In online advertising, fast wins. Fact. This isn’t just true because of the increased use of real-time bidding, but with technology such as instant retargeting and dynamic creative; these updates can happen in milliseconds, not hours or days.
So, what are the implications of this? And how does it help if you’re an advertiser looking into ad serving technology? Speed and agility must guide the way online advertising is approached; even if real-time tactics aren’t front of mind, speed should be.
If an ad server can boost the agility to turn around retargeting, dynamic creative and RTB you’ll be speaking with some of the more intelligent and advanced ad serving technology available. In order to implement these elements, the ad server will also need to be proactive to guarantee the technology isn’t squandered. Make sure you know an ad serving team. Finally, and most importantly in this day and age, it’s vital for an ad server to work on multiple channels and provide thorough analytics and data management.
Of course, we offer all of these. If you’re after some further details on what to look for from an ad server, read our eBook: http://www.mediaplex.co.uk/ebook.pdf