Why Use an Ad Server?

Having a proper ad server is very important in terms of optimizing your display marketing operations. It really is a best practice to use your own ad server if you run a large volume of ad campaigns, and should be a best practice even on lower volumes as you get started.

So let’s dive into a quick examination of a few of the benefits of an ad server, and how it works.

Display marketing is a way for website publishers to sell ad space on their websites to monetize the audiences that visit their site. Advertisers pay the publishers to display their ads on the publisher’s website. For a more detailed explanation you can view this video.

Here’s the interesting thing: both publishers and advertisers are using ad servers to do this.

At this point many marketers think: “If the publisher has an ad server, why do I need my own ad server?”

Here are a few reasons why advertisers who know what they’re doing use their own ad server.

Ad Server: Accountability

Having your own ad server allows you to double check the stats being reported by your publishers and ad networks. Small discrepancies are normal as each impression and click goes through different counting systems, but large discrepancies may be cause for concern. Checking your stats will help you identify and correct problems that may be affecting your conversions. It takes a third-party ad server, like AVID to measure results and deliver successful campaigns in a non-biased way.

Ad Server: Banner Control

Using your own ad server allows you to optimize the delivery of your ads. With an ad server you can also split-test different ads, and weight ads according to performance. AVID Ad Server also allows you to customize your ad containers giving you the option of showing multiple ads per impression. This is especially useful in targeting different demographics with two ads for the same product, for example having one ad for men and one ad for women displayed in the same 300×250 placement.

Ad Server: Centralized Management

An ad server allows you to have one platform to manage your campaigns across all the publishers or ad networks that you work with. It also gives you all of your campaign stats in a single database. In AVID you can set up a single placement to run across all of your traffic sources and use a Sub ID variable to identify the different traffic sources. You can then easily compare performance between traffic sources in a single report. AVID allows up to 5 Sub IDs to be passed through your ad tag.

Ad Server: Data Freshness

You might find that different publishers have very different reporting methods. Some publishers will offer online dashboards, while others will simply give you summarized spreadsheets on how your traffic is performing. Can you imagine trying to make advertising decisions on data that may be days, weeks, or even months old? AVID stats update in real time. You can see how your campaigns are performing — up to the minute. Real time reporting is essential for all marketers, but especially for ad agencies and performance marketers, in making timely and actionable decisions.

Grow Your Business

Remember that well managed, reliable ad servers typically are not free, and free ad servers can be a pain to set up or be unreliable. Many free solutions are self hosted, which basically means that you’re paying in other ways such as server space, higher CDN costs, or your own time.

At the end of the day, having a trusted ad server that you can depend upon to deploy, report, and monitor your ad delivery is crucial to the continued growth of your business. If you’re not using your own ad server you’re pretty much flying in the dark and giving all the power to your publishers and ad networks. AVID allows you to take back the control, and gives you the ability to leverage all of your campaigns, This is especially important for the super affiliate doing high-volume media buys across multiple publishers, but will also benefit the new affiliate just starting out and looking for ways to optimize campaigns in an already saturated market. Using an ad server helps you to easily identify profitable campaigns and is often the difference between success and failure.


Request a free demo of AVID and find out why more and more ad agencies, brands, and performance marketers are trusting AVID to help them manage all of their display marketing campaigns.

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