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Ad Serving & Retargeting Platforms

Best Ad Serving & Retargeting Platforms

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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

Listings (51-75 of 120)

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 with customer…

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.

2 Ratings

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 ABM program…

We don't have enough ratings and reviews to provide an overall score.

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, Dynamic …

We don't have enough ratings and reviews to provide an overall score.

Nanigans is a social marketing ad retargeting platform.

We don't have enough ratings and reviews to provide an overall score.

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 and…

We don't have enough ratings and reviews to provide an overall score.

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 and …

We don't have enough ratings and reviews to provide an overall score.

Clickable is a fully-featured search engine marketing solution with robust integrations, workflow automation, and all-in-one dashboards.

We don't have enough ratings and reviews to provide an overall score.

Retargeter is an advertisement serving and retargeting software solution.

We don't have enough ratings and reviews to provide an overall score.

AdButler is an advertisement serving and retargeting software solution offered by Sparklit.

We don't have enough ratings and reviews to provide an overall score.

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 fundin…

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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 by …

We don't have enough ratings and reviews to provide an overall score.

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 target…

We don't have enough ratings and reviews to provide an overall score.

SocialWhirled is a platform that allows companies to create, deliver and manage content-based campaigns across multiple channels, including paid advertising and social media.

We don't have enough ratings and reviews to provide an overall score.

Keywee is a content marketing solution driven by automation to serve ads targeting qualified audiences.

We don't have enough ratings and reviews to provide an overall score.

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 en…

We don't have enough ratings and reviews to provide an overall score.

Balihoo empowers national brands to execute campaigns to all local markets with messaging appropriate to the local level.

We don't have enough ratings and reviews to provide an overall score.

Chitika is advertising technology from the company of the same name in Massachusetts.

TrustRadius Top Rated for 2020

2020 Top Rated Ad Serving & Retargeting Platforms

There are plenty of options out there, but here's our shortlist of the best Ad Serving & Retargeting Platforms. 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. To qualify, a product must have 10 or more recent reviews and a trScore of 7.5 or higher, indicating above-average satisfaction for business technology. The products with the highest trScores appear first on the list. Read more about the Top Rated criteria.