Contributed by Jason Alleger
PPBH’s digital department uses an ad server: a tool that builds and traffics all online ads. Most of the ads you click on, such as banner ads or video pre-roll, are stored on a server and retrieved when your web page loads. The benefit of an ad agency serving all the ads is it has complete control and awareness of how a digital campaign is running.
Most local advertising agencies will just make a banner ad and send it to a vendor. Let’s use KSL.com as an example. KSL.com will run the ad for the allotted amount of impressions and send a report at the end. The advertiser is in the dark during the campaign and hopes that everything is performing well.
Serving the same KSL.com ads through an ad server gives the advertiser a huge advantage. The advertiser can now see how the campaign is pacing, the percentage of ads served above the fold and which ads are performing best. By optimizing our campaign, we save our clients money and ensure they get the best delivery for their dollar. Even better—we can send reports as often as our clients need (along with screenshots) to keep them apprised of their campaign.
Overall, using an ad server really gets our clients better results. Are your ads being served through an ad server? Let us know in the comments.
Image courtesy of Discovery.com