How an ad server helps for business?

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How an ad server helps for business?
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Ad Server

• Being a part of the advertising technology, ad
  server allows the publishers, advertisers, ad
  networks and agencies to manage and run the
  online advertising campaigns.
• Instantly, it decides which ads to display to
  the audience. While on the advertisers side, the
  ad servers collect the data about the
  impressions, clicks, report on the performance
  and monitor ads. Ad server manages and displays
  the right ads to the right user.

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• In a traditional workflow, there are more
  steps needed to place the ads on a publishers
  website from the process of selection of the
  publisher to trafficking the ads in order to
  measure its performance and receiving the
  invoices.
• Just imagine, if 20 publishers are there, then
  the process will be highly time-consuming,
  inefficient and prone to human errors.
• Managing the campaigns across multiple
  channels and the publishers are one of the most
  significant digital marketing challenges that you
  may face.
• Make sure that the management and the
  reporting have been done from the central point
  in order to run your ads on multiple websites
  efficiently.

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The workflow must be centralized for operational
efficiencies

• When you keep all the creatives in your ad
  server, you need not work one-on-one with the
  publishers every time there is a change to the
  creatives.
• Actually, if your modifications are so large to
  your ads, that can be done easily with the single
  platform.
• Automatic daily tasks can be very helpful to
  save your time and can fully focus on the actions
  that actually bring the value to the business.
  You may able to cut the costs and can derive the
  greatest value from the investment when you
  centralize all your creatives on the ad server.

Ad server
(Run multiple ads on the website)
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Make and own the most out of your data

• The ad serving work would not matter if you
  cannot measure it in real time like what is
  fundamental to your business. Not only you should
  be able to fully and transparently report on your
  campaigns performance, but also it is indeed to
  own and control all your campaigns data. As an
  advertiser, this will be your competitive
  advantage.
• Data is a valuable asset to the advertiser.
  Data helps to analyze who your customer is, what
  he is exactly interested in, what matters to him
  and when would be the perfect time to approach
  him.

Data
Valuable asset
Data
Data
Advertiser
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• Building the audience list in your server can
  probably leverage these things for your future
  campaigns to maximize the business.
• Consolidating all the data in one ad server
  helps to see our consumers through a single lens
  and can make a clear decision about how to reach
  them and on the top of that, we can tailor our
  offering to their needs.
• This is the reason why an advertiser requires
  an own ad server to track the data. If our
  targeted audience data been scattered or owned by
  someone else, then you probably may lose the
  insights and you will be in a place to give away
  your source of wealth to some third party.

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Reporting and measuring the right insights

• The base of a measurement is a complete view
  of your performances across screens and channels,
  based upon a complete and an unrepeated view of
  your audience.
• Ad server allows building and running the
  deduplicated reports in order to gain insight
  into how the user can be interacted with your
  brand before converting and buying the product.
• You can be able to make informed decisions
  about your campaign such as the right frequency
  cap for your ad to be served, the different
  devices which are used to lead to a conversion
  and lastly place your next investment on the
  right media.

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• Most importantly, the data will be
  deduplicated so that you can have one view of the
  user across all the channels.
• Once you have served your ads, you must know
  against, on which content your ads been delivered
  and if they were actually seen.
• You should ensure the impressions werent
  valid inflating your costs. The ad server may
  enable you to check the views and content on
  which your ads got served making sure that you
  need not run against undesired content.
• In addition, it will allow you to report on
  the size and the location of your ads to know
  where you should invest more in.

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There are two types of selling the ads if you are
a publisher or a website owner. One is direct
selling and the other one is choosing the
network.
Business
Online selling
Direct Selling

• The best way is to opt for network model where
  you can join in an ad network and they represent
  your site in their portfolio.
• They actually do the process of selling the ad
  space by working with the advertisers, run the
  creatives and reporting by a cut of the ad spend
  and giving you the rest.
• These ad networks are running by their own ad
  serving technology and also can handle the
  business aspects so that you will get
  remuneration every month.

• Here, you go to the advertisers and can sell
  the space on your site.
• Once the deal got done, they will give you the
  creatives where you can place that on your pages
  and report them back.
• However, this only works for large sites.

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Mostly, website owners are trying to maximizing
their revenues by having a very attracting and
the interesting advertisements on their websites.
But, still many people are unaware of the ads
which show up on a screen. The software is used
to place the relevant ads on the website or apps,
that technology is known as ad serving. The
advertisers and publishers are equally benefited
through this ad server
How to increase business revenue?
Efficient management
Privacy
Accessing valuable data
Control of ad tags
Managing and monitoring multiple ad campaigns
from a single interface.
Transparency
Complete report access
Targeting the ads to a certain group of audience.
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Efficient Management

• If youd like to manage a bulk no of campaigns
  from a different source at a centralized place,
  you suppose to own an ad server.
• Those ad campaigns will be imported to an ad
  server and can link to the relevant sites.
• You can ultimately manage and monitor the
  complete progression of multiple ad campaigns
  from a single interface.
• It would be easier to track the total number
  of clicks and ad impressions.

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Control of ad tags

• Targeting the ads to a certain group of
  audience and restricting the ads to the
  unnecessary pages can save a time when you know
  how to control the ads that are being served.
• For the ad placement or audience specifically,
  the ad server allows deciding the ad formats like
  video, text, expandable etc.
• Optimization of ad delivery for the higher
  relevancy and to maximize the business income or
  get the return on investment from advertising can
  be accomplished through the ad server.

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Transparency
You will get a complete report access which
covers all the metrics you want to see. This
helps to improve the performance for the future
ad campaigns.
Privacy

• It is very good when you know your financial
  numbers, but it is not necessary to show up to
  your ad partners like earnings, ad rates or how
  much you are making off your ad inventory.
• You will be the one and only who is having
  access to the valuable data when you own an ad
  server.

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To conclude here that, an ad server facilitates
to manage the entire scope of digital marketing
efforts in one place from media planning,
targeting and ad trafficking to serving,
optimization, verification, and reporting. It
provides you the ability to serve the ads to only
those are likely to open your message.