Did you know that the first central ad server was released by FocaLink Media Services in 1995, for controlling the delivery of online advertising or banner ads, reducing ad fatigue, and serving ads to the most relevant audience for over 26 years!
It is evident that ad servers are an integral fulcrum of the AdTech space and have evolved from displaying banner ads to full-blown video ads.
Ad servers are the key to ensuring that in the split-second inventory is freed up, an appropriately targeted campaign is displayed to the right audience, at the right time, with the right ad! The collation and reporting of how well a campaign is performing (or isn’t!) helps publishers discern their next move and this results in eventual monetisation.
Back then, at the genesis of the Ad tech ecosystem, targeting on a server was limited to the sparse data pulled from the header information of a browser which were dimensions like language settings, URLs, browser types, and operating systems. Today, targeting can include interests, recent searches, demographics, geography, device usage and so much more. This dramatic growth is indicative of the gargantuan industry Adtech has come to be, becoming more intricately detailed than the linear ad space might have imagined all those years ago.
The exponential development of technology has had publishers and advertisers constantly search for innovative ways to serve content to audience segments and to be contextually relevant and drive deeper engagement.
The choice of your ad server is probably one of the most critical decisions that you take as a business. It dictates the publisher’s control over things like targeting, reporting, and forecasting for their inventory, and different ad servers will have different levels of transparency. Some allow publishers to make tactical decisions that others don’t.
For a publisher, it makes sense to make use of more than one ad server in order to effectively burn a campaign while minimising risk.
A publisher can never be guaranteed a 100% fill rate, so the unsold inventory can essentially be viewed as an opportunity to pump more ad revenue. Which begs the question, why don’t all publishers opt to include more and more servers in the mix?
The manual effort involved in managing and setting up is a major deterrent for most publishers. Not to mention the fact that the switch should ensure that revenue streams for all channels are not affected while seamlessly migrating everything from tags to floor prices. All of these factors compound making most ad ops teams adept at one ad server only – the one with a major market share.
Voiro ensures that India’s top publishers and media companies can have a multitude of ad servers, at any given time without ever having to compromise on the loss of revenue or data.
Rather than having to create and recreate campaigns on each server used, Voiro allows for the automatic creation of campaigns and goals. The management of the delivery of a campaign on more than one server also becomes easier when all the data is available on our centralised system.
The task of checking the individual delivery reports of each ad server is not only tiresome and unscalable but also increases the chances of a campaign over-delivering. Voiro presents combined reports that track the campaign across ad servers. By providing an overarching view from the delivery perspective, the revenue figures as well as inventory information, Voiro ensures that managing a campaign in real-time across more than a single server becomes a seamless experience.
You, as a customer, can conveniently analyse the delivery from all ad servers on Voiro, and then proceed to choose the tech stack that works best for your company.
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