider include ad creation, targeting, optimization, reporting, and fraud prevention.
  • Ease of Use: Consider how user-friendly the ad server is. Look for a platform that is intuitive and easy to navigate. This means it provides clear instructions and minimal technical knowledge required.
  • Customization: Consider how much control you want over the ad-serving process. A self-hosted ad server may be the best option if you wish to have complete control. If you prefer a simpler, more streamlined approach, a hosted ad server may be more suitable.
  • Scalability: Consider how well the ad server can handle increasing traffic and ad volumes. Look for a platform that can scale with your needs and provide fast, reliable service.
  • Integration: Consider how well the ad server integrates with other tools and platforms you use. These include website analytics or third-party ad networks.
  • Support: Look for an ad server provider that offers comprehensive customer support. These include online resources, documentation, and live support options.
  • Cost: Finally, consider the cost of the ad server. Look for a platform that offers a reasonable price point and a transparent pricing structure.

By carefully evaluating these factors, you can choose the ad server that best meets your publishing needs by carefully assessing these factors.
Ad servers offer publishers a powerful tool for managing and optimizing their online advertising campaigns. By providing a centralized platform for ad creation, targeting, optimization, and reporting, ad servers can help publishers improve their campaigns' effectiveness. They also reduce ad fraud and ensure accurate performance metrics. When choosing an ad server, it's essential to consider factors such as features, ease of use, customization, scalability, integration, support, and cost. This is done to find the best fit for your publishing needs. Ultimately, by choosing the right ad server and using it effectively, publishers can enhance the performance of their online advertising campaigns and maximize their return on investment (ROI).

Frequently Asked Questions

Look for features such as advanced targeting and optimization. Also, look for support for multiple ad formats and sizes, easy integration with other ad tech platforms, real-time reporting and analytics, and robust ad management tools.

Some popular ad servers for publishers include Google Ad Manager, AdButler, Revive Adserver and OpenX.

The cost of an ad server for publishers varies depending on the specific platform and the features and benefits it provides. Some ad servers offer pricing based on the number of impressions. Others have a subscription model, while others may provide custom pricing based on specific needs and requirements.