3rd Party Ad Server Benefits

By Author: Yash Kumar
Total Articles: 27
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The 3rd party ad server functions as a web server used for hosting ads. It can be used by the publisher for delivering the adverts directly on mobiles and websites. These 3rd party ad servers make it possible for publishers to manage their ad campaigns and optimize the entire process effectively while hosting the adverts in them.

The main customers of the third-party ad servers are advertisers, publishers, and media agencies. Customers must pay for using the services provided by the 3rd party ad server on a per-month basis.

ad server solutions
Mainly two different functions are addressed by third-party ad servers- ad reporting and campaign management. These servers provide sufficient flexibility to users deciding on the permissions and roles every publisher can have and the separate access granted to them.

Here is a look at some of the benefits of working with the 3rd party ad servers.

Auditing and transparency of the adverts
One of the things you need to do to ensure the success of your ad campaigns is to track their performance regularly. The quality and level of advert inventories ...
... are to be properly tracked before you can go ahead and carry out any optimization. If you do not use a third-party ad server, you can never really audit the inventory you obtain from the traffic sources. The ad server can provide complete transparency at every step of the way and offer you reports on the ad metrics. It means that you can have a detailed understanding of the ad inventory and get all details on the viewability of the ads. It can help you make the much-needed adjustments by whitelisting the performing inventories, and blacklisting and non-viewable inventories. You can also use the reports generated from the ad server to ensure the accountability of the traffic sources or the publishers.

Using a single dashboard for managing the adverts
For most media buying campaigns, you will need direct buys into multiple publishers. It will make you depend on the ad operating team of the publishers for handling your campaign. However, this means that when you work with multiple publishers, you may face some serious problems while working with multiple publishers. On the other hand, when you have an ad server, it can help you track the ads and their performance for every publisher while having one single dashboard to manage them all. It can help you compare results obtained from varying traffic sources and perform all the necessary optimization tasks.

Fast reporting to help in optimization
The reporting methods vary from one publisher to another, and in many cases, you may even get these reports at a later stage. This can make it difficult for you to optimize your campaigns to hit the KPIs, and thus can lead you to lose on your ad budgets. On the other hand, the ad servers can track ad performance and enable you to learn about your campaign’s performance in almost real-time.

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