Why Don’t More Publishers Switch Ad Servers?
Perhaps one of the hardest products to sell in ad tech is the publisher ad server. Few products are as deeply entrenched in the digital advertising ecosystem as Google’s hugely successful Google Ad Manager product. Here we spoke to some of the companies about the challenges they face in persuading publishers to switch stacks. Michael Nevins, CMO, Smart Ad Server
The ad server is the engine on which a publisher’s monetisation strategy is built, and so it follows that the choice of ad server is an important strategic decision. And yet it’s relatively rare to see publishers decide to switch ad servers.