Have you recently entered the field of advertising? Are you eager to find out more information about it? Does your company require more promotion, or are you prepared to work with such companies to deliver services? Are you trying to display people the greatest advertisements as a publisher?
If so, you should read this one. In a world where internet marketing is king, it is incredibly hard to put up with. Gaining knowledge in the sector is crucial to expanding your business and realizing your goals. Selecting which advertisements to show to which audience is not an easy task. As you work, you learn more and more about the audience and the advertisements. Is it possible to resolve this problem? Of course! You may display advertisements to the most relevant audience with the use of ad servers. This raises the likelihood that such advertisements will bring in a higher sum of money and boost revenues for the companies. Now that this has been clarified, let’s discuss what ad servers are.
What is Ad server?
To put it simply, an ad server is responsible for displaying adverts online in areas where people are likely to view them. It is a part of the advertising technology that is essential to the digital advertising supply chain. Ad servers are equipped with advanced algorithms designed to make difficult judgments quickly on the best places to send adverts. As the user interacts with the content, they work in real-time to insert an advertisement inside or next to it. Decision engines are provided with programmatic auction results and ad-targeting data to influence their decisions.
Publishers and agencies are connected by ad servers. They “feed” advertising to publisher ad inventory spaces by storing it in their system and using sophisticated decision engines to process vital ad targeting data. Ad servers need to be equipped with robust decision engines that identify the optimal ad placement based on publisher and advertiser expectations, store all ad creatives and ad unit information, and have settings that govern every aspect of each ad impression. Lastly, ad servers gather and provide advertisers and publishers with vital statistics from ad networks, such as ad impressions.
Ad Server Types:
Platforms for ad servers may be broadly divided into two categories:
Ad servers from the first-party
Independent Advertisers
- First-Party Ad Servers: First-party servers provide publishers with a great deal of control over their inventory by allowing them to better plan ad placements, improve ad delivery, and obtain data. Advertisers get requests from first-party ad servers, which are specifically housed on a publisher’s server, to display their ads on the publisher’s website(s) or mobile app(s). This makes the process of purchasing and selling ad spots more streamlined and straightforward. In current times, when direct ad campaigns (sold directly to the publisher) are not being executed, the first-party ad server selects which advertisements to display on a publisher’s inventory.
- Third-Party Ad Servers: In contrast, marketers and advertising agencies use third-party ad servers to distribute, track, and assess advertising campaigns that are shown on various publishers’ websites as well as to store and manage advertising code. Advertisers may easily deploy their creatives and manage campaign-wide optimization with the help of third-party servers. These ad servers include reporting, data management, and general campaign optimization.
A Comparison Between Self-Hosted And Hosted Ad Servers
Whereas hosted versions are operated and maintained on an ad server company’s website, self-hosted versions are installed and maintained on your own server.
Hosted Ad Server:
No Installation: There is no installation required. After you only register for the service, everything is setup for you.
Updates:
You have already received the updates and installation of the platform.
Assistance:
Hosted platforms provide more readily available and superior assistance.
Speed and Reliability:
Most hosted systems undergo ongoing security checks. As a result, errors and performance issues are fixed right away. Most of the time, before you even recognize them.
Cost:
Compared to self-hosted ad servers, hosted ad servers are more costly.
Customization:
Most hosted ad servers are not able to be adjusted to meet your exact specifications. A few do provide very little personalization.
Data Control:
The hosted ad server where your data is kept is not entirely within your control.
Self-HostedAd Server:
Cost:
A one-time purchase of self-hosted ad server scripts is required. The server you are using to execute it on is the only ongoing expense you have.
Customization:
You may make modifications or hire a programmer to tailor a self-hosted script to your exact requirements.
Data Control:
You have control over the information that is kept on your server.
Installation:
The ad server script has to be installed on your server. To achieve this, considerable technical know-how is required.
Updates:
It is your responsibility to monitor and install updates.
Technical Difficulties:
You are in charge of fixing any issues that the script or server may run across.
Top 2024 Ad Servers:
Here are the Best Ad Servers For Publishers in 2024 and 2025.
- Mylead
- OpenX Ad Server
- Kevel
- DoubleClick
- Broadstreet
- Fyber
- Sizmek
1. Mylead:
For publishers and marketers, it’s one of the greatest and most well-known affiliate marketing networks. A substantial commission is yours for every sale you facilitate. The value of the goods sold as a result of your donation determines how much commission you will receive.
The main goal of MyLead is to build a big network of more buyers, publishers, marketers, and clients so that everyone in the network can get the most out of it. There are a lot of choices on the MyLead site that should be enough to get you to the level of affiliate marketing you want. You can market your goods and services on a number of different social media sites, depending on what you’re interested in.
2. OpenX Ad Server:
It is capable of more precisely targeting audiences and has strong internal analytics of data. Its is Easy access to data from the previous year with this ad server. It gives you reporting on personalized marketing and the integrated OpenX Ad Exchange enables customers to resell unsold space it is both automated optimization and real-time reporting.
3. Kevel:
They are a respectable business with customers including Mozilla, Yelp, Ticketmaster, and Strava. Their monthly plans begin at $3K. Kevel helps companies all over the world increase their online revenue through sponsored listings, native advertisements, internal promotions, and other techniques.
They achieve this by providing developers and product managers with the necessary APIs to quickly build fully customized ad servers. With over three billion API queries processed every day, its multi-award-winning technology speeds up build times for industry giants like Yelp and Ticketmaster by over 90%.
For far too long, big ad tech has had complete control over everyone. They force you to play by their rules and follow their game, violating the privacy and online experience of your consumers. Furthermore, only the biggest companies had the resources to build their own monetization platforms in order to reclaim control up until this moment.
4. DoubleClick:
Right now, this is one of the most popular ad-serving platforms. Because of its wide feature set, easy-to-use administration and reporting tools, user-friendly design, and several monetization options, Google Ad Manager is the go-to ad platform for many premium publishers. All of these are supported by the reliability of the Google network.
Two server versions of Ad Manager are also available; the small business edition is available for free to publishers who are just getting started with their website launches.DFP can display ads across desktops, tablets, mobile sites, applications, and desktops from a conventional advertising platform thanks to its cross-platform capabilities and extensive variety of programmatic choices.
5. Broadstreet:
The regional news and magazine websites’ ad-serving needs were the original target of the Broadstreet ad server. The simple user interface of the Broadstreet ad server was designed with non-technical users in mind. They also provide knowledgeable and effective technical assistance.
Because it is inexpensive, interacts with WordPress, and allows email newsletters, Broadstreet is a great ad-serving platform for small and medium-sized businesses. While its main target market is local publishers, Broadstreet also works well for small and medium-sized businesses that place a high priority on sales.
6. Fyber:
It incorporates unique technology and expertise in mediation, ad server, RTB, video, and audience segmentation to provide all-encompassing solutions that impact the app economy’s future. It provides advertisers with programmatic ad formats that are compatible with the IAB. With Fyber, mobile application developers may introduce video, interstitial, interaction, and install campaigns.
Following their complete integration, Heyzap, Inneractive, and Fyber RTB (previously Falk Realtime) are now operating under the same brand as Fyber. FBEN is listed for public trading on the Frankfurt Stock Exchange under the ticker.
They can run several campaigns across mediated, programmatic, and direct networks to maximize revenue. They may also cross-promote other applications in their portfolio to consumers in order to increase a user’s lifetime value beyond just one app.
In contrast, advertisers are in charge of the users’ age and gender as well as the location they choose to target. Account managers are able to assist marketers with campaign planning, testing, and optimization, among other things.
7. Sizmek:
Sizmek offers a great degree of creative flexibility, the ability for several people to collaborate, and 24-hour technical assistance. During the course of its last fifteen years of business, the company made significant investments in industry innovations such as video, rich media, and multi-channel advertising.
Sizmek, the largest third-party ad server globally, offers every feature and tool required for multi-channel advertising. In this case, the price is determined by the quantity of users.
CONCLUSION
When selecting the appropriate ad-serving platform, publishers and advertisers in the digital ecosystem must take a number of factors into account. The features your business need from its ad platforms, your financial condition, and the way your brand is positioned in the market will all determine which ad server is ideal for you. For this reason, we’ve compiled a list of some of the top ad servers that we believe would be a suitable fit for you.
