How can an ad server help with media buying?
                     How can an ad server help with media buying?
Watson F
Writes on ad server solutions, involved with 
Adspeed ad server platform & Adspeed ad server software
.
Media buying is performed by an advertising agency for its clients. The 
advertisers want their ads displayed on certain sites and apps. There are 
many tasks involved in finding, negotiating, booking and monitoring ad 
campaigns. Therefore, advertisers might outsource media buying to an 
ad agency.
The agency uses its networking and industry expertise to negotiate and buy those ad placements at the best 
possible price. Digital media buyers can find the best rates because of their industry knowledge. They are deep 
in the online media ecosystem on a daily basis so they know the players and where to find value. First they 
need to understand your business, your needs and goals. You also need to see if it is a good fit for you and if 
they really know your industry or niche. Then they will put together a media plan based on your budget so you 
should prepare a basic idea in mind where you want to display your ads and how much you can afford. You do 
not want to be sold an expensive proposal and waste your ad budget on something you do not want.
Media buying can be done directly with individual publishers or via ad networks or ad exchanges. Typically, it is 
a mix of premium ad space with direct publishers and the rest from other sources. In this case, it is important 
to have a suitable ad server to help with ad serving, ad management, and ad reporting.
Ad serving
Ad serving is the process of placing advertisements on websites and 
apps using an ad server company. This company writes software and 
deploys it onto web servers to select and deliver ads to the viewers. 
Advertisements are chosen using the ad targeting criteria and 
restrictions created by the advertisers, ad agencies or publishers. The 
selected ad is then delivered to the viewer’s browsers on their devices, 
which could be mobile phones, desktops, laptops, OTT streaming sticks, 
smart TVs, etc. The ad server then records ad views, clicks and other ad 
events into a database for further processing and analysis.
Ad management
An ad server designed for agencies and advertisers will help with ad 
management because when an agency or advertiser buys ad space, it is 
often from multiple sellers. That means having a way to keep track of 
which ad goes where and when. With many items on your plate, you can 
make mistakes, which can be costly. The ad server gives you 
consolidation and control over ad placement and scheduling. You can 
see a big picture on your ads across websites, apps, and other channels 
any time. The ad agency can create accounts in the ad server for their 
advertisers to access, view or edit their ads.
Ad reporting
Reporting is the only way you know how effective your ad dollars were 
spent and where should you spend them on future campaigns. Reports 
on ad metrics from ad servers provide accountability for all parties 
involved. Using your own ad server gives you the power to track your 
own ad campaigns and having your own set of numbers. Any reporting 
discrepancies will then obviously show up and cannot be hidden like if 
you relied only on reports provided by your publishers or ad 
networks/exchanges.
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. 
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