An ad serving platform is a tool that publishers and advertisers can utilize to construct and oversee ad campaigns across various digital channels.
What are types of ad serving platforms?
Ad servers are typically divided into the following two groups:
- Self-hosted ad servers. These are run and maintained by the business serving the ads. While they offer more control, they also require more oversight.
- Hosted ad servers. These are run by a third-party company, allowing publishers and brands to simply plug in their campaign information and let the platform work its magic — automatically finding the right match for each audience and piece of inventory.
What are the benefits of ad serving platforms?
Ad serving platforms help businesses automate the process of buying, selling, tracking, and optimizing ads. As a result, they save time and money, and harness opportunities to drive engagement and revenue at scale.
More specifically, ad servers can help businesses:
- Run multichannel campaigns on platforms like email and push notifications
- Use data to target unique audiences with personalized messaging
- Backfill unsold ad inventory with ready-made campaigns and platform integrations
- Measure campaign performance and provide insights for future optimization
