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. Read more about the Top Rated criteria.
Ad Serving & Retargeting Platforms TrustMap
TrustMaps are two-dimensional charts that compare products based on trScore and research frequency by prospective buyers. Products must have 10 or more ratings to appear on this TrustMap.
Vendemore Rubberband is an advertisement serving and retargeting software solution offered by Vendemore. Vendemore utilizes its network of over one million websites to serve ads to users who have previously visited a customer's website.
Adinton is a bid management platform based on marketing campaign attribution. It allows users to analyze ad spend and marketing performance, in order to optimize spend by channel through Google AdWords, Facebook, etc.
Xaxis Triggers is New York-headquartered Xaxis' programmatic marketing product.
SmartyAds SPP is a supply-side ad serving tool for publishers.
Tapad is a platform for cross-device B2C marketing, advertising, and attribution. The Tapad Device Graph provides a unified view of consumer behavior across personal computers, phones, tablets, and TV, and Tapad's Viewable Exposure Time (VET) algorithm helps users understand the…
DoubleVerify Pinnacle is a tool for monitoring and optimizing digital advertising performance across media properties. DV Pinnacle compares ad performance on each property based on number of impressions, viewability, fraud, and brand safety. It can be used by advertisers and agencies,…
RhythmMax, from RhythmOne headquartered in San Francisco, is the company's flagship product, a programmatic advertising platform emphasizing connecting brands to qualified audiences at scale with an eye on brand safety and avoidance of low performance sites via RhythmGuard, the company'…
SocialCode in Washington DC offers a suite of applications supporting digital and social media advertising campaigns, starting with their Audience Intelligence Platform trained on using first-party data in analysis and targeting, through SocialCode Activate and Insight for executing…
TACTIC Creative Management Platform (CMP) is a software solution that allows marketers to create and update digital content across a wide range of platforms and channels. TACTIC CMP aims to make managing digital content workflows easier by automating the creative production for digital…
AcuityAds headquartered in Toronto offers a self-serve programmatic advertising platform.
district m is a full-service advertising exchange that creates open, transparent marketplaces through which publishers and advertisers can quickly and easily connect to maximize today's digital advertising demand. The vendor reports working with over 2,500 publishers globally and…
Connexity in Santa Monica offers their customer segmentation-oriented data-as-a-service (DaaS) and (optional) demand side platform (DSP) to intelligently locate and market to new customers that fit a certain profile via audience segmentation. The company touts a large quantity of…
An open platform for Header Bidding management that promises to allow publishers to increase revenue and reduce time for integration. According to the vendor, key capabilities include: Painless header bidding wrapperStrategic analytics Built on prebid
VideoAmp headquartered in Los Angeles offers a demand side advertising platform which supports advertiser planning, executing and measuring ad campaigns that reach televesion, video-on demand, and individual viewers with optimization from direct individual behavior.
go, powered by district m, is an online advertising platform. According to the vendor, with go, you can get new clients to your website, build a strong relationship with existing customers, and increase brand awareness to stay competitive. Features include prospecting through search…
Hux, by Deloitte Digital, based on the Magnetic AI platform acquired by Deloitte in late 2018, supports customer digital advertisers with segmented customer data via its audience & customer data, a self-serve media buying platform, or managed advertising services if desired.
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…
7 Target is a personalization solution that tries to determine and deliver the right message to the right customer at the right time in their specific journey. With Target, brands design and deliver personalized, targeted customer experiences across devices and channels using…
iOPEX technologies headquartered in San Jose offers iMedia, a suite of tools for advertisers to analyze return on advertising spend via iMediaLens, quality check ad efforts via iCheckAds, and the iMediaplace publisher platform for managing adspace inventory.
Retargetly DMP is, according to the vendor, the first non-enterprise data management platform. With it, anyone can collect data from digital media and offline sources like websites, apps, ad campaigns, CRM, email and more. Once the data is in, the platform overlaps hundreds of valuable…
Tavant headquartered in Santa Clara offers the Tavant Media Sales Manager (MSM), a adigital advertising and ad buying platform.
ROI Hunter is a Product Marketing Platform for e-commerce, designed to combine the creation of attention-grabbing and better-performing creative assets with product-level performance and customer data. ROI Hunter charges a flat rate based on a number of factors, including ad spend…
Instart headquartered in Palo Alto offers DX Cloud Ads, a digital ad optimization platform supporting increased visiblity and screentime for aps, impression recovery, and a better user experience with fast-loading ads, in a platform agnostic technology.
SYNQY (pronounced sync-ee) is a Retail Media as a Service for retailers to sell advertisements on product listings. The SYNQY Persuasion Engine® is a patented match-making engine that enables retailers to sell Persuasive Product Advertisements (PPAs) and have them show up next to…
No More Lost Leads! From MOVology, Capture is a patented software that creates a safety net for lead generation and traffic spend. The software provides users with a way to identify and remarket to their lost web traffic, reinforcing lead generation strategies for a stronger ROI…
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.
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.
Frequently Asked Questions
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.
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.