Ad Tech Platforms for Marketing: Choosing the Right Ad Server for Your Marketing Needs

Table of Content

  1. Introduction
  2. Programmatic Advertising in Ad Tech [ DSP, SSP] [ will talk about challenges, benefits and implementation of programmatic advertising]
  3. Criteria for Selection [Key Considerations for Publishers, Factors in Choosing the Right Ad Server,Balancing Publisher Needs with Advertiser Demands]
  4. 5 best Ad server platforms for publishers
  5. Making Your Decision [Factors to Consider When Making a Choice, Steps in Implementing an Ad Server and Tips for Maximizing the Benefits]
  6. Ad Tech Industry future trends
  7. Conclusion

“You run ads, then ads run the world. All the kudos goes to brands, but an invisible force, unheard by the majority, keeps the lights on. It’s lucky that you know about it, but that’s just the start. Today, we’ll fully explore the godlike powers of ad tech.” EPOM


In the ever-evolving landscape of digital marketing, Ad Tech platforms have become indispensable tools for publishers, advertisers, and marketing agencies. Among these platforms, programmatic advertising has taken center stage, thanks to the integration of Demand-Side Platforms (DSP) and Supply-Side Platforms (SSP). This article will delve into the intricacies of programmatic advertising, the challenges and benefits it presents, and the crucial criteria for selecting the right ad server.

1. Programming Advertising in Ad Tech:

Programmatic advertising is the backbone of modern digital marketing, utilizing DSPs to automate the buying of ad inventory and SSPs to optimize supply-side resources. While it offers immense potential, it also brings challenges. The complexity of real-time bidding, ad fraud, and data privacy concerns pose significant hurdles. However, the benefits, such as precise targeting, efficient ad spend, and data-driven insights, far outweigh these challenges. Implementing programmatic advertising requires a robust infrastructure and a skilled team.

2. Criteria for Selection:

Selecting the right ad server is pivotal in maximizing the potential of programmatic advertising. For publishers, it’s essential to consider

Read More ... Named in the 2023 Gartner Market Guide for Ad Tech Platforms

FORT WORTH, Texas, July 25, 2023 /PRNewswire/ —, the advertising success platform for agencies, brands, and media companies, announced today its inclusion in the 2023 Gartner® Market Guide for Ad Tech Platforms. has been recognized by Gartner in this Market Guide, which defines the ad tech market as “technology for managing digital advertising across channels and devices, including display, video, streaming TV and audio, in-app (including games), social, and search. It provides functions for campaign planning, media buying, advertising analysis, optimization and automation.”



As per Gartner analysis “digital advertising is the No. 1 channel by spend allocation, and ad tech platforms facilitate a growing portion of this spend. Digital marketing leaders should match their ad tech and media buying vendor needs with market developments in identity, privacy, consent and measurement.”

To, this recognition further complements the company’s growth strategy while serving its customers and delivering a platform that empowers advertisers to maximize relevance and increase campaign performance. believes that as ad tech platforms continue to rapidly evolve, more companies will tap into this technology. This Market Guide presents the following key recommendations to digital marketing leaders when assessing ad tech platforms:

  • “Ensure that ad tech platforms offer either native solutions or integration with best-of breed providers in identity resolution, consent and preference management, and data clean rooms to improve connections between brand and media partner’s first-party datasets while cookie deprecation is still on the horizon.

  • Monitor ad and marketing solutions to ensure compliance, effectiveness and return on investment in the face of shifting privacy landscapes and to maintain targeting and measurement capabilities in cross-channel campaign management.

  • Avoid shiny object syndrome: many new channels require significant financial commitment and may transact via cost-per-impression (CPM), cost-per-click (CPC) and/or cost-per-conversion event.

  • Leverage ad tech providers’

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