10 Questions You Must Ask Ad Servers

Online e-tailers, media networks and publishers are constantly on the move, seeking to find venues to expand their advertising inventories as well as locate further opportunities to generate more revenue. Prior to selecting the best suited solution for ad management by your organization, it is necessary to ensure that it also provides the desired ROI both for your organization and its advertisers. You can start by asking yourself if whether you are really getting top CPM rates and creating less unsold inventories. Are you capitalizing various competitive advantages offered by new technological innovations? The following ten questions may provide you the desired answers.
1. Does your solution evaluate and streamline your ad inventory?

Online e-tailers, media networks and publishers should possess the ability to determine which content of their sites is most valuable. By streamlining trivial content, not very attractive for their audience, organizations can divert their focus to other valuable areas, thereby increasing their profits on a long-term basis. Focusing on the valuable content helps you in targeting campaigns for a higher premium. With precisely directed inventory projections, you can create packages that perfectly blend your premium as well as non-premium ad inventory in order to increase their overall worth.
2. Does your solution help to optimize ad campaigns?

You can enhance your organization’s revenue by means of optimizing the methods used for prioritizing its ad requests. The chosen solution for ad management should optimize your ad campaigns throughout various sites, channels and areas without obstructing the impression-based goals of your campaign. Furthermore, it should have the ability to automatically increase the frequency of serving your ads where they continue performing efficiently, or even avert them if they under-perform, provided their performance in other areas is reasonable.
3. Can you correctly predict the ad inventory?

On account of their complexity, reliable inventory forecasts are treated as excellent trust factors by most online e-tailers, media networks and publishers. Organizations should hence be able to now correctly predict their respective audience across diversified site areas. The solution for your ad management must also be able to establish the availability of your inventory, whether it is booked or reserved at any particular given point during their process. Moreover, this information must be based broadly on any quantity of historical information selected by a client.
4. Does your solution offer real time campaign management?

Over the last several years, organizations have been able to easily gather larger quantity of data at significantly faster rates than before. Weekly, monthly, or even annual reports have quickly turned into historically outdated information, thus proving as inadequate tools meant to manage the swift change. Normally, your solution for ad management should ideally offer real-time campaign management, inventory projection potential and reporting. By doing this, you can ascertain micro-trends as well as instantly react and respond to any unexpected changes in behavior of users, in addition to effectiveness of your ads.
5. Does your solution let you target the audience through multiple factors?

The ideal solution for ad management allows your organization to target its audience through multiple factors like behavior, geo-location, user data, and more. If registration database of your user can be linked to your solution for ad management, you would be able to extract more value out of your existing inventory by tapping subscribers with relevant ads, depending on their Geo-location and registered information. Additionally, a more modern solution provides complete integration with targeting capabilities based on behavior, which allows you to retain information relevant to an audience segment or a visitor, resulting in much better comprehension of behavior patterns which enable you to create as well as manage targeted campaigns.
6. Does the solution offer all types of media formats?

If most of your top agencies and advertisers deploy highly rated media solutions, it is most crucial for your organization to support every media format. Your solution for ad management must in turn support the needed variety of media formats. You can also command high traffic rates by effectively tracking and serving refined ad formats.
7. Are there any controls for ad exposure?

The ideal solution for ad management should be equipped with controls that are fined tuned for exposure of your ad at various levels. Exposure of ads could be set to impression frequencies of your specifications. This control level will prove enormously successful with the persistent nature of pop-under and pop-up ads. Properly managed ad exposure eventually helps to hinder ‘banner burnout’ occurring on the web properties of your organization.
8. Is your solution flexible and does it cater for future expansion?

The ideal solution for ad management allows easy introduction of some new software / hardware and manifold processor potential for enhancing the ad serving capacity. Your system must be designed in such a way that it expands easily when the volume of your ad serving expands and the needs of your business transform.
9. Can real value be delivered to advertisers by action tracking?

Advertisers desire accountability in the shape of a specifically calculated return for their investment. Sites of your organization should conclusively indicate the value achieved by tracking the post-impression activity and post-click of the visitor, and give quantifiable information used to establish the most booming sites, other parameters or areas, giving a correct measure of the ROI of this site.
10. What should be the quality of your customer service support?

The ideal vendor of ad management must supply you with professional and well trained customer service support staff, which must be fully active when required. You should not expect anything less than top-rated service level from a vendor who works with you.
Whether considering the implementation of your very first solution for ad management or its migration from the existing to some other, going through a checklist like the one given above can prove to be a priceless tool for you. Be certain to ask the correct questions and ensure integration of the most suitable technology for your specific needs. By doing this, you will optimize the software investment return and the return from advertising by your customers.

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By: Naor

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