# Best Publisher Ad Server Software

  *By [Yukta Rustagi](https://research.g2.com/insights/author/yukta-rustagi)*

   Publisher ad servers, commonly referred to as ad servers, help website publishers earn money from their websites through online advertising. It allows publishers to generate revenue from their content by selling ads on their site while keeping that content free for their audiences.

Publishers use ad servers to manage ad operations such as creating ad units, setting inventory price minimums, trafficking ads, and tracking conversions and advertisers’ budgets.

Ad servers are complemented by advertiser campaign management software that marketers use to buy the ad inventory made available by publishers. Publisher ad servers make inventory available to sell through [ad networks software](https://www.g2.com/categories/ad-networks), which packages ad units from multiple publishers together to sell to advertisers.

 

Publisher ad servers commonly function as [supply side platforms (SSP)](https://www.g2.com/categories/supply-side-platform-ssp) as well, and many products in the ad server category are also in the SSP category. Ad servers may also provide functionalities otherwise found in [mobile app monetization software](https://www.g2.com/categories/app-monetization-platforms).

To qualify for inclusion in the Publisher Ad Server category, a product must:

- Be able to create and manage ad units on websites
- Integrate with third-party ad networks and exchanges, and offer access to its own proprietary ad inventory offerings
- Automate processes for trafficking and managing ads
- Track ad conversion and audience demographic information





## Category Overview

**Total Products under this Category:** 130


## Trust & Credibility Stats

**Why You Can Trust G2's Software Rankings:**

- 30 Analysts and Data Experts
- 1,700+ Authentic Reviews
- 130+ Products
- Unbiased Rankings

G2's software rankings are built on verified user reviews, rigorous moderation, and a consistent research methodology maintained by a team of analysts and data experts. Each product is measured using the same transparent criteria, with no paid placement or vendor influence. While reviews reflect real user experiences, which can be subjective, they offer valuable insight into how software performs in the hands of professionals. Together, these inputs power the G2 Score, a standardized way to compare tools within every category.


## Best Publisher Ad Server Software At A Glance

- **Leader:** [AdSense](https://www.g2.com/products/adsense/reviews)
- **Highest Performer:** [EX.CO](https://www.g2.com/products/ex-co/reviews)
- **Easiest to Use:** [Broadstreet](https://www.g2.com/products/broadstreet/reviews)
- **Top Trending:** [AdSense](https://www.g2.com/products/adsense/reviews)
- **Best Free Software:** [AdButler](https://www.g2.com/products/adbutler/reviews)


---

**Sponsored**

### Opti Digital

Opti Digital is an advertising technology (AdTech) designed to help media publishers optimize their advertising revenue through innovative and effective strategies. Established in 2018, Opti Digital focuses on providing advanced technologies that enhance the monetization capabilities of publishers and advertisers alike. With a commitment to innovation and efficiency, the company employs cutting-edge solutions such as dynamic flooring, original ad formats, ad optimization features, real-time granular insights and an ad management wrapper to meet the evolving needs of the digital advertising landscape. The target audience for Opti Digital includes global media publishers and channel partners seeking to maximize their advertising revenue while navigating the complexities of the digital marketplace. By leveraging artificial intelligence and data-driven strategies, Opti Digital empowers its clients to unlock new monetization opportunities and remain competitive in a rapidly changing environment. The platform is particularly beneficial for publishers who are looking to enhance their ad performance and optimize their ad inventory management. Key features of Opti Digital include dynamic price flooring, which allows publishers to set flexible pricing strategies for their ad inventory, and innovative ad formats, based on social display ads that engage users while maximizing revenue potential. The ad management wrapper simplifies the integration of various ad technologies, enabling publishers to streamline their operations and improve overall efficiency. Additionally, Opti Digital is committed to providing cookieless solutions, which are increasingly important in today's privacy-conscious digital landscape. This focus not only helps clients stay compliant with regulations but also positions them to adapt to future changes in the advertising ecosystem. Opti Digital's partnerships with notable publishers and organizations, such as Euronews, 1XL, Sporskeeda, Valnet, Verticalscope, Snack Media, Gizmodo, and the IAB’s Transparency and Consent Framework, further enhance its credibility and reach within the industry. As a recognized Google Certified Publishing Partner (GCPP) and a technology partner of Prebid, Opti Digital demonstrates its commitment to transparency and best practices in digital advertising. By prioritizing sustainability and reducing the carbon footprint of ads, Opti Digital also aligns with the growing demand for environmentally responsible advertising solutions. This multifaceted approach ensures that publishers can not only optimize their revenue but also contribute positively to the industry and the environment.



[Visit website](https://www.g2.com/external_clickthroughs/record?secure%5Bad_program%5D=ppc&secure%5Bad_slot%5D=category_product_list&secure%5Bcategory_id%5D=616&secure%5Bdisplayable_resource_id%5D=616&secure%5Bdisplayable_resource_type%5D=Category&secure%5Bmedium%5D=sponsored&secure%5Bplacement_reason%5D=page_category&secure%5Bplacement_resource_ids%5D%5B%5D=616&secure%5Bprioritized%5D=false&secure%5Bproduct_id%5D=1405571&secure%5Bresource_id%5D=616&secure%5Bresource_type%5D=Category&secure%5Bsource_type%5D=category_page&secure%5Bsource_url%5D=https%3A%2F%2Fwww.g2.com%2Fcategories%2Fpublisher-ad-server%2Fmid-market&secure%5Btoken%5D=52694ba61eeaa999c81630c1b0bee8d937766cd8e8859aec307b1cca4748bb80&secure%5Burl%5D=https%3A%2F%2Foptidigital.com%2Frequest-demo&secure%5Burl_type%5D=book_demo&secure%5Bvisitor_segment%5D=180)

---

## Top-Rated Products (Ranked by G2 Score)
### 1. [AdSense](https://www.g2.com/products/adsense/reviews)
  Google AdSense is a program that enables website owners and content creators to monetize their online content by displaying targeted advertisements. By integrating AdSense, publishers can earn revenue as Google matches ads to their site based on content and visitors. Key Features and Functionality: - Automated Ad Placement: AdSense uses Google AI to optimize ad placements, ensuring ads are displayed in locations that maximize visibility and engagement. - Customizable Ad Formats: Publishers can choose from various ad formats, including text, display, and native ads, to match their site's design and user experience. - Performance Reports: AdSense provides detailed reports on ad performance, allowing users to track earnings, impressions, and clicks to make informed decisions. - Ad Control: Users have the ability to block ads they find unsuitable and customize the types of ads that appear on their site. Primary Value and Solutions: AdSense offers a straightforward way for publishers to generate income from their online content without the need for direct advertiser relationships. It connects publishers with a vast network of advertisers, ensuring relevant ads are displayed to their audience. This not only enhances the user experience by showing pertinent ads but also allows publishers to focus on creating quality content while AdSense handles the ad management and optimization.


  **Average Rating:** 4.2/5.0
  **Total Reviews:** 244

**User Satisfaction Scores:**

- **Ease of Admin:** 8.4/10 (Category avg: 8.6/10)
- **Has the product been a good partner in doing business?:** 8.8/10 (Category avg: 8.7/10)
- **Ease of Use:** 8.4/10 (Category avg: 8.7/10)
- **Ease of Setup:** 8.2/10 (Category avg: 8.6/10)


**Seller Details:**

- **Seller:** [Google](https://www.g2.com/sellers/google)
- **Year Founded:** 1998
- **HQ Location:** Mountain View, CA
- **Twitter:** @google (31,910,461 Twitter followers)
- **LinkedIn® Page:** https://www.linkedin.com/company/1441/ (336,169 employees on LinkedIn®)
- **Ownership:** NASDAQ:GOOG

**Reviewer Demographics:**
  - **Who Uses This:** Manager, Owner
  - **Top Industries:** Marketing and Advertising, Information Technology and Services
  - **Company Size:** 80% Small-Business, 14% Mid-Market


### 2. [Google Ad Manager](https://www.g2.com/products/google-ad-manager/reviews)
  DoubleClick for Publishers is a complete ad revenue engine that helps publishers capture the full value of every impression across demand sources and channels. Seamless integration with DoubleClick Ad Exchange provides instant connection to millions of quality advertisers, while the natively integrated sales management platform streamlines operations for maximized sales at minimized costs.


  **Average Rating:** 4.2/5.0
  **Total Reviews:** 233

**User Satisfaction Scores:**

- **Ease of Admin:** 7.9/10 (Category avg: 8.6/10)
- **Has the product been a good partner in doing business?:** 7.9/10 (Category avg: 8.7/10)
- **Ease of Use:** 7.8/10 (Category avg: 8.7/10)
- **Ease of Setup:** 7.6/10 (Category avg: 8.6/10)


**Seller Details:**

- **Seller:** [Google](https://www.g2.com/sellers/google)
- **Year Founded:** 1998
- **HQ Location:** Mountain View, CA
- **Twitter:** @google (31,910,461 Twitter followers)
- **LinkedIn® Page:** https://www.linkedin.com/company/1441/ (336,169 employees on LinkedIn®)
- **Ownership:** NASDAQ:GOOG

**Reviewer Demographics:**
  - **Top Industries:** Marketing and Advertising, Publishing
  - **Company Size:** 42% Mid-Market, 37% Small-Business


### 3. [EX.CO](https://www.g2.com/products/ex-co/reviews)
  EX.CO is the smarter video technology company harnessing the power of machine learning to maximize revenue across every screen—web, mobile apps, CTV, and DOOH. As a trusted partner to leading media organizations worldwide—including Advance Local, Hearst Newspapers, Motorsport Network, The Arena Group, and Ziff Davis—EX.CO sets the standard for video monetization with its online video platform and AI-driven yield engine, built for growth, control, and transparency. Since 2012, EX.CO has been shaping the future of video. Headquartered in New York City with a global team, the company is proudly backed by The Walt Disney Company, Saban Ventures, Viola Group, 83North, and others.


  **Average Rating:** 4.3/5.0
  **Total Reviews:** 23

**User Satisfaction Scores:**

- **Ease of Admin:** 8.5/10 (Category avg: 8.6/10)
- **Has the product been a good partner in doing business?:** 9.3/10 (Category avg: 8.7/10)
- **Ease of Use:** 8.4/10 (Category avg: 8.7/10)
- **Ease of Setup:** 8.1/10 (Category avg: 8.6/10)


**Seller Details:**

- **Seller:** [EX.CO](https://www.g2.com/sellers/ex-co)
- **Year Founded:** 2012
- **HQ Location:** New York, US
- **Twitter:** @EXCOPlatform (196 Twitter followers)
- **LinkedIn® Page:** https://www.linkedin.com/company/excoplatform/ (191 employees on LinkedIn®)

**Reviewer Demographics:**
  - **Company Size:** 40% Mid-Market, 36% Small-Business


#### Pros & Cons

**Pros:**

- Customer Support (9 reviews)
- Customer Satisfaction (7 reviews)
- Business Growth (6 reviews)
- Platform Capabilities (5 reviews)
- Ease of Use (4 reviews)

**Cons:**

- Dashboard Issues (2 reviews)
- Analytics Limitations (1 reviews)
- Cost Limitations (1 reviews)
- Learning Curve (1 reviews)
- Limited Geographic Data (1 reviews)

### 4. [Opti Digital](https://www.g2.com/products/opti-digital/reviews)
  Opti Digital is an advertising technology (AdTech) designed to help media publishers optimize their advertising revenue through innovative and effective strategies. Established in 2018, Opti Digital focuses on providing advanced technologies that enhance the monetization capabilities of publishers and advertisers alike. With a commitment to innovation and efficiency, the company employs cutting-edge solutions such as dynamic flooring, original ad formats, ad optimization features, real-time granular insights and an ad management wrapper to meet the evolving needs of the digital advertising landscape. The target audience for Opti Digital includes global media publishers and channel partners seeking to maximize their advertising revenue while navigating the complexities of the digital marketplace. By leveraging artificial intelligence and data-driven strategies, Opti Digital empowers its clients to unlock new monetization opportunities and remain competitive in a rapidly changing environment. The platform is particularly beneficial for publishers who are looking to enhance their ad performance and optimize their ad inventory management. Key features of Opti Digital include dynamic price flooring, which allows publishers to set flexible pricing strategies for their ad inventory, and innovative ad formats, based on social display ads that engage users while maximizing revenue potential. The ad management wrapper simplifies the integration of various ad technologies, enabling publishers to streamline their operations and improve overall efficiency. Additionally, Opti Digital is committed to providing cookieless solutions, which are increasingly important in today's privacy-conscious digital landscape. This focus not only helps clients stay compliant with regulations but also positions them to adapt to future changes in the advertising ecosystem. Opti Digital's partnerships with notable publishers and organizations, such as Euronews, 1XL, Sporskeeda, Valnet, Verticalscope, Snack Media, Gizmodo, and the IAB’s Transparency and Consent Framework, further enhance its credibility and reach within the industry. As a recognized Google Certified Publishing Partner (GCPP) and a technology partner of Prebid, Opti Digital demonstrates its commitment to transparency and best practices in digital advertising. By prioritizing sustainability and reducing the carbon footprint of ads, Opti Digital also aligns with the growing demand for environmentally responsible advertising solutions. This multifaceted approach ensures that publishers can not only optimize their revenue but also contribute positively to the industry and the environment.


  **Average Rating:** 4.6/5.0
  **Total Reviews:** 22

**User Satisfaction Scores:**

- **Ease of Admin:** 9.0/10 (Category avg: 8.6/10)
- **Has the product been a good partner in doing business?:** 8.5/10 (Category avg: 8.7/10)
- **Ease of Use:** 9.0/10 (Category avg: 8.7/10)
- **Ease of Setup:** 9.1/10 (Category avg: 8.6/10)


**Seller Details:**

- **Seller:** [Opti Digital](https://www.g2.com/sellers/opti-digital)
- **Company Website:** https://www.optidigital.com
- **Year Founded:** 2018
- **HQ Location:** Céret, FR
- **LinkedIn® Page:** https://www.linkedin.com/company/optidigitalsas (42 employees on LinkedIn®)

**Reviewer Demographics:**
  - **Top Industries:** Marketing and Advertising
  - **Company Size:** 61% Small-Business, 39% Mid-Market


### 5. [AdButler](https://www.g2.com/products/adbutler/reviews)
  AdButler is a comprehensive AdTech platform with a host of solutions for enterprise and SMB clients. We are a one-stop-shop for publishers, networks and marketers to realize their digital advertising potential. Some of AdButlers solutions include: Display Ad Server Manage your digital display advertising with robust campaign management, publisher management, targeting, scheduling and analytics. Self Serve Market Place Create your own self-serve market place and allow advertisers to buy advertising directly on your website with their credit card. Open your inventory to micro-budget small and medium businesses while also serving your direct and programmatic bookings. Programmatic Ad Server Conduct programmatic auctions with client-side header bidding, server-side openRTB, S2S and dedicated connectors. Native Ad Server Create and serve Native ads the use of paid ads that match the look and feel or your website, app or other media. Fully customizable templates. Video Ad Server Schedule and serve all VAST compatible video ads to any client. Full analytics support. Email Ad Server Complement your existing web program with self-serve and direct-sold ads in email campaigns and newsletters. AdButler’s email ad server works with the popular email providers like mail chimp, SendGrid and more. Mobile Ad Server Serve ads to mobile web and in your mobile app using AdButler’s mobile SDK. Digital Out of Home Ad Server Serve to digital out of home screens anywhere, billboards, smart mirrors, taxi-cabs, elevators, where ever. API Ad Server Build your own Ad Server with AdButler’s APIs in weeks instead of months of years. APIs also let you Monetize ad-block users with server-side ad calls. Demand-side platform Manage your programmatic and direct buying through one simple interface. Global CDN With over 30 points of presence worldwide AdButler serves your creative assets with blazing speed. AdButler is the fastest Ad Server in the world. Custom Solutions, AdButler’s experienced Ad Tech engineers can help you build a custom solution based on the AdButler Platform. Customized workflows, business logic, and interfaces. Fully White Labeled Take control with a fully white-labeled experience. All of our solutions can be white-labeled giving your Advertisers and Publishers a bespoke customized portal.


  **Average Rating:** 4.5/5.0
  **Total Reviews:** 61

**User Satisfaction Scores:**

- **Ease of Admin:** 8.8/10 (Category avg: 8.6/10)
- **Has the product been a good partner in doing business?:** 9.1/10 (Category avg: 8.7/10)
- **Ease of Use:** 9.0/10 (Category avg: 8.7/10)
- **Ease of Setup:** 8.6/10 (Category avg: 8.6/10)


**Seller Details:**

- **Seller:** [SparkLIT](https://www.g2.com/sellers/sparklit)
- **Year Founded:** 1998
- **HQ Location:** Victoria, Canada
- **Twitter:** @sparklit_apps (9 Twitter followers)
- **LinkedIn® Page:** https://www.linkedin.com/company/8654259/ (6 employees on LinkedIn®)

**Reviewer Demographics:**
  - **Top Industries:** Marketing and Advertising, Publishing
  - **Company Size:** 87% Small-Business, 13% Mid-Market


#### Pros & Cons

**Pros:**

- Ease of Use (8 reviews)
- Advertising (4 reviews)
- Customer Support (3 reviews)
- Easy Integrations (3 reviews)
- Easy Setup (2 reviews)

**Cons:**

- Budget Management (1 reviews)
- Complex Setup (1 reviews)
- Navigation Issues (1 reviews)
- Poor Customer Support (1 reviews)
- Training Difficulty (1 reviews)

### 6. [Sizmek Ad Server](https://www.g2.com/products/sizmek-ad-server/reviews)
  Sizmek Ad Suite gives you everything you need to create, distribute, and optimize your messaging, including ad serving, creative authoring, and industry-leading dynamic creative optimization. Harness the power of a worldwide platform, delivering more than 1.5 trillion impressions a year.


  **Average Rating:** 4.2/5.0
  **Total Reviews:** 11

**User Satisfaction Scores:**

- **Ease of Admin:** 9.2/10 (Category avg: 8.6/10)
- **Has the product been a good partner in doing business?:** 10.0/10 (Category avg: 8.7/10)
- **Ease of Use:** 9.3/10 (Category avg: 8.7/10)
- **Ease of Setup:** 10.0/10 (Category avg: 8.6/10)


**Seller Details:**

- **Seller:** [Amazon](https://www.g2.com/sellers/amazon)
- **Year Founded:** 1994
- **HQ Location:** Seattle, WA
- **Twitter:** @amazon (5,923,070 Twitter followers)
- **LinkedIn® Page:** https://www.linkedin.com/company/1586/ (754,926 employees on LinkedIn®)
- **Ownership:** AMZN

**Reviewer Demographics:**
  - **Top Industries:** Marketing and Advertising
  - **Company Size:** 45% Small-Business, 36% Mid-Market


### 7. [Adpushup](https://www.g2.com/products/adpushup/reviews)
  AdPushup is a revenue optimization platform that helps web publishers sustainably grow their advertising revenue by using a combination of cutting-edge technology, premium demand partnerships, and proven ad ops expertise. AdPushup is a Google Certified Publishing Partner and an IAB Member.


  **Average Rating:** 4.4/5.0
  **Total Reviews:** 24

**User Satisfaction Scores:**

- **Ease of Admin:** 7.5/10 (Category avg: 8.6/10)
- **Has the product been a good partner in doing business?:** 7.5/10 (Category avg: 8.7/10)
- **Ease of Use:** 8.5/10 (Category avg: 8.7/10)
- **Ease of Setup:** 7.6/10 (Category avg: 8.6/10)


**Seller Details:**

- **Seller:** [AdPushup](https://www.g2.com/sellers/adpushup)
- **Year Founded:** 2014
- **HQ Location:** Wilmington, Delaware
- **Twitter:** @adpushup (1,613 Twitter followers)
- **LinkedIn® Page:** https://www.linkedin.com/company/adpushup/ (185 employees on LinkedIn®)

**Reviewer Demographics:**
  - **Company Size:** 96% Small-Business, 4% Mid-Market


### 8. [Playwire](https://www.g2.com/products/playwire/reviews)
  Playwire is dedicated to helping publishers and app developers accelerate their business by amplifying ad revenue and operating more efficiently. The company’s portfolio includes management of over 700 publisher properties, serving 70 billion impressions, and streaming more than 1.5 billion minutes of video each month. With ad monetization operations in more than a dozen countries, Playwire’s exclusive ad network publisher and partner relationships help brands to connect and engage with their desired audiences safely and authentically.


  **Average Rating:** 4.5/5.0
  **Total Reviews:** 12

**User Satisfaction Scores:**

- **Ease of Admin:** 9.4/10 (Category avg: 8.6/10)
- **Has the product been a good partner in doing business?:** 9.4/10 (Category avg: 8.7/10)
- **Ease of Use:** 8.5/10 (Category avg: 8.7/10)
- **Ease of Setup:** 9.4/10 (Category avg: 8.6/10)


**Seller Details:**

- **Seller:** [Playwire](https://www.g2.com/sellers/playwire)
- **Year Founded:** 2007
- **HQ Location:** Boca Raton, FL
- **Twitter:** @playwire (1,563 Twitter followers)
- **LinkedIn® Page:** https://www.linkedin.com/company/playwire (129 employees on LinkedIn®)

**Reviewer Demographics:**
  - **Top Industries:** Computer Games
  - **Company Size:** 83% Small-Business, 8% Enterprise


### 9. [Broadstreet](https://www.g2.com/products/broadstreet/reviews)
  Broadstreet is an Ad Manager that caters specifically to the needs of direct, digital ad sales. It's a platform best suited to city and regional magazines, local news websites, trade journals, and radio broadcaster. Broadstreet is a long-term sponsor of CRMA, LION Publishers, and similar publisher associations.


  **Average Rating:** 4.8/5.0
  **Total Reviews:** 52

**User Satisfaction Scores:**

- **Ease of Admin:** 9.6/10 (Category avg: 8.6/10)
- **Has the product been a good partner in doing business?:** 9.9/10 (Category avg: 8.7/10)
- **Ease of Use:** 9.4/10 (Category avg: 8.7/10)
- **Ease of Setup:** 9.5/10 (Category avg: 8.6/10)


**Seller Details:**

- **Seller:** [Broadstreet Ads](https://www.g2.com/sellers/broadstreet-ads)
- **Year Founded:** 2012
- **HQ Location:** Red Bank, NJ
- **Twitter:** @Broadstreetads (591 Twitter followers)
- **LinkedIn® Page:** https://www.linkedin.com/company/2779023/ (22 employees on LinkedIn®)

**Reviewer Demographics:**
  - **Who Uses This:** Owner, Publisher
  - **Top Industries:** Publishing, Online Media
  - **Company Size:** 98% Small-Business, 2% Mid-Market


### 10. [MonetizeMore](https://www.g2.com/products/monetizemore/reviews)
  MonetizeMore is a Google Certified Publishing Partner that has built an award-winning ad tech platform (PubGuru) to empower web publishers and app developers. 1000+ digital publishers trust us to manage their ad revenue optimization across 40 countries.


  **Average Rating:** 4.9/5.0
  **Total Reviews:** 27

**User Satisfaction Scores:**

- **Ease of Admin:** 9.2/10 (Category avg: 8.6/10)
- **Has the product been a good partner in doing business?:** 10.0/10 (Category avg: 8.7/10)
- **Ease of Use:** 9.4/10 (Category avg: 8.7/10)
- **Ease of Setup:** 9.0/10 (Category avg: 8.6/10)


**Seller Details:**

- **Seller:** [MonetizeMore](https://www.g2.com/sellers/monetizemore-08bef1ec-111c-4485-91be-aaafb8e28417)
- **Year Founded:** 2010
- **HQ Location:** White Rock, CA
- **Twitter:** @monetizemore (3,973 Twitter followers)
- **LinkedIn® Page:** http://www.linkedin.com/company/monetizemore (78 employees on LinkedIn®)

**Reviewer Demographics:**
  - **Company Size:** 67% Small-Business, 26% Mid-Market


### 11. [SAS Customer Intelligence 360](https://www.g2.com/products/sas-customer-intelligence-360-sas/reviews)
  SAS Customer Intelligence 360 is a sophisticated Customer Engagement Platform designed to assist marketers in transforming insights into actionable strategies that foster seamless and personalized customer experiences. This platform serves as a comprehensive solution for businesses seeking to enhance their marketing efforts by moving beyond outdated MarTech systems. By enabling tailored interactions that respond to real-time customer needs, SAS Customer Intelligence 360 empowers organizations to engage effectively with their audience. Targeted primarily at marketing professionals and organizations looking to optimize their customer engagement strategies, SAS Customer Intelligence 360 is particularly beneficial for those who require a robust tool for audience segmentation, campaign design, and personalization. The platform is designed to cater to a variety of use cases, including the need for detailed customer profiling and the integration of both online and offline interactions. By consolidating these interactions, marketers gain a 360-degree view of customer behavior, allowing for more informed decision-making and enhanced customer engagement. One of the key features of SAS Customer Intelligence 360 is its user-friendly interface, which simplifies complex tasks such as audience segmentation and campaign management. This accessibility enables marketers to act swiftly and effectively without needing extensive technical expertise. The platform’s ability to dynamically connect known and unknown digital activities further enriches customer profiles, providing marketers with deeper insights into customer preferences and behaviors. Additionally, SAS Customer Intelligence 360 stands out due to its seamless integration capabilities. It can connect with data residing in various environments, whether in the cloud, on-premises, or within other MarTech tools. This flexibility eliminates the need for costly migrations and allows organizations to leverage their existing data infrastructure. The platform captures detailed customer behaviors, including purchase intent and significant life events, facilitating personalized and targeted communications across multiple channels. Advanced decision-making methodologies, ranging from traditional business rules to sophisticated AI models, ensure that every customer interaction is relevant and impactful. This capability not only enhances the effectiveness of marketing campaigns but also fosters stronger relationships between brands and their customers. By utilizing SAS Customer Intelligence 360, organizations can elevate their marketing efforts, delivering meaningful and personalized experiences that resonate with their audience.


  **Average Rating:** 4.3/5.0
  **Total Reviews:** 134

**User Satisfaction Scores:**

- **Ease of Admin:** 7.6/10 (Category avg: 8.6/10)
- **Has the product been a good partner in doing business?:** 8.2/10 (Category avg: 8.7/10)
- **Ease of Use:** 8.5/10 (Category avg: 8.7/10)
- **Ease of Setup:** 7.8/10 (Category avg: 8.6/10)


**Seller Details:**

- **Seller:** [SAS Institute Inc.](https://www.g2.com/sellers/sas-institute-inc-df6dde22-a5e5-4913-8b21-4fa0c6c5c7c2)
- **Company Website:** https://www.sas.com/
- **Year Founded:** 1976
- **HQ Location:** Cary, NC
- **Twitter:** @SASsoftware (61,004 Twitter followers)
- **LinkedIn® Page:** https://www.linkedin.com/company/1491/ (18,238 employees on LinkedIn®)

**Reviewer Demographics:**
  - **Top Industries:** Marketing and Advertising, Banking
  - **Company Size:** 47% Mid-Market, 33% Enterprise


#### Pros & Cons

**Pros:**

- Ease of Use (16 reviews)
- Insights (16 reviews)
- Analytics (12 reviews)
- Features (11 reviews)
- Capabilities (9 reviews)

**Cons:**

- Learning Curve (15 reviews)
- Expensive (11 reviews)
- Integration Issues (11 reviews)
- Difficult Setup (7 reviews)
- Complexity (6 reviews)

### 12. [Perion One](https://www.g2.com/products/perion-one/reviews)
  Perion One: Smarter Advertising Starts Here Today’s fragmented media landscape needs more than execution — it demands orchestration. Perion One unifies insights, AI, and creative to fuel real-time, multi-channel advertising that adapts by the moment and delivers measurable results at scale.


  **Average Rating:** 4.0/5.0
  **Total Reviews:** 90

**User Satisfaction Scores:**

- **Ease of Admin:** 7.5/10 (Category avg: 8.6/10)
- **Has the product been a good partner in doing business?:** 8.0/10 (Category avg: 8.7/10)
- **Ease of Use:** 7.8/10 (Category avg: 8.7/10)
- **Ease of Setup:** 7.3/10 (Category avg: 8.6/10)


**Seller Details:**

- **Seller:** [Perion](https://www.g2.com/sellers/perion-9db4cf16-f6dd-405c-87d2-af0e6d19018b)
- **Company Website:** https://www.perion.com/
- **Year Founded:** 2001
- **HQ Location:** New York
- **LinkedIn® Page:** https://www.linkedin.com/company/perion/ (644 employees on LinkedIn®)
- **Ownership:** NASDAQ: PERI

**Reviewer Demographics:**
  - **Company Size:** 49% Mid-Market, 45% Small-Business


#### Pros & Cons

**Pros:**

- Ease of Use (2 reviews)
- Automation (1 reviews)
- Centralized Management (1 reviews)
- Customer Support (1 reviews)
- Customization (1 reviews)

**Cons:**

- Data Inaccuracy (1 reviews)
- Data Management (1 reviews)
- Expensive (1 reviews)
- Inaccuracy (1 reviews)

### 13. [Kevel](https://www.g2.com/products/kevel/reviews)
  Kevel offers the infrastructure APIs needed to quickly build custom ad platforms for sponsored listings, internal promotions, native ads, and more - allowing brands to drive new revenue in a user-first way. Kevel is committed to the vision that every online retailer and publisher should be able to add privacy-focused ad revenue streams and take back the Internet from Google, Amazon, Facebook, and other digital monopolies. Customers like Ticketmaster, Yelp, Strava, Klarna, and many more have already launched successful ad platforms on Kevel. Learn more at www.kevel.com.


  **Average Rating:** 4.5/5.0
  **Total Reviews:** 43

**User Satisfaction Scores:**

- **Ease of Admin:** 8.3/10 (Category avg: 8.6/10)
- **Has the product been a good partner in doing business?:** 9.6/10 (Category avg: 8.7/10)
- **Ease of Use:** 8.0/10 (Category avg: 8.7/10)
- **Ease of Setup:** 8.1/10 (Category avg: 8.6/10)


**Seller Details:**

- **Seller:** [Kevel](https://www.g2.com/sellers/kevel)
- **Year Founded:** 2010
- **HQ Location:** Durham, North Carolina
- **Twitter:** @kevelapi (1,921 Twitter followers)
- **LinkedIn® Page:** https://www.linkedin.com/company/1717780/ (165 employees on LinkedIn®)

**Reviewer Demographics:**
  - **Top Industries:** Marketing and Advertising
  - **Company Size:** 49% Small-Business, 42% Mid-Market


### 14. [EXADS](https://www.g2.com/products/exads/reviews)
  EXADS is a White-label Ad Serving Technology provider that has been developing platforms for advertisers, publishers, ad networks and agencies for over 10 years. At EXADS, we build scalable solutions for big and small companies and cater to all their ad serving needs. EXADS delivers powerful and customized ad platforms that come with an extensive range of features, from automatic optimizations to some of the best analytics capabilities, without any additional costs. Our team of ad tech experts are always available to provide the best support possible and answer any questions. With EXADS you can save time and money by having your own ad platform ready in weeks!


  **Average Rating:** 5.0/5.0
  **Total Reviews:** 14

**User Satisfaction Scores:**

- **Ease of Admin:** 9.2/10 (Category avg: 8.6/10)
- **Has the product been a good partner in doing business?:** 9.6/10 (Category avg: 8.7/10)
- **Ease of Use:** 9.6/10 (Category avg: 8.7/10)
- **Ease of Setup:** 9.7/10 (Category avg: 8.6/10)


**Seller Details:**

- **Seller:** [EXADS](https://www.g2.com/sellers/exads)
- **Year Founded:** 2013
- **HQ Location:** Sandyford, IE
- **Twitter:** @exads (90 Twitter followers)
- **LinkedIn® Page:** https://www.linkedin.com/company/exads/ (61 employees on LinkedIn®)

**Reviewer Demographics:**
  - **Top Industries:** Marketing and Advertising
  - **Company Size:** 75% Mid-Market, 19% Small-Business


#### Pros & Cons

**Pros:**

- Advertising (1 reviews)
- Ease of Use (1 reviews)
- Easy Setup (1 reviews)
- Setup Ease (1 reviews)
- User Interface (1 reviews)


### 15. [Insticator](https://www.g2.com/products/insticator/reviews)
  At Insticator, we’re on a mission to create a smart, unified platform built to collect, aggregate and monetize all of a publisher’s first-party data. Our suite of engagement products empowers publishers and consumers alike to amplify their voices and express their opinions in safe, interactive environments. From our Commenting Platform backed by hybrid AI and human moderation to our Trivia & Polls Unit which enables audiences to interact with content that speaks directly to them, Insticator reaches and pulls insights from over 350 million users monthly. Our vast roster of partners includes Gannett, USA Today, Major League Baseball, Ancestry, WebMD, and countless others. Headquartered in New York City, Insticator’s global footprint spans offices in Miami, Canada, India, the Philippines, Ukraine and the United Kingdom. Visit insticator.com to learn more.


  **Average Rating:** 4.4/5.0
  **Total Reviews:** 13

**User Satisfaction Scores:**

- **Ease of Admin:** 9.0/10 (Category avg: 8.6/10)
- **Has the product been a good partner in doing business?:** 10.0/10 (Category avg: 8.7/10)
- **Ease of Use:** 8.6/10 (Category avg: 8.7/10)
- **Ease of Setup:** 8.7/10 (Category avg: 8.6/10)


**Seller Details:**

- **Seller:** [Insticator](https://www.g2.com/sellers/insticator)
- **Year Founded:** 2012
- **HQ Location:** New York, NY
- **LinkedIn® Page:** https://www.linkedin.com/company/2757474/ (54 employees on LinkedIn®)

**Reviewer Demographics:**
  - **Company Size:** 57% Small-Business, 43% Mid-Market


### 16. [DanAds](https://www.g2.com/products/danads/reviews)
  DanAds is the leading global SaaS company empowering businesses of all sizes with an intuitive, scalable, and automated self-service advertising platform that uses AI and machine learning to simplify media buying, and drive measurable growth through cutting-edge technology. In 2013, two Swedish entrepreneurs asked a bold question: “What if publishers could run their own advertising infrastructure – automated, transparent, and on their terms?” That question inspired Peo Persson and Istvan Beres to found DanAds years before self-serve became an industry trend. From the start, their vision was clear: build tools that let publishers and advertisers bypass the inefficiencies of traditional ad agencies and tech.


  **Average Rating:** 4.3/5.0
  **Total Reviews:** 28

**User Satisfaction Scores:**

- **Ease of Admin:** 8.4/10 (Category avg: 8.6/10)
- **Has the product been a good partner in doing business?:** 9.3/10 (Category avg: 8.7/10)
- **Ease of Use:** 8.4/10 (Category avg: 8.7/10)
- **Ease of Setup:** 8.7/10 (Category avg: 8.6/10)


**Seller Details:**

- **Seller:** [DanAds](https://www.g2.com/sellers/danads)
- **Company Website:** https://danads.com/
- **Year Founded:** 2013
- **HQ Location:** New York, NY
- **Twitter:** @danadsselfserve (1,539 Twitter followers)
- **LinkedIn® Page:** https://www.linkedin.com/company/danads/ (106 employees on LinkedIn®)

**Reviewer Demographics:**
  - **Top Industries:** Marketing and Advertising, Online Media
  - **Company Size:** 41% Enterprise, 34% Mid-Market


### 17. [Media.net](https://www.g2.com/products/media-net/reviews)
  Media.net is the world's second largest contextual advertising platform. We offer cutting edge ad tech with server to server technology for publishers looking to monetize their audiences as also a free platform for bloggers, content creators and publishers with smaller scale.


  **Average Rating:** 4.0/5.0
  **Total Reviews:** 18

**User Satisfaction Scores:**

- **Ease of Admin:** 7.5/10 (Category avg: 8.6/10)
- **Has the product been a good partner in doing business?:** 10.0/10 (Category avg: 8.7/10)
- **Ease of Use:** 8.0/10 (Category avg: 8.7/10)
- **Ease of Setup:** 7.2/10 (Category avg: 8.6/10)


**Seller Details:**

- **Seller:** [Media.net](https://www.g2.com/sellers/media-net)
- **HQ Location:** Dubai, AE
- **Twitter:** @mediadotnet (256 Twitter followers)
- **LinkedIn® Page:** https://www.linkedin.com/company/862672/ (1,813 employees on LinkedIn®)

**Reviewer Demographics:**
  - **Company Size:** 56% Small-Business, 39% Mid-Market


### 18. [OpenX](https://www.g2.com/products/openx/reviews)
  OpenX’s vision is to unleash the full economic potential of digital media companies through superior advertising technology.


  **Average Rating:** 3.2/5.0
  **Total Reviews:** 18

**User Satisfaction Scores:**

- **Ease of Admin:** 7.7/10 (Category avg: 8.6/10)
- **Has the product been a good partner in doing business?:** 6.7/10 (Category avg: 8.7/10)
- **Ease of Use:** 7.5/10 (Category avg: 8.7/10)
- **Ease of Setup:** 7.4/10 (Category avg: 8.6/10)


**Seller Details:**

- **Seller:** [OpenX](https://www.g2.com/sellers/openx)
- **Year Founded:** 2007
- **HQ Location:** Pasadena, CA
- **Twitter:** @OpenX (17,224 Twitter followers)
- **LinkedIn® Page:** https://www.linkedin.com/company/42890/ (518 employees on LinkedIn®)

**Reviewer Demographics:**
  - **Top Industries:** Marketing and Advertising
  - **Company Size:** 39% Mid-Market, 33% Small-Business


### 19. [Ezoic](https://www.g2.com/products/ezoic/reviews)
  Ezoic is a machine learning based advertisement testing and optimization platform.


  **Average Rating:** 3.7/5.0
  **Total Reviews:** 15

**User Satisfaction Scores:**

- **Ease of Admin:** 8.3/10 (Category avg: 8.6/10)
- **Has the product been a good partner in doing business?:** 8.8/10 (Category avg: 8.7/10)
- **Ease of Use:** 7.0/10 (Category avg: 8.7/10)
- **Ease of Setup:** 5.3/10 (Category avg: 8.6/10)


**Seller Details:**

- **Seller:** [Ezoic](https://www.g2.com/sellers/ezoic)
- **Year Founded:** 2010
- **HQ Location:** Carlsbad, California
- **Twitter:** @ezoic (14,346 Twitter followers)
- **LinkedIn® Page:** https://www.linkedin.com/company/ezoic-inc-/ (189 employees on LinkedIn®)

**Reviewer Demographics:**
  - **Company Size:** 93% Small-Business, 7% Mid-Market


### 20. [Magnite, for Sellers](https://www.g2.com/products/magnite-for-sellers/reviews)
  Seller Cloud is the leading independent advertising marketplace that connects sellers across a global landscape of trusted, high-quality buyers. Maximize yield for your inventory and audiences across all screens and formats, with all of the benefits that automation provides.


  **Average Rating:** 3.2/5.0
  **Total Reviews:** 19

**User Satisfaction Scores:**

- **Ease of Admin:** 7.7/10 (Category avg: 8.6/10)
- **Has the product been a good partner in doing business?:** 7.9/10 (Category avg: 8.7/10)
- **Ease of Use:** 7.4/10 (Category avg: 8.7/10)
- **Ease of Setup:** 7.9/10 (Category avg: 8.6/10)


**Seller Details:**

- **Seller:** [Magnite](https://www.g2.com/sellers/magnite)
- **Year Founded:** 2007
- **HQ Location:** Playa Vista, CA
- **Twitter:** @magnite (36,350 Twitter followers)
- **LinkedIn® Page:** https://www.linkedin.com/company/magnite/ (961 employees on LinkedIn®)
- **Ownership:** NASDAQ: MGNI

**Reviewer Demographics:**
  - **Top Industries:** Internet, Marketing and Advertising
  - **Company Size:** 55% Mid-Market, 30% Enterprise


### 21. [Epom Ad Server](https://www.g2.com/products/epom-ad-server/reviews)
  Epom Ad Server is a cross-channel and cross-platform ad serving solution tailored to the needs of publishers, advertisers, and ad networks. It enables display, mobile app, mobile web, and video ad campaigns. Epom Ad Server provides all the functionality needed to launch, run, and manage ad campaigns of any scale. Epom Ad Server features real time analytics, advanced targeting, a wide variety of ad formats, Big Data Optimization, cross-channel marketing, their own RTB platform, easy DMP integration, and more. Epom Ad Server also offers white labeling options and custom feature development per request.


  **Average Rating:** 4.6/5.0
  **Total Reviews:** 46

**User Satisfaction Scores:**

- **Ease of Admin:** 7.5/10 (Category avg: 8.6/10)
- **Has the product been a good partner in doing business?:** 6.7/10 (Category avg: 8.7/10)
- **Ease of Use:** 8.5/10 (Category avg: 8.7/10)
- **Ease of Setup:** 7.6/10 (Category avg: 8.6/10)


**Seller Details:**

- **Seller:** [Epom](https://www.g2.com/sellers/epom)
- **Year Founded:** 2011
- **HQ Location:** Kiev, Ukraine
- **Twitter:** @EpomAdServer (984 Twitter followers)
- **LinkedIn® Page:** https://www.linkedin.com/company/2412434/ (110 employees on LinkedIn®)

**Reviewer Demographics:**
  - **Top Industries:** Information Technology and Services, Marketing and Advertising
  - **Company Size:** 70% Small-Business, 30% Mid-Market


#### Pros & Cons

**Pros:**

- Campaign Management (2 reviews)
- Customer Support (2 reviews)
- Features (2 reviews)
- Helpful (2 reviews)
- Ad Management (1 reviews)

**Cons:**

- Difficult Setup (2 reviews)
- Complex Setup (1 reviews)
- Poor Customer Support (1 reviews)
- Poor Documentation (1 reviews)

### 22. [Adaptive Media](https://www.g2.com/products/adaptive-media/reviews)
  Adaptive Medias, Inc. is a full end-to-end platform solution for digital monetization.


  **Average Rating:** 3.2/5.0
  **Total Reviews:** 11

**User Satisfaction Scores:**

- **Ease of Admin:** 8.3/10 (Category avg: 8.6/10)
- **Has the product been a good partner in doing business?:** 7.5/10 (Category avg: 8.7/10)
- **Ease of Use:** 7.5/10 (Category avg: 8.7/10)
- **Ease of Setup:** 8.3/10 (Category avg: 8.6/10)


**Seller Details:**

- **Seller:** [Adaptive Medias](https://www.g2.com/sellers/adaptive-medias)
- **Year Founded:** 2012
- **HQ Location:** N/A
- **Twitter:** @AdaptiveMediaCA (50 Twitter followers)
- **LinkedIn® Page:** https://www.linkedin.com/company/2824211/ (2 employees on LinkedIn®)
- **Ownership:** OTCMKTS: ADTM

**Reviewer Demographics:**
  - **Company Size:** 36% Mid-Market, 36% Small-Business


### 23. [Equativ](https://www.g2.com/products/equativ/reviews)
  Integrated ad management platform: RTB, Video, Mobile.


  **Average Rating:** 4.0/5.0
  **Total Reviews:** 11

**User Satisfaction Scores:**

- **Ease of Admin:** 8.3/10 (Category avg: 8.6/10)
- **Has the product been a good partner in doing business?:** 9.2/10 (Category avg: 8.7/10)
- **Ease of Use:** 8.2/10 (Category avg: 8.7/10)
- **Ease of Setup:** 7.5/10 (Category avg: 8.6/10)


**Seller Details:**

- **Seller:** [Equativ](https://www.g2.com/sellers/equativ)
- **Year Founded:** 2001
- **HQ Location:** Paris
- **Twitter:** @Equativ (2,364 Twitter followers)
- **LinkedIn® Page:** https://www.linkedin.com/company/202220/ (703 employees on LinkedIn®)

**Reviewer Demographics:**
  - **Company Size:** 58% Small-Business, 25% Mid-Market


### 24. [Adtelligent Header Bidding Platform](https://www.g2.com/products/adtelligent-header-bidding-platform/reviews)
  Adtelligent is a sell side ad technology company providing holistic demand management and intermediation solutions for publishers.


  **Average Rating:** 4.8/5.0
  **Total Reviews:** 8

**User Satisfaction Scores:**

- **Ease of Admin:** 9.2/10 (Category avg: 8.6/10)
- **Has the product been a good partner in doing business?:** 9.2/10 (Category avg: 8.7/10)
- **Ease of Use:** 7.5/10 (Category avg: 8.7/10)
- **Ease of Setup:** 7.5/10 (Category avg: 8.6/10)


**Seller Details:**

- **Seller:** [Adtelligent](https://www.g2.com/sellers/adtelligent-c85007e9-3896-4eee-8817-4d1d307d617d)
- **Year Founded:** 2018
- **HQ Location:** Lewes, US
- **Twitter:** @adtelligent (2,312 Twitter followers)
- **LinkedIn® Page:** https://www.linkedin.com/company/27138560 (155 employees on LinkedIn®)

**Reviewer Demographics:**
  - **Company Size:** 50% Small-Business, 38% Mid-Market


### 25. [TargetSpot](https://www.g2.com/products/targetspot/reviews)
  TargetSpot is a digital audio ad platform.


  **Average Rating:** 4.1/5.0
  **Total Reviews:** 21

**User Satisfaction Scores:**

- **Ease of Admin:** 7.2/10 (Category avg: 8.6/10)
- **Has the product been a good partner in doing business?:** 7.5/10 (Category avg: 8.7/10)
- **Ease of Use:** 7.8/10 (Category avg: 8.7/10)
- **Ease of Setup:** 6.9/10 (Category avg: 8.6/10)


**Seller Details:**

- **Seller:** [TargetSpot](https://www.g2.com/sellers/targetspot)
- **Year Founded:** 2007
- **HQ Location:** Anderlecht, BE
- **LinkedIn® Page:** https://www.linkedin.com/company/targetspot (1 employees on LinkedIn®)

**Reviewer Demographics:**
  - **Top Industries:** Marketing and Advertising
  - **Company Size:** 57% Small-Business, 33% Mid-Market




## Parent Category

[Digital Advertising Tech](https://www.g2.com/categories/digital-advertising-tech)



## Related Categories

- [Video Advertising Software](https://www.g2.com/categories/video-advertising)
- [Supply Side Platforms (SSP)](https://www.g2.com/categories/supply-side-platform-ssp)
- [App Monetization Platforms](https://www.g2.com/categories/app-monetization-platforms)



---

## Buyer Guide

### What You Should Know About Publisher Ad Server Software

### What is an Ad Server? 

An ad server is a fundamental [advertising technology](https://www.g2.com/articles/history-of-advertising) responsible for placing ads on websites and apps. It manages and delivers digital ads, ensuring they reach the right audiences. Publisher ad servers store ad data and distribute ads across multiple platforms, tracking impressions, clicks, and other vital statistics. They can also target specific ads to users based on predefined criteria, enhancing relevance and engagement.

Two main types of publisher ad server software exist: hosted solutions, which are maintained by a third party, and self-hosted solutions, managed in-house on a private server. Selecting the top publisher ad servers depends on your business needs, considering factors such as scalability and user features. The best publisher ad server software offers seamless integration with ad networks, robust analytics, and advanced targeting, positioning it as a critical tool in optimizing ad effectiveness and revenue.

### Why do Publishers Need Ad Servers?

Ad servers are essential for publishers aiming to monetize digital content effectively. Here’s a closer look at why publishers rely heavily on ad server technologies.

- **Efficient ad management:** Ad servers automate the delivery and tracking of ads, enabling publishers to manage diverse ad formats with ease and precision. This automation ensures that [advertising](https://www.g2.com/articles/types-of-advertising) efforts are both scalable and efficient.
- **Maximizing revenue streams:** By connecting with a larger pool of advertisers and managing inventory effectively, ad servers help publishers increase their revenue potential through targeted ad placements and competitive pricing strategies.
- **Real-time analytics and reporting:** Ad servers provide detailed insights into campaign performance, allowing publishers to make data-driven decisions. This real-time feedback loop helps optimize ad strategies for better engagement and profitability.
- **Inventory control and pricing:** With an ad server, publishers can maintain control over their ad inventory and set pricing strategies that align with their financial goals, ensuring transparent and profitable ad operations.
- **Integration with ad networks and exchanges:** Ad servers support seamless integration with various ad networks and exchanges, broadening exposure to potential advertisers and enhancing ad fill rates, which boosts overall revenue.
- **Strategic advantage:** Ad servers enable effective [app monetization strategies](https://www.g2.com/articles/app-monetization), ensuring publishers remain agile and competitive.

### What are the Common Features of Publisher Ad Server Software?

The following are some core features within publisher ad server programs that can help users identify if this type of software will meet their business needs:

- **Ad creation and management:** Publisher ad servers enable efficient creation and management of ads and campaigns. They facilitate inventory sales through ad networks, bundling ad units across publishers for advertisers.
- **Third-party integrations:** The best ad server software integrates easily with third-party ad networks and exchanges, offering proprietary ad inventory. They often function as SSPs, allowing real-time, impression-based marketplace transactions.
- **Ad automation:** Top publisher ad servers automate ad deployment to achieve campaign goals such as views and clicks. They have customizable settings (e.g., time frame, location) that align with business objectives and require minimal user intervention.
- **Tracking and analytics:** Publisher ad server software provides robust analytics for tracking ad performance and revenue generation. These tools offer insights into audience behavior to inform future ad strategies and enhance effectiveness.

### 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)](https://www.g2.com/glossary/return-on-investment-definition) 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](https://www.g2.com/articles/types-of-advertising) (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_](https://research.g2.com/insights/author/victoria-blackwell)