Transitioning Ad Server (Part 1 of 5)

Discussion in 'DoubleClick' started by Conrad Zagarzazu, Apr 13, 2012.

  1. Conrad Zagarzazu Moderator

    Before we get started on this segment of Ad Transitioning, here is a quick overview of what an Ad server is and does for any newbie Ad Ops out there.

    Ad Serving is the system/software technology used by an Ad Operator to manage the placements of advertising on websites. It provides the operator the means to control and manage different ads depending on the campaign guidelines and agreement in the contract.

    So why would anyone want to move from one Ad server to another?
    Why would anyone want to go down the long torturous road of migrating systems all the while monetizing and delivering in full current live campaigns, and most importantly keeping everything flowing smoothly.

    Below are some of the most common reason:

    -Ad Server is outdated, unscalable and missing features that are trending in today's industry. (Most notably RTB "Real Time Bidding")

    -Ad Server lacks many API's and necessary tools that allow for customization and flexibility for the company and its strategy. Some companies rely completely on its flexibility to respond to client requests and some Ad Servers can hinder this ability.

    -Reporting feature on the Ad Server is limited and complicating the accounting and payout side of the business. It is also complicated to get clear data that will help you make day to day decisions important for the business.



    -Automatization features and improvements to the way Ads are delivered.
    Iframe's are a trending format for ads for their speed and security. Although it can cause problems for companies who are used to flexibility on the capabilities of their ads.

    Below is a image of the industry ecosystem which lists the most common ad servers today. It is constantly changing due to the nature of our high pace industry, but it should help initially to understand and relate to the various players in the industry.

    So How do you get started on a venture like this one? stay tuned for Part II!


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