Ad purchasing is a standard aspect of the advertising industry. Advertisers often purchase traffic from a wide variety of publications, and keeping track of all of those connections can quickly become a nightmare. But how can marketers avoid the hassle of monitoring several channels at once? The answer is simple—using ad servers.
When it comes to programmatic advertising, ad servers are the way to go. Using this technology to manage your advertising campaigns has several advantages. Ad networks handling massive volumes of traffic need a reliable ad server so that they can monitor the efficacy of their campaigns across all of their devices.
An ad server can be useful for any advertiser that works with several different ad networks, publishers, and other platforms. Learn how to implement this technology into your programmatic advertising campaigns, and build your own internal programmatic ad-buying strategy using the information provided in this article.
Here are the five most important reasons why marketers should use an ad server.
Constant Refinement of Advertising Efforts
Every programmatic advertising effort has conversions as its ultimate yardstick of success. Tracking user intent and optimizing based on that data can have a significant impact on how effective media spending is.
Marketers need to pinpoint accuracy about where their most responsive customers are located, so they can allocate more resources there and less on channels where they’re unlikely to get a return on investment.
You can maintain equilibrium by monitoring and managing every step of the advertising process to guarantee you get value for your investment. The nice thing is that most ad servers will automatically optimize your ads for maximum performance.
In-process Analysis
When managing dozens of ad campaigns, having access to real-time data on the ad server is crucial. Advertisers in today’s digital environment need to make quick judgments once a user interacts with their ad.
Ad servers gather information on a user’s browser, operating system, referrer, screen size, mobile carrier, time zone, location, etc., to aid in tracking and measuring ad performance. You can now monitor all conversions in real time inside your ad server account.
But what makes real-time metrics so crucial? Analytics gives you an in-depth look into your advertising campaign and aids in keeping tabs on ad fraud, brand safety, and campaign exposure.
In-time Performance Reporting
Every data-driven choice should be based on large-scale campaign performance data. Independent of publisher metrics where you have no instant control over or the ability to remove particular traffic resources, real-time information can save you money on third-party market research. You can improve the effectiveness of your advertising by obtaining personalized reports from your ad server account that include the parameters that matter most to your business.
Ad servers provide timely data across many advertising channels and store them centrally, providing a holistic perspective on the efficacy of your ads. You can tailor the reports generated from your ad-serving account to examine just certain metrics, cookies, time zones, referring domains, and packages by using the various filters available. You can set up reports and alerts to get the most important data about your advertising when you need it.
Conversion Tracking
Conversion tracking in an ad server account informs advertisers of the percentage of impressions and clicks that result in a sign-up, purchase, lead, visit to a specific page, or some other important activity.
Ad servers can monitor click-throughs and purchases in several ways:
- Using actions and an invisible pixel on the targeted page (or pages) of your website, often the Thank You page, allows you to monitor user engagement.
- Ads can be tailored better to individual users by using behavioral tracking, which keeps tabs on the kinds of material and queries a user has interacted with in the past.
- When it’s not possible to install a pixel for technical reasons like requiring a user to download an app, server-to-server tracking is a wonderful option.
- Using revenue tracking, marketers can identify which specific publisher’s site a customer purchased from.
Retargeting
Only 2% of first-time visitors to an online shop convert. Retargeting aims to bring the other 98% back to the stage by offering them tailored adverts with the item they engaged with. Retargeting helps keep your brand in front of visitors who left without buying.
Retargeting is essential for online retailers. Ad servers let marketers collect and segment audiences for better customer communication. Ad servers then enable businesses to target particular audiences with specific advertising, returning visitors to the point where they left off (the website, cart, or checkout page). This method helps marketers save money and get to the point.
Final Thoughts
- As your programmatic advertising spend and channels expand, monitoring performance becomes more important. For these reasons and more, ad servers are an integral part of every successful digital marketing campaign. You can make sure that the appropriate people learn about your products and services.
