Dedicated Ad Servers
In the course of opening up our four network magazines to external sites/blogs, we are going to need to set up a dedicated ad server capable of delivering Flash ads (rich media) to participating sites, plus good tracking and editing facilities for advertisers.
I’ve been chatting with other network owners on another site about the possibility of a joint effort, since we probably wouldn’t need the whole capacity of even a single server. Some interesting ideas are emerging.
However, we want to push ahead with facilities of our own in case agreement can’t be reached. Can any of our readers recommend a reliable server company that offers this service together with decent tech support?
I have been using LiquidWed (http://www.liquidweb.com) for Instablogs Network for over an year now and have found the experience real satisfying.
Though they might be a bit expensive, but they are worth a shot.
By Ankit on March 5th, 2007 at 6:40 am
Thanks, Ankit, I’ll bear that in mind. We’re getting some offers in already so we’ll sort through them and see where we are at the end of it.
Are you heading for SXSW?
By John Evans on March 5th, 2007 at 10:35 am
John, I’m assuming you’re asking for a dedicated ad server solution, with support, correct? If so, MOJO and DART for Publishers are the two best ones. If you can’t afford those, Open Ad Server is highly regarded.
Ultimately, it comes down to who you’re trying to sell to. If you’re trying to sell to small-medium businesses, Max Media Manager will do just fine (no support, but it’s free). If you’re trying to sell to agencies, OAS/MOJO/DFP is required if you dont’ have comScore/HitWise data.
Likewise, if you’re trying to sell to brand advertisers or anyone with a yearly budget of more than 10M$, the above + comScore + demographic studies are basically a requirement.
Figure out your needs first, and I’m sure folk can suggest half a dozen solutions
By Jeremy Wright on March 5th, 2007 at 3:19 pm
We know our needs in ballpark terms, Jeremy, but we’re spending a few weeks refining them down to a minimum package.
I look forward to what comes out of SXSW and what folk may be putting on offer then.
By John Evans on March 5th, 2007 at 3:26 pm
John, my point is, asking anyone to recommend an ad server without specifying your needs is a little like asking someone to just recommend a car.
They’ll always recommend what they’re happy with.
If you’re looking for input and suggestions for you, I’m sure everyone’s more than happy to make them… We just need to know what you’re looking for!
By Jeremy Wright on March 5th, 2007 at 3:33 pm
If people recommend what they’re happy with, that’s a very good start.
By John Evans on March 5th, 2007 at 3:35 pm
Fine, we’re very, very happy with MOJO
By Jeremy Wright on March 5th, 2007 at 3:40 pm
Good to hear you haven’t lost your mojo.
By John Evans on March 5th, 2007 at 3:42 pm
We’re also looking beyond the current build out from our network magazines — which may only require a fairly simple solution, to our two big retail portals, which will need top of the range implementation.
So you can see the fine judgements we’re having to make here. First, that we don’t spend too much on the initial prototypes so as to spook them as a standalone business, but also laying the groundwork for the time when we will need to go the whole hog.
By John Evans on March 5th, 2007 at 3:48 pm
John, there aren’t really any solutions that bridge the gap between “cheap and fast” and “fantastic and all-encompassing”.
You’ll likely need to make a choice. Cheap and fast is probably best for now, fantastic and all-encompassing will run you about 10K in setup, give or take, so waiting is probably best
By Jeremy Wright on March 5th, 2007 at 3:51 pm
That’s exactly where we are, Jeremy, and if you can offer such a solution, I’m all ears.
By John Evans on March 5th, 2007 at 3:53 pm
Oops I thought you were asking for dedicates server hosting.
I would recommend Open Ad server if you are looking for some entry level solution. I am not sure is OAS/MOJO/DART is a must if you are selling to big agencies.
Have you tried Zedo, WebAds 360 or Adbutler? I think Glam also uses Zedo.
John>> We’re getting some offers in already
You are getting offers for ad servers? Its like you are looking for some Operating System for your PC, and Windows or Red Hat guys are offering you their softwares…
I won`t be able to get to SXSW, since we can`t VISA in India for US on such a short notice. We need to prepare some documents in advance for such trips.
By Ankit on March 6th, 2007 at 2:40 pm
Jeremy, BlogAds, TLA don`t use any third party Ad server solutions in my knowledge, and I think they are getting some pretty good agencies in their pool of clients.
By Ankit on March 6th, 2007 at 2:43 pm
No, Ankit, I’m merely carrying on the conversation where Jeremy left it.
The server would have to be out-of-house, but the software would be mission-critical.
TLA are working on a new blog ad network to supplement their text-link program. It’s got to be one to watch.
By John Evans on March 6th, 2007 at 2:49 pm