Ad serving strategies for a high inflation environment
                     Ad serving strategies for a high inflation environment
Watson F
Writes on ad servers, involved with Adspeed Ad serving 
software and ad server solutions.
There are many factors that come into play when running a business, all 
of which can have an impact on sales. The business environments have 
become even trickier during the pandemic because of supply chain 
issues, the rising cost of payroll and a sharp increase in inflation on 
pretty much everything. These combined challenges are making it 
tougher for businesses. For our online advertising industry, we will take 
a look at a number of ad serving strategies that publishers and 
advertisers can consider during periods of high inflation.
Use dynamic ads
If you do any kind of shopping, you are well aware how prices can change almost 
constantly. During periods of high inflation, prices change even more rapidly because 
many input costs are rising. For advertisers, keeping up with the price changes can be 
difficult when advertising. However, there are ways around this problem. One obvious 
way is to simply leave pricing out of the ads. However, that is not always possible if 
pricing is one of your main competitive advantages or you want viewers to click on the 
ad and make a purchase right away. Also, if you do not publish your price, you will need 
to spend more time answering consumer’s questions about pricing. If you want to 
display pricing on your ads but it changes frequently then you can go with a dynamic ad 
serving strategy. These ads are no longer static and the actual content will depend on 
external data. Dynamic ads take pricing data from another source and display it inside 
the ad. For example, you can design an ad to display the product, its features but leave 
the pricing area blank. The actual pricing is plugged into the ad when it is actually 
served to viewers. This way, the current price is always properly reflected and you do 
not have to update the ad every time the price changes.
Cut costs
If you cannot raise prices easily to boost your top-line revenue then the next area 
to look at is your expenses. Even if you don't really want to, cutting costs is one 
option you must consider in this case. Take a closer look at different expenses in 
running your online business and see which items can be adjusted, reduced or 
even eliminated without affecting your current operations and future growth 
potential. Carefully evaluate the importance and necessity of each expense. For 
ad serving purposes, you still need to run ad campaigns to get the word out but 
avoid getting locked into a long term contract as it can be costly and reduce the 
flexibility that you need to run your business. The good news is that there are on-
demand adservers that you can use with no to very small commitment. You can 
scale up or scale down at any time by upgrading to a larger plan or downgrading 
to a smaller plan, depending on your need. For example, when you have more ad 
campaigns then you can scale up for a few months and then scale down when 
these campaigns finish. Having flexibility is important to control costs and stay 
profitable.
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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