Ad Server Admin

The term “Ad Server” refers to a piece of advertising technology (AdTech) used by publishers, advertisers, ad networks, and agencies in order to efficiently run and manage their online campaigns. Ad servers are capable of deciding which ads to show on a site instantaneously, and then proceeding to show them. Ad servers also work to collect and report important user data back to advertisers, which they can then monitor and gain valuable insight from.

 

An Ad Server Admin is someone who focuses on ad distribution, either on the publisher’s end or the advertiser’s end. Also, largely dependent on their work scope, the admin could be tasked to focus on:

    1. Creative: Making sure that all creative material is loaded onto the server on-time
    2. Campaign Scheduling: Determining the times in which the ads are going to be run, along with how long
    3. Ad Optimization: Monitoring and keeping an eye out for the best ad performance and making sure that the server is working to push that higher-performing material more, and conversely running the lower-performing material less
    4. Delivery Speed: Determining how frequently impressions are being delivered (evenly or as quickly as possible)
    5. Technical Targeting: Devising and planning which ads get run either through online, mobile, tablet, or TV formats, and ensuring that they are compatible with being displayed across all different types of devices and OSes
    6. Time Targeting: Scheduling out ads to run at a certain time/window during the day, at the point  in which users are the most active
    7. Behavioral Targeting: Targeting consumers based on their particular behavior online, as well as their unique search history and interests
    8. Retargeting: Analyzing your brand’s past consumer engagement and then using that information to display your ads to them again, in a way which garners greater attention and drives more user interaction
    9. SEO: Allowing bidding on keywords and then having your ads run on organic search engines results pages, such as Google or Bing
    10. Creative Sequencing: Crafting a specific order for ads to appear, which is usually informed by the same creative concepts
    11. Frequency Capping: Managing the limit on how many times a particular ad can be shown to the same user, limiting exposure by the hour, day, etc.
    12. Ad Tracking: Monitoring ads and making sure that they are generating good results and traffic, as well as working to ensure that the ads are being run on schedule and in the right location to reach their intended demographics and audiences
    13. Reporting: Keeping an eye on the Ad Server and providing reports on all sorts of data on an as-needed basis to a particular department or executive

Do you and your team need help with your Ad Server Administration? Let the media team here at Overdrive Interactive provide our expertise through a partnership you can trust. Click to contact us.

This definition is part of the Demand Ops Map. Get your PDF map with links here.

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FAQs

What does an ad server do?

An ad server is an element of AdTech (Advertising Technology) typically used by publishers, advertisers, ad agencies, etc. to manage and run online ad campaigns.

How much does an ad server cost?

Typically, the cost of ad serving ranges from $0.01 to $0.10 CPM. You should also keep content delivery network (CDN) costs in mind, which range from $0.02 to $0.06 per gigabyte of transfer.

Is a DSP an ad server?

DSP’s and ad servers are very similar – both have the same purpose of displaying advertisements on websites, apps etc. via marketing automation tools. Technically, DSP’s and ad servers can both be considered digital ad serving technology.

Dev Tool:

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