Best Publisher Ad Server Software

Publisher ad servers, commonly referred to simply as ad servers, help website publishers earn money from their website through online advertising. Selling ads on their site allows publishers to generate revenue from the content they produce, while keeping that content free for their audiences. Publishers use ad servers to manage ad operations such as creating ad units, setting inventory price minimums, trafficking ads, and tracking conversions and advertisers’ budgets. Ad servers are counter parted by advertiser campaign management software used by marketers to buy the ad inventory made available by publishers. Publisher ad servers make inventory available to sell through ad networks, which package ad units from multiple publishers together to sell to advertisers. Publisher ad servers commonly function as supply side platforms (SSPs) as well, and many products in the Ad Server category are also in SSP. SSPs allow publishers to make their inventory available in advertising exchanges which serve as a marketplace where ads are bought in sold in real time, impression by impression, instead of in a bundled package. Publisher ad servers may also provide functionality for mobile app monetization.

To qualify for inclusion in the Publisher Ad Server category, a product must:

  • Be able to create and manage ad units on websites
  • Integrate with third-party ad networks and exchanges, and/or offer access to its own proprietary ad inventory offerings
  • Automate processes for trafficking and managing ads
  • Track ad conversion and audience demographic information

Publisher Ad Server Software Grid® Overview

The best Publisher Ad Server Software products are determined by customer satisfaction (based on user reviews) and scale (based on market share, vendor size, and social impact) and placed into four categories on the Grid®:
  • Products in the Leader quadrant are rated highly by G2 Crowd users and have substantial Market Presence scores. Leaders include: DoubleClick for Publishers
  • High Performers are highly rated by their users, but have not yet achieved the market share and scale of the Leaders.
  • Contenders have significant Market Presence and resources, but have received below average user Satisfaction ratings or have not yet received a sufficient number of reviews to validate the solution.
  • Niche solutions do not have the Market Presence of the Leaders. They may have been rated positively on customer Satisfaction, but have not yet received enough reviews to validate them. Niche products include: OpenX and LiveRail
G2 Crowd Grid® for Publisher Ad Server
Leaders
High Performers
Contenders
Niche
1413533155
Liverail
Doubleclick for publishers
Market Presence
Satisfaction
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