Ad server comes up a lot when we talk about Digital Marketing, but what is it? What does it mean, and why is it important?
Let’s first define Ad server. The technical definition of Ad server is best summed up by saying:
An ad server is where your ads are stored, it used to store manage and display ads to users on a website. – The Internet
Ok, that is a good place to start but if you really need to understand this term and use it to your advantage when you encounter it in the “wild” we are going to need to do a deeper dive. Digital Marketing has a lot of jargon to navigate and it can mean different things depending on where it is being used and what your goals are. For example Ad server may mean different things to an SEO (Search engine Optimizer) than it does to an SMM (Social Media Manager) and something else entirely to a website developer, app developer, or a traditional marketer. For our purposes in this article page, we are going to take the 10,000-foot view and focus on the general digital media perspective. If this leaves you with any questions please don’t hesitate to ask! We love to respond with more specific follow-up content that may be helpful to you.
Ok, so back to “Ad server” What is it? Why is it important and how can I use it to best serve my digital marketing or website management needs?
Why do we talk about Ad server and use it in Digital Marketing?
An ad server is an advertising software hosted on a server to manage online ad campaigns and used by publishers, advertisers, ad agencies, and ad networks. Ad servers decide, in real-time, the best ad to serve based on relevance, targeting, budgets, and revenue goals.
An ad server is a piece of advertising technology (AdTech) that is used by publishers, advertisers, ad agencies, and ad networks to manage and run online advertising campaigns. Along with hosting and serving ads, they allow you to manage and optimize advertising activities. The general cost of ad serving is anywhere from $0.01 to $0.10 CPM There are a many benefits to advertising on Bing Ads and Google. Both of them can offer the ability to reach targeted and motivated audiences, and include a great performance pricing model, and an easy to track ROI tool. When you do large amounts of direct media buying, the need for a proper ad server is very important in terms of controlling your ad operations.
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