Display Ad Server
Serve ads in standard fixed-size ad units
Native Ad Server
Serve native ads on your web page or app
Video Ad Server
Serve MP4 video ads as pre/mid/post-rolls
Maximize revenue for direct deals.
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Pricing: Quick Comparison of 10 Ad Servers
Written by Roy
Sep 18, 2020 • 9 min read
5. A few notes
Whether you're looking for a cheap, expensive or free campaign management software, the list of ad servers below may help you out.
We're comparing the costs of ad serving between 2M and 25M ad requests per month. Price rates were collected in January 2020 directly via the vendor's website.
Ad Serving Costs Comparison
How can an ad server earn you money?
If you're a publisher, an ad server may actually earn you more money than it costs. By intelligently serving high-paying ads first, you'll be able to squeeze out a maximum revenue when monetizing your website. Ad serving platforms like AdGlare can backfill a zone with ads from a lower tier (i.e. from an ad network), so you can achieve a 100% fill rate.
Moreover, with the latest advances in artificial intelligence and machine learning, modern ad serving technology like AdGlare canestimate the chance a user will click on a certain ad. This increases your revenue in case you're paid on a CPC basis.
Beware of hidden fees
Some ad server vendors, like AdButler, will charge you for CDN bandwidth and Analytics. Those additional fees are not included in the rate here above. If you're serving video ads, those extra charges may increase rapidly.
Ad Requests vs Impressions
While some companies offer ad serving plans based on the number of impressions, it's more common to be charged based on ad request usage. It's important to understand the difference here.
An ad request is counted when the ad tag is called from a web page. That doesn't necessarily mean that an ad will be served: campaigns can have geotargeting rules applied or other restrictions like frequency capping and dayparting. If none of the ads are eligible for display, the ad slot remains empty.
An impression is counted when the ad has been loaded on a web page or app.
We can therefore state that the number of impressions is always lower or equal to the number of ad requests.
Keep this in mind, especially if you're making lots of ad requests for native ads or VAST tags. The VAST tag is called from the ad server, but an impression is counted only when the video starts playing.
A few notes
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