Ad serving solutions are critical to your success online.  What does this mean?  When a users or reader comes to your web site they should see some ads.  Do they?  If not, that is another discussion.  You need to have software in place to serve these ads to your users.  This software needs to not only serve the ads, but provide back to you very robust reports so you can prove ROI to your advertisers. 

Some good examples are Double Click, Open Ad Stream, Ad Sever Solutions, Banner Man Pro and Ad Juggler.  You might be surprised to learn that you have to pay for these services.  Really?  Yes really.  They are going to help you make money.  Not sure which direction to go, e-mail me for advice.  So, what are some things your ad serving solution should do for you?

Here is the minimum feature set I would require from my next ad serving company:
 
Completely Hosted Global Turnkey Solution
NetAcuity Geotargeting Solution (including Zip/DMA)
Graphical Reporting Tools
eCPM Auto Optimization
Full Rich Media Support
Flash Video Tracking
Support for CPA and CPL campaigns
Inventory Management and Forecasting
Advanced Frequency Capping
Cookie Targeting
Full API Access

If you hope to grow your business beyond the normal hard coded banners on your site, you will need a robust ad serving system.  Ad agencies will demand that your ad serving solution do at least what is mentioned in the blog.  Most will require more.  In addition, your web site must meet the ad size standards as set forth by the Interactive Advertising bureau. ( iab.net )  IAB is very expensive to subscribe too and that is not important.  What you do want to be able to say is that your ad unites on your web site meet their ad guidelines.

In addition, you need to have a tech spec sheet for your advertisers.  This will detail the ad specs that your web site requires to be online.  I promise to follow up on this in a later blog.  For now, start thinking outside your norm and realize that making money online starts with steps like having a solid ad serving solution.

Keep the faith.

The views of Ryan Dohrn are 100% personal in nature and do not represent the views of his employer, any other person, company or entity in any way.  Any similarly is coincidental in nature.  Please visit Ryan’s online at http://www.RyanDohrn.com  or e-mail him at This e-mail address is being protected from spambots. You need JavaScript enabled to view it