Ad Serving & Ad Management tools

Ad serving refers to the technological processes and services involved in placing adverts on sites. Managing ads can be a complex task, with special software needed to select, place, and track various types of adverts within the pages of a site. Web publishers often need to display ads from a variey of advertisers, but have a limited amount of inventory on which to display them. Ad serving software can help automate this process, determining which ad is selected depending on who is viewing the page, and which page is being viewed, while at the same time conforming with the rules agreed with each advertiser. For example, if a website has ten different advertisers vying for a single skyscraper banner ad, the ad server must decide which one to display. Agreements between publishers and advertisers can depend on a number of factors, including the time of day, previous pages viewed by the user, frequency of views, or geographical location. All these factors must be calculated by the ad serving software. For the advertiser, the ideal ad serving software is the one which will select the most appropriate ad that will result in a sale.

Ad servers should therefore be able to calculate which types of ad will get the highest probabilty of a sale. While advertisers and publishers can deal with each other directly, both can also opt to sign up to advertising networks, which work by buying ads from a number of sites and selling them on to advertisers. The ad serving technology companies listed here provide a range of software to Web publishers and agencies, to help you get the best results on ad campaigns.

Adtech

• kit@adtech.org.uk
• 0203 008 8693
• www.adtech.org.uk

ADTECH is a leading international supplier of digital marketing solutions. The company's flagship product is the Helios IQ ad serving platform. It enables web publishers to manage, serve and evaluate any kind of online ad campaign including display, video and mobile formats. ADTECH is an independent and wholly-owned subsidary of AOL's Advertising.com divsion. Globally, the company works with customers in more than 25 countries.