There are several factors that go into determining which ad server, or servers, your Ad Operations team should use, and with such a crowded market, the selection process is ever more complicated. How do you sift through the marketing hype to determine which ad server is right for you? Which are ideal for reporting, trafficking, forecasting, or targeting? Which are ideal for mobile or video ad serving? How does the ad server support your indirect sales business?
We outline how to select an ad server, offering perspective on the pros and cons of many popular ad servers, including OpenX, AdTech, 24/7, and DFP for small, medium and DFP Premium. Know what features are included in upgrading to DFP Premium, and when you should start to think about a migration.
Last update: March 2014