Display Ad Server
Serve ads in standard fixed-size units
Native Ad Server
Build native ads into your web page or app
VAST Video Server
Serve MP4 video ads as pre-rolls
Display Ad Server
Native Ad Server
VAST Video Ad Server
content_pasteRelease Notes
error_outlineNetwork Status
Terms of Service
Security Policy
Ad Tags
auto_storiesMacros for Ad Serving
auto_storiesAMP HTML Ads
Best Practices
auto_storiesEvaluating 3P Ad Tags for Speed
Campaign Setup
auto_storiesFlight Dates, Quantity & Pacing
auto_storiesCampaign Tiers
Getting Started
auto_storiesGetting Started with AdGlare
auto_storiesAdGlare Glossary
Good To Know
auto_storiesAdblock Detection Script
auto_storiesRevive vs AdGlare
auto_storiesThe Importance of Async Ad Tags
auto_storiesAd Server Pricing
auto_storiesVideo Ad Server with VAST Support
License & Billing
auto_storiesCDN Bandwidth & Fees
auto_storiesDownload Invoice PDFs
auto_storiesCancel License
auto_storiesReplace Credit Card
auto_storiesUpgrade Plan
Native Ads
auto_storiesNative Ads API
auto_storiesConversion Tracking
auto_storiesMetrics & Dimensions
auto_storiesExporting Data
auto_storiesCustom Formulas
auto_storiesFrequency Capping (GDPR)
auto_storiesKeyword Targeting
auto_storiesKey/Value Targeting
auto_storiesGeotargeting Locations
auto_storiesBrowser/OS/Device Targeting
auto_storiesWhite Labeled Ad Serving
auto_storiesBot Filtering for Ads
auto_storiesLazy-Loading Ads
auto_storiesKeeping Ads On The Screen
auto_storiesAdding a 3rd Party Tag
auto_storiesMove to different Folder

Pricing: Quick Comparison of 10 Ad Servers

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AdGlare Ad Server

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

Toggle eCPM

Company Website Live Demo Free Trial 2M 10M 25M
AdGlare check_circle check_circle -$499$899
Revive Ad Server (OpenX) FreeFreeFree
AdButler check_circle $159$341$731
AdSpeed check_circle check_circle $169$349$873
AdvertServe $200$475$850
Epom check_circle $250$1,000$2,500
AvidAdserver check_circle QuoteQuoteQuote
Adspirit check_circle QuoteQuoteQuote

ad server comparison
NEW: Ad Server Top 25
Interactive list to compare the top 25 ad servers (2023).

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 can estimate 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

  • Pricing information fromt the list above is supplied by the software provider or retrieved from publicly accessible pricing materials. Final cost negotiations must be conducted with the vendor.
  • To compare AdGlare with Revive Ad Server, see this article for an in-depth comparison.
  • For reviews of the 10 best ad servers, check out this list and this one.

External Resources

open_in_newAdButler Pricing
open_in_newAdSpeed Pricing
open_in_newEpom Pricing
open_in_newRevive AdServer
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Since 2013, AdGlare powers the ad serving stack of hundreds of brands and publishers worldwide. With ideas and suggestions coming from Publishers, AdOps and Marketeers like you, we're proud to offer one of the most up-to-date ad servers in the market. We adhere to IAB's LEAN Ads Program and Google's Coalition for Better Ads.

Are you a publisher or brand? Reach out to see how we can help you.