Are Ad Servers Specifically For Publishers Or Advertisers Still Necessary?
Publisher ad server. Advertiser ad server.
Does it really matter any more?
As ad servers on both sides of the digital media aisle look to buy and sell, ad serving capabilities would, in theory, appear to be on the verge of merging – especially as demand-side platforms, sell-side platforms and exchanges take over the delivery of real-time biddable ad impressions.
AdExchanger reached out to executives in the data-driven ad ecosystem and asked the following:?”Are ad servers specifically dedicated to the publisher or advertiser still necessary?”
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?James Avery, CEO, Adzerk
?Sebastiaan Schepers, COO, BannerConnect
?Dean McRobie, CTO, annalect (Omnicom)
?Ben Kneen, Director of Ad Products, WebMD
?Eric Simon, VP Business Operations, [x+1]
?Brian Tomasette, VP Media Products, DoublePositive Marketing Group
?Larry Allen, SVP Business Development, 24/7 Real Media
James Avery, CEO, Adzerk
“No. As a product guy it baffles me that they have continued as separate products for so long. The difference between a publisher side ad server and an advertiser side ad server is small enough that many small and medium size advertisers currently use publisher ad servers (especially the free ones). Adding to the pressure for these products to combine is that the modern ad network tends to be a half publisher and half advertiser – on any given day they might be optimizing the traffic that comes from their publishers or placing ad buys through the exchanges or through other publisher side ad servers. As publisher side ad servers continue to add the features that these networks and small advertisers are looking for the feature gap will close and advertiser side ad servers will start to see more and more competition from the publisher side ad servers.”
Read more: AdExchanger.com