10 Ad Servers for Publishers To Grow Business

In the bustling world of online advertising, choosing the right ad serving platform can make or break your marketing success. With advanced targeting, tracking capabilities, and optimization features, these platforms are now essential tools for businesses aiming to deliver the right message to the right audience at the right time.

What is an Ad Server for Publishers?

The advertising ecosystem is a labyrinth of intricate processes and numerous stakeholders, but at its heart lies a crucial component: the ad server. Ever wondered why an ad server holds such significance? It’s because the ad server orchestrates the entire ad display process, determining which ads appear on which websites and precisely when.

So, What is an Ad Server?

An ad server is a sophisticated technology responsible for storing, managing, and serving ads on a publisher’s website based on specific targeting attributes. Beyond mere storage and display, an ad server collects vital advertising data, such as impressions and clicks, to track and measure the performance of ad campaigns. Depending on the user, an ad server can be either first-party (used by publishers) or third-party (used by advertisers). Some advanced ad serving platforms, like Google Ad Manager and Adform, offer both functionalities.

How Does an Ad Server Work?

An ad server operates through a combination of an ad decision engine and an ad planning engine. The ad decision engine selects the most appropriate ad for display based on various predefined rules and goals such as targeting, pacing, ad format, ad placement, and priority. Meanwhile, the ad planning engine ensures the even distribution of ad impressions over a selected timeframe or as specified by AdOps.

Why Do Publishers Need an Ad Server?

Ad servers are indispensable for publishers aiming to run direct ad campaigns. However, they also cater to programmatic needs by connecting to multiple programmatic vendors and facilitating ad inventory tests. Key features of ad servers for publishers include:

• Selling ad inventory directly to advertisers
• Serving ads based on predefined conditions
• Providing advanced analytics and reporting
• Testing and comparing different SSPs and monetization platforms to maximize ad revenue
• Offering a variety of digital ad formats, such as expandables, popups, and popunders
• Optimizing ad performance

Server-Side vs. Client-Side Ad Serving

Server-Side Ad Serving: This technique processes and delivers ads from the server hosting the website or app, rather than the user’s device. It allows publishers to display ads without coded tags since the ad request originates from the server, not the browser or app. This method is often reserved for direct deals and server-to-server connections, including programmatic demand.

Client-Side Ad Serving: Here, the ad and ad tag are delivered to the user’s device, which then handles rendering and displaying the ad. This involves inserting ad code directly into the publisher’s website or app, a common approach in programmatic demand. The winning ad gets injected into the site or app where the code is placed.

Ad Server vs. Ad Network

An ad network is a company that aggregates a group of websites and apps and connects them with advertisers who want to promote their products. Ad networks use ad servers to display ads, but they are not the same. While an ad server is a technology, an ad network is a service that offers collected ad inventory from publishers to advertisers.

Feature	Ad Server	Ad Network
Type	Software/technology	Group of websites and apps
Selling method	Direct	Through an ad network
Purpose	Manage, serve, and track ad campaigns	Collect and sell ad inventory
Used by	Publishers, advertisers, ad networks, ad agencies	Advertisers, ad agencies, publishers
Value	Streamlines ad management and tracking	Helps advertisers buy inventory across multiple publishers

First-Party Ad Server (Publisher Ad Serving)

First-party ad servers enable publishers to manage their ad slots and sell their ad inventory from a single interface, primarily for direct campaigns. These servers also support location and device targeting and key-value targeting, allowing more tailored ad experiences. They can facilitate programmatic competition for ad inventory by connecting to SSPs, organizing waterfalls, or integrating with header bidding wrappers.

Responsibilities of a first-party ad server include:

• Storing media files for ad creatives (images, videos, etc.)
• Inserting direct, in-house, and programmatic ads on the publisher’s website
• Ad optimization (including frequency capping, planning, and ad impression distribution)
• Targeting and selecting the most relevant ads for display
• Tracking and reporting ad performance
• Forecasting inventory to avoid overselling

Third-Party Ad Server (Advertiser Ad Serving)

Third-party ad servers are used by advertisers to manage and optimize their ad campaigns across multiple publishers and ad networks. They offer centralized storage for ad creatives, performance tracking, and budget management, ensuring effective media buying.

Responsibilities of a third-party ad server include:

• Managing media buying across various publishers and networks
• Storing ad campaign information
• Running direct and programmatic campaigns
• Tracking ad performance (impressions, clicks)
• Setting up tracking parameters
• Allocating ad budgets
• Supporting diverse ad formats

Hosted vs. Self-Hosted Ad Servers

Hosted Ad Server: A hosted ad server is maintained by an ad server company and is accessible for a subscription fee. It is ideal for those who require basic ad operations without the need for technical expertise. However, they might slow down your website due to their JavaScript-based nature.

Self-Hosted Ad Server: This type of ad server requires the publisher to handle maintenance and troubleshooting but offers greater control and customization. While they are cost-effective and customizable, self-hosted ad servers require technical knowledge and resources for hosting and maintenance.

In short, ad servers are essential tools in the digital advertising ecosystem, enabling publishers to manage, serve, and optimize ad campaigns efficiently. Whether opting for a hosted or self-hosted solution, understanding the functionalities and benefits of ad servers is crucial for maximizing ad revenue and achieving successful ad campaigns.

10 Ad Servers for Your Business

To simplify your decision-making process, here are ten ad serving platforms that can effectively spotlight your business and drive growth.

First-Party Ad Serving Platforms

First-party ad serving platforms are owned and operated by entities that control the advertising space. These platforms offer seamless integration and robust tools for ad management.

1. Google Ads Manager

Google Ads Manager is a comprehensive tool perfect for small business owners and solopreneurs. Launched in 2018, it helps you manage ad inventory and track ad performance.

Key Features:

• Ad Inventory Management: Organize and control all your ads in one place.
• Ad Performance Tracking: Monitor your ads with detailed reports.
• Buying and Selling Ads: Manage transactions within the platform.
• Granular Targeting: Reach specific devices, browsers, and locations.
• First-Price Auction: Ensure competitive pricing with the highest bid winning the ad space.

Example Use Case: Imagine you own a small online store. With Google Ad Manager, you can set up ad campaigns targeting mobile users in your city for your summer sale. Performance reports will help you see which ads work best and adjust your strategy.

2. Meta Ads Manager

Meta Ads Manager is your go-to tool for running ads on Facebook, Instagram, Messenger, or Audience Network. It’s an all-in-one platform for creating, managing, and tracking ads.

Key Features:

• Create New Ads: Easily set up new ads by selecting campaign parameters.
• Audience Targeting: Define and adjust your audience for smarter targeting.
• Budget Management: Set daily or lifetime budgets.
• Run Ads Across Platforms: Extend ads across Facebook’s family of apps.
• Dynamic Creative: Automatically deliver personalized ads.
• A/B Testing: Test different ads for optimal performance.
• Real-Time Insights: Track ad performance and spot trends.

Example Use Case: If you run a boutique, you can create an ad campaign targeting local shoppers on Instagram and Facebook. Adjust your budget and audience as needed and use dynamic creative to showcase different products.

3. TikTok Ads Manager

TikTok Ads Manager is ideal for small businesses looking to tap into the growing trend of short-form videos. It offers a minimum of 25% more engagement than its Meta-based counterparts.

Key Features:

• Create Ads: Set up in-feed video, image, or playable ads.
• Target Audience: Define and adjust your audience.
• Budget Management: Set and manage budgets with various bidding strategies.
• Dynamic Creative: Deliver personalized ads to maximize engagement.
• Real-Time Insights: Monitor ad performance and make adjustments.

Example Use Case: A dance studio can promote hip-hop classes with short videos targeting young adults interested in dance and music.

4. LinkedIn Campaign Manager

LinkedIn Campaign Manager is perfect for businesses leveraging LinkedIn’s professional network, ideal for B2B marketing.

Key Features:

• Targeted Audience: Define and adjust your audience based on demographics and job titles.
• Budget Management: Set daily or lifetime budgets.
• Performance Monitoring: Track key metrics like impressions, clicks, and conversions.

Example Use Case: If you run a consultancy, you can target decision-makers and professionals with sponsored content and dynamic ads to drive engagement and conversions.

5. Amazon DSP (Demand-Side Platform)

Amazon DSP is a robust platform that enables advertisers to programmatically buy display, video, and audio ads both on and off Amazon. This platform leverages Amazon’s extensive customer data to deliver highly targeted ads.

Key Features:

• Access to Amazon Audience: Leverage Amazon’s rich shopper data for precise targeting.
• Programmatic Buying: Automate ad purchasing to streamline campaign management.
• Diverse Ad Formats: Utilize display, video, and audio ads to reach your audience.
• Detailed Analytics: Gain insights with comprehensive reporting and analytics.
• Cross-Device Targeting: Reach users across multiple devices, enhancing engagement.

Example Use Case: If you sell home goods, you can use Amazon DSP to target customers who have shown interest in similar products, both on Amazon and across the web.

Third-Party Ad Serving Platforms

Third-party ad serving platforms operate independently, serving ads across multiple websites and networks. This is ideal for businesses with a presence on various platforms.

6. Kevel

Kevel is a suite of APIs that enables the creation of a fully customized, server-side ad server.

Key Features:

• Customization: Tailor your ad server to fit your business needs.
• Versatile Ad Formats: Run sponsored listings, native ad slots, and internal promotions.
• Trusted Brand: Used by major clients like Ticketmaster and Yelp.
• Rapid Deployment: Launch your ad server quickly.

Example Use Case: If you run an online marketplace, you can use Kevel to create a customized ad server for internal promotions and native ads.

7. AdButler

AdButler is a scalable and reliable ad server designed to help you monetize your digital properties efficiently.

Key Features:

• Fast Ad Delivery: Enhance user experience with quick ad delivery.
• Versatile Ad Formats: Support various ad formats, including display and video ads.
• Advanced Targeting: Drive relevant campaigns with precise targeting.
• Customizable Platform: Create a branded interface.
• Comprehensive Analytics: Get detailed insights with automated reports.

Example Use Case: An e-commerce store can use AdButler to deliver targeted ads quickly, boosting sales and customer engagement.

8. OpenX

OpenX is a reputable platform ideal for larger publishers serving a high volume of monthly ads.

Key Features:

• Addressability: Target audiences across all channels, including CTV.
• Transparency: Ensure fair and transparent transactions.
• Responsibility: Reduce environmental impact with Net-Zero verification.
• Cloud-Based: Operate on the Google Cloud Platform for enhanced performance.

Example Use Case: Large publishers can manage a high volume of ads and use detailed analytics to optimize ad performance.

9. Taboola

Taboola is a native advertising platform that helps businesses reach a larger audience through content recommendations. It’s designed to drive traffic to your site by placing your content on top publisher websites.

Key Features:

• Content Recommendations: Drive traffic by placing your content on premium publisher sites.
• Advanced Targeting: Utilize demographic, behavioral, and geographic targeting.
• Real-Time Bidding: Ensure competitive ad placement with real-time bidding.
• Comprehensive Analytics: Track performance with detailed reports.
• A/B Testing: Optimize your campaigns by testing different content variations.

Example Use Case: A tech startup can use Taboola to promote its latest blog posts, driving traffic from major news and tech sites to its own website.

10. Revcontent

Revcontent is another native advertising platform that focuses on delivering high-quality content recommendations. It allows advertisers to reach a wide audience by displaying their content on partner websites.

Key Features:

• Quality Traffic: Access high-quality traffic through premium publisher partnerships.
• Granular Targeting: Target audiences based on interests, demographics, and behavior.
• Customizable Widgets: Tailor ad widgets to fit the look and feel of your site.
• Advanced Analytics: Monitor campaign performance with real-time analytics.
• Flexible Bidding: Utilize flexible bidding options to manage ad spend effectively.

Example Use Case: An online education provider can use Revcontent to attract potential students by promoting educational articles and course content on related websites.

Conclusion

Selecting the right ad serving platform is crucial for effectively reaching your target audience and driving business growth. Whether you’re a small business owner or an established company, these platforms offer a range of features to enhance your online presence and boost your bottom line. Consider investing in one of these ad serving platforms to spotlight your business and achieve your marketing goals.