What is an Ad Manager? All Your Questions Answered

March 15, 2022

If you could do one thing to dramatically improve your ad sales program, what would it be? If your answer was “run campaigns more effectively with unified processes,” you’ve come to the right place. Here’s why.

Advertising sales remain the largest single source of revenue for digital publishers, and the biggest strategic focus for the future. Fifty-percent of publishers say direct-sold advertising is a large or very large source of revenue, while 36% say the same about programmatic ads.

That makes advertising management a pretty big deal for today’s online publishers. Ad management tools have the ability to streamline many different aspects of digital advertising for publishers that keep their programs in-house and engage in direct ad sales, including ad planning, execution, analysis, and monitoring.

For publishers who are just beginning their journeys with direct digital ad sales, the thought of using advertising management software is foreign. So, what exactly is an ad manager, and why do you need one?

What Is an Ad Manager?

Ad managers give publishers a better way to control in-house advertising programs through simple ad creation and campaign optimization. Ad creatives can be grouped into campaigns, which makes it easier to manage multiple ad creatives at once. Most ad manager software includes built-in features like spec libraries, so publishers can bring spec ads to sales meetings, along with asynchronous, SSL-secured ad serving and automated reporting. 

Top tier ad manager platforms, like Broadstreet Ads, offer features specifically designed with independent online publishers in mind, like newsletter advertising and sponsored content analytics.

Why Do Publishers Use Ad Managers?

“It is no longer enough to satisfy your customers. You must delight them.”

Local publishers turn to ad management software for all different reasons. Some publishers are looking to save time and increase productivity. Others are looking for a more streamlined way to run cross-channel campaigns or optimize campaign structure. Even the most basic ad manager software can increase the chances of campaigns being run successfully, with campaigns targeted at the intended audiences. What’s the common thread? It has to do with client satisfaction.

The No. 1 reason why local publishers turn to ad manager software is to keep their clients happy. Happy clients renew campaigns, and they refer friends who might also become satisfied advertisers in the future.

Publishers who have struggled to gain visibility into the opaque market of online advertising are turning to direct digital ad sales and using cloud-based ad management platforms like Broadstreet to get more granular controls. 

Ad managers can be self-serve or full-service, however the self-serve model is more popular among local, independent publishers.

With the right ad management software, publishers can manage ads across multiple networks and platforms. They can also maintain complete control over client budgets and audience targeting, with the ability to collect and implement multiple resources from one place.

Integration is a word that comes up frequently in the digital ad market. Siloed ad networks have caused publishers to lose out on potential revenue for the last decade, but today’s modern ad managers are providing an alternative solution. With an ad manager like Broadstreet, publishers can optimize ad sales on their websites, as well as their email newsletters and other digital media channels.

Let’s take a closer look at the ad and campaign management tools you can expect from a top ad manager.

Top Features in Ad Manager Software

How can an ad manager be used to create happier, more satisfied clients? The answer is simple: with sophisticated ad and campaign management, monitoring tools, and reporting tools. Publishers increase the effectiveness of digital campaigns and develop closer relationships with their advertising clients. 

With ad managers like Broadstreet, publishers can generate reports for clients in mere seconds. Broadstreet makes it simple to run and automate reporting, which boosts client retention rates and leads to more long-lasting client relationships.

These are the software features to look for when selecting an ad manager for your online publication.

Ad & Campaign Management

• Collaboration: Allows for collaboration with teammates and external advertisers
• Ad Formats: Multiple ad formats to choose from
• Campaign Performance: Understand past campaigns to make the best choices moving forward

Monitoring

• Reporting: Regular reports are sent to publishers and advertiser clients 
• Real-Time Updates: Publishers can make changes to campaigns along the way based on real-time results

Reporting

• Detailed Reports: Share reports that are as detailed or as basic as needed
• Visualized Data: Ability to visualize data in an easily digestible format
• Exportable Reports: Export branded reports, review, and analyze for the next segment of any campaign

Customer Support

1. Platform Setup: One-on-one support when getting the platform setup
2. Technical Support: Quick and knowledgeable help at any time
3. Digital Strategy: Advice from experts on all aspects of online publishing and monetization

Want more information about what it takes to find and implement the right ad manager for your publication? Broadstreet Ads is ready to help. Get in contact with our team of local publishing specialists today.