All you need to know about ad server

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All you need to know about ad server and how to
choose the right one for your business?
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• An appropriate ad server is the one which is a
  core of impactful cross-channel advertising. When
  you know about the ad server, it would be quite
  easier to make the choice of one for your
  business. Have your eye on this article to know
  the ad serving process from inside

• Generally, ad server is a web server which
  hosts information about the ads and delivering
  the advertising content to different websites,
  digital platforms, and mobile apps.
• They allow managing and optimizing the
  advertising activities along with the serving and
  the hosting ads.

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• The very first ad server was released in 1995
  which had been a great innovation to the market.
• Now, there are plenty of powerful ad servers
  enable the automated, efficient and the
  cost-effective online advertising for both
  advertisers and publishers.
• Here, take a closer look at the ad server
  technology and figure out how to select a right
  ad server which best suits for your business.

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Why you need an ad server?
Publishers

• Publishers need an ad server for the following
  functions they are
• Adding and controlling the advertisements on
  the website.
• Rotate and optimizing the activities of ads.
• Track the clicks, impressions, and
  conversions.
• Monitoring the relevant metrics in real time.
• Plug in new demands.

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Ad server for publishers

• The first significant thing that a publisher
  can do is, need to connect with the ad server
  before launching any ads on the website.
• Ad server provides the publisher technology in
  order to connect to multiple advertisers at a
  single place.
• For instance, if publishers want to add five
  different demanding partners, he can set up the
  ads on the ad server and turn them into 1 code
  with rotating ads, which has to be added to the
  website layout.

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Sells impression to the right user

• The ad server is a promising guard for
  publishers revenue.
• By having the various targeting options, ad
  server includes the features like frequency
  capping and pacing, which actually maximizes the
  revenue from every impression.
• When controlling the users interaction with
  ads, publishers might get a chance to optimise
  the ad placements and can run the best performing
  ads on different spots.

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Ad server for ad networks
Ad server provides the following functionalities
to the ad network It connects the
publishers and advertisers Ads are
delivered, managed and optimized across different
devices and channels Monitor the publishers
and advertisers activities in real time.
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Ad server for advertisers
The purposes of using the ad servers for
advertisers are similar to publishers goals. The
advertisers need ad servers for the following
functional areas. They are Buying the
traffic from multiple sources With the one
single platform, all the ad campaigns can be
managed efficiently Ad campaigns can be
optimized in real time and play with the
targeting Results are monitored and
gathering the performance data from the various
publishers at one account. Ad budgets are
relocated to best-performing ad spots and
sources. The powerful ad server functionality is
to generate the more granular analytic reports.
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Ad server process
It is a key technology which allows placing the
ads on the websites. It actually depends on the
ad server functionalities, whether the ad server
user is an advertiser or publisher and other
things.
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Lets look at some of the ad serving cases and
get an overall idea of how everything works
1st case Publisher and advertiser
User visits the website or app Web
page gets load and ad tag starts to load call
the publishers ad server Ad request
Ad server analyses the data about the visitor
Publishers ad server gives the request and the
advertising ad server analyses the best matching
ads for visitors to show Response to the
ads and the website loads shows the ad to the
visitor. In this scenario, publisher and
advertiser can exchange their ads.
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2nd case Publisher and advertiser with a
Programmatic scenario

• User visits the website or app
• Web page gets load and ad tag start to
  load call the publishers ad server
• Ad request to the publishers ad server
• Then the ad server analyses the data about
  the visitor
• Publishers ad server request to the ad
  exchange
• A bid request will be to DSPs and ad
  networks from ad exchange
• After response with ads, the ad with the
  highest bid displays on the website.

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How will you choose the perfect ad server for
your business?

• Before beginning with any search of the most
  powerful ad server, first, we need to list out
  the main business goal of our advertising company
  and analyze what functionalities should the ad
  server needs to provide you in order to reach the
  goals.
• Make sure to define the ad serving features
  you need in a clear way before looking for the
  right and the best ad server for your business.
• For example, if you want to create a video -ad
  network, you should find an ad server compliant
  with video-ad activities. The ad server needs to
  run the VAST and VPAID tags, which should track a
  whole bunch of specific metrics.

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• Or we can say like if you are willing to
  experiment with the XML advertising. But you
  couldnt able to get that without an XML
  functionality allowing passing the right
  parameters from publishers to advertisers.
• In this case, you obviously have to look for
  an ad server that sustains XML advertising.
• The ad server follows the policy as when you
  get the more traffic by running the ad server
  the less you will pay for every impression.
• We usually see the cost-effective ad server,
  but in addition to that, we have to see whether
  the ad server is simple to use or not.
• The ad server functionality may be difficult to
  understand at a glance, but the hassle-free
  setting up process and intuitive interface will
  surely make the advertising more enjoyable and
  efficient.

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What are the key features your ad server should
support?

• Get a clear idea about what are the key
  features your ad server has to be supported.
  Schedule a demo call with the ad servers teams.
  During that time you may get a chance to look
  inside the ad server.
• When you request for a demo, consider the
  facts which you are going to work with that
  functionality daily and be aware of how your
  everyday work with a specific ad server should
  look like.

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• Add the powerful real-time analytics in the
  list of your must-features. Without the timely
  reports, you will not have a full control over
  the ad performance and the data-driven decisions.
• Some of the add servers offer the behavioural
  targeting and retargeting which is the biggest
  advantage for ad server users.
• Ad servers ensure the online advertising for
  both advertisers and publishers. The wise choice
  of the right ad server for your company and a
  clear perspective of the ad serving process will
  surely help you to effectively manage the ad
  activities and you will obviously achieve the
  highest business efficacy.