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

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Tech stocks look strong, but here’s a sign the sector is actually under a lot of stress

Contrary to what Wall Street is saying, another advertising and marketing agency confirmed that the technology sector appears to be having a lot of trouble when it comes to discretionary spending on advertising and marketing.

Shares of Interpublic Group of Companies Inc.
plunged 13.3% to close at $32.87 on Friday, enough to lead the S&P 500 index’s
losers, after the company missed second-quarter revenue expectations and cut its full-year growth outlook in half, citing weakness in the technology sector. The stock suffered the biggest one-day selloff since it tumbled 15.3% on March 12, 2020.

That comes just two days after fellow ad agency Omnicom Group Inc.’s stock
tumbled 10.4% to pace the S&P 500’s decliners, after also missing on revenue and providing a somewhat downbeat outlook, amid a “pause” in tech-sector spending as clients have become “more cautious.”

And the companies also said they saw softness from tech-sector clients in their first-quarter reports.

That might seem counterintuitive to investors, given that the technology sector has been the S&P 500’s strongest this year. The Technology Select Sector SPDR exchange-traded fund
has soared 41.5% year to date, while the S&P 500 index
has advanced 18.2%.

Interpublic Chief Executive Philippe Krakowsky said Friday on a post-earnings call with analysts that the tech sector is moving through a “challenging period” that has included significant cost and workforce cuts.

“[W]hat we have seen is that the sector is under a lot of stress,” Krakowsky said, according to an AlphaSense transcript.

He said the pressure Interpublic has seen in sector isn’t from smaller tech companies, or those backed by venture capitalists, but a “relatively small group of large companies.”

And given a “modestly more uncertain” macroeconomic environment, Krakowsky said it’s clear that pressure on the tech

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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Google brings changes to Android in India, new MacBook Pros goes on sale, layoffs at Spotify and other top tech news of the week

After weeks of tussling with the Indian government, Google this week announced changes to Android and Google Play Store in the country. For those who are looking to buy new MacBooks, the new M2 Pro and M2 Max powered MacBook Pros have now gone on sale, and also, for iPhone users, the iOS 16.3 is now out. After layoffs at Google, Amazon, and other big giants, Spotify also sacked 6% of its workforce. All this and more in our top tech news of the week.

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Sony’s new tech could block sideloading piracy apps on Android TV

Android TV Sony 8K

Adamya Sharma / Android Authority


  • Sony has filed a patent for an anti-piracy monitoring app on media players and TVs.
  • The app would block or degrade the performance of sideloaded apps that allow pirated content.
  • This would likely be for Android TV as Sony uses this platform for its smart TVs.

Sony is no stranger to fighting piracy, be it on the PlayStation side of things or in the music and video landscapes. However, the company’s latest anti-piracy measure could target Android TV.

The Japanese giant filed a new patent application to block piracy apps on smart TVs and streaming devices, Torrent Freak reported. Of course, Sony uses the Android TV platform for its smart TVs, suggesting that this anti-piracy measure could indeed come to Google’s platform in a limited fashion.

So how does this anti-piracy feature work?

The company describes the use of a system-level “monitor” application that would form part of the operating system. This application contains a block list of known pirated network resources (e.g. URLs and IP addresses) and would then identify third-party apps accessing said resources. From here, the monitor app would block the third-party app from running, throttle it to provide a degraded experience, or pause the content at irregular intervals to frustrate viewers.

This is just a patent right now, so there’s no guarantee this anti-piracy feature will actually land on commercial Sony devices. Nevertheless, it still raises plenty of questions. For one, you have to wonder whether this monitor app could hog system resources, resulting in a chugging experience on Android TV. There is a precedent for this too, as it’s not uncommon to see choppier performance in PC games with anti-piracy measures.

Would you buy a TV with an anti-piracy monitoring app?

3687 votes

Torrent Freak also points to the

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