Andy Donovan August 7, 2020 S
ince video advertising is keeping its top positions on the market, running successful video ad campaigns remains a valuable revenue source, hence a top priority for many publishers across the globe. For what it takes, this task would be impossible to cope with without a quality video ad server solution.
What to look for in a video ad server
While a lot of industry vendors boast their exceptional AI-based video ad optimization capabilities, the key components of a high-quality video ad server are how well-equipped it is with configuration & management features, how flexible it is in terms of integration, how precise it is in terms of reporting and, last but not least, whether it’s easy-to-use or not.
To put these in a list, here are some of the key benchmarks to search for in video ad serving technology:
- In-built video ad player tech
- Compliance with major video ad demand types (VAST/VPAID, Google IMA, MRAID, OpenRTB, XML, etc.)
- Granular video inventory configuration & management features
- Broad ad waterfall setup capabilities (parallel vs sequential waterfalling, video header bidding, etc.)
- Transparent ad reporting & analytics (including in real time)
- Support of/compliance with reputable brand safety solutions
- Robust API
- Intuitive account dashboard interface
- Qualified tech support
Video ad servers overview
While the number of video ad servers currently offered on the market is quite impressive, let’s review at least several popular solutions.
Smart AdServer
Benefits:
- One of the top companies on the market
- Enables running video as well as display ads using one ad server solution
- Includes a comprehensive dashboard UI
- Offers a broad range of third-party integration capabilities
Cons:
- Precision of real-time reporting could be better
- New feature development & bug fixes may lag
- Pricing ranges at high level
In short, while Smart AdServer is an undoubtedly good video ad server to work with, it may not be as much affordable for mid-sized companies.
AdPlayer.Pro
Benefits:
- Video hosting options
- Granular real-time reporting & analytics
- Whitelabel solution
- Custom feature development available upon request
- Qualified assistance & tech support
Cons:
- No in-built video ad fraud protection (3rd-party solutions supported, though)
- No automated video ad optimization (yet manual optimization capabilities are available)
In short, AdPlayer.Pro is worth considering by both the publishers looking for a rather affordable, yet quality solution, and enterprise clients who need a flexible, customizable video ad platform or a whitelabel solution for their business needs.
Aniview
Benefits:
- Automated server-side ad optimization capabilities
- Build-in fraud protection tech
- Customizable reporting dashboard
Cons:
- Lack of transparency regarding the applied ad optimization mechanisms
- Implicit ambivalence of reputation in the past
In short, while Aniview offers a solid, feature-rich video ad platform to its customers, its past history with in-banner ad fraud allegations may be the reason to reconsider its choice by some businesses.
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