Comparison of ad servers
The following is a comparison of ad servers. It compares general and technical features of a number of ad serving platforms.
General information
Basic general information about the ad serving solutions:
| Ad Serving Platform | Company-owner | First release date | Pricing | Mobile solution | Ad exchange | Demo | Service and Support | Real-time | Trial period |
|---|---|---|---|---|---|---|---|---|---|
| 24/7 Open AdStream - Renamed XFP | AppNexus | 1997 | Available upon request | Yes | Yes, 24/7 Connect in exclusive partnership with Microsoft Ad Exchange | Yes, upon request | Phone, email, ticket system and dedicated local account manager in local languages. Local Professional Services | Yes | No |
| Ad Server Solutions Adserver | Ad Server Solutions | 1997 | Licensed, Source codes and SaaS. White Label and Private Branding. Available upon request | Yes | Yes, Partnerships / Investments | Yes | 24/7 email support | Yes | No |
| AdButler | Sparklit | 1999 | AdButler Plans | Yes | NO | YES | Dedicated manager, Email, Phone | Yes | Yes |
| AdGlare | AdGlare | 2013 | AdGlare Plans Free Community Edition available | Yes | No | Yes | Email, Ticket system and Chat support | Yes | Yes |
| AdPeeps | IMPACT Software | 2004 | AdPeeps Plans | No | No | Yes | Email and ticket system | Yes | Yes |
| AdExchange | AudienceLogy LLC | 2013 | Available upon Request | Yes | Yes | Yes, upon request. | Phone, email, ticket system, training and consulting services available | Yes | No |
| AdExpert | Teroa S.A. | 2015 | Free for US publishers - requires use of Ad Exchange | Yes | Yes | Yes - actual service | Phone, chat, email and ticket system | Yes | Yes |
| Adform | Adform ApS | 2003 | Available upon Request | Yes | Yes | Yes, upon request. | Phone, email, ticket system, training and consulting services available | Yes | No |
| AdGear Advertiser Ad Server | AdGear | 2009 | Available upon request | Yes | Yes | Yes, Upon Request | 24/7 email and telephone | Yes | No |
| AdMediaWorks | AdServer | 2014 | On Website | No | Yes | Yes, upon request | Dedicated Account Manager, phone, email, Skype | Yes | No |
| Admixer.Publisher | Admixer | 2015 | On Website | Yes | No | Yes | E-mail, Skype, tickets, dedicated manager | Yes | Free plan |
| AdSparx | AdSparx USA Inc. | 2012 | Available upon request | Yes | Yes | Yes, upon request | Phone, email, ticket system | Yes | Yes |
| AdSpeed | AdSpeed | 2000 | AdSpeed Plans | Yes | No | Yes | Email, Chat, Phone | Yes | Yes |
| ADTECH | ADTECH AG, subsidiary of AOL Networks. | 1998. 2007 - AOL acquires ADTECH | Available upon request, special pricing, also there are ADTECH lite (version for small publishers) free. | Yes | Yes, Marketplace by ADTECH | Yes, Upon Request | 24/7 email and phone support | Yes | No |
| AdvertServe | Renegade Internet | 1998 | AdvertServe Plans | Yes | No | Yes, upon request | E-mail, phone, ticket system | Yes | Yes, 30
days |
| Adzerk | Adzerk Inc. | 2009 | Online pricing tool - Varies upon impression volume. | Yes | Yes, non-exclusive | Yes, upon request | Phone, email, dedicated account manager, professional services | Yes | Yes |
| Bannertic | Hardsk | 2013 | Bannertic Plans | Yes | NO | Yes | 24/7 email | Yes | Yes |
| CpxCenter | Yesup Media Inc. | 2013 | Available upon Request | Yes | Yes | Yes, Upon Request | Email, Live Chat, Phone, Ticket System | Yes | No |
| Cxense | Cxense. | 2001. 2013 - Cxense acquires Emediate | Available upon request | Yes | Yes, Emediate Exchange | Yes | Email and phone support | Yes | Yes |
| Djax Adserver | dJAX Adserver Technology Solutions. | 2009 | Available upon request | Yes | Yes Open RTB 2.0 | Yes, upon request | Email and phone support | Yes | Demo Only |
| DoubleClick Premium Solution | Google Inc., since 2008 | n/a | Available upon request | Yes | Yes, Doubleclick Ad Exchange | No | Dedicated manager, 24/7/365 support | Yes | No |
| DoubleClick Small Business | Google Inc., since 2008 | n/a | Free up to 150 million impps per month | Yes | Yes, Doubleclick Ad Exchange | No | E-mail, phone, ticket system | Yes | - |
| e-planning | Teroa S.A. | 2000 | Available upon request | Yes | Yes | Yes, upon request | Phone, chat and ticket support | Yes | No |
| epom | Epom | 2010 | Pricing table. Details available upon request. | Yes | Yes | Yes, upon request | 24/7 email and phone support | Yes | Yes |
| GearAds.net | GearAds.net | 2014 | On Website | Yes | No | Yes | 24/7 email and phone support | Yes | Yes |
| MADGIC | Madgic | 2011 | Available upon request or real time reporting API | Yes | Yes, 24/7 Connect with 50+ adnetworks | Yes, upon request | 24/7 support via email, skype, phone, ... | Yes | Yes |
| Mirago M3 | Mirago Ltd. | 2001 | Available upon request | Yes | Yes, Mirago Ad Exchange | Yes, upon request | Dedicated Account Manager, phone, email, ticket system, Skype | Yes | No |
| Orbit Ad Server | OrbitSoft | 2008 | Available upon request | Yes | Yes | Yes, upon request | Dedicated Account Manager, phone, email, Skype | Yes | No |
| Revive Adserver | Revive Adserver Project | 2013, 2003 as OpenX Source | Free, Open Source | Yes | Yes, via plugin | Yes, Installatron | Project support, forum, etc. Hosting, training and consulting services available | ||
| Right Media (Yield Manager) | Yahoo | 2005 | Available upon request | Yes | Yes, Right Media Exchange | No | Email and phone support | Yes | No |
| SpringServe | SpringServe | 2015 | Available upon request | Yes | No | Yes, free full demo | Email, phone, chat | Yes | Yes |
| Zedo | Zedo Inc. | 2000 | One time set-up fee + monthly fee based on volume (available upon request) | Yes | Yes | No | 24/7 support through phone, email or chat | Yes | No |
General features
Main features offering by ad servers.
| Ad Serving Platform | Mobile ad serving | Video ad serving | Targeting databases | Creative types supported | Campaigns optimization | Reporting |
|---|---|---|---|---|---|---|
| 24/7 Open AdStream | Yes | Yes | Yes | Image, Flash, HTML, XML, 3rd-party, Video (linear & non-linear), Rich Media, HTML 5, display ads, Native Advertising | CPM, CPC, CPA, eCPM, conversion tracking, Fixed cost | Real Time, Dashboard, custom reports, report export, report subscription, notification alert, API |
| AdButler | Yes | Yes | Yes | Image, Flash, HTML, XML, 3rd-party, Video (linear & non-linear), Rich Media, HTML 5, display ads, Native Advertising | CPM, CPC, CPA, eCPM, conversion tracking, Fixed cost | Real time |
| AdGlare | Yes, auto-responsive | Yes | Yes | Image, Flash, HTML5, JavaScript, 3rd-party, Video, Rich Media | CPM, CPC, CTR, CPA (Enterprise only) | Live Stats, External Reports, Report Builder |
| AdPeeps | No | No | Yes | Image | None | Real-time |
| AdExpert | Yes | Yes | Yes | Image, Flash, HTML, XML, 3rd-party, Video (linear & non-linear), Rich Media, HTML 5, display ads, Native Advertising. | CPM, CPC, CPA, eCPM, conversion tracking, Fixed cost | 5-minute updates, Report subscription, Notification alerts, Custom Reports, Report exports, Raw data, Reporting API. |
| Adform | Yes | Yes | Yes | Image, Text, Flash, HTML5, Rich media, Synchronized ads, In-stream, Video, Mobile, AdPages, Keywords, Links, Third Party ads, Rotators, Native ads. | CPM, CPC, CPA, CPMV | Real Time, Quick stats, Analytics, Report subscription, Notification alerts, Custom Reports, Report exports, Raw data, Reporting API. |
| Admixer.Publisher | Yes | Yes | Yes | Display (Image, Flash, HTML5), Rich media (incl. non-standart), Video (in-page, in-video), Teaser and Mobile | CPM, CPC, Flat Fee (fixed cost) | Real time + dashboard, report exports, custom reports, client access |
| AdServer Solutions | Yes | Yes | Yes | Image, Flash, HTML, Javascript, XML, 3rd-party, Video (linear & non-linear), Rich Media, HTML 5, display ads, Native Advertising, Real Time Bidding | Automatic Optimization based on CPM, CPC, CPA, eCPM, also Fixed Cost, conversion tracking | Real time reporting + dashboard, API, Custom reports, report subscription, report export (xls, csv, pdf, html) |
| AdSparx | Yes | Yes | Yes | Image, Flash, HTML, XML, 3rd-party, Linear video, Rich Media, HTML 5, display ads, Native Advertising | CPM, CPC, CPA, eCPM, conversion tracking, Fixed cost | Real Time, Dashboard, custom reports, report export, report subscription, notification alert, API |
| ADTECH | Yes | Yes | Yes | Image, Flash, HTML, XML, 3rd-party, Video (linear & non-linear), Rich Media, HTML 5, display ads | Automatic Optimization based on CPM, CPC, CPA, eCPM, also Fixed Cost, conversion tracking | Real time reporting + dashboard, Custom reports, report subscription, report export (xls, csv, pdf, html) |
| AdvertServe | Yes | Yes | Yes | Image, Flash, HTML, HTML5, 3rd-Party, Video (Linear and Non-Linear), Rich Media, Display Ads, Native Advertising, Crawlers, Lightboxes, Full Page Overlays, Page Peels, Wallpapers, Expandable Banners, Pushdown Banners, 3D Flip Banners, Carousel Banners, Text ads and Popups | CPM, CPC, CPA, Fixed Cost | Real time reporting with dashboard, exporting (csv, excel, html, pdf, text), e-mailing and API (json/xml) |
| Adzerk | Yes | Yes, rich-media video only | Yes | Image, Flash, HTML, Javascript, XML, 3rd-party, Rich Media, HTML 5, display ads, Native Advertising | CPM, CPC, CPA, eCPM, conversion tracking, Fixed cost | Real Time, custom reports, report export, API |
| AppNexus | Yes | Yes | Yes | Image, Flash, Rich Media, Video, HTML, Display Ads | CPM, CPC, CPA | Updated every hour |
| Atlas Solutions | Yes | Yes | Yes | Image, Flash, Rich Media, Video, HTML, Display Ads | CPM, CPC, CPA | Real time |
| AudienceLogy | Yes | Yes | Yes | Image, Flash, HTML, XML, 3rd-party, Linear video, Rich Media, HTML 5, display ads, Native Advertising | CPM, CPC, CPA, eCPM, conversion tracking, Fixed cost | Real Time, Dashboard, custom reports, report export, report subscription, notification alert, API |
| Bannertic Ad Server | Yes | No | Yes | Image | CPM, CPC, Fixed Cost | Real time |
| CpxCenter | Yes | Yes | Yes | 3rd-Party, Flash, Full Page PopUp/PopUnder, Display Ads, HTML, HTML5, Image, Interstitial Ad, Javascript, Native Advertising, Rich Media, Text ads, Video (Linear and Non-Linear) | CPC, CPM, CPV, CPA, eCPM, Fixed Cost, Conversion Tracking | Real Time, Dashboard, custom reports, report export, API |
| Cxense | Yes | Yes | Yes | Image, Flash, Rich Media, Video, 3rd-party, HTML, HTML 5, Display Ads | CPM, CPC, CPA | Updated every hour |
| DoubleClick | Yes | Yes | Yes | Image, Flash, rich media, and third-party tags. Automatic rich media macro detection. Small Business version could have some limitations. | CPM, CPC, CPA | Real-time |
| e-planning | Yes | Yes | Yes | Image, Flash, HTML, XML, 3rd-party, Video (linear & non-linear), Rich Media, HTML 5, display ads, Native Advertising, Dynamic Ads for e-commerce | CPM, CPC, CPA, eCPM, conversion tracking, Fixed cost | 5-minute updates, Report subscription, Notification alerts, Custom Reports, Report exports, Raw data, Reporting API. |
| Epom | Yes | Yes | Yes | Image, Flash, Video (linear & non-linear), HTML, Text ads, 3rd-party, Rich Media (free templates), HTML5, display ads | CTR, CPA optimization; eCPM Optimization; Manual Weighing | Real-time, dashboard, report auto-sending options, report export (xls, csv, pdf, html) |
| Mirago M3 | Yes | Yes | Yes | Image, Flash, Rich Media, Video (linear and non-linear), Third Party, HTML, HTML5, XML, Display, Cost per Call | CPM, CPC, CPA, eCPM, Event Tracking | Real time, dashboard, API, custom report, export report, automated email report |
| OpenX Ad Server | Yes | Yes | Yes | Image, Flash, HTML, HTML5, XML, 3rd-party, Rich Media, Video (linear & non-linear), etc., third party tags | CPM, CPC, CPA, CPD, Fixed Cost, conversion tracking | Real-time + dashboard, API available |
| Orbit Ad Server | Yes | Yes | Yes | Image, Text, Text&Logo, Flash, HTML, XML, 3rd-party, Video (linear & non-linear), Rich Media, HTML 5, Javascript | CPM, CPC, CPA, Fixed cost, eCPM, conversion tracking | Various built-in reports, Real Time Dashboard, report export (xls, csv), report subscription, API |
| Revive Adserver | Yes | Yes | Yes | Image, Text, Flash, HTML, XML, Video, Rich Media, HTML 5, Display ads, Email, Javascript, HTML 5, MP3 (plugin) | Requests, Impressions, Clicks, CTR, Rev, CPM, CPA, CPC, eCPM, conversion tracking | Various built in and 3rd party via plugins include Realtime statistics |
| Right Media | Yes | Yes | n/a | Image, Flash, Rich Media, Video, HTML, Display Ads | Optimization based on eCPM, CPC, CPA. | Real-time |
| Zedo | Yes | Yes | Yes | Standard Banner, HTML, Text, and javascript ads, Rich Media Ads, Flash | Automatic Optimization based on eCPM, CTR, Clicks or Impressions | Canned and custom reports |
Targeting
Targeting options available:
| AdExpert | AdvertServe | AudienceLogy | 24/7 Open AdStream | Adform | AdGlare | AdPeeps | e-planning | Bannertic Ad server | Ad Server Solutions | Revive Adserver | CpxCenter | DoubleClick | Zedo | Admixer.Publisher | Right Media | Emediate/Cxense | Adzerk | ADTECH | Atlas Solutions | AppNexus | Epom | Mirago M3 | Orbit Ad Server | ||||||
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Date, Weekday, Time, Language, Country, Region, City, Zip, Area code, DMA, CBSA, ISP, Carrier, OS, OS+Version, Browser, Browser+Version, Mobile device brand, Mobile device model, Mobile device launch date, Mobile device features, IP address, Page URL, Keywords, Contextual, Behavioral, Retargeting, Competitive campaigns, Roadblocks, External DMP integrations, Frequency capping. |
Date, Weekday, |
Content, Geography, Cookie, Technographic (E.g.: ISP Provider, Bandwidth, Connection Type, IP-Addresses, Browser, Browser Language, Operating System, Language, Domain). Time Based, Keyword Targeting, Frequency, Re-Targeting. Mobile (Mobile Carrier, Device Vendor, Device Type) | Content, Geography, Cookie, Search Targeting, Behavioral, Technographic (E.G. ISP Provider, Bandwidth, Connection Type, IP-Addresses, Browser, Browser Language, Operating System, Language, Domain). Time Based (E.G. Time Of Day), Keyword Targeting, Frequency, Re-Targeting. Mobile (Mobile Carrier, Device Vendor, Device Type) | 1.Sequential, Optimised, A/B or random ad rotation with Time, Geographical, IP, device, ISP, ZIP code, other targeting capabilities; 2.Cookie cookie data targeting;
3.Mobile targeting: mobile web or app/ app category, device type targeting; 4.Geography targeting; 5.Retargeting: target users who visited clients website, or responded previous campaigns; 5.Third-Party Data: target by third-party demographic data; 6.Contextual targeting: target users by keywords contained within website pages; 7.Search targeting: target users by keywords they use; other. |
Continent, Country, Region, City, DMA/Metro, Device type, Browser, Dayparting, Language, Frequency caps | Geographicy | Date,
Weekday, Time, Language, Country, Region, City, Zip, Area code, DMA, CBSA, ISP, Carrier, OS, OS+Version, Browser, Browser+Version, Mobile device brand, Mobile device model, Mobile device launch date, Mobile device features, IP address, Page URL, Keywords, Contextual, Behavioral, Retargeting, Competitive campaigns, Roadblocks, External DMP integrations, Frequency capping. |
Geography | Content, Geography "geo targeting", Cookie, Behavioral, browser, ip targeting, mobile device, carriers, operating system, keyword targeting, connection types, device languages, frequency, date and time, audience targeting, re-targeting, custom targeting | Content, geographic, technographic (e.g. browser), time based (e.g. time of day), and custom targeting | Country,
Region, City, Zip, Language, Carrier, Operationg System, Browser, Mobile device model |
Advanced targeting by mobile device, carrier, Capping and O/S | Custom and 3rd party audience classification and retargeting | Geo, time, frequency capping, devices, browsers, OS, audience targeting, retargeting groups, custom | Geography, bandwidth, browser, browser language, operating system, and domain. Date and time targeting. Small Business version could have some limitations. | Keyword targeting, geography targeting to city, state, country, DMA and custom groups, bandwidth targeting, day/time targeting | Right media allows you to manage inventory by age, channel, gender, geography, | Content, frequency, time based, semantic, IP-addresses keywords, custom, retargeting, browser, browser language, platform, mobile, bandwidth. | Content, Geography, IP-Addresses, Browser, Operating System, Device, Time of Day, Keyword, Referrer, Frequency, Keyword, Custom Integration. | Content, Geography, Technographic (E.G. ISP Provider, Bandwidth, Connection Type, IP-Addresses, Browser, Browser Language, Operating System, Operating System Language And Domain). | Time Based (E.G. Time Of Day), Keyword Targeting, Frequency, Geographic location, Device, Platform, OS, Browser, Re-Targeting. | Mobile (Mobile Carrier, Device Vendor, Device Type And Format Targeting) | Also there are Custom Targeting. | ADTECH Lite version could have some limitations. | Geography Targeting, Bandwidth targeting, Browser targeting, OS targeting | Geography Targeting, Bandwidth targeting, Browser targeting, OS targeting | Geotargeting (up to city level); ISP provider, IP address, bandwidth, browser (incl. browser language), OS (incl. OS language and domain) targeting; time-based, custom targeting; keyword, frequency targeting; re-targeting (cookie targeting); Wi-Fi, mobile carrier, device vendour, device type and format targeting. | Geographic locations, browsers, mobile devices, carriers, operating systems, connection types, device languages, frequency, date and time, audience targeting (known as Beacons), retargeting | Geography Targeting (Language, Country, State/Region/ Area, City, Zip Code), Technographic (ISP, Net Speed, Connection Type, IP-Addresses, Browser, User Agents, Operating System, Page URLs, Referral Pages and Page Variables), Time Based (Time Zone, Weekday, Time Of Day), Keyword/Content Targeting, Frequency Capping, Re-Targeting/Re-Marketing and Mobile Targeting (Carrier, Geography, Operating System, Device Vendor, Traffic Type, Demographics) |
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