Best Publisher Ad Server Software

What is an Ad Server? 

Why do Publishers Need Ad Servers?

What are the Common Features of Publisher Ad Server Software?

What are the Benefits of Publisher Ad Server Software?

Ad server software has many benefits, whether for a small company with a limited budget or large conglomerates. Below are some examples: 

• Easy implementation: This software often requires little setup. Once bought, the total onboarding to publishing time is relatively short. This helps the publisher move quickly and efficiently in starting revenue flow. 
• Simple publishing tools: Publisher ad server software's goal is to generate revenue from advertisements. However, the goal is also to save time and effort to maximize profit. Therefore, the simplicity of a single dashboard to run all elements of a campaign is preferred. 
• Diverse revenue stream: Publishers are often reliant on a singular method of income. These tools allow them to incorporate different types of ads digitally (also in multiple formats) to bring a more consistent revenue stream. 

Who Uses Publisher Ad Server Software?

While multiple stakeholders can use publisher ad server software, its purpose is very specific. 

• Marketing professionals: The entire purpose of this software is to create an easy and accessible way to manage advertisements across a variety of channels, regardless of industry. This could mean anyone with the ability to learn how to use the software can, but more often than not, a marketing or social media professional would be tasked with this role. 
• Growth marketing managers: Creating and publishing ads that meet the requirements, publication on an ad exchange, plus formatting and creating the content for them can be a large job. This responsibility will often fall to a marketing manager or a growth marketing manager. They have the skill set to run said ads while maintaining them and tracking their analytics. 

Challenges with Publisher Ad Server Software

Below are the top challenges of using these tools:

• Finding the right publisher: It’s common experience to look for the right fit for any software that is well-trusted and has a good reputation. Publisher ad servers are no different, especially since they are attached to revenue goals. Be sure to check if the functionality suits the business needs and that the server is financially stable to facilitate a smooth payout. 
• ROI: Since an ad server is used to create an alternative revenue stream, the main goal is actually to make money. One should ask if the return on investment (ROI) is worth the software. It’s crucial to monitor the targeting and performance, which can affect revenue goals. 

Which Companies Should Buy Publisher Ad Server Software?

• Digital marketing agencies or services: Creating advertisements (via native or mobile) costs time and money. Some agencies and independent services provide end-to-end creation, campaign deployment, and monetization services, so they’ll need to utilize publisher ad servers to generate additional revenue for clients. Depending on the type of agency and the type of ad goals one is trying to accomplish, it could be more cost-effective to use this type of service. 
• Any business looking to increase digital ad revenue: Because of its simplicity, a publisher ad server can be utilized by many different industries and businesses. Any type of digital ad (mobile, native, digital, out-of-home, display, etc.) can be created and run from a publisher ad server. Finding software solutions to speed up that process without compromising the product can be invaluable. 

How to Buy Publisher Ad Server Software?

Start by systematically approaching the purchase of top publisher ad server software to ensure alignment with business goals and requirements. Follow these steps for gathering requirements, comparing products, and making informed decisions.

• Requirements gathering (RFI/RFP): Identify software that enables digital publishers to monetize their websites effectively through online ads. Ensure the product aligns with core business objectives.
• Create a long list: Start by understanding which products don't meet your key needs. Focus on essential features—like publishing channels and content types—and exclude options lacking these. Remember, if a product offers non-essential, unique features that don't align with primary goals, it's prudent to exclude it.
• Create a Shortlist: Select products that closely match your necessary features and business requirements. Utilize reviews and third-party evaluations to refine your choices further and ensure reliability.
• Conduct Demos: Opt for free trials, often between one week and a month, to evaluate how the software suits your needs. Use this period to assess features and prepare questions crucial to your purchasing decision. Review tiered pricing plans to ensure they align with your business size and needs during discussions with sales contacts.

How to choose the best Publisher Ad Server Software?

Selecting the best publisher ad server software involves careful consideration and collaboration with internal teams to match the software's capabilities with business needs. Follow these outlined steps to make a wise investment.

• Choose a selection team: Involve key internal stakeholders, like managers and department heads, in the purchasing decision to align strategy and ensure transparency in cost and implementation. Consider both financial implications and implementation timelines.
• Negotiation: While negotiation may not always be necessary, never compromise on essential features, add-ons, or services. Evaluate extra costs for potentially beneficial features and attempt to include them in the base package where possible.
• Final decision: Base the decision on aligning with business objectives and staying within budget. Ensure all stakeholders agree on how this software will enhance business outcomes.

Researched and written by Victoria Blackwell