Table of contents
The adserver is essential for managing digital ad campaigns efficiently. It not only helps you track and control your campaign results but also keeps a detailed history of media performance. By hosting and delivering your ads across the digital ecosystem, the adserver provides real-time insights into your campaign effectiveness.
It ensures your media buys are perfectly aligned with your marketing strategies, acting as the core tool to monitor and optimize your ad operations.
What is an adserver?
An adserver is a technology platform, either self-service or managed, that hosts digital ads and delivers them across websites. Ads can be in the form of animated HTML5 banners, static or animated images (JPG or GIF), or videos.
This tool manages and schedules ad display in dedicated placements on publisher sites. Ads are hosted on the adserver and made available to publishers, agencies, or advertisers through a redirect script, which is then trafficked into a DSP or the publisher’s adserver to ensure ads display correctly in programmatic or direct media buys.
Performance Tracking and Measurement
Adservers include statistical tools that track the number of ad displays, known as impressions, across a site or network during a campaign or set period.
Advanced adservers like ADventori also centralize performance data from multiple acquisition channels—Display, Mobile, InApp, Native, Social, Video, Email, DOOH, Search, and Affiliate—helping advertisers save time compiling stats and keeping a comprehensive campaign history.
By consolidating data from all digital channels within an independent adserver, brands can work transparently on attribution, free from conflicts of interest often found in global platforms that both buy media and measure performance.
In-depth Analysis and Optimization
Advanced adservers compile a wealth of data, including:
- Impressions and fraudulent impressions
- Various click types (non-fraudulent clicks, unique clicks)
- Click-through rates
- Ad viewability
- Arrival rates
- Bounce rates
- All possible conversions (form submissions, purchases, app downloads, revenue)
- Other ad interactions
ADventori’s “Log Level” granularity offers highly detailed statistical analysis, with data available through raw reports or integrated directly into visualization tools for campaign performance optimization.
Creative Testing at Scale
Another key feature of advanced DCO (Dynamic Creative Optimization) adservers like ADventori is the ability to run large-scale A/B creative tests. With third-party data becoming increasingly scarce and privacy taking priority, it’s crucial to test multiple creative combinations in real-time to find the most effective messages. This ensures only the best-performing creatives are retained.
Ready to centralize and optimize your advertising data? Schedule a personalized consultation with our experts today!
