What are the pros and cons of different ad serving platforms and tools?

1 Self-hosted platforms

Self-hosted platforms are ad serving software that you install and manage on your own servers. Some examples are Revive Adserver, OpenX, and Adzerk. The main advantages of self-hosted platforms are that you have full control over your data, customization, and integration. You can also avoid paying fees to third-party providers. However, self-hosted platforms also have some drawbacks, such as higher maintenance costs, security risks, scalability issues, and technical expertise requirements.

2 Cloud-based platforms

Cloud-based platforms are ad serving software that run on the servers of a third-party provider, such as Google Ad Manager, Adform, or Smart AdServer. The main benefits of cloud-based platforms are that they offer lower upfront costs, faster setup, better performance, and more features. You can also access your ad campaigns from anywhere and leverage the provider's expertise and support. However, cloud-based platforms also have some disadvantages, such as less control over your data, privacy, and customization. You may also have to pay fees based on your traffic or impressions.

3 Open source tools

Open source tools are ad serving software that have their source code available for anyone to use, modify, and distribute. Some examples are Revive Adserver, OpenX, and AdGlare. The main advantages of open source tools are that they are free, flexible, and transparent. You can also benefit from the community's contributions and feedback. However, open source tools also have some challenges, such as lower quality, reliability, and security. You may also have to deal with bugs, updates, and compatibility issues.

4 Proprietary tools

Proprietary tools are ad serving software that have their source code owned and protected by a specific company or organization. Some examples are Google Ad Manager, Adform, and Smart AdServer. The main benefits of proprietary tools are that they are more professional, stable, and secure. You can also expect more features, updates, and support from the provider. However, proprietary tools also have some drawbacks, such as higher costs, less flexibility, and dependency. You may also have to comply with the provider's terms and conditions.

5 Simple tools

Simple tools are ad serving software that have a basic and easy-to-use interface and functionality. Some examples are AdSense, AdBrite, and Chitika. The main advantages of simple tools are that they are convenient, affordable, and beginner-friendly. You can also get started quickly and focus on your content and audience. However, simple tools also have some limitations, such as lower revenue, customization, and control. You may also have to deal with low quality, irrelevant, or intrusive ads.

6 Complex tools

Complex tools are ad serving software that have a sophisticated and advanced interface and functionality. Some examples are Google Ad Manager, Adform, and Smart AdServer. The main advantages of complex tools are that they are powerful, versatile, and profitable. You can also optimize your ad campaigns, target your audience, and measure your results. However, complex tools also have some challenges, such as higher learning curve, costs, and complexity. You may also have to deal with more competition, regulations, and attribution issues.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?