Mas o que faz um Adserver?
Basicamente, ele disponibiliza e atualiza peças de publicidade. Uma ferramenta para a área de marketing, que consegue também contabilizar clique e impressões das peças, e consequentemente calcular os valores, custos (CPC - custo por clique; ou CPM, custo por mil impressões).
Algumas ferramentas do mercado são:
- DoubleClick (DFA) da Google
- Atlas Solutions usado pelo MSN
- Real Media OpenAdstream
- Right Media (Yield Manager) do Yahoo!
- OpenX (plataforma de código aberto)
No final, filtrei para dois softwares: o DoubleClick (que detém maior porcentagem do mercado), e o OpenX (que tem várias soluções, gratuitas e pagas).
Essa comparação, tirei do Wikipedia:
Ad Servering Platform
|
Company-owner
|
First release date
|
Pricing
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Mobile solution
|
Ad exchange
|
Demo
|
Service and Support
|
Real-time
|
Trial period
|
OpenX Ramp
|
OpenX Technologies, Inc.
|
1998 (as phpAdsNew)
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free up to 100 million impps per month
|
No
|
Yes, OpenX Market
|
No
|
not supported
|
No
|
-
|
OpenX Enterprise
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OpenX Technologies, Inc.
|
1998 (as phpAdsNew)
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available upon request
|
Yes
|
Yes, OpenX Market
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No
|
24/7 email and telephone
|
Yes
|
No
|
DoubleClick Small Business
|
Google Inc., since 2008
|
n/a
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free up to 90 million impps per month
|
Yes
|
Yes, Doubleclick Ad Exchange
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No
|
e-mail, phone, ticket system
|
Yes
|
-
|
DoubleClick Premium Solution
|
Google Inc., since 2008
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n/a
|
available upon request
|
Yes
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Yes, Doubleclick Ad Exchange
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No
|
Dedicated manager, 24/7/365 support
|
Yes
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No
|
Ad Servering Platform
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Mobile ad serving
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Video ad serving
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Targeting databases
|
Creative types supported
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Campaigns optimization
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Reporting
|
OpenX Ramp
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No
|
Yes
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available for extra cost
|
Image, Flash, HTML, XML, 3rd-party, Rich Media, Video (linear & non-linear), etc.
|
limited
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No
|
OpenX Enterprise
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Yes
|
Yes
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Yes
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Image, Flash, HTML, HTML5, XML, 3rd-party, Rich Media, Video (linear & non-linear), etc., third party tags
|
CPM, CPC, CPA, CPD, Fixed Cost, conversion tracking
|
Real-time + dashboard, API available
|
DoubleClick
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Yes
|
Yes
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Yes
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Image, Flash, rich media, and third-party tags. Automatic rich media macro detection. Small Business version could have some limitations.
|
CPM, CPC, CPA
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Real-time
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OpenX Ramp
|
OpenX Enterprise
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DoubleClick
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Content, geographic, technographic (e.g. browser), time based (e.g. time of day), and custom targeting
|
Content, geographic, technographic (e.g. browser), time based (e.g. time of day), and custom targeting
Advanced targeting by mobile device, carrier, and O/S Custom and 3rd party audience classification and retargeting
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Geography, bandwidth, browser, browser language, operating system, and domain. Date and time targeting. Small Business version could have some limitations.
|
Há também outra tabela comparativa:
E por fim, listei algumas vantagens / desvantagens / características de cada solução:
DoubleClick
- DFA / DFP
- Custo por Impressão - CPM
- Integração com outras ferramentas Google. Ex: Google Analytics
OpenX Source
- Custo com treinamento, instalação, ambiente
- Open Source
- Gratuito
- PHP; MySQL or PostgreSQL
Fonte: http://www.openx.com/docs/tutorials/video-tutorial-getting-started-openx
OpenX OnRamp
- SaaS
- Open Source
- Gratuito
- Sem Customização, Suporte, API
- limite para uso free 100 milhões de impressões
OpenX Enterprise
- SaaS
- Custo com treinamento
- Open Source
- suporta 30 bilhões de anúncios por mês
- API
- SLA
- Suporte
- Real Time Reporting
- Content, geographic, technographic (e.g. browser), time based (e.g. time of day), and custom targeting
- Customização
- Custo por Impressão - CPM
- OpenX ad serving products are used by more than 200,000 websites in more than 100 countries andserve more than 350 billion ads monthly