Best Ad Servers 2017

Digital advertising has become an integral part of our lives, and ad servers play a crucial role in delivering targeted ads to online audiences. In 2017, the industry witnessed the rise of some exceptional ad servers that revolutionized the way ads are delivered and managed. These ad servers not only ensured that ads reached the right people at the right time but also provided valuable insights to advertisers, making them more effective and efficient.

One such prominent ad server in 2017 was Google Ad Manager. Formerly known as DoubleClick for Publishers (DFP), Google Ad Manager offered a comprehensive suite of tools for publishers and advertisers to manage their ad inventory. Its adoption grew rapidly, with publishers appreciating the seamless integration with other Google products and the powerful targeting options it provided. Advertisers, on the other hand, benefited from the real-time reporting and optimization capabilities of Google Ad Manager, enabling them to maximize their ROI.

Another noteworthy ad server that gained attention in 2017 was OpenX. OpenX offered a unique solution to the challenges faced by publishers and advertisers in the ever-changing digital advertising landscape. It focused on programmatic advertising, a method that uses artificial intelligence and data analysis to automate the buying and selling of ad inventory. This approach allowed advertisers to reach their target audience more effectively and helped publishers maximize their ad revenues. In fact, according to a study by Advertiser Perceptions, 77% of programmatic ad buyers preferred OpenX over other leading platforms due to its superior performance and transparency.

When it comes to mobile advertising, MoPub emerged as a leader in 2017. With the growing popularity of smartphones and mobile apps, MoPub provided an innovative solution that allowed publishers to monetize their mobile inventory. Its powerful SDK (Software Development Kit) enabled seamless integration of ads into mobile apps, ensuring a smooth user experience. Advertisers, in turn, could take advantage of MoPub’s advanced targeting capabilities and real-time bidding to reach their desired audience on mobile platforms.

In addition to these industry giants, there were several other ad servers that made significant contributions to the digital advertising landscape in 2017. <a class="wpil_keyword_link" href="https://froggyads.com/blog/pubmatic/” title=”Pubmatic: Maximizing Ad Revenue in the Digital Age” data-wpil-keyword-link=”linked” data-wpil-monitor-id=”378104″>PubMatic, for example, focused on delivering ads to connected TV devices, capitalizing on the increasing popularity of streaming services. Its unique platform allowed advertisers to target viewers based on their preferences, ensuring that ads were relevant and engaging. Moreover, PubMatic provided publishers with tools to effectively manage and monetize their connected TV inventory, tapping into this emerging advertising channel.

Overall, 2017 witnessed the emergence of several ad servers that transformed the way ads are delivered and managed. These ad servers not only provided effective solutions for publishers and advertisers but also helped advance the growth of the digital advertising industry as a whole. With continuous advancements in technology and the ever-evolving nature of online advertising, it is exciting to see what the future holds for ad servers and their role in driving successful advertising campaigns.

What are the Best Ad Servers to Consider for Your Online Advertising Needs in 2017?

When it comes to running successful online advertising campaigns, having the right ad server can make all the difference. In 2017, several ad servers have stood out from the pack, offering advertisers unparalleled capabilities and technologies to optimize their campaigns and reach their target audience effectively. In this article, we will explore the top ad servers of 2017 and discuss their features, advantages, and how they can benefit your advertising efforts.

Google Ad Manager

One of the best ad servers in 2017 was Google Ad Manager. Formerly known as DoubleClick for Publishers, Google Ad Manager is a comprehensive ad serving platform that allows publishers to manage and optimize their digital advertising inventory. It offers a wide range of features and tools that help publishers streamline their ad operations and maximize their revenue.

Google Ad Manager provides a user-friendly interface that makes it easy for publishers to set up and manage ad campaigns. It offers advanced targeting options, allowing publishers to deliver ads to specific audience segments based on demographics, interests, and browsing behaviors. This feature helps to improve the effectiveness of ad campaigns and deliver more relevant ads to users.

Another notable feature of Google Ad Manager is its real-time reporting and analytics capabilities. Publishers can access detailed reports on ad impressions, clicks, and revenue, allowing them to monitor the performance of their ad campaigns and make data-driven decisions to optimize their revenue. The platform also integrates seamlessly with Google Analytics, providing additional insights into user behavior and ad performance.

Furthermore, Google Ad Manager offers advanced ad formats, including rich media and video ads. This allows publishers to create engaging and interactive ad experiences that capture users’ attention and drive higher engagement rates. The platform also supports programmatic advertising, enabling publishers to access a larger pool of advertisers and automate the buying and selling of ad inventory.

Overall, Google Ad Manager was considered one of the best ad servers in 2017 due to its comprehensive features, user-friendly interface, and robust reporting capabilities. It helps publishers optimize their ad operations, maximize their revenue, and deliver personalized and engaging ad experiences to their users.

OpenX

Another top contender for best ad server in 2017 was OpenX. OpenX is an independent advertising technology platform that offers ad serving solutions for publishers, advertisers, and agencies. It provides a range of features and tools that help publishers monetize their digital content and advertisers reach their target audience effectively.

OpenX offers a self-serve platform that allows publishers to manage their ad inventory, set up ad campaigns, and optimize their revenue. It offers advanced targeting options, including demographic, geographic, and behavioral targeting, enabling publishers to deliver highly relevant ads to their audience. This helps to improve the performance of ad campaigns and increase user engagement.

One of the key strengths of OpenX is its real-time bidding (RTB) capabilities. RTB allows advertisers to bid on ad impressions in real time based on specific targeting criteria, ensuring that the right ad is delivered to the right user at the right time. This results in higher ad revenue for publishers and more effective advertising for advertisers.

In addition, OpenX provides a unified dashboard that enables publishers to access real-time reporting and analytics. This allows them to track the performance of their ad campaigns, gain insights into audience behavior, and optimize their revenue. The platform also offers a mobile-optimized solution, allowing publishers to monetize their mobile apps and websites effectively.

Overall, OpenX was recognized as one of the best ad servers in 2017 due to its advanced targeting capabilities, real-time bidding features, and comprehensive reporting tools. It helps publishers maximize their ad revenue, reach their target audience effectively, and optimize their advertising campaigns.

PubMatic

PubMatic is another leading ad server that gained recognition in 2017. It is a programmatic advertising platform that provides ad serving, real-time bidding, and optimization solutions for publishers and advertisers. PubMatic offers a range of features and tools that help publishers monetize their digital content and advertisers reach their desired audiences.

One of the standout features of PubMatic is its advanced yield optimization capabilities. It uses machine learning and predictive algorithms to maximize ad revenue for publishers. By analyzing historical data and real-time market trends, PubMatic optimizes the pricing of ad inventory and ensures that publishers get the best possible return on their ad space.

PubMatic also offers a comprehensive suite of targeting options, allowing publishers to deliver personalized ads to their audience. It supports various targeting parameters, including demographic, geographic, contextual, and behavioral targeting. This helps publishers increase the relevance of their ads and deliver a more engaging ad experience to users.

Additionally, PubMatic provides detailed reporting and analytics features that allow publishers to monitor the performance of their ad campaigns and gain insights into audience behavior. It offers real-time reporting, which allows publishers to make data-driven decisions and optimize their ad operations for better results.

Furthermore, PubMatic offers integration with third-party ad exchanges and demand-side platforms, enabling publishers to access a larger pool of advertisers and increase their ad revenue through programmatic advertising. This makes it easier for publishers to manage their ad inventory and fulfill ad requests from various demand sources.

In summary, PubMatic was considered one of the best ad servers in 2017 due to its advanced yield optimization capabilities, comprehensive targeting options, and robust reporting features. It helps publishers maximize their ad revenue, deliver personalized ads to their audience, and optimize their advertising strategies.

Conclusion

As of 2017, Google Ad Manager, OpenX, and PubMatic were recognized as some of the best ad servers in the industry. These platforms offer a range of features and tools that help publishers manage and optimize their digital ad inventory, reach their target audience effectively, and maximize their ad revenue.

With the rapid advancements in technology and the ever-evolving digital advertising landscape, it’s crucial for publishers to choose an ad server that meets their specific needs and provides innovative solutions to stay ahead in the competitive market.

According to a study conducted in 2017, the global digital advertising spending was projected to reach $229.25 billion by the end of the year. This emphasizes the importance of having a reliable and effective ad server to help publishers capitalize on this growing market and achieve their advertising goals.

Best Ad Servers 2017: Key Takeaways

As the online advertising industry continues to grow and evolve, having the right ad server is crucial for success. In this article, we will explore the top ad servers for 2017 and highlight their key features and benefits. Whether you are an advertiser, publisher, or ad network, these takeaways will provide valuable insights to help you make informed decisions for your online advertising campaigns.

1. Ad Server Definition and Importance

An ad server is a technology platform that enables the management, delivery, and tracking of online advertisements. It plays a crucial role in ensuring effective ad targeting, optimization, and campaign performance measurement.

2. Ad Server Features and Capabilities

• Top ad servers offer various features such as ad delivery, targeting, tracking, reporting, and optimization.
• They facilitate seamless integration with third-party systems and provide advanced targeting options like geo-targeting, dayparting, and audience segmentation.

3. Google Ad Manager (formerly DoubleClick for Publishers)

• Google Ad Manager is one of the most popular ad servers, offering robust analytics, real-time reporting, and advanced targeting capabilities.
• It allows publishers to efficiently manage their inventory and maximize revenue through different ad formats and channels.

4. AppNexus Publisher Ad Server

• AppNexus Publisher Ad Server is known for its scalability, reliability, and advanced programmatic capabilities.
• It provides publishers with an integrated platform to manage and monetize their ad inventory across multiple channels.

5. OpenX Ad Server

• OpenX Ad Server offers a user-friendly interface, powerful yield optimization, and comprehensive reporting.
• It provides publishers with the flexibility to manage their inventory and maximize revenue through various ad formats and demand sources.

6. Media.net Ad Server

• Media.net Ad Server offers contextual advertising solutions and advanced targeting options.
• It provides publishers with access to a vast network of advertisers and delivers high-quality, native ads.

7. AdRoll Ad Server

• AdRoll Ad Server focuses on retargeting campaigns and offers cross-device targeting capabilities.
• It provides advertisers with advanced segmentation options and personalized ad experiences for their target audience.

8. Facebook Audience Network

• Facebook Audience Network is a powerful ad server for mobile app publishers.
• It enables publishers to monetize their apps through targeted ads, native ad formats, and Facebook’s extensive user data.

9. Amazon Publisher Services (APS)

• Amazon Publisher Services offers robust ad serving capabilities, seamless integration with Amazon’s ad network, and detailed reporting.
• It provides publishers with access to Amazon’s vast advertiser base and enables them to optimize revenue through programmatic advertising.

10. Rubicon Project Ad Server

• Rubicon Project Ad Server offers advanced header bidding capabilities and real-time bidding integration.
• It helps publishers maximize ad revenue by allowing multiple demand sources to compete simultaneously for each impression.

11. Sovrn Ad Server

• Sovrn Ad Server provides publishers with a comprehensive suite of ad management tools, real-time reporting, and programmatic integrations.
• It offers a wide range of ad formats and optimization features to drive maximum revenue.

12. AdButler Ad Server

• AdButler Ad Server offers a flexible and customizable platform for managing and delivering online ads.
• It provides publishers with powerful targeting capabilities, performance tracking, and revenue optimization tools.

13. MoPub Ad Server

• MoPub Ad Server is a leading ad server for mobile app developers, offering monetization solutions and programmatic ad serving.
• It provides publishers with access to various demand sources and enables them to optimize revenue through real-time bidding.

14. The Importance of Choosing the Right Ad Server

• Choosing the right ad server is vital to ensure efficient ad delivery, accurate tracking, and optimized campaign performance.
• A well-integrated and feature-rich ad server can significantly impact the success of your online advertising efforts.

15. Considerations for Selecting an Ad Server

• When selecting an ad server, important factors to consider include reliability, scalability, targeting capabilities, reporting features, ease of integration, and pricing.
• Evaluating your specific advertising needs and goals will help you determine the best ad server solution for your business.

By exploring the top ad servers for 2017 and understanding their key features and benefits, you can make well-informed decisions to maximize the effectiveness of your online advertising campaigns. Remember to consider your specific needs, goals, and budget when selecting the most suitable ad server for your business.

FAQs for Best Ad Servers 2017

1. What is an ad server?

An ad server is a platform that helps deliver, manage, and track online advertising campaigns. It acts as a central hub for serving and displaying ads to target audiences.

2. How does an ad server work?

Ad servers use JavaScript or HTML tags to deliver ads to websites or mobile apps. The server receives ad requests, determines the most relevant ad to display based on user data and targeting parameters, and delivers the ad to the publisher’s site.

3. What are the benefits of using an ad server?

Ad servers offer several benefits, including improved ad targeting, better campaign management, real-time reporting and analytics, ad rotation capabilities, ad scheduling, and the ability to optimize campaigns based on performance data.

4. Can I use an ad server to serve ads on multiple platforms?

Yes, modern ad servers are designed to support multi-platform advertising, including desktop, mobile web, and in-app ads. They allow you to seamlessly deliver ads across various devices and channels.

5. How do ad servers handle ad targeting?

Ad servers use targeting options such as demographic data, geographic location, browsing behavior, contextual relevance, and retargeting to ensure that ads are displayed to the most relevant audience. They help maximize a campaign’s effectiveness by reaching the right users at the right time.

6. Are ad servers compatible with third-party ad networks?

Yes, ad servers often integrate with various third-party ad networks, allowing you to extend your reach and access a larger pool of inventory. This integration helps you manage and track all your campaigns from a single platform.

7. Can I track the performance of my ads using an ad server?

Yes, ad servers provide robust reporting and analytics features that enable you to track key metrics such as impressions, clicks, conversions, and revenue. This data helps you evaluate the performance of your ads and optimize your campaigns accordingly.

8. How can an ad server help with ad viewability?

Ad servers often include viewability measurement tools that allow you to monitor the percentage of ad impressions that are actually viewed by users. This data helps optimize placements and improve ad viewability, ensuring that your ads have a higher chance of being seen by your target audience.

9. Can I control the frequency of ad impressions using an ad server?

Yes, ad servers provide frequency capping options that allow you to control the number of times a user sees your ads within a specific time period. This helps prevent ad fatigue and ensures that your ads are not overly repetitive for the user.

10. Can an ad server help with ad fraud prevention?

Ad servers often include anti-fraud measures such as ad verification services, which help detect and prevent fraudulent or non-human traffic. These tools ensure that your ads are seen by real users, maximizing the effectiveness of your campaigns.

11. Is it possible to run A/B tests using an ad server?

Yes, many ad servers offer A/B testing capabilities, allowing you to test different ad creatives, placements, targeting options, or landing pages to identify the best-performing variations. A/B testing helps optimize your campaigns and improve overall ad performance.

12. Can I use an ad server to manage direct ad sales?

Yes, ad servers offer features for managing direct ad sales, enabling you to handle direct ad placements, negotiate pricing, and deliver ads to specific advertisers or publishers. This streamlines the process of managing direct relationships and increases your control over ad inventory.

13. Are ad servers suitable for small businesses?

Yes, ad servers can be beneficial for small businesses as well. They provide essential tools for managing and optimizing advertising campaigns, ensuring that your budget is used effectively and that you reach the right audience with your ads.

14. How much does an ad server typically cost?

The cost of an ad server can vary depending on the features, capabilities, and company providing the service. Some ad servers charge based on a percentage of ad spend, while others offer tiered pricing based on the number of impressions or features included.

15. How can I choose the best ad server for my advertising needs?

When selecting an ad server, consider factors such as the platform’s features, ease of use, integration options, reporting capabilities, customer support, and cost. Evaluate your specific advertising goals and requirements to find the ad server that best fits your needs.

Conclusion

Overall, the ad server landscape in 2017 has been highly competitive, with numerous top players vying for market dominance. Throughout this article, we have explored the best ad servers of the year and the key features that set them apart. Understanding the importance of ad serving in online advertising, it is clear that choosing the right ad server is crucial for the success of any advertising campaign.

One of the standout ad servers of 2017 is Google Ad Manager. With its extensive reach and wide range of targeting options, it offers advertisers the opportunity to reach their desired audience with precision. The integration of Google AdSense and DoubleClick for Publishers has further enhanced its capabilities, allowing for seamless campaign management and optimization. Another notable ad server is Amazon Publisher Services (APS), which has experienced significant growth in recent years. With its vast audience and robust reporting system, APS provides advertisers with valuable insights to optimize their campaigns. Its server-side header bidding solution, Transparent Ad Marketplace (TAM), has also gained traction for its ability to increase ad inventory yield and drive higher CPMs. Heading into 2018, Google Ad Manager and Amazon Publisher Services are likely to remain dominant forces in the ad server market.

Additionally, the emergence of header bidding as a key industry trend cannot be ignored. Header bidding has revolutionized the way inventory is sold and purchased, allowing for fair competition and maximum revenue for publishers. It has also presented new opportunities for advertisers to access premium inventory and reach high-quality audiences. With the rise of server-side header bidding solutions like TAM, the industry is moving towards a more streamlined and efficient ad serving process. Furthermore, programmatic advertising continues to shape the ad server landscape. The automation and data-driven nature of programmatic advertising has shown immense potential in optimizing campaigns and maximizing ROI. However, challenges such as ad fraud and brand safety cannot be ignored and must be tackled head-on to maintain the trust and confidence of advertisers. In conclusion, the best ad servers of 2017 have demonstrated their ability to provide advanced targeting capabilities, robust reporting systems, and seamless campaign management. As the industry continues to evolve, it is crucial for advertisers and publishers to stay informed about the latest ad server trends and innovations to stay ahead of the competition. With the right ad server and a well-planned advertising strategy, success in online advertising is within reach.