Advertisers, publishers and adservers work together to get through a global pandemic
                     Advertisers, publishers and adservers work together 
to get through a global pandemic
John Z
Writes on ad server software, involved with Adspeed 
ad serving/ Adspeed adserver software.
The one thing that has become clear during our current pandemic 
situation is that we are all in this together. It is the spirit of community 
and shared experiences that have kept a lot of people going through 
what is a very tough time. While it may seem like an odd comparison, 
the same is true in the world of online advertising. Publishers, 
advertisers, and adservers are all in a situation that they have never 
experienced before, so it is interesting to see how it all comes together. 
We are going to take a look at some of the things that businesses are 
currently experiencing and how they can ride through the crisis.
Not all publishers are the same
Every business is affected in one way or another during a pandemic, but not 
all experiences are exactly the same. There are publishers who are seeing a 
big surge in traffic from people working at home and increased online 
activities. On the other hand, some publishers suffer a huge drop in traffic 
and ad revenues, especially if they are travel-related or are in certain 
industries like cruises, airlines, events and entertainment. Overall, it is safe 
to say that all publishers are probably having a more difficult time pulling in 
new advertisers.
Advertisers play it safe
It is very much the same story for advertisers. Some advertisers face more 
challenges than others. However, all advertisers need to be very careful 
about what they do during a pandemic. Many ads will have fewer clicks and 
conversions than before because consumers are being a little more careful 
with their spending. Some industries, such as those in entertainment, 
hospitality and travel, are probably being very careful with their marketing 
dollars. While they need to maintain a marketing presence, the way in 
which they advertise needs to be different and cost effective. On the other 
side, some advertisers, such as those who are in the healthcare and work-
at-home industry, see a big boom for their services and products. However, 
they need to present their ad campaigns in a way that people do not see as 
taking advantage of the situation for financial gains.
Maintain relationships
While none of us are really sure when this will end or how things will 
look in the future, we all know that some sort of normalcy will be 
resumed. For those publishers, advertisers, and ad serving companies 
who have already built a solid working relationship with each other, it is 
very important that they focus on maintaining those relationships 
throughout the course of the pandemic. This helps to quickly respond to 
changes and ramp up new campaigns when the crisis is over.
Negotiate deals
One of the best ways to maintain a solid working relationship is to be 
flexible in troubled times. While advertisers are in a tough position, they 
understand that they need to get the message out to the buying public, 
even when things are closed down. Advertisers simply do not have the 
money to spend on marketing that they did before all of this started, so it 
might be a good idea for publishers to restructure their rates and packages, 
even if only for a limited time. The same arrangement can be applied for ad 
serving rates. For example: a smaller minimum order, temporary discount, 
downgrading to a smaller plan. These arrangements show good faith and 
will result in the relationship lasting longer and growing stronger.
Do more with less
Cost saving is important. For some businesses, it is time to go into 
survival mode. They can do this by focusing on the important parts of 
their business, while automating others and setting fancier projects 
aside for the time being. It’s still possible to be effective without 
breaking the bank.
About Adspeed
AdSpeed ad server is a reliable & powerful ad serving and ad 
management solution that serves your ads, tracks impressions & clicks 
and reports ad statistics in real-time. Driven by the latest ad serving 
technologies, the goal of Adspeed adserver is to provide a reliable 
platform that can help in executing online advertising strategy more 
efficiently. 
Thank you for spending your precious time in reading this article.