CUSTOM AD SERVER
BY ASTERIOSOFT
Maximize revenue and control with a powerful custom Ad Server
What is an Ad Server?
An Advertising Server, or AdServer, is a platform that facilitates the delivery, management, and measurement of digital advertising campaigns. An Ad Server is a core component of digital advertising that manages, stores, and delivers online ads to websites and apps. There are different types of Ad Servers for publishers and ad serving platforms for advertisers, each designed to meet specific needs in the ad ecosystem. Ad server software can be used to track impressions, clicks, and performance metrics in real time.
In programmatic advertising, a programmatic ad server automates the buying and selling of ad inventory. Mobile advertising is supported by mobile ad servers, which are optimized for apps and responsive formats.
The AdTech industry is evolving rapidly, and AdTech Ad Servers have emerged as a vital component in the digital advertising ecosystem.
In programmatic advertising, a programmatic ad server automates the buying and selling of ad inventory. Mobile advertising is supported by mobile ad servers, which are optimized for apps and responsive formats.
The AdTech industry is evolving rapidly, and AdTech Ad Servers have emerged as a vital component in the digital advertising ecosystem.
Current trends show that ad serving platforms are a growing segment, driven by advertisers’ and agencies’ desire to cut costs and streamline operations. Overall, an ad server in digital marketing plays a vital role in the delivery, measurement, and optimization of ads, making it a key part of any adtech server stack.
Many companies choose to build Ad Servers tailored to their goals, using own custom ad servers based on Open RTB ad serving technology and standarts.
Who needs Ad Server software?
Based on your business goals, a custom Ad Server can deliver significant value:
Ad Server for AdTech
Ad Servers for Publishers
- Monetization Control: Optimize how inventory is sold.
- Revenue Growth: Keep more of your earnings by eliminating the middlemen.
- Custom Reports: Track specific KPIs for better insights.
Ad Servers for Advertisers and Agencies
- Cost Efficiency: Save on fees while maximizing ROI.
- Precision Targeting: Ad-serving technology delivers the right ads to the right audience.
- Ownership of Data: Retain full control over performance data for strategic decision-making.
Essential features for any Ad Server
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Advanced Ad Management
Features frequency capping, scheduling, and low latency for efficient ad serving. -
Cross-Device Advertising
Delivers ads seamlessly across mobile, desktop, and connected devices. -
Compliance with Industry Standards
Complies with IAB protocols and GDPR, ensuring secure, transparent, and trustworthy ad delivery. -
Comprehensive Metrics
Tracks impressions, clicks, conversions, and other key performance indicators. -
Channel Integration
Connects effortlessly with SSPs, DSPs, Ad Exchanges, and networks. -
Brand Safety
Control over placements, compliance, contextual targeting, and real-time monitoring safeguard your reputation and build trust. -
Flexible API
Easily integrates with your existing tools and workflows. -
User-friendly interface
An easy understandable campaign management.
Build a custom Ad Server with features tailored to your specific needs — such as Top-Up payment functionality, advanced targeting options, real-time analytics, automated campaign management, and other unique solutions designed to optimize your business performance.
Reasons you may need a custom Ad Server
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You may need a Custom Ad Server if...
- You’re paying high fees to third-party platforms.
- White-label ad solutions don’t meet your needs.
- You face challenges with data access and transparency.
- Fraud clicks and impressions are hurting your budget.
- Compliance with privacy regulations is complicated.
- You want to scale without relying on external vendors.
- Managing multiple adtech servers is highly inefficient.
- Your reporting lacks depth for truly informed decisions.
- Latency issues are disrupting your ad delivery.
- You want to offer unique features to clients or partners.
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Because Custom Ad Server...
- Eliminates intermediaries and reduces costs.
- Can be fully customized to fit your specific workflows.
- Gives you complete ownership and control over data.
- Includes built-in tools to detect and prevent ad fraud.
- Is designed to meet standards like GDPR and CCPA.
- Offers flexibility and scalability tailored to your growth.
- Integrates seamlessly with SSPs and DSPs.
- Provides detailed, real-time analytics and insights.
- Ensures low latency and fast, reliable Ad Serving.
- Enables customization to stand out in a market.
Your Ad Server, your rules
Build your own ad server tailored to your exact requirements, ensuring a higher ROI and competitive advantage.
Reach out to us to explore how we can help you design a solution that works for you.
Reach out to us to explore how we can help you design a solution that works for you.
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Why build your own Ad Server with Asteriosoft?
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Proven expertise in AdTech developmentWe have been successfully providing solutions in the AdTech industry to our clients worldwide for over 18 years01 -
A collaborative approach focused on your unique business goals
We address your needs to deliver the most effective solutions, whether it’s custom development or enhancing your existing system.02 -
Agile development to accelerate time-to-market
We employ Agile methodology to ensure flexibility, efficiency, and speed in every project. Our iterative approach enables faster delivery of your custom solution, helping you stay ahead in a competitive market while maintaining top-quality results.03
Ad Server Portfolio
RhythmOne Ad Server
&programmatic platform
&programmatic platform
A leading U.S.-based SSP and Ad Server platform that bridges brands with digital audiences through high-quality content on all devices. It partners with advertisers, publishers, and content creators to deliver seamless, multi-channel advertising solutions—including video, rich media, display, social, native formats, and branded content.
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Receives traffic directly from publisher sites via own tags. - Manages direct advertising campaigns with extended targeting, pacing, frequency capping and other options.
- Receive advertising from external DSPs and SSPs via OpenRTB.
NUI Ad Server
NUI Media offers SaaS-based Ad Server designed to streamline digital advertising across display, mobile, and video formats. Tailored for publishers, ad networks, and advertisers, the platform emphasizes user experience and operational efficiency. NUI Media's Ad Server is built to provide control and reliability, helping ad operations teams maximize revenue and efficiency.
- Manage display, mobile, rich media & video seamlessly.
- Regain control of inventory, streamline operations with an intuitive interface.
- Real-time analytics and comprehensive reporting - offering dashboards and on-demand reports to effectively analyze and monetize inventory across platforms.
Uncover more about custom Ad Server:
Ad serving platforms typically use the following industry standards and protocols for bidding, particularly in programmatic advertising:
1. OpenRTB (Open Real-Time Bidding) - developed by the IAB Tech Lab, OpenRTB is the most widely used protocol for automated, real-time ad auctions between demand- and supply-side platforms.
2. Prebid.js (Header Bidding) - an open-source library that enables client-side header bidding, allowing publishers to conduct unified auctions before calling the ad server.
3. VAST (Video Ad Serving Template) - a standard XML schema for delivering video ads, also created by the IAB.
4. Custom XML Feeds - some legacy ad systems and private integrations still use XML for custom campaign data feeds or reporting formats.
Build your own ad server and use standards you need.
1. OpenRTB (Open Real-Time Bidding) - developed by the IAB Tech Lab, OpenRTB is the most widely used protocol for automated, real-time ad auctions between demand- and supply-side platforms.
2. Prebid.js (Header Bidding) - an open-source library that enables client-side header bidding, allowing publishers to conduct unified auctions before calling the ad server.
3. VAST (Video Ad Serving Template) - a standard XML schema for delivering video ads, also created by the IAB.
4. Custom XML Feeds - some legacy ad systems and private integrations still use XML for custom campaign data feeds or reporting formats.
Build your own ad server and use standards you need.
A waterfall model does work in ad server technology, but it is becoming less common. Modern ad servers increasingly use header bidding or unified auctions, which allow all demand sources to bid simultaneously, maximizing competition and revenue.
In the waterfall model, ad requests are sent to a prioritized list of demand sources one by one, from top to bottom. If the first source doesn’t fill the request, it goes to the next, and so on. This can lead to inefficiencies because higher-paying bidders further down the list may never get a chance to bid.
The waterfall model makes sense in adservers when prioritizing guaranteed direct deals, working with limited demand sources, minimizing latency or serving as a fallback for header bidding.
In the waterfall model, ad requests are sent to a prioritized list of demand sources one by one, from top to bottom. If the first source doesn’t fill the request, it goes to the next, and so on. This can lead to inefficiencies because higher-paying bidders further down the list may never get a chance to bid.
The waterfall model makes sense in adservers when prioritizing guaranteed direct deals, working with limited demand sources, minimizing latency or serving as a fallback for header bidding.
Build your own ad server for:
- Cost Savings: Eliminate intermediary fees.
- Customization: Tailor the platform to your specific business needs.
- Data Control: Own and analyze your data in real time.
- Scalability: Scale as your business grows without limitations.
- Enhanced Security: Built-in fraud prevention tools protect your investment.
While ready-made AdServers work well for startups, agencies with basic requirements, or publishers with simple monetization models, offering quick setup and lower upfront costs, they come with limitations:
- Lack of scalability for growing businesses.
- Limited customization options for specialized needs.
- High recurring costs without guaranteed flexibility.
Yes, it is possible to connect a publisher's inventory directly to an AdTech Ad Server. This setup allows the Ad Server solution to manage ad placements, deliver creatives, and optimize performance across the publisher’s websites or apps. From a technical point of view, connecting a publisher’s inventory to an Ad Server typically involves integrating ad tags or SDKs into the publisher’s website or app and configuring inventory in the Ad Server.
Connecting a publisher’s inventory directly to an ad server provides centralized ad management, improved optimization and support for direct deals.
Connecting a publisher’s inventory directly to an ad server provides centralized ad management, improved optimization and support for direct deals.
If you have an adserver solution with access to sourse code, we can add additional features or modify the adserver at your request.
What our clients say about us
"Our teams worked together on a year-long DevOps/DataOps implementation and have implemented a continuous data streaming infrastructure via Postgres, Kafka, and Snowflake with scaling at Kubernetes and AWS/CloudWatch monitoring.
These folks are great to work with, with impeccable work ethic. They have helped us architect and adjust, and develop our solutions despite changing requirements, and have always been there to help."
These folks are great to work with, with impeccable work ethic. They have helped us architect and adjust, and develop our solutions despite changing requirements, and have always been there to help."
"We have been working with Asteriosoft for several years as our dedicated development partner. They find efficient solutions for our tasks, no matter how complex they may be, and deliver them within tight deadlines. We know we can rely on them for both planned projects and crisis situations.
I gladly recommend this company as a reliable, proactive, and professional partner."
I gladly recommend this company as a reliable, proactive, and professional partner."
"I have been working with this team for over 10 years, utilizing their services for the development of our software products. Throughout this time, the team consistently provided us with high-level software solutions, developed within the given time and budget constraints. But perhaps the best part of our collaboration is the relationship we have established. These guys truly understood our goals and approaches to deliver a product that surpasses our competitors."
See also
DSP solutions
We provide custom DSP solutions to meet your specific business needs, giving you complete control over inventory management and monetization strategies.
Off-the-shelf DSP
Our off-the-shelf DSP is specifically designed for AdTech companies and agencies, offering a ready-to-use solution with robust features and easy integration.
Programmatic solutions
We create custom programmatic solutions for automated, data-driven ad trading, optimizing performance across digital channels.
Ad Exchange
We develop custom Ad Exchange solutions — digital marketplaces that enable advertisers and publishers to transact in real time.