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Ad Tech Platforms for Marketing: Choosing the Right Ad Server for Your Marketing Needs

Unlock the potential of Ad Tech and programmatic advertising. Explore 5 top ad servers for publishers, challenges, benefits and implementation.
Ad Tech Platforms

Table of Content

  1. Programmatic Advertising in Ad Tech 
  2. Criteria for Selection 
  3. 5 best Ad server platforms for publishers
    a. Google Ad Manager
    b. EPOM
    c. AppNexus (Now Xandr)
    d. Kevel(Adzerk)
    e. OpenX
  4. Making Your Decision
  5. Ad Tech Industry future trends


“You run ads, then ads run the world. All the kudos goes to brands, but an invisible force, unheard by the majority, keeps the lights on. It’s lucky that you know about it, but that’s just the start. Today, we’ll fully explore the godlike powers of ad tech.” EPOM


In the ever-evolving landscape of digital marketing, Ad Tech platforms have become indispensable tools for publishers, advertisers, and marketing agencies. Among these platforms, programmatic advertising has taken center stage, thanks to the integration of Demand-Side Platforms (DSP) and Supply-Side Platforms (SSP). This article will delve into the intricacies of programmatic advertising, the challenges and benefits it presents, and the crucial criteria for selecting the right ad server.

1. Programming Advertising in Ad Tech:

Programmatic advertising is the backbone of modern digital marketing, utilizing DSPs to automate the buying of ad inventory and SSPs to optimize supply-side resources. While it offers immense potential, it also brings challenges. The complexity of real-time bidding, ad fraud, and data privacy concerns pose significant hurdles. However, the benefits, such as precise targeting, efficient ad spend, and data-driven insights, far outweigh these challenges. Implementing programmatic advertising requires a robust infrastructure and a skilled team.

2. Criteria for Selection:

Selecting the right ad server is pivotal in maximizing the potential of programmatic advertising. For publishers, it’s essential to consider key factors like scalability, reliability, and ad format support. Balancing publishers’ needs with advertiser demands requires finding a solution that caters to both parties’ interests.

3. Five Best Ad Server Platforms for Publishers:

a. Google Ad Manager:

  • Key Benefits: Industry-leading technology, vast advertiser network, comprehensive monetization tools.
  • Ideal for: Publishers seeking a well-rounded, reliable solution.This publisher ad server has two variations—one for small businesses and the DFP premium.

b. EPOM:

  • Key Benefits: extensive customization, 40+ available ad formats, smart auto-optimization algorithms, and the ability to act as an SSP.
  • Ideal for: publishers and ad networks who need a highly customizable ad-serving platform. Epom is completely customizable and offers seamless setup and interaction with third-party systems.

c. AppNexus (Now Xandr):

  • Key Benefits: Advanced programmatic capabilities, strong demand partners, data-driven insights.
  • Ideal for: Publishers focused on programmatic ad operations. Unquestionably, Xandr offers one of the greatest ad servers available. You may give it a try if you’re a premium publisher that trades tens of millions of ad impressions each month. Xandr probably has a tonne of features because it was designed for major media publishers.

d. Kevel(Adzerk)

  • Key Benefits: Custom revenue logic, native ads, fast server-side ad response times, ad-blocking workarounds, and more.
  • Ideal for: Companies who want full control over their ad server. Kevel offers the ability to manage native ad spaces, internal promotions, sponsored listings, etc.

e. OpenX:

  • Key Benefits: Header bidding support, real-time analytics, customizable ad formats.
  • Ideal for: Publishers looking for flexibility and control. Additionally, it offers its publishers OpenAudience, a platform for audience management. OpenX is a solid choice for larger publishers. The fact that it is used by well-known companies like The New York Times, Hearst, and Daily Mail speaks for itself even if its costs are higher than the industry average.

4. Making the Decision:

When making the critical decision of selecting an ad server, consider factors like cost, ease of integration, and customer support. Implementing an ad server involves steps like integration, testing, and optimization. Maximize the benefits by continuously analyzing data, optimizing ad placements, and staying updated with industry trends.

5. Ad Tech Future Trends:

The future of Ad Tech promises innovations like AI-driven optimization, improved data privacy solutions, and enhanced ad personalization. Publishers, advertisers, and marketing agencies should stay vigilant to adapt and thrive in this dynamic environment.

In the realm of Ad Tech platforms, choosing the right ad server is a decision that can make or break your marketing strategy. By understanding the challenges, benefits, and key considerations, publishers, advertisers, and marketing agencies can navigate the complex landscape with confidence. Embrace the future trends, harness the power of programmatic advertising, and propel your digital marketing efforts to new heights.

Nevertheless, it might be challenging to select the ones that are most suited to your company’s demands given the abundance of possibilities. Therefore, it is crucial to figure out your ad-serving demands before looking for the best ad server. For instance, if you want to make a video advertisement, you must seek a server with CDN capabilities and built-in formats to provide video advertisements efficiently.

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