Why Do Publishers and
Advertisers Have Separate Ad Servers?
At first
glance it might seem confusing why Publishers and Advertisers both maintain
their own Ad Servers. After all, what’s the point of forcing a browser to make
so many trips across the internet, bouncing from Ad Server to Ad Server when
technically all you need is a single Ad Server to deliver an ad?
The answer is mostly convenience, but also so Advertisers
and Publishers can audit each other when it comes time to bill.
Ad Servers are convenient because they allow
Publishers and Advertisers to centralize the nuts and bolts of getting an ad on
a web page. If an Advertiser bought media across ten different sites for
example, without an ad server every time they wanted to change their creative
assets they would have to talk to ten different publishers. Not only that, but
when it came time to report on how well their campaigns did, they would have to
compile ten different data sources into a single report. For a sophisticated advertiser
advertising multiple products to multiple audiences with multiple messages,
this quickly becomes unmanageable and is distasteful from the start.
However, with an Ad Server, an Advertiser can
update their creative in a single place, whenever they want, and do so without
needing to contact a publisher. Moreover, they can pull reporting on-demand
from one place that uses the same tracking methodology.
Publishers maintain an Ad Server for the same
reasons – they have multiple clients running multiple creatives for varying
amounts and with different targeting requirements. Publishers also want a
single source for reporting, and where they can efficiently track that they are
delivering on schedule so they can bill clients in full.
Lastly, separate Ad Servers allow both parties
to maintain their own independent set of reports. This forces both parties to
rely on the technology when it comes time to bill rather than each other’s
honesty. Of course, using two Ad Servers that count at different times, even
milliseconds apart creates the possibility for Ad Serving Discrepancies, the
bane of Publishers and Advertisers alike.
Source: www.adopsinsider.com
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