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Why Does Your Website Need An Ad Server?

By Expert Author: Henry A Blodget

Ad servers help advertisers, networks and publishers in ad trafficking, campaign management and ad management. These have many alternative names - click trackers, affiliate tracking systems, yield management platforms, ad network optimization systems, click tracking systems, advertiser management systems, ad tracking systems, ad platforms, ad serving systems, campaign management platforms and ad management platforms.

These names come based on their functionality. Also, they serve the purpose of making the ads mobile compatible.

There are several kinds of these servers available depending on their purpose. Thus, publishers, agencies, marketers or advertisers and ad networks use them. These are designed to maximize publishers' revenue by serving the ads.

The advertisers' servers help in campaign management. Those used by ad networks are similar to the ones used by publishers and provide information on the revenue earned by publishers. In this article, we will discuss why your website needs an ad server.

Tracking campaign statistics:

Tracking campaign statistics is very important for any business. Without an ad server, the effectiveness of the campaign process and results cannot be measured. It provides important information on your online marketing campaign. It will help you find future prospects.

Can control:

Giving ad tags to a network or a publisher to run in their ad server provides control over how ads are served, what and to which kind of users they are targeted. In addition, it builds the ability to optimize the delivery.

Centralized management:

Without an ad server, you have to depend on the publisher's ad operations team for campaign creation and management. If the number of publishers increases, logistical complexity will dramatically increase. If there is an ad server for campaign management across all your publishers, you can create a centralized management control, and in a single database, you can aggregate all the campaign statistics.

Data control and ownership:

With an ad server, you can control and own all your campaign data. If you do not have one, you have to rely on publishers and you do not have ownership and control over the data. If your campaign goal is return on ad spend (ROAS), you need to track the revenue. In addition, you may not want to reveal how much profits you are making on the publishers ad inventory. It gives the confidentiality, and tracks the campaign performance metrics by controlling and managing your campaign data.

The points just discussed show how important it is for your website to have an ad server. This will help your business website function efficiently.

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