Digital Advertising Guide

The Complete Guide for Today's Digital Marketer

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Page 63 of 73
 

Ad Serving

Overview

Advertising agencies typically use a third-party ad server to manage their media. Those who do not use ad servers either have their own proprietary serving method or use rudimentary and manual processes, which requires that they send assets directly to each and every media vendor and painstakingly gather the results.

Ad Server

An ad server is a technology platform that allows for the management and tracking of all digital campaigns. Popular ad server vendors include, but are not limited to:

ADREADYwww.adready.com
ZEDOwww.zedo.com
CONVERSANTwww.conversantmedia.com
BRIGHTCOVEwww.brightcove.com
ADVERTISING.COMwww.advertising.com
DOUBLECLICKwww.google.com/doubleclick
POINTROLLwww.pointroll.com
HIROwww.hiromedia.com
ATLASwww.atlassolutions.com
OPEN Xwww.openx.com

Ad Server Media Management

Ad servers allow media managers to set up campaigns, make changes, and react in real time to campaign performance. Through an ad server, media managers are able to control which sites, media placements, or creative materials are active, paused, or scheduled. They can manage different creative rotations within a given placement and specify different landing pages for each. This is all managed and consolidated on the back end–without having to contact each property individually to make each change.

Page 63 of 73
 

Digital Advertising Guide

The Complete Guide for Today's Digital Marketer

Download Now
 

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