If you are looking to take your ad revenue to the next level, you’ve come to the right place. A lot of website owners use AdSense for monetization, but there are many other options to explore outside of this commonly used solution. Ad servers allow publishers to sell their leftover ad inventory to maximize ad income. But, not all ad servers are the same, and if you want to get maximum benefits, then you’ll have to pick the best ad server software to meet your specific needs.
In this guide, we look at some of the most popular options for publishers and networks. We’ll compare key features and pricing to give you a better idea of the best ad server software for publishers that can help you take full control of your ad inventory and maximize your yield.
Kevel
Kevel is the best overall ad server software due to its ease of use, full customizability, and high security.
Google Ad Manager
Google Ad Manager is perfect for beginners and small publishers because all tools are in one place.
Smart Ad Server
Smart Ad Server features powerful & robust integrations, and advanced tools like granular reporting.
AdPushup
AdPushup is the best choice if you're interested in utilizing a wide range of its efficient ad formats.
Ezoic
If you want to maximize ad performance, increase revenue, and look at analytics - Ezoic is for you.
What is the Best Ad Server Software?
1. Kevel
Best Overall Ad Server Software (Free Trial. Premium pricing available on the website)
Previously known as Adzerk, Kevel is a trusted brand that allows publishers to create and launch fully customized server-side ad servers for publishers in weeks.
The software provides you with the functionality required to run native ad slots, internal promotions, and sponsored listings. You get APIs to quickly design and build your own native ad server.
With this award-winning platform, you are sure to generate more online revenue as a publisher. Ad networks also stand to gain by creating their own white-labeled ad infrastructure.
Key Features:
- Ease of Use: Kevel allows you to scale your ad network without designing or building the backend from scratch.
- Full Customizability: The software lets you build your ideal, high-revenue ad platform according to your unique needs.
- Privacy-First Platform: There are no cookies or JS tags which means you can drive revenue without compromising on security or UX (user experience).
Pricing:
Kevel does not provide pricing information on the website. You can sign up to start a free trial, get a personalized demo, and a free API key for testing. You’ll also get a pricing overview to give you an idea of what the software will cost you for the features you need.
2. Google Ad Manager
Best For Beginners and Small Publishers (Free Plan, Pricing Available on Website)
Previously Double-Click for Publishers (DFP), Google Ad Manager is a powerful platform used by publishers to sell, manage, and optimize their ad inventories.
It has an intuitive interface and a wide range of features, including management tools, reporting and analytics, and a range of monetization options. All these tools are backed up by the reliability and effectiveness of the Google Network.
The ad server offers two versions, a small business version that’s free for publishers to use, as well as a premium version for larger, more established publishers. The free version is perfect for those who are just getting their new websites up and running. It’s the reason why this platform is so popular with publishers across the world.
Key Features:
- All-in-One Platform: Google Ad Manager is an easy-to-use, integrated platform to help you get more from your ads and grow your ad revenue.
- Solutions for Every Industry: GAM can help you manage your ad business and increase your revenue in any industry.
- Enhanced User Experience: This ad server ensures that your ad experiences are performed just as effectively as your sites.
Pricing:
Sign up for free to get started using Google Ad Manager to boost your monetization efforts. The platform is free to use up to a specific impression threshold which varies by region. You’ll get access to everything you need to build a thriving and sustainable revenue stream for your advertising business.
3. Smart Ad Server
Best Ad Server Software for Publishers for Robust Integrations (Pricing Available on Website)
This ad server is among the most feature-rich options you’ll find out there. It has a tightly integrated SSP, which means no switching between platforms.
The platform’s team has decades of experience in creating ad technologies and the software helps publishers run programmatic or direct campaigns across all digital formats and screen sizes.
As a publisher, you can optimize monetization with unified auctions. This allows you to maximize the revenue from each ad impression on your property.
Key Features:
- Vertically Integrated Software: You can benefit from the ad-serving capabilities and direct access to premium demand via the Media Buying Platform.
- Key Monetization Solutions: Get access to tools and technology to optimize your revenue, including unified auction, header bidding, and smart-auction packages.
- Advanced Tools: Smart Ad Server provides you with features like granular reporting, data protection, advanced targeting, and real-time forecasting.
Pricing:
You can get in touch with customer support to request a demo by filling out the contact form on the website. You’ll get a walk-through of the interface and a meeting with the local sales reps and support team.
4. AdPushup
Best Ad Server Software for Publishers Who Want to Include Multiple Ad Formats (Pricing Available on the Website)
Ad Pushup is a well-known ad server that helps content creators to generate more revenue by connecting them to premium advertising exchanges across the globe.
As far as ad revenue optimization platforms go, this is one of the best, with an impressive array of features and cutting-edge ad-serving technology. You’ll be able to maximize yield from all ad impressions on your website with this single platform.
In addition to features that help you improve click-through rates, maximize eCPMs, and recover ad-blocked revenue, you also get hands-on ad operations expertise from the platform’s support team.
Key Features:
- Highly Viewable Formats: AdPushup lets you choose between IAB units, sticky ads, docked ads, native ads, and in-image ads.
- Superfast Ad Delivery: The platform’s JS-based integration only takes a few minutes to set up and lazy loading is used to minimize page latency.
- Real-Time Bidding: Leverage the powerful real-time bidding system to ensure that you get the most competitive prices from advertisers.
Pricing:
AdPushup has three plans to help you with optimization basics, automation, and scale. As your business grows, you can upgrade your plan to unlock more features and functionality. You can request a custom quote or demo on the website.
5. Ezoic
Best Ad Server Software for Publishers Who Want to Maximize Ad Performance and Revenue (Free Trial, Then 10% Revenue Share)
Ezoic is one of the best-known Google award-winning ad server platforms for publishers. The ad server software aims to help publishers make better-informed decisions in a complex digital ecosystem so they can streamline, optimize, and balance all the elements of a successful ad business.
When you sign-up with Ezoic, you get intelligent, high-earning monetization. Everything is simplified, which means you’ll be able to remove the guesswork and provide enhanced visitor experiences while increasing ad revenue automatically.
Key Features:
- Increased Revenue: Ezoic is built for every type and size of the site. You’re guaranteed the highest revenue and best user experience for your visitors.
- Robust Analytics: The ad serving platform helps you drive results with innovative insights thanks to in-depth reporting that helps you create more profitable content.
- Optimized Core Web Vitals: Deliver your website to visitors faster using Leap, the platform’s toolset for website speed, security, and UX.
Pricing:
Sign up for a free trial to test out all the products and features of Ezoic. You can use the platform risk-free for 30 days and keep all your earnings.
6. Media.net
Best Ad Server Software for Publishers With Next-Gen Technology (Pricing Available on Website)
Media.net is a great way to monetize your content with contextual ads. You get exclusive access to search demand from the Yahoo! Bing Network.
You’ll be able to leverage competitive demands from direct advertisers and traditional real-time bidding sources to maximize your profits.
Key Features:
- Next-Gen Header Bidding: Harness the power of cross-format header bidding with server-side enablement.
- Contextual Ads: Filter using tentative and relevant search keywords for finely targeted ads (and therefore higher revenues for sending qualified visitors to advertisers).
- Media Marketplace: The platform provides content-driven demand sources competing in a first-price auction.
Pricing:
Apply for the Media.net advantage on the website. Or, you can contact support by sending an email to [email protected].
7. MonetizeMore
Best Ad Server for Publishers For Robust Security and Ad Fraud Protection (Free Trial. Pricing Available on Website)
MonetizeMore gives you exclusive access to premium ad network partnerships so you can expand the reach of your ad inventory.
You’ll get the best revenue shares and gain actionable insights to reveal more opportunities for increasing your ad earnings.
Key Features:
- AI-Powered Header Bidding: With this artificial intelligence-driven feature, you can scale your business to billions of ad requests every day.
- Invalid Traffic Protection: The platform’s “Traffic Cop” will block bot traffic and sophisticated invalid traffic from interacting with your ad impressions.
- Dedicated Ad Ops Experts: Receive 24/7 support via email for all technical and/or ad optimization issues.
Pricing:
Getting started with MonetizeMore is free. If you’re ready to increase your ad revenue, simply sign up on the website and you’ll have your ad server up and running in no time.
8. AdButler
Best Ad Server for Publishers For Guaranteed Uptime and Scalability (Free Trial, Then $149/Month)
This publisher ad management software and ad serving platform helps publishers design, launch, and manage advertising campaigns.
You can personalize the interface with your own custom branding. Connect to a custom domain and provide admin access so your entire team can work together to provide value and make the most of every visitor to your website.
Key Features:
- Powerful Display Ad Server: This ad server is perfect for any website and provides easy campaign management and instant analytics.
- Guaranteed Uptime and Scalability: Since it’s hosted on a global cloud, the platform provides extreme speed and reliability to fuel your growth.
- 14-Day Free Trial: You can sign up for a free trial to see how easily this platform can help you maximize your ad revenue.
Pricing:
Get a free trial or request a demo by signing up on the website. Plans start from $149/month for the “Essentials” plan which covers 1 million ad requests. Types of ad serving include display ads, mobile ads, in-app ads, and more.
9. Broadstreet Ads
Best Ad Server With White-Label Features for Agencies ($299/Month)
Broadstreet Ads is an all-in-one ad manager that is ideal for small to medium-sized businesses. The platform focuses on direct sales, and it will help you win sales, and increase retention.
Setup is easy, and the ad serving process is simple which means you’ll be able to slash the time it takes to get up and running. The platform’s team helps publishers get as much value as possible by improving ad efficiency and performance, which is why this software is the perfect fit for niche publishers.
You get automated reporting, sponsored content analytics, and newsletter advertising management – among other impressive features.
Key Features:
- Sponsored Content: Broadstreet Ads lets you track the performance of sponsored content in WordPress and other platforms.
- Newsletter Advertising: Automatically deliver ads to newsletters from supported platforms, including MailChimp, ActiveCampaign, and ConstantContact.
- White Labeling Feature: Agencies will love the white labeling option which makes it easy to wow your clients and send automated reports.
Pricing:
Pricing for Broadstreet ad server starts from $299/month. This plan is perfect for established publishers who need guidance to optimize sales and efficiency. You get discounts of up to 20% when you pay annually.
10. Adaptive Media
Best For Easy Content Management (Pricing Available on Website)
Adaptive Media is an all-in-one video monetization platform that allows you to create players, manage your content, and serve ads all in one place.
The platform is a leading provider of mobile video ad delivery and monetization solutions. It’s the preferred choice for many publishers and content producers whose content strategy is centered mainly around video.
Key Features:
- End-to-End Digital Monetization: Adaptive Media provides all the tools for publishers, advertisers, and content creators to monetize effectively.
- Contextual Ads: The platform’s Media Graph pairs content and context to serve the most relevant video ads to your audience.
- Easy Content Management: Deliver high-quality, impactful content across any device and any screen.
Pricing:
You can request a demo by filling out the form on the website. One of the platform managers will get back to you to walk you through the process of optimizing your ad revenue with Adaptive Media.
11. PubMatic
Best Ad Server With Built-In A/B Testing Tools (Pricing Available on the Website)
PubMatic partners with you to provide you with the tools you need to improve your ad monetization potential.
The platform has ad decisioning and automated sending products to empower you with independence and give you full access to unique demand while maintaining transparency and quality.
Key Features:
- Built-In A/B Testing: A/B testing is built right into the platform to help you make data-informed decisions according to real-life results.
- Sophisticated Analytics: Get in-depth views of your revenue opportunities across multiple channels and formats, including mobile apps, web, CTV, online video, and more.
- Customizable Solutions: With PubMatic, you can maximize your monetization using customizable solutions to fit your specific needs.
Pricing:
Get in touch with support by filling out the form on the website, and they’ll get back to you with a custom quote and demo to help you determine how you can optimize access, improve monetization, and drive operational efficiency in your ad business.
12. Revive
Best Ad Server Software For Granular Tracking (Free Download, Then $10/Month)
If you want a free ad server to help you monetize ad inventory, then Revive is a great option to consider. This free and open-source software (FOSS) allows publishers to contribute to the original source code, and modify it to suit their needs.
If you want full control over the customization of your ad server, then you’ll love the options that come with this software. You get tons of handy features, including built-in performance tracking and in-depth reporting.
You can serve ads, manage your campaigns, and set delivery rules. Check campaign performance and get in-depth reporting, all from your dashboard.
But, although it’s free, it does come with its own cost in that you must know how to implement it, which requires technical know-how. Having said that, the setup and installation process is simple and quick, which makes this an ad server worth considering for publishers and networks.
Key Features:
- Free Ad Server Software: Revive is one of the most popular free and open-source ad-serving systems for publishers to serve ads and manage campaigns easily.
- Define Delivery Rules: You can define rules for your campaigns including geo-targeting, frequency capping, and URL targeting.
- Track Campaign Performance: Get detailed metrics, including conversion rates, click-through rates, revenue, and conversion details, such as basket value, number of items bought, etc.
Pricing:
You can download Revive from the website. Choose between the free and open-source software ad server version, or the hosted edition which costs $10/month.
What is Ad Server Software?
Ad server software refers to solutions designed to help publishers and demand partners effectively manage online ad campaigns. These types of platforms allow you to display relevant ads within a specific timeframe on the best website or mobile app.
You can use ad servers to simplify publisher ad management. For instance, you’ll be able to set up a variety of ad units and make advertisers compete to get better rates.
Ad servers for publishers also help to create stronger audience targeting, and you will get advanced reporting to enhance your ad revenue strategies.
Types of Ad Server Software
There are different types of ad server software, and it’s important to understand them so you can pick the right solution for your business.
- First-Party vs Third-Party Ad Servers: Depending on whether you are a publisher or advertiser, you will choose between a first-party (publisher) or third-party ad server (advertiser) to get either the buying or selling components of the ad server ecosystem.
- Hosted vs Self-Hosted Ad Servers: Some ad servers are hosted while others are self-hosted platforms that are hosted directly on the advertiser’s server. Each comes with its own advantages and offers bespoke monetization methods for publishers. A hosted ad server doesn’t require complex installation. Updates are automatically installed for you, and you get a high level of tech support if needed.
- Open Source Ad Servers: Open-source ad servers are simply free ad-serving scripts that allow publishers, advertisers, and ad networks to run relevant operations. They are similar to self-hosted ad services in that it’s up to you to maintain them, run ad services, and cover all ongoing server costs.
What Features to Look For in Ad Server Software
Many of the ad services listed in this guide have different features and specialties. Some are aimed at small to medium-sized publishers while others are ideal for premium websites.
When looking for the best ad server software, it’s important to keep your individual needs in mind. However, there are some essential features that you must look for before making a choice.
- Real-Time Bidding: Your platform must offer an RTB system that allows advertisers to bid on your ad space in real-time so you can maximize your profits.
- Targeting Capabilities: Choose software that lets you target specific users according to their demographics, geographic location, or behavioral data. This ensures that ads are being served to the right audience, helping both publishers and advertisers to maximize profits.
- Cross-Platform Delivery: This is a key feature that allows you to deliver ads on multiple platforms, including mobile devices, web browsers, and social media networks so you can reach a broader audience while still being able to track performance.
- Reporting and Analytics: You need a platform with strong reporting capabilities, together with analytics tools to analyze campaign performance metrics and insights to maximize efficiency and profitability.
- Strong Security: Your ad server must provide security measures like anti-fraud features to protect against malicious requests. It should also have safety measures like third-party verification or encryption tools to make sure only legitimate traffic gets to your ads.
Ad Server Software Summary & Top Picks
I hope this ad server comparison guide has helped you determine which ad server will best serve your purposes and help you maximize your ad earnings. To recap, here are my top 5 picks for ad server software:
Kevel
Kevel is the best overall ad server software due to its ease of use, full customizability, and high security.
Google Ad Manager
Google Ad Manager is perfect for beginners and small publishers because all tools are in one place.
Smart Ad Server
Smart Ad Server features powerful & robust integrations, and advanced tools like granular reporting.
AdPushup
AdPushup is the best choice if you're interested in utilizing a wide range of its efficient ad formats.
Ezoic
If you want to maximize ad performance, increase revenue, and look at analytics - Ezoic is for you.