Qualities of a Top Notch Ad Server

Ad Servers
Last updated: August 7, 2020 | by Kean Graham
ad server qualities to look out for

This post was most recently updated on August 7th, 2020

Part of your monetization success in serving ads comes from your choice of tools or online weaponry. The most solid foundation of any ad serving activity lies in the ad server’s capability. Fortunately, it is in your hands to make this important choice.

A variety of factors affects the selection of the best ad server in the market for your needs. Certain qualities of an ad server make it stand out above the rest. Here are a few factors to look out for when choosing an ad server. Also, remember to see our favorite ad servers here.


The ad server of your choice should be able to deliver the inventory accurately, quickly, and without unnecessary disruptions. The heart of programmatic advertising lies in being able to meet the average website visitor’s short attention span. Success depends greatly on how reliable your ad server is. There should be no excessive downtimes or lag in loading the ads especially the rich media units.

Large storage

Aside from being able to handle multiple streams of ad inventory, a top notch ad server should have ample room for multiple processes. This storage shoulders the capacity required for useful reports and statistics. What good is there in being able to serve a lot of ad inventory automatically to your readers if you don’t have any insight into what works best for your visitors?


These days, it is not just enough to handle ad inventory and traditional waterfall setups. There is also the header bidding code snippets to consider. Your ad server of choice needs to be able to adjust to this. Apart from that, a good ad server serves various ads for different platforms. It should cater not just to your desktop users but also to your mobile website visitors.

Processing power

The processing power of the ad server clues you in on how much traffic and volume it can handle at any given time. Before making your final choice, avail yourself of trial periods where you can see how much benefit you can get from processing power.


Ideally, an ad server needs to be scalable. It should be able to handle growth and change in workload to the ad serving activity. This way, you will not need to make multiple replacements over time when you scale up your publishing business.


User experience also plays a significant part in an ad server’s success. The ease of use of functions or features ensures that you get more value for your money.

Competent customer support

You will not always get it right the first time. There will be questions or clarifications while you get used to your ad server. Excellent customer support services from your ad server will be the difference between maximized income and more frustrations.

Choosing the right ad servers are just one part of the puzzle that makes for a good ad optimization strategy. Get to know the other components that can propel your website to maximum success by signing up for our newsletter today!

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