Apart from the key components of programmatic ad systems – DSPs and SSPs – there are smaller pieces of the massive puzzle – ad servers. Although their input into the advertisement campaign is barely noticeable, they are very important for its proper functioning.
Ad servers are complicated tech systems that host optimize and distribute advertisements across various online platforms. You can think of ad servers as of your ad campaign management platforms or ad tracking systems.
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Adserving implies the use of special software to distribute ads to various online platforms. Ad-serving engines use sophisticated algorithms and tools to select the most relevant to display ads that follow all the publishers’, advertisers’, and ad servers’ requirements. After placing an ad, servers are responsible for tracking its progress, ad management, ad reporting, and ad billing.
Ad-serving is a complicated, multiple-step technology, taking a few sides to actually work. However, the whole process doesn’t tale more than a second.
While publisher ad server helps media sellers increase the value of every impression to maximize their revenues and advertisers ad servers help find the right audience for the ads and control how customers engage with it, ad serving interface makes this whole process easier for both publishers and advertisers. With the help of ad servers, publishers, for example, can get additional reports about ad creatives and optimize their ad space.
Most of the ad servers have a set of powerful ad serving tools that are useful for publishers and advertisers. Make sure it has these components:
Advertising servers are important components of any marketing campaign. They can either help you dramatically and increase your revenues or even make you suffer losses. It’s essential to understand how this whole process works and choose the ad server that serves your particular needs.