Ad Serving & Retargeting Platforms

Top Rated Ad Serving & Retargeting Products

These products won a Top Rated award for having excellent customer satisfaction ratings. The list is based purely on reviews; there is no paid placement, and analyst opinions do not influence the rankings. Read more about the Top Rated criteria.

Ad Serving & Retargeting Platforms TrustMap

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Ad Serving & Retargeting Platforms Overview

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.

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.

Ad Serving & Retargeting Products

(1-25 of 126) Sorted by Most Reviews

Springbot

Springbot aims to bring all the marketing capabilities large retailers have to small businesses at a fraction of the cost. Through Springbot, online stores will be able to leverage automated marketing on channels such as email, SMS, social and online ads. Business owners and marketers…

Epom Ad Server

Epom Ad Server is the solution created for Ad Networks that helps to manage advertisers, run and customize all the campaigns from one place, increase revenue using a system of reports and much more. Some key features include: Cross-platform: display, mobile, video, in-apps ads, Back-…

Simpli.fi

Simpli.fi is the epoymous flagship product from the company headquartered in Fort Worth, for programmatic media buying, display advertising, and streaming / OTT monetization. It is a data management and demand-side buying hybrid platform (DMP / DSP).

AdStage

The AdStage Platform is a self-serve cross-network online advertising platform with full management and analytics for campaigns across search, social, display, and mobile ad networks like Google AdWords, Bing, Facebook, Twitter, & LinkedIn Ads. It's an all-in-one marketing platform,…

AdGear Advertiser

AdGear Advertiser is a cross-channel, third party ad server for publishers, networks, advertisers and agencies. Some key features include: Cross-channel Attribution, Dynamic Ads and CRM Integration.

Kwanzoo

Kwanzoo is a cloud-based platform built to help customers deliver media-based advertisements for both retargeting and account-based marketing campaigns. Kwanzoo has robust integrations with popular marketing automation and CRM platforms such as Marketo, Salesforce, Oracle's Eloqua,…

WideOrbit

WideOrbit offers sell-side ad management solutions for media companies, including programmatic capabilities for TV, radio and the web.

Rubicon Project

Rubicon Project is an ad serving and retargeting solution.

SmartyAds DSP

SmartyAds DSP is a demand-side platform for ad serving.

RollWorks

RollWorks, a division of NextRoll, offers B2B companies an account-based platform to align marketing and sales efforts, and grow revenue. Powered by proprietary data and machine learning, RollWorks’ solutions address the needs of organizations large and small —from those with established…

Smart AdServer

Smart AdServer is a French ad server provider with a large international presence. Customers tend to be European media outlets. Smart AdServer It has been a subsidiary of the Axel Springer Group since 2007.

MatchCraft AdVantage

MatchCraft Advantage is a search engine marketing (SEM) platform for managing many paid advertising campaigns at once, ideally for agencies managing campaigns for a number of small to midsize businesses with their local marketing efforts. To that end it automates many elements of…

PubMatic

PubMatic is an ad serving and retargeting solution. This platform is designed to serve as a control panel that provides users with a single view into their advertiser relationships across every screen, channel and format. The vendor says through workflow automation, real-time analytics…

Sojern RevDirect

Sojern’s RevDirect™is a risk-free, pay-for-performance direct demand marketing solution for independent hotel marketers. Engaging with prospective guests as they quickly navigate across websites, digital channels, and devices to plan and book their travel is an increasingly complex…

IgnitionOne Digital Marketing Suite

IgnitionOne's Digital Marketing Suite (IgnitionOne DMS) offers a broad, cloud-based cross-channel marketing campaign management and automation platform for managing paid advertising across search and listings, display ads, social networks, mobile devices, and also email correspondences…

Brand Networks Platform

The Brand Networks Platform is an ad serving platform from Brand Networks headquartered in Boston.

YuMe

YuMe is a provider of digital video brand advertising, now offered and supported by RhythmOne since the acquisition in early 2018. The platform is designed to simplify digital video advertising campaigns.

Comscore validated Campaign Essentials

validated Campaign Essentials (vCE) is an audience and ad validation solution from comScore. It allows users to report on the performance of their ad campaigns in real time, in terms of total number of impressions on display, mobile and video, audience geographies, etc. to determine…

Celtra

Celtra, heaquartered in Boston, offers their creative management platform (CMP) to support digital advertisers with well designed display, interactive, or video ad templated creation, with collaboration tools to support the ad design process, and analytics to guide the creative process.…

ownerIQ

ownerIQ in Boston supports digital advertising operations with their second-party data marketplace, for retailers and brands to share data with partners and to aid advertisers in creating more targeted and advertising campaigns.