# Best Publisher Ad Server Software for Medium-Sized Businesses *By [Yukta Rustagi](https://research.g2.com/insights/author/yukta-rustagi)* Products classified in the overall Publisher Ad Server category are similar in many regards and help companies of all sizes solve their business problems. However, medium-sized business features, pricing, setup, and installation differ from businesses of other sizes, which is why we match buyers to the right Medium-Sized Business Publisher Ad Server to fit their needs. Compare product ratings based on reviews from enterprise users or connect with one of G2's buying advisors to find the right solutions within the Medium-Sized Business Publisher Ad Server category. In addition to qualifying for inclusion in the Publisher Ad Server Software category, to qualify for inclusion in the Medium-Sized Business Publisher Ad Server Software category, a product must have at least 10 reviews left by a reviewer from a medium-sized business. ## How Many Publisher Ad Server Software Products Does G2 Track? **Total Products under this Category:** 130 ## How Does G2 Rank Publisher Ad Server Software Products? **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. --- **Sponsored** ### AdLib DSP Scale your programmatic media buying smarter, faster, and more profitably Independent agencies and marketers in growth-mode use the AdLib platform to deliver premium programmatic performance without the complexity, cost, or overhead of traditional DSPs. The AdLib platform provides the tools, data, and automation to run enterprise-quality campaigns — from CTV and Audio to Geofencing and YouTube — all under one roof, with zero trafficking headaches. We've helped independent agencies grow their client base five times over while keeping costs steady. Wellness brands have tripled their return on ad spend. Gaming apps have cut their user acquisition costs by 40%. Self-Service Buying Platform An easy to use DSP-agnostic platform where campaigns launch in minutes across every channel, screen stype, and stage of the funnel. Managed Service Buying Fully managed trafficking & optimization allows your team to focus on core business functions rather than the complexities of ad placement, bidding, and optimization. Programmatic APIs Build your own applications, workflows, and products on top of the AdLib platform to save time and make more revenue. White Labeled DSP Instantly launch your own branded programmatic offering without investing in development or specialized resources for support and campaign management. Automated Client Billing Improve cash flow and reduce the risk of nonpayment by automatically invoicing and collecting payments on a daily, weekly, or monthly basis via credit card, wire transfer, or ACH payment. 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[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 **How Do G2 Users Rate Google Ad Manager?** - **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) **Who Is the Company Behind Google Ad Manager?** - **Seller:** [Google](https://www.g2.com/sellers/google) - **Year Founded:** 1998 - **HQ Location:** Mountain View, CA - **Twitter:** @google (31,911,199 Twitter followers) - **LinkedIn® Page:** https://www.linkedin.com/company/1441/ (336,169 employees on LinkedIn®) - **Ownership:** NASDAQ:GOOG **Who Uses This Product?** - **Top Industries:** Marketing and Advertising, Publishing - **Company Size:** 42% Mid-Market, 37% Small-Business ### 2. [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:** 247 **How Do G2 Users Rate AdSense?** - **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) **Who Is the Company Behind AdSense?** - **Seller:** [Google](https://www.g2.com/sellers/google) - **Year Founded:** 1998 - **HQ Location:** Mountain View, CA - **Twitter:** @google (31,911,199 Twitter followers) - **LinkedIn® Page:** https://www.linkedin.com/company/1441/ (336,169 employees on LinkedIn®) - **Ownership:** NASDAQ:GOOG **Who Uses This Product?** - **Who Uses This:** Manager, Owner - **Top Industries:** Marketing and Advertising, Information Technology and Services - **Company Size:** 80% Small-Business, 14% Mid-Market ### 3. [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:** 4.4/5.0 **Total Reviews:** 140 **How Do G2 Users Rate SAS Customer Intelligence 360?** - **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:** 7.9/10 (Category avg: 8.6/10) **Who Is the Company Behind SAS Customer Intelligence 360?** - **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 (60,959 Twitter followers) - **LinkedIn® Page:** https://www.linkedin.com/company/1491/ (18,519 employees on LinkedIn®) **Who Uses This Product?** - **Top Industries:** Marketing and Advertising, Banking - **Company Size:** 47% Mid-Market, 33% Enterprise #### What Are SAS Customer Intelligence 360's Pros and 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) ### 4. [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 **How Do G2 Users Rate Kevel?** - **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) **Who Is the Company Behind Kevel?** - **Seller:** [Kevel](https://www.g2.com/sellers/kevel) - **Year Founded:** 2010 - **HQ Location:** Durham, North Carolina - **Twitter:** @kevelapi (1,917 Twitter followers) - **LinkedIn® Page:** https://www.linkedin.com/company/1717780/ (169 employees on LinkedIn®) **Who Uses This Product?** - **Top Industries:** Marketing and Advertising - **Company Size:** 49% Small-Business, 42% Mid-Market ## What Is Publisher Ad Server Software? [Digital Advertising Tech](https://www.g2.com/categories/digital-advertising-tech) ## What Software Categories Are Similar to Publisher Ad Server Software? - [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) --- ## How Do You Choose the Right Publisher Ad Server Software? ### 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)