Benefits of ad servers to publishers
                     Benefits of ad servers to publishers
Watson F
Writes on ad managing using ad servers for publishers, 
involved with Adspeed ad server for publishers.
All websites with advertisements use ad servers extensively to manage 
these ads and their advertisers. In case you own one or more online 
properties, you may find advertisers want to display their ads on your 
websites and that is a great way to monetize them. Blogs and websites 
display ads on their pages to cover up the costs of web hosting and 
content generation. Using ad servers, publishers can make optimal use 
of their ad inventory, or advertising spaces. Publishers and potential 
advertisers can see spaces left for advertisement, and the ones that 
have already been sold off. They can also get valuable reports on the 
performance of ads. We will provide more details below on reasons why 
publishers and ad network operators should be using an ad server.
Selling advertisement space efficiently
You can use ad servers to make the selling of advertisement more 
efficient and convenient. As a publisher, you deal with many different 
clients, each having their own advertising specifications. Besides, as a 
publisher, you want to manage the advertisement slots better across 
different areas of a site and even across different sites. By controlling 
the ad placements from one central interface, you will be able to 
manage the advertisements better. Using an ad server, you can speed 
up and even automate some or all of the ad publishing tasks on your 
website while keeping the advertisers in the loop with various reports 
and notifications.
Serving the advertisements in an optimal way
Publishers can configure an ad server with advanced ad targeting 
settings to serve more relevant ads, which in turn increase click-through 
rate and conversion rate for your advertisers. That makes them happy 
and more likely to renew their advertising contracts with you. A 
comprehensive ad server provides you and your advertisers with a 
powerful list of available ad targeting criteria, from geo-targeting to 
keyword targeting.
Establishing contacts with multiple advertisers
Ad servers are beneficial for publishers because they come with ad 
management features. No doubt managing many ads is a complex and 
time-consuming process. Ad servers enable the publishers to connect 
with several demand partners or advertisers at the same time and 
automate some or all of the routine tasks. This helps them to be more 
competent and save time while managing the various ad campaigns via 
a single interface.
Tracking clicks, impressions, and conversions
Through ad servers, the publishers can monitor ad impressions, clicks, 
conversions, events and revenue in a centralized way. This ensures that 
overall ad pricing is maximized and ad inventory is filled properly with 
the most relevant and most profitable ads. Companies and webmasters 
enjoy a greater degree of control over the delivery process of 
advertisements. Further, they have better statistics at their disposal 
which they can make use to adjust running and future ad campaigns.
Capping ad frequency
To gain more impressions, one would think blasting more ads more 
frequently would be the easy solution. However, it’s not effective 
because viewing an ad too many times by any single viewer typically 
leads to a negative experience. Therefore, ad servers incorporate 
frequency capping conditions to restrict the number of times a single 
user views a particular advertisement. In the process, the ad servers 
enable the publishers to keep track of how many users actually view the 
ads and click on them. The digital advertisement buyers then get this 
data through the publisher’s ad server.
If you own a website and are looking to monetize it, you should strongly 
consider using an ad server. It will not only help you to monetize your 
site but also optimize the whole process flow which then reduces the 
headaches of managing ads and performing daily and routine ad 
operations.
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.