5 Things You Need to Consider When Choosing an Ad Server

Ashwin Krishnakumar
Ashwin Krishnakumar

Chief Technology Officer, Airtory

Published on: 20 Dec 2021

Reading time: 4 minutes

Ad servers are one of the best ways for advertisers and publishers to design the ad creatives smoothly and efficiently, and run ad campaigns across media channels. Take us, for instance. As an ad server, Airtory thrives to make its ad platform as easy and convenient as possible. This along with a variety of intuitive tools and a user-friendly interface ensures that you get a unique online ad management experience. 

It is true that a part of your monetization success through ad campaigns comes from selecting the right ad server. That is why the selection process has to be well-researched. In fact, there are 5 key aspects to keep in mind when choosing an ad server to ensure quality investment and enhanced results. Let’s begin. 

1. Efficiency

While the heart of advertising lies in being able to instantly grab the user’s attention, its success depends upon the efficiency of the ad server. Always look for ad servers that can deliver the inventory quickly and accurately without unnecessary disruptions. 

Besides this, versatility and processing power also plays a huge role in making an ad server efficient. A good ad server will let you select from a variety of ad formats and serve them on different platforms. Also, these ads should be customized to be able to adjust to different screen sizes. 

Apart from these, scalability also adds to the efficiency of your chosen ad server. This means that an ad server is able to handle both growth and change during the ad serving process. That being said, users will be able to create high-quality ads, monitor their performance, and optimize them as per the requirement. With all these qualities in place, your ad server will become a one-stop solution for all your ad serving needs. 

2. Quality and Variety

Another important aspect that you should be paying attention to while selecting an ad server is the quality and variety of its services. It creates a big impact in enhancing the efficiency of your ad campaign and boosting ad performance. 

A good ad server will offer its users a variety of high-quality ad formats with the added benefit of rich media elements. The list includes banners, interstitials, video rolls, carousels, and many more. If you are not sure of how the ad format will look and how the final creative will come out, there is a preview of the ad format for you to have a look at before selecting it. 

Ensure selecting a good ad server to be able to experience cross-platform ad formats for mobile and desktop, run highly targeted campaigns and enhance online presence.  

3. Compensation Plan

Price is a very important factor when it comes to selecting an ad server as you would not want to spend a fortune on your campaign without ensuring good returns on investment. A good ad server will have a clear and transparent pricing structure for its services that will let you know exactly what you will pay without any hidden charges. Besides this, there are ad servers for publishers and advertisers that offer flexible plans for the users to select based on their requirements and budget. All you need to do is identify the requirement and pick a plan that checks all the boxes before signing the subscription deal. A pro tip here is to try different pricing models for the initial few campaigns to discover which works the best for your expected revenue generation. 

4. Underlying Technology

Newer technologies such as real-time tracking, drag and drop tools, etc. in addition to the main service afford better control to users over their ad management experience. Further, these features are likely to change or upgrade over time; this way, users will be up-to-date with the latest trends and techniques. When equipped with the best skills, no one can stop you from building and delivering high-quality ads that are rich in terms of elements as well as performance. 

What adds more value is a great UI/UX experience that makes it easy to use even for users with little to no technical knowledge. As an ad server, Airtory takes care of all this and more to offer a feature-rich experience. 

5. Continuous Support

Queries and confusions are inevitable but services like 24-hour support have your back. The right technical support and customer service will ensure that you get the best out of your investment. Since learning something new requires time, there will always be questions related to the pricing and features while subscribing to a particular ad server. This is where customer service can be a key differentiator – being ever-present to answer queries and assist customers in the ad-building process. 

If the service provider answers all such queries through a FAQ (Frequently Asked Questions) section, then all the better.

In the grand scheme of things, finding the best ad server can propel maximum success for publishers and advertisers in running brilliant ad campaigns without any hassle. However, do ensure to take a trial before signing the deal as this will help you evaluate its features against your requirements. It is always a plus to acquaint yourself with details like what is an ad server, its types, benefits, and more to have a better ad management experience. 

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