How to Choose the Right AdServer for your Site

Ad Servers
Last updated: February 22, 2024 | by Kean Graham

This post was most recently updated on February 22nd, 2024

There are a lot of AdServers out there that promise to give you everything that you need, and we definitely can’t just pick any ad server that you see when you search the web. Being wise in selecting the right one for your site can save you from a lot of hassle and unnecessary waste of your energy, effort, and resources.

So let’s start off with figuring out what are the factors that we have to consider in selecting the best ad server for your site. Here are a few lists to ponder on before signing up on that ad server you have in mind.

Choosing the right AdServer is crucial for publishers looking to maximize their ad revenue and improve site performance. Here are some strategies and tips for selecting the best ad server for your site:

  1. Understand Your Needs: Before exploring ad servers, clearly define what you need in terms of ad management. Consider factors like the size of your inventory, the types of ads you want to serve (display, video, mobile, etc.), and specific features you might need, such as targeting options, reporting capabilities, and support for different pricing models (CPM, CPC, CPA).
  2. Evaluate Technology and Integration: Look for an ad server with a robust, reliable technology platform that can integrate seamlessly with your website and other ad tech tools (like DSPs, SSPs, and ad exchanges). The ease of integration and the ability to scale are crucial for future growth.
  3. Assess Targeting Capabilities: Effective targeting is key to maximizing ad revenue. Ensure the ad server offers advanced targeting options, including demographic, geographic, contextual, and behavioral targeting. The more precise the targeting, the higher the potential for ad revenue.
  4. Analyze Reporting and Analytics: Comprehensive reporting and analytics features are essential for optimizing your ad strategy. The ad server should provide real-time data, detailed reports, and insights that allow you to track performance, identify trends, and make informed decisions.
  5. Consider Monetization and Yield Optimization: Choose an ad server that offers tools and features for yield optimization, such as dynamic allocation, which allows for competition between direct sales and programmatic demand to maximize revenue. Also, consider support for header bidding and other advanced monetization strategies.
  6. Check for Support and Reliability: Reliable customer support and a strong service level agreement (SLA) are important, especially for resolving technical issues swiftly. Look for an ad server with a reputation for uptime, speed, and customer support responsiveness.
  7. Assess Costs and Pricing Model: Understand the pricing model of the ad server. Some operate on a percentage of revenue, while others may charge a flat fee or based on the volume of ad impressions. Choose a model that aligns with your budget and business goals.
  8. Ensure Compliance and Security: With increasing concerns around data privacy and security, ensure the ad server is compliant with industry standards and regulations (such as GDPR, CCPA). Look for features that protect user data and secure your ad inventory from fraud.
  9. Community and Ecosystem: Consider the ecosystem around the ad server. A large community or network can provide additional opportunities for partnerships, integrations, and access to demand.
  10. Trial and Demos: Before making a final decision, request a trial or demo to test the platform’s usability, features, and compatibility with your needs. This hands-on experience can provide valuable insights beyond what’s available in marketing materials.

Consider the features that you will need:

Check the following matches to your needs.

  • Targeting – up to what level of targeting your ad server is capable of?
  • Reporting – Can it provide you with a report that you need for your site?
  • Productization and packaging – How easy can you create your product using this ad server?
  • Campaign Trafficking – Does your ad server has the capability of helping in trafficking your site like having a priority setting or a creative template?
  • Forecasting – Can your ad server provide accurate daily forecasting of your inventories?
  • Ease of use – How’s the overall usability of that ad server?
  • Support – Do they have 24/7 customer support?
  • System Integration -Is your ad server capable of retrieving data in an automated manner?
  • Premium Services: How well can your ad server support the following ad types: Mobile, Videos, Ad exchanges

Questions to ask before clicking the “Sign up” button:

  • Do you have enough time and the right people to handle this ad server?
  • Do you want to have the resources to handle such an ad server to take advantage of its full potential?
  • How willing and patient are you in learning the whole adserving structure and how it operates?

Popular Ad Servers to choose from

To give you a jumpstart in looking for the right ad server for you, we listed down some popular ad servers that might fit your needs. For a more detailed overview be sure to visit our Top Ad Servers For Publishers blog post.

How to Choose the Right AdServer for your Site MonitizeMore

  1. MonetizeMore: A comprehensive ad management service that offers a powerful ad server alongside its PubGuru header bidding platform. MonetizeMore is known for its ad optimization capabilities, innovative technology, and a strong focus on maximizing ad revenue for publishers. It provides a wide range of services including header bidding, AdX management, and award-winning programmatic ad solutions.
  2. Google Ad Manager: A widely used AdServer platform that integrates seamlessly with Google’s extensive ad network and programmatic demand. Google Ad Manager is a robust solution offering advanced targeting, reporting, and ad management features for publishers of all sizes.
  3. OpenX: Offers a combination of an ad server and an SSP (Supply Side Platform), providing publishers with advanced ad-serving capabilities as well as access to a broad marketplace of buyers. OpenX is designed to maximize revenue with real-time bidding (RTB) and programmatic ad sales. They promote low latency and discrepancies so the publishers can earn more. This is for medium to large publishers who want to earn more in all possible revenue streams with less hassle in integration.
  4. Smart AdServer: A unified ad serving platform that allows publishers to manage display, video, mobile, and native ads all in one place. Smart AdServer is recognized for its innovative features, such as dynamic creative optimization and integrated SSP for maximizing ad revenue.
  5. Sovrn: Provides a suite of advertising and monetization tools, including an ad server, header bidding solutions, and data analytics. Sovrn is focused on delivering value to publishers through transparency, control, and optimized ad operations.

These platforms represent a cross-section of the publishers marketplace, catering to a wide range of publisher needs from programmatic sales and direct ad management to data analytics and optimization tools. Each platform has its unique strengths and offerings, making it important for publishers to evaluate them based on their specific needs, audience, and monetization goals.

Considering all these tips before choosing an ad server can surely rock your way to monetizing your site, but be sure to review your selling strategies for the next few years.

Contact us for a free consultation, and we’ll assist you in your ad serving strategy.


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