If you are looking to build your own online advertising platform and hoping to attract Advertiser clients, you need to find yourself an Ad Server packed full with robust features with which to support their advertising ventures. EXADS’ White-label Ad Serving Technology offers several high performing popular ad formats, deep targeting features and smart optimization tools that are key for your clients to reach their business goals. This allows you to offer them a productive and positive experience when using your platform, making you stand out from the competition. Continue reading to find out about the industry leading features for Advertisers from EXADS!

Industry leading features for Advertisers from EXADS: Best industry compliant ad formats for your ad platform

Through the EXADS platform you will be able to offer your Advertisers some of the best industry compliant ad formats on your ad platform. Because our Ad Server is fully customizable and you want your platform tools specifically to meet the needs of online Advertisers you are targeting, you can enable/disable whichever ad formats you want to offer. We list them below:

Sticky Banner: A display Banner that can ‘stick’ in several positions on a desktop screen. It comes in a range of sizes.

**Display Banner: **A range of classic IAB standard Display Banners, available in a range of different sizes.

**Large Footer: **A large footer Banner 900x250 used as an alternative to the other three standard 300x250 Banners.

Grab the end user’s attention with Interstitial adsMobile Fullpage Interstitial: This format fills the full mobile screen when the user navigates a site. Has a ‘Close ad’ option on the top right.

Desktop Fullpage Interstitial: This format fills the full desktop screen when the user navigates a site. Has a ‘Close ad’ option on the top right.

Native Interstitial: Overlays the page with ads. Has a smooth transition from the side of the page and can easily be dismissed.

**Native ads, the customizable ad format by excellence Native Exit: **Triggers when the mouse moves outside the page as if exiting the site. Can be easily closed by the end user.

Native Recommendation: Fully customizable widget that features a responsive or custom size image and a short text: title and description.

Native tools - Understanding the Native Advertising flow: Native advertising brings great results when the story comes before the promotional part. This means that a successful Native advertising campaign requires a different user journey to traditional ads: Contrary to other formats, like Banners, landing pages for Native should not be salesy, but rather, should contain editorial style content and useful information for the end user on a specific topic. Then there should be a CTA to introduce the end user to the service, together with contact details, live chat, etc. Advertisers should use the landing page as a tool to educate the end user about the product or service in the form of an article or tutorial. And their ads should also illustrate that to make the journey cohesive.

Native tools - Using emojis on Native ads: Advertisers can use Emojis on their Native titles and descriptions to drive further engagement and enrich their marketing messaging. Also, since there is a character limit for Native text, using emojis can help them make the most out of that space.

**Native tools - Dynamic Tokens: **Dynamic tokens automatically replace specific texts with keywords relevant to the end user. If they are, for instance, in a specific country and using a specific device, the Dynamic Tokens will reflect this. For example:

“Everybody in {country_name} is using this app on their {device}.”

“Everybody in Spain is using this app on their iPhone”

Choose from {country_name}, {region}, {city}, {language_name}, {day}, {operating_system}, {device}, and {carrier} to name a few!

**Pop and Push, an attractive format for your AdvertisersPopunders: **A large format ad hidden behind the main browser window that appears when the user closes or minimizes it.

**Push Notifications: **Push Notifications icon + image or icon + text. Sent to opted-in users on all devices even when offline.

Video ads, a popular ad format with robust video toolsVideo Banners: Short video content Banners with optimized playback for a fast, glitch-free user experience.

In-Video Banner (VAST): Displayed in a video player. Can be set to show on pre-roll, post-roll, pause or using custom triggers.

**Outstream Video: **A responsive video format that can be placed anywhere on a site. It plays when more than 50% of it is revealed.

**In-Stream Video (VAST): **Automatically plays when a user clicks on a video. Customizable with clickable calls to action. Has a ‘Skip Ad’ button.

**Video Slider: **Video format that slides in from the bottom right of a page once it has loaded. Features a ‘Close Ad’ button.

**Video tools - CTA feature: **Through their Admin Panel, your Advertisers can now use predetermined CTA text overlays on their video ads from a drop down menu, with available options including ‘Click for More’, ‘Click Here’, ‘Play Game’, ‘See More’, ‘Watch Free’, and more.

Video tools - Friendly URL feature: This URL will show below the CTA on the Advertiser’s ad as a Domain name too, which should be the same as their landing page URL in order to pass through our Compliance team. It requires a maximum of 15 characters.

**Email Clicks,a popular high performing ad format for Advertisers: **An email is sent to the user with a call to action that directs them to the Advertiser’s landing page or signup form.

Direct Links: A Direct Link from the Publisher’s site to full-page tabs, push notifications, or back button offers.

Instant Message: Mimics an IM chat box. Appears on the bottom right of the page for desktop and on bottom center for mobile.

Multi-format Ads: These ads adapt to serve multiple ad formats: Banners or native in just one placement.

Responsive Display Ads: RDAs are created automatically from an advertiser’s uploaded assets: images and texts.

Sponsored Listings: These ads appear at the top of a list of products or services, highlighted to indicate that they are paid placements.

What targeting options should I include in my ad platform? EXADS’ Deep targeting tools

When wondering what features your ad platform should offer, precision targeting tools are a non-negotiable. EXADS’ Ad Server offers extensive precision targeting options for Advertisers which will allow your potential Advertisers to reach their preferred audience and section it in detail for more precision targeting:

Keyword Targeting: With this targeting option your Advertisers can target very specific or small niches.

IP Range Targeting: Advertisers can use their own database of IP ranges to target specific IPs.

Language Targeting: This option allows to filter end users based on their language.

Geo-targeting: End users can be targeted by country.

Contextual Targeting: This precision targeting option for online Advertisers allows Advertisers to choose from our comprehensive list of channels and our advanced contextual engine will deliver traffic that is relevant to their product.

Browser Targeting: Advertisers can target all the major browsers, including Chrome, Internet Explorer, Firefox, Opera, etc.

Operating System Targeting: It is divided in two categories: Desktop and Mobile. This will allow Advertisers to target specific operating systems such as Windows, Mac, Android or iOS.

Device Targeting: This option enables Advertisers to target specific devices that convert better to their services. From desktop, to mobile devices, tablets, Smart TV and wearable devices.

Mobile Carrier Targeting: With this option they can target users browsing in 3G or 4G through their mobile phone operator.

Site Targeting: Advertisers can target specific sites that convert best with their product.

Frequency Capping: Limits the exposure of Advertiser campaigns to unique users.

Day-parting: Advertisers can select the exact times and time zones when they want their campaigns to run.

If you are thinking, what targeting options should I include in my ad platform and which should I not? With EXADS’ White Label Ad Server you can include and exclude the targeting settings that you prefer.

Bidding options: Excellent platform tools to meet the needs of online Advertisers

In this section you will find all of the bidding options that you can offer to your potential Advertisers through the EXADS platform. This is yet another set of Advertiser features that your ad platform should offer in order to meet the needs of your online Advertisers. And once again, you can choose which bidding options you want to offer and which you don’t.

CPM, or Cost per Mille

This option is perfect for Advertisers who manage high volumes of traffic or want to capitalize on audience numbers after testing their campaign. CPM campaigns need to be regularly optimized while running. This includes ad creatives, landing pages, and ad text, since Advertisers will be charged regardless of whether the end users click their call to action or not.

Smart CPM, a Smart bidding option for Advertisers

Smart CPM is one of our smart bidding options for online Advertisers. It automatically tries to outbid your Advertisers’ competitors without exceeding their budget and is always optimized. Advertisers can bid for impressions at the best price possible, setting up the maximum they are willing to pay, and our system will do the rest, saving them time and giving their ads high visibility.

CPC, or Cost Per Click

With the Cost per Click model, payments are based on the number of times end users click ads. This is great especially for Advertisers who are testing new ad creatives or ad texts, or even new products, since they will only pay per click. With this option Advertisers can make sure that they don’t overspend resources on assets or products that don’t fully work. This pricing model could also work well for retargeting campaigns.

CPA, or Cost Per Action

With the Cost per Action model, advertisers pay when users take particular actions. This model could be considered quite a safe investment, since only if the end user makes a purchase, or undertakes the action that the Advertiser has set, will they pay. These actions could be to subscribe, or download an item, purchase a service, etc.

**CPV, the bidding option or Video **

Although CPM and CPC are also available for some Video formats, CPV is the video bidding option by excellence, and a great option if your Advertisers want to make an impression and ensure that their Video campaigns are working to their highest potential. This is both because it is a bidding price especially tailored for Video formats, and because they will be sure that the end user sees at least 10 seconds of their ad.

S**mart Bid, an essential pricing model for your platformSmart Bid is a smart pricing model **based on machine learning and one of the top industry leading features for Advertisers from EXADS. This EXADS’ optimization feature helps Advertisers to automatically determine an optimal bid for their campaigns by analyzing campaign data such as:

  • The likelihood of a conversion
  • The campaign’s historical information
  • Contextual real-time signals

When using Smart Bid, your Advertisers can select one of the following Bidding Strategies: Target CPA (Cost per Acquisition) or Target ROAS (Return on Advertising Spend). Smart Bid’s main benefit is that it guarantees a profitable campaign to the Advertiser overtime. Also, because by setting it up, only small manual optimizations will be needed, it helps Advertisers save time. Read this Case Study to find out how this Advertiser was able to reach their Target ROAS (Return on Ad Spend) of 120% by using Smart Bid with Native for his Dating offers.

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The Bidder, an industry leading feature for Advertisers

Another one of our industry leading features for Advertisers, The Bidder is a smart assistant that automates the Advertiser’s bidding process by specific rules you set, giving them the best price for each bid, blocking non-converting ad zones and building up a white list of high converting ad zones. This frees up the Advertiser’s time, which can then be spent on business development instead of manually optimizing. EXADS’ Bidder is a powerful tool for your campaign optimization and can be used for two things:

  • Automatic Bidding Optimization: Intelligently adjusts the bids for ad zones according to how many conversions are received, and blocks those zones that don’t convert.
  • Blocking Rules: Blocks under-performing browsers, countries, devices, languages, mobile carriers, operating systems, sites, and zones automatically according to rules that the Advertiser has set within the Bidding Algorithm.

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More essential features for a successful ad campaign: Automated campaign management and optimization tools

In this section you will learn about the campaign management and optimization tools, which are all essential features for a successful ad campaign. Once again you can enable or disable according to your needs and requirements for the Advertisers on your ad platform through EXADS.

What automation features should my ad platform offer? Landing Page Algorithm

This tool can be used by Advertisers to test out different landing pages and pick the best performing ones. Advertisers can choose between three traffic share algorithms to automate testing their landing pages and see which converts the best. Even spreads out the traffic evenly between landing pages, Fixed lets them set percentages of traffic share, and Automatic sends more traffic to the best performing landing page.

Automatic Variations Optimization, an essential automated campaign optimization tool

This is similar to the Landing Page Algorithm above but for ad variations. Advertisers will get three options to control the traffic sent to their different ad creatives: Automatic CTR, which will send traffic to the variation with the best CTR, Even, which will spread the traffic evenly between the variations, and Automatic on Conversion, which will send traffic to the variation performing best according to their optimization goal.

Conversion Tracking, the platform tool of choice to meet the needs of online Advertisers

EXADS’ Conversion tracking tool allows Advertisers to see how end users have interacted with their campaigns. It measures the effect of specific data points during the ad campaign’s sales funnel and then analyzes the data. The generated data allows Advertisers to understand what specific data points triggered conversions. For example, data points could be: when an end user clicks on an ad, the end user’s actions on a landing page, newsletter subscription, if they signed up to an offer, made a purchase or downloaded a product. Each data point is called a Goal and Advertisers can track several goals at the same time. Here are the key benefits:

  • Helps Advertisers understand their Return of Investment (ROI) in real-time
  • Knowing the cost per lead
  • Maximizing ROI
  • Better allocation of their marketing budget

How to attract online advertisers to my ad platform with Customizable DashboardsAdvanced Statistics are an essential for your Advertisers to track their campaign’s metrics and make informed decisions on their campaigns, and a great tool to attract online advertisers to your ad platform. EXADS’ platform allows you and your Advertisers to monitor and measure your KPIs in real time, carrying out intelligent data analysis with over 50 Metrics and 25 Dimensions at your disposal. Multiple data filters can be added to display exactly the data that you or your Advertiser need. Because Analytics are real-time, your Advertisers can monitor their campaigns and quickly implement optimizations to always be on top of the game, and then easily export your data in CSV format for their own records.

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RTB and programmatic, essential features for a successful ad campaign

EXADS offers Real-time Bidding (RTB) and Programmatic tools, which are a way of buying ad spots in real-time on a per impression basis through a programmatic on-the-spot auction, in a matter of milliseconds. Built respecting the IAB’s Open RTB protocol, our technology selects the highest bid in real-time and delivers Advertiser offers right to the site that their customer is viewing.

Start offering industry leading features to your Advertisers with EXADS now!

Using EXADS’ White-Label Ad Server you can be in control of what features you decide to present to your potential Advertisers, whether it is a specific ad format, or many, or whether you decide to exclude or include certain targeting settings, bidding options and optimization tools. At EXADS we are constantly working on improving our existing features and bringing new ones into the mix. We do this so that we can continue offering reliable and robust infrastructure for you and your Advertisers, empowering your online advertising journey, and always staying ahead of the game. Through our platform, your potential Advertiser clients can successfully launch and manage their campaigns, whilst you still have full control. Do you have any questions or want to join EXADS? Get in touch here to find out more about our industry leading features for Advertisers!