RollWorks, a division of AdRoll Group, is a platform that aims to help B2B marketers drive revenue growth. The product aims to help users forge more meaningful customer relationships in order to speed up sales cycles and grow lifetime values. RollWorks helps marketers run highly-personalized ca...
Ad Serving & Retargeting Platforms
Best Ad Serving & Retargeting Platforms
- Best Ad Serving & Retargeting Platforms include: StackAdapt, OpenX, TubeMogul, Criteo Dynamic Retargeting, Basis DSP, Google Ads, Google Ad Manager, Google Marketing Platform (formerly DoubleClick), Facebook for Business, AppNexus, AdRoll, Terminus, and Adobe Media Optimizer.
- A complete list of Ad Serving & Retargeting Platforms is available here.
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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.
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
Listings (51-75 of 118)
Built by 2 ex-Googlers, AdHawk promises to provide an easy way to manage your Google AdWords & Facebook Ad campaigns. The founders say that, after years of manually analyzing & optimizing Ad Accounts for thousands of businesses, they feel confident saying software automation makes the w...
Nanigans is a social marketing ad retargeting platform.
StitcherAd is an ad serving platform that is designed to help performance marketers at online retailers to get the most out of Facebook direct response advertising - but without the time required to do repetitive tasks in PowerEditor. Some key features include: Product Feed to Product Ads, Dynam...
BannerFlow provides the ability to build ad campaigns without design help in seconds, not weeks. BannerFlow removes the ad production process. Customers create one single initial banner and the tool will create the sizes for them in a few seconds. Changes can be done in real-time simultaneously a...
dJAX Enterprise Ad Server is a crafting solution for serving the needs of online media companies to run ad operations on their websites, mobile screens and online videos. It is a package of tools and plugins needed for setting up an ad network, which includes a dJAX Professional Ad Server, a SSP ...
Clickable is a fully-featured search engine marketing solution with robust integrations, workflow automation, and all-in-one dashboards.
Retargeter is an advertisement serving and retargeting software solution.
AdButler is an advertisement serving and retargeting software solution offered by Sparklit.
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 challenge, whi...
TripleLift is a content marketing platform from the New York based company of the same name which emphasizes bringing visual content to native advertising with persuasive publisher integration, as well as analytics. Founded in 2012, Triplelift has been backed by approximately $6.1 million in fun...
Adform, from the company of the same name in Copenhagen, Denmark, is billed as a programmatic media platform; a multifarious offering featuring programmatic real-time buying, data management (a DMP / DSP hybrid for advertisers or a SSP for publishers), ad serving and retargeting, tag management, ...
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 on their tar...
AdNgin is an industry leading solution built to maximize Google AdSense revenue through continuous testing. Using AdNgin, online publishers can: Optimize ad yield to beat banner blindness, skyrocket CTR, and maximize revenue per visitor. Create custom ad layouts. Secure their revenue channels ...
Active ABM is a new account-based marketing product from Madison Logic. It includes an ABM-centric data management platform (DMP) that allows users to target ads and other content on an account basis. Activate ABM integrates with the user's CRM and Marketing Automation platforms, and leverages t...
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 solutions...
The Amobee Marketing Platform (formerly Turn) combines Amobee Analytics with its components (the Amobee DMP [formerly Turn DMP] for managing and segmenting customer data, Amobee Brand Intelligence for understanding customer sentiment, its analytics tool Amobee DataMine Analytics [formerly Turn Da...
SocialWhirled is a platform that allows companies to create, deliver and manage content-based campaigns across multiple channels, including paid advertising and social media.
Keywee is a content marketing solution driven by automation to serve ads targeting qualified audiences.
Quantcast Advertise is an advertising and retargeting platform for marketers or publishers that relies on Quantcast's massive audience data stores for targeting and segmentation.