The publisher ad server provides publishers with advanced automated tools and ad management solutions to maximize their ad revenue generation. Being able to encourage website visitors to click adverts is something that requires constant management from not only advertisers but also from publishers, and for this, publishers require the right third-party ad server.
An ad server platform is utilized for storing, optimizing, and managing ads on a publisher’s website. Additionally, it also gathers real-time insights on the performance of the ads throughout the duration of the digital campaign. When utilizing an ad server to display advertisements across websites, mobile devices, and streaming platforms, there are two primary components that you need to be aware of: the ad decision engine and the ad planning engine, which work alongside your third-party ad servers to make ad delivery possible.
The ad display engine selects the most suitable advertisement for display based on predetermined campaign parameters, such as ad format, target audience, ad placement, and designated cost. Concurrently, the ad planning engine ensures that the advertisements are evenly distributed throughout the duration of the campaign’s execution.
Why Do Publishers Need an Ad Server?
A publisher ad server can help facilitate direct connections with advertisers and help publishers run campaigns without intermediaries. Additionally, an ad server enables publishers to integrate with vendors for programmatic and remnant inventory needs. A publisher ad server can be a first party as well as a third-party ad server. Some key benefits that publishers can get from utilizing ad servers include:
- Ads being served based on predefined parameters.
- Utilizing sophisticated automated tools for creative management.
- Accessing real-time analytics and performance metrics for insights.
- Choice of a range of digital ad formats.
First-Party Ad Servers
A first-party ad server offers publishers an interface to sell their advertising inventory and slots, crucial components of direct campaigns. They facilitate the monetization of direct deals and oversee various aspects, including:
- Choosing appropriate advertisements.
- Managing media files for ad creation.
- Placing programmatic or direct ads on the publisher’s site.
- Improving ad campaigns through planning, distribution, and other elements.
- Forecasting ad inventory for optimal ROI.
Third-Party Ad Servers
A third-party ad server is a platform utilized by both advertisers and publishers to manage ad campaigns. It serves as a centralized system for tracking, optimizing, and monitoring the performance of ad campaigns in real-time. These ad servers are highly efficient and can help publishers in optimizing advertising inventories and monitoring campaign performance. Campaign performance metrics provided by third-party ad servers can also be used to retarget potential customers and drive sales conversions. Some of the key responsibilities of third-party ad servers include:
- Managing creative ads.
- Executing ad campaigns.
- Storing, analyzing, and enhancing campaign data.
- Configuring advertisement tracking parameters.
- Utilizing various ad formats and distributing ads across multiple publishers.
Discrepancies in ads may arise due to the use of different ad servers by publishers and advertisers. The necessity for an ad server varies depending on the objectives of publishers. For those primarily engaged in securing direct deals and overseeing programmatic inventory, ad servers can be highly beneficial.
