Advantages of Third Party Ad Server
                     Advantages of Third-Party Ad Server
Yash Kumar
Writes for search-marketing.in, 
provides information on 
Digital marketing in india to improve 
Digital marketing strategies.
The third-party ad server called advertiser-side-server is used by advertisers to 
run ad campaigns. Besides hosting and serving ads, third-party ad servers enable 
you to manage and optimize advertising campaigns and get detailed reports on 
ad-serving activities. An ad server is where advertisers upload and track ads as it 
goes live. It is the base of the ad-serving process. The third party in the name 
means that the owner of this server doesn’t have direct access to the ad-serving 
process and provides creatives.
How does a third-party ad server work?
When visitors visit a website, they see content on the site. The ads that they see 
on that site come from another server. Every website has ad inventory slots. 
Once the visitors visit the site, the website calls up the ad creative from an ad 
server. As these ads get displayed on the website or app for the users to see, the 
ad server starts tracking clicks, taps, and engagement the ads receive. It then 
displays it in an easy-to-read reporting dashboard.
Ad server also tracks the two most important metrics called viewability of ads 
and dwell time.
Features of third-party ad server
• Forecasting
• Deep targeting
• Automatic optimization
• Real-time reporting
The advantages of using a third-party ad server
Whether it is an in-house ad server or a third-party ad server, advertisers, 
publishers, and ad agencies who consider using a third-party ad server 
experience the following benefits-
One-stop solution:
Ad server offers a wide array of advanced features that allow advertisers to 
create running cross-platforms, revolutionary ad campaigns that meet their every 
demand. It allows tracking your campaign performance in real-time. This allows 
you to make necessary traffic and creative optimization at the early stage of the 
campaign.
Budget management:
When you know how much to shell out to a third-party ad server every month, it 
becomes easier to manage your cash flow. The pricing is established at different 
stages of usage. Adopting a third-party ad server route makes it easier to upgrade 
and downgrade your finances, as maintaining your budget is a significant factor 
to consider.
Empowers the advertisers:
Third-party ad servers enable advertisers to host their ad campaigns and share 
their tags with other advertising platforms. The third-party ad servers also 
empower the advertisers to change, modify or update ads without reaching other 
advertising partners. The ad servers allow them access to review the performance 
reports of the ad campaigns hosted with multiple publishers.
A/B and Multivariate testing:
Third-party servers give you control over your ad creatives beyond choosing the 
types of ad formats you wish to run. With an ad server, advertisers can do 
creative A/B testing. As ad servers are tied up with dynamic creative 
optimization technologies, it will allow you to create dynamic ads where content 
changes according to the data fed to it.
Transparency:
Third-party ad servers allow you to track the quality of the ad inventories and the 
performance of your ads. These are the most important things to do for ad 
campaigns. Ad servers enable transparency in terms of ad metrics report, 
breakdowns of inventory, and ad viewability report. You may make necessary 
adjustments by ignoring the non-viewable inventories and considering the 
performing inventories.
Reliability:
Before choosing a third-party ad server, you have the liberty to compare the 
credibility of different companies, their backgrounds, and years in business 
before moving ahead. It assures you that your third-party ad server is dependable 
in privacy, reliability, and data secrecy.
Advanced reporting feature:
Reporting is one of the requirements of advertisers, publishers, and ad networks 
to opt-in for third-party ad servers. They utilize a granular level of data to 
optimize the ad campaigns or set up the ad campaigns to meet their business 
goals. The ad servers also allow the advertisers, publishers, and ad networks to 
conduct an in-depth analysis of the ad campaigns by using the data collected and 
accordingly optimize the ad campaigns to meet the KPIs.
About Search-marketing 
Search-marketing.in website is a useful resource which caters to 
micro businesses on developments in digital marketing in India. It 
provides information on digital marketing strategies and helps Indian 
micro businesses to establish strong online presence and to leverage 
the Internet for business performance and growth.
Thank you for reading this 
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