“So why should I use an ad server?” This is a question that we’ve gotten a number of times. And this week, I’m going to give you the low down.
It’s easy to see advertising as an afterthought when working on making a great website or blog. And in fact, that’s exactly the reason why you should outsource your ad serving; you want to be able to focus on providing great content.
So without further ado, here are our top reasons why you should use an ad server:
Stats are your Friend
Unless you are serving only in-house ads, you are going to need to keep track of how many impressions and clicks the ads that you serve are getting. If you can’t provide proof that the ads are being shown, don’t plan on keeping your advertisers around very long.
Even for in-house ads (ads that promote your own products and services), statistical data is crucial to let you know if your ad is getting any clicks, or if you should change out the creative.
Ad Stats Take a Lot of Disk Space
Ad statistics (impressions, clicks, etc) take a lot of storage room. It’s better to store this rapidly expanding data in the cloud where systems have been set up to handle it. If you try to store the stats data yourself, you can end up needing a bigger hosting account or could end up running out of space – causing an outage.
Faster Loading and Lower Hosting Costs
By loading your ads asynchronously off of a third party server, you can cache your pages. Caching can speed up your site and lower your hosting costs. Smart publishers serve all of their pages out of cache and offload traffic stats, comments and ads to third party services.
Serving Ads is A Different Beast from Serving Content
Ad Servers are designed to be able to do computationally expensive ad serving strategies quickly. This includes ad rotation, scheduling, targeting, etc. The average web hosting account is designed to serve mostly static content.