Bigger ad units ask for higher CPMs, but are low on their selling rates. Smaller units sell more easily, but their rates are low. For all publishers, understanding this tradeoff has been really painful for a long time. A lot of guessing in the sales team is tantamount to gambling with the money invested. But thanks to ad server solutions, publishers can now adjust their supply to changing demands.
If you identify both, short-term and long-term advertising needs, the right ad-server solution will be easy to find. It will help in efficient daily functioning of ad operations, selling of more ads, and thereby generate higher revenue. But it’s important to know what your ad server offers. Check out these five factors.
Trial and Demonstration
One of the most effective methods of testing the software is live guided demonstrations. Complete the entire loop of creating one new ad, reporting its performance, and finding if you are comfortable with the flow of work. With self-service demonstrations, you can readily experiment at your convenience without being pressurized by sales people.
Managing the Ad
The process of setting up advertisements and modifying them should be easy and intuitive. Your ad server should set up all your advertiser’s ads fast, irrespective of whether you have the technical knowledge or not. Your ideal ad server will have on-page instruction and an intuitive working mode. It should ideally package complex functions into simple, intuitive, and streamlined interfaces. It should support multiple ad types, ad templates, and ad formats together. Manage your ads by using the built-in capabilities and save time and money, and reduce unnecessary complexities.
Ad servers can be of various types. Free ad servers or open-source ones exist alongside expensive ones. But what features do you need to run an effective campaign? Your company’s growth is dependent on consistent revenue. Fees acquired will be based on traffic, impressions, size, and income.
Is Tech Support Necessary?
Customer service or technical support is available with the more expensive varieties. User-community support on different forums is available, but they can be unreliable for resolving critical issues. If you are resourceful, you will be able to take full advantage of free offers. Someone like a technology consultant can work on and maintain your product. Being biased in favor of free solutions might put you in a complex supply-chain strategy for just one solution.
Your ad server has to be compatible in offering additional features or tailor additional features according to specific requirements. Useful add-ons can be private branding, an ad network module, and media file management. Using a technical extension, your IT team can easily integrate all the internal business processes and ad servers.
Ad servers also have precautionary features like ad serving, ad targeting, ad tracking, and ad reporting. Look for them to ensure you are on the right track and sort your priorities as per your budget and long-term goals. Ultimately, maximum automation of your ad operations is always going to be beneficial.
Preethi vagadia is currently a Senior Business architect with the Service operations practice at a well-known IT Industry in Bangalore. She has worked in several process improvement projects involving multi-national teams for global customers. She has over 8 years of experience in AdServer Solutions and has successfully executed several projects in Logistics management, Logistics Integration, Reverse logistics, Warranty software and Programmatic Solutions.
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