By Anton Ruin
It would be, obviously, illogical to analyze the concept of what we’re accustomed to call “efficient ad serving” in a one unified way. Whereas the main goal remains associated with attracting more clients, boosting sales rates and increasing your profits, all at the same time without a need to pay large sums of money, the ways to achieve mentioned goals turn out rather versatile.
In particular, it would be natural to assume the difference in what a small/mid-sized publisher or advertiser may be expecting from the ad server in comparison to the needs of a large ad network.
What we see vs. what we get
For what is worth, the vast majority of ad servers on today’s market are currently offering their featured enterprise solutions, presenting those as highly innovative and profitable engines to earn more at the lower cost.
However, if you take a closer look at what you’re provided with as an ad network, you might get confused or even frustrated. The thing is that an array of disposable features for large companies appears very similar to those, initially designed for small businesses. “Shouldn’t it be like that?” you might ask, but the answer is, unfortunately negative.
The most apparent and, yet, rarely received advantage of an effective enterprise ad serving solution is the powerful technical basis with specific complex of functions, all integrated into user-friendly interface.
What to look for?
The fast-changing realities in the global advertising industry inevitably force large businesses to seek for the more beneficial enterprise ad serving solutions, which can fit their unique demands and preferences.
If to put the major requirements for an ad server in the limelight, in this respect, the list will be rather long, but should primarily comprise the following:
• global ad network configuration settings, depending on the staff roles;
• vast ad management opportunities;
• tracking and control of staff work effectiveness on each level;
• intuitive interface (all user levels);
• mass campaign creation & management options;
• network-specific ad campaign auto-optimization algorithms.
What to Browse?
Certainly, it would be wrong to state that none of the today’s ad servers can equip you with whole multitude of options, when it comes to enterprise solutions. On the contrary, the fresh rivals, like Epom, have done a lot to create the network-specific functionality, aimed at satisfying the needs of their large clients.
Some of the already integrated features, at least as far as Epom is regarded, namely include 4 sub-accounts with integrated user-friendly publisher and advertiser management (incl. expenses, net revenue, etc.), white-labeling, real-time campaign monitoring, reporting and the 100% transparent and reliable financial flow system, all available within the graphical dashboard.
The ad serving opportunities, at the same time, feature the whole range of options for display, mobile, video, in-app ads in CPM, CPA and CPC ad campaigns, not to mention the possibility to prioritize and optimize them (manually or automatically).
What to Hope for?
No one would dare to argue that the paste of progress isn’t likely to slow down in the upcoming future. Thus, we will most certainly see the positive changes and modifications within the supply of ad serving solutions for networks; at least as far the innovative companies are concerned. Well, and others aren’t just worthy of talking about, right?
About the author
Anton Ruin is CEO of Epom in Ukraine.