How Do I Select the Best Platform for Serving Ads?
Selecting a digital ad serving platform is optional. The ad serving platform that will best meet your requirements and assist you in maximizing your online advertising revenue must be chosen.
But how do you accomplish that? How do you truly choose the one that is best for you and your particular requirements as a publisher when you are confronted with dozens of choices, each claiming to be the best ad server? This is often the case with every piece of technology you will use in the advertising industry.
In this case, there are numerous factors and variables to take into account; the following article will go over some of the most significant ones. Continue reading to find out everything you need to know about selecting the appropriate ad serving platform.
What Digital Ad Serving Platforms Should Have.
There are some universal truths regarding what you require from an ad serving platform, despite the fact that the requirements and preferences of each publisher are somewhat distinct from one another. Regardless of their situation, audience size, or content type, these facts apply to nearly all publishers.
The most important features that digital ad serving platforms should have are as follows:
1. corresponds to your technical expertise.
Your technical abilities should match your ad server. Promotion servers are innately exceptionally specialized bits of the advertisement tech puzzle, however a few devices have made servers truly congenial and easy to use. Others, on the other hand, are so intricate that only the most skilled engineers and developers can effectively utilize their ad serving procedure.
You may not have any problems pursuing an open-source ad server if your team has a lot of engineers and developers. Most of the time, open-source ad servers are free, but all they are is a piece of source code that you download, upload to your own physical server, and set up.
Ad serving, on the other hand, is already built into Google’s ad tools. As they set up Google Ads to run on their properties, many publishers hardly even realize they are interacting with an ad server because they have eliminated so much of the complicated and technical work.
There are advantages and disadvantages to each server option, but the most important thing is to select one that will be simple for you or your team to use. Make that decision largely based on your technical skills.
2. INCLUDES A RANGE OF AD UNIT TYPES.
Perhaps you are only using basic display banners at the moment, but what about in three years? You may be ready to run premium ad units and earn equally premium CPMs if your growth has been as expected.
However, you will be restricted to running display banners until you switch ad servers if you select an ad server that can only run banner ads at this time. Additionally, most of the time, switching ad servers is both unnecessary and challenging.
It’s unnecessary because many of the available ad serving platforms can handle all kinds of ad units, like video ads, rewarded video, and interstitials.
3. offers targeting based on data from the first party.
The data gathered from third-party cookies is currently being deleted. The general public’s perception of third-party data is declining as it is phased out by Google. That emphasizes first-party data, which is information gathered directly from publishers’ own users.
If you want to make the most money from ads, you need to be able to target users. Additionally, you won’t always be able to rely on data from third parties. Therefore, it is essential to select an ad server that provides a first-party data-based targeted advertising strategy.
4. OFFERS DETAILED ANALYTICS AND REPORTING.
Data and analytics will become increasingly important as your audience and ad revenue grow. Although various tools in the typical ad tech stack provide some reporting and data, none can compare to the data obtained by your ad server, which is the platform upon which each ad unit you serve will operate. As a result, you will be able to identify very specific aspects of your ad performance metrics.
Therefore, select a digital ad serving platform with extensive capabilities for data collection, analytics, and reporting.
5. WORKS WITH YOUR PREVIOUS AD TECH STACK.
There is no need to rethink every aspect of your existing ad tech stack configuration in order to accommodate a new ad server when there are so many available options. There are a lot of server options that will work well with the tools and platforms you already have, and their ability to do so should at least play a small role in your final decision.