Ad Serving & Retargeting Platforms

TrustRadius Top Rated for 2023

Top Rated Products

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Foundry ABM

Foundry ABM is an account based marketing platform that creates campaigns for ads, web personalization, and sales. Foundry’s proprietary database complements an organization’s first party data to provide the best data to reach, engage, and convert more stakeholders in target accounts.…

2
Google Ads

Google Ads (formerly AdWords) is Google's pay-per-click online advertising program. With Google Ads users set their budget and choose where their ads appear in search listings, and on partner websites. Google Ads uses cost-per-click (CPC) bidding.

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(101-125 of 263)

101
Playwire Video

Player video is an HTML 5 video player and platform for managing content, streaming video and serving ads in one place.

102
Jabmo
0 reviews

Jabmo is an international platform for Account-Based Marketing. Jabmo senses anonymous account activity and powers Account-Based Marketing programs with IP Advertising, Retargeting, Website Personalization, Analytics and Sales Enablement. Sales reps receive sales intelligence alerts…

103
ShopAdvisor
0 reviews

ShopAdvisor's (formerly from Retailigence) database of local point of purchase (POP) retail inventory and pricing data for 12 million product, spanning 100,000 U.S. retail locations is utilized by hundreds of consumer-facing marketing solutions. ShopAdvisor's online-to-offline marketing…

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104
AWS Elemental MediaTailor

AWS Elemental MediaTailor is a channel assembly and personalized ad-insertion service for video providers to create linear over-the-top (OTT) channels using existing video content. The service can then be used to monetize those channels or other live streams with personalized advertising.…

105
Serverside.ai
0 reviews

Serverside.ai by Nowtilus is an Open Dynamic Ad Insertion Platform that integrates within a streaming ecosystem, ad servers, and SSPs to scale OTT content-oriented businesses. It helps broadcasters, telcos, TV manufacturers, and content providers to monetize their AVOD and TV streaming…

106
Yospace
0 reviews

Yospace is a server-side ad insertion technology, that supports personalized ad insertion for viewers of OTT content. Each online user, whatever the device, creates an individual request to the ad server, enabling the tracking of precise audience demographics, and tailoring each…

107
goTom
0 reviews

108
Tube Target
0 reviews

Tube Target helps users gain more profitable YouTube ads, providing video analysis, channel analysis and keyword analysis. This SAAS helps find the best video and channel placements for ads. Discover monetizable videos for a niche or keywords & target placements. Tube Target…

109
iPerceptions
0 reviews

iPerceptions is a global leader in Voice of the Customer and audience solutions that are designed to help the world's most respected brands become customer-centric organizations. iPerceptions’ Enterprise-Class Customer Analytics platform collects, analyzes and predicts customer feedback…

110
Automatad
0 reviews

Automatad, headquartered in New York, helps publishers to monetize their digital content by offering programmatic monetization products: Header Bidding, AXT, Google AdX, and PMPs. They offer tailored ad optimization solutions to help the user create a top-of-mind brand experience,…

112
Bannerwise
0 reviews

Bannerwise makes it possible to create professional HMTL5 banner ads. According to the vendor, it allows thousands of businesses to scale-up their banner production, optimize their display campaigns and improve their workflow.According to the vendor, key features and business benefits…

113
Peak DSP by Edge226

Peak 226 is an innovative Results Driven DSP enabling RTB buying for both Display and Video at no risk for the advertiser, any risk is on us. We offer our media partners integrations with the world’s leading SSPs, a superior optimization algorithm that ensures CPV & CPC targets…

114
Fluid Ads Digital Advertising Platform

The Fluid Ads Platform provides the ability to:- Create digital display adverts using an Ad Builder tool.- Target the audiences to reach anywhere in the world at any time with its geo targeting and geofencing system.- Select and manage the channels and websites where adverts will…

115
Revive Adserver Mod

A unified hub to find the ideal solutions to enhance a revive ad server functioning, including enhanced revive ad server plug-ins. It enables web administrators to rotate banners from both in-house ad campaigns as well as from paid or third-party sources, such as Google Adsense. Revive…

116
Groundhog Technologies

Groundhog Technologies was founded in 2001 as a spin-off from the Massachusetts Institute of Technology. Their Mobility Intelligence Platform analyzes the busiest mobile networks with the goal of saving operators millions of dollars, increasing customer satisfaction, and generating…

117
Hivestack
0 reviews

Hivestack is a full stack, adtech company that powers the buy and sell side of programmatic digital out of home (DOOH) advertising. On the buy side, marketers use Hivestack’s Demand Side Platform (DSP) to create measurable campaigns that activate DOOH screens in real-time based…

118
BidMind
0 reviews

BidMind is an omnichannel programmatic advertising platform delivering ads across digital out-of-home (DOOH), digital audio, connected TV (CTV/OTT), mobile, and desktop. It helps brands and agencies launch data driven campaigns and offers a suite of targeting capabilities.BidMind…

119
lc.cx
0 reviews

121
Monevert
0 reviews

122
Kubient
0 reviews

123
AdSpirit AdServer

125
Apps Manager
0 reviews

Learn More About Ad Serving & Retargeting Platforms

What is Ad Serving and Retargeting?

Ad serving and retargeting software is most commonly used by marketing departments. It involves displaying text or rich media ads on a website, and re-exposing viewers to customized ad materials. This can be either the company’s own or another website that has auctioned off digital real estate (such as a blog or news site).


Some ad serving products take a self-service approach, allowing users to micromanage, test, and deploy these campaign elements themselves. Others use a managed service approach, where the vendor conducts negotiation of price and placement for advertisements on the user’s behalf.


Retargeting involves targeting individuals/audience segments who have already been exposed to a company’s promotional material again. An individual’s prior behavior, called ‘intent’ data, give clues about a person’s interests and needs and is used in the retargeting process. The goal of retargeting is to identify potential new prospects and display relevant content based on intent data.


Onsite and offsite retargeting


There are two different types of retargeting that marketing teams can conduct: offsite and onsite targeting. Offsite targeting has traditionally been the retargeting avenue of choice. It involves identifying individuals who have already visited your company’s site and exposing them to more promotional materials (e.g. emails, ads on other sites).


Onsite targeting, also called ‘behavioral targeting’, involves re-exposing site visitors to specific promotional material while they are still on your company’s site. This style of retargeting relies heavily on visitor behavior while they are on the website.



Advertising Management and Ad Tracking Software


Some ad serving & retargeting software allows users to manage and track advertising campaigns across multiple channels. This is also called cross-channel campaign management or cross-channel advertising. Ad performance is measured in terms of conversion - either purchasing something at that moment or later on in the customer’s journey. More advanced ad management tools have analytics features that can help users optimize ad spend for maximum engagement or conversions.

B2B vs. B2C Retargeting

Technology and marketing practices around ads aimed at consumers, including retargeting based on offsite behavior, is more mature than ads aimed at businesses. However, B2B marketers are becoming more sophisticated at using automated personalization methods like retargeting and sequence targeting within their complex sales cycles.


Currently, several B2B ad serving & retargeting products are steering the market towards account-based advertising. Account-based ad targeting is a component of account-based marketing (ABM), a B2B marketing strategy that is quickly growing in popularity.


Ad Serving & Retargeting Platforms Features & Capabilities

Ad Campaign Features

The first major function of ad serving & retargeting software is to allow users to create and/or display ad campaigns. Common features include:


  • Ad campaign creation: Allows users to programmatically create ads and build new campaigns within the tool.

  • Ad deployment: Allows users to quickly and easily deploy new ad campaigns from within the tool.

  • Display advertising: Supports banner and rich media display ads, including video, audio, mobile, etc.

  • Ad display and retargeting segmentation: Allows users to display and retarget ads to audience segments based on demographics, location, account, role, or other profile aspects.

  • Sequence targeting: Allows users to create ad sequences for individual viewers on a website. This provides very fine control over brand messaging and storytelling.

  • Integration with ad exchanges: Integrates to a digital marketplace where advertising space (for display, video, mobile ads, etc. ) is bought and sold in real-time auctions.

Ad Reporting & Analytics Features

Ad serving & retargeting software also allows users to understand the results of their campaigns and adjust future campaigns accordingly. Common features include:


  • Ad dashboards: Dashboards for analyzing and/or optimizing ads.

  • Ad performance reports: Allows users to generate reports comparing the performance of various ads.

  • Ad conversion tracking: Tracks ad conversions by campaign and type of conversion (e.g. product purchase, newsletter subscription, filled out a form, downloaded a whitepaper).

  • Ad attribution reporting: Generates detailed reports that attribute conversion to a combination of different touch points (ads, and other factors) leading up to conversion.

  • Cross-channel ad management: Provides an integrated view or control panel that allows users to manage their ad campaigns across a variety of platforms in one place.

  • Ad forecasting and optimization: Ad forecasting models predict campaign performance to assist with optimization.

Ad Serving and Retargeting Platforms Comparison

Before investing in an ad serving platform, consider the following key factors:


  • Advertising channels: Are you looking for a platform that will allow you to serve ads across various paid channels? Or are you looking for an ad serving platform that is tied to a specific channel? Certain tools like Google Ads, Facebook for Business, and Twitter Ads focus on a specific advertising channel rather than allowing users to purchase ad space across channels like platforms like Criteo Dynamic Retargeting.

  • User-friendliness: Is it easy to set up ad campaigns within the platform and use the interface? Does it take a long time to become familiar and comfortable with the platform? What level of documentation and support does the vendor provide? Doing a free trial of the tool is a great way to get a better feel for the overall usability and user-friendliness of the platform.

  • Industry: Are you looking for a platform that’s specifically designed for B2C, B2B, or industries like ecommerce? Certain products are better-suited for either consumer or business user advertising or specific industries like ecommerce.


Start an ad serving and retargeting product comparison.

Pricing Information

Self-service SMB Ad Serving and Retargeting Platforms cost about $1 per month per account. A managed service engagement is likely to cost in the region of $1,000 per month. Enterprise self-service platforms can be significantly more expensive, but there is a tendency to only charge for the number of people who actually engage with ads.

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Frequently Asked Questions

What do ad serving and retargeting platforms do?

These platforms allow marketers to retarget people who have visited their website, or target a specific audience segment on a digital channel, with advertising content. This content could be an image, text, a banner ad, a video ad, or other types of advertising content. Most advertising platforms also include ad campaign performance analytics.

What is a self-serve ad platform?

Some products focus on serving ads within a specific digital channel, such as Google search engine results pages (SERPs), Facebook, Twitter, Instagram, Youtube, etc. Other platforms act as the intermediary between advertisers and ad networks or digital mediums and allow marketers to self-serve purchasing ad space across channels.

A self-serve ad serving and retargeting platform usually allows advertisers to set up pre-defined parameters for their ad campaigns, including which digital medium to display ads on, which user segments to target, ad type, ad placement, the timing of ad displays on specific digital channels, etc.

What are the best ad serving and retargeting platforms?

According to end-user feedback on TrustRadius, the top-rated ad serving and retargeting platforms are:

How much do ad serving platforms cost?

Prices can vary based on the type of ad serving platform, the volume of ads being displayed, and the number of user licenses required. For example, self-serve style ad platforms can cost as little as $1 per month to get started. Managed ad serving and retargeting platforms are typically more expensive and can cost up to $1,000 per month or more.

Other products like Google Ads allow users to set a specific budget and big on ad placements within their budget range.