Advertising technology, or AdTech, makes the online advertising world go around.
Targeting, delivery, analytics.
They all rely on high-performing technology, which is essential to high conversion rates.
An AdTech ad server is an important part of this puzzle. An ad server provides the software and technology to deliver and analyze advertisements.
Here, we will look at AdTech ad servers.
What is an AdTech Ad Server?
An ad server is designed to store online advertisements for the placement of ads on websites. This is the technology that stores advertisements so they can be served for impressions.
In online marketing, a server is needed to store the advertising content that will be delivered on websites and in videos. This is no different than any other web server, other than it is specific to advertising and tracking technology.
There are two types of ad servers, publisher ad servers and advertiser ad servers. These are strictly used for the delivery of advertisements. This is different from the demand side platform (DSP) and supply side platforms (SSP) used in the ad bidding process.
The ad server sits between the ad exchange and the consumer. This provides a web server to serve content.
The server and its technology process information that makes displaying relevant ads possible. An ad server processes the information from visitor behavior, and determines the most relevant advertisement to display.
Why Do You Need an Ad Server?
An ad server is necessary for many reasons. A few of the reasons are:
- Real-time bidding
An advertising server will allow you to focus on the 5 areas above. What ad server you choose, or whether to use your own, will depend on the metric that is most important.
To understand what metric is most important, let’s take a look at what ad serving is.
What is Ad Serving?
Advertising technology, or AdTech, also includes the ad serving technology.
Ad serving technology is companies and software that help the online advertising process. This places advertisements on websites and in videos. The ad severing technology takes the requested bids for placement from the DSP or SSP ad exchanges and delivers this to the website.
Ad serving ensures that the correct advertisement is displayed at the correct time, in the correct place and its performance is tracked.
AdTech Ad Server Considerations
If you are considering integrating an advertising server, there are a few considerations you will need to make.
First, what are you using the ad server for?
Is your main concern optimization or real-time bidding?
Different ad servers have different strengths, and it is important to decide on one that fits your current business model.
Here are some popular AdTech ad servers for 2016.
Facebook’s Atlas Ad Server
Facebook acquired the Atlas Ad Server, which was a bare-bones ad server upon acquisition.
Once acquired, Facebook’s mission was to provide the highest performing analytics. To accomplish this, Facebook quickly integrated Facebook ID and analytics.
Although analytics is Atlas’ strength, it has problems serving ads across different devices. This is where Atlas tends to get its criticism.
AdTech by AOL
AdTech by AOL, which was acquired by Verizon, has its strength in targeting, being an open platform and cross device delivery.
Targeting is crucial, as conversion rates improve if you can target the most qualified targets.
Also, with the platform being open, you can pick and choose what features and products you would like to use. This is not the case with all ad servers. It is the flexibility that makes AdTech by AOL advantageous.
Lastly, cross device delivery is a major advantage. With mobile taking a more prominent role with users, being able to delivery fast, high performing ads on different devices is important. This is another area AdTech by AOL excels.
The Taboola ad serving platform focuses on native advertising and predictive analytics.
Native advertising benefits conversion rates with frictionless integration and loading of advertisements. The less intrusive an advertisement, the better the potential conversion rate.
Predictive analytics use deep learning and big data to provide insight for targeted advertising. Predictive analytics take a technological innovation to make this possible. With the technology, you can use predictive targeting to reach a more qualified audience.
Hashtag Ads makes a large impact in social media advertising.
This is where you can achieve wide-reaching ads, which focus on specific trending topics. This can capitalize on trending topics, which tend to convert better than evergreen.
Whether you are deciding to use an existing AdTech ad server or your own, understanding what an ad server is and the benefits can help make a better decision.
To learn more about real-time bidding, download the AdTech Optimization Whitepaper.