What open source ad servers are, examples, and how they differ from hosted ad servers.
In 2021, the ad server market was valued at $231M, highlighting their critical role in digital advertising operations. To effectively monetize your site or app, it’s essential to understand the different types of ad servers and how they function. This guide defines open-source ad servers -- what they are, examples of open source ad servers, and when it makes sense to use one.
Also called a self-hosted ad server, an open source ad server is an ad serving script that is downloaded from a third-party and then hosted on your own servers. Open source ad servers are best known as the free ad serving solution, with a script that enables publishers, ad networks, and advertisers to carry out operations themselves. Although the code is usually free, it is up to the user to maintain and run the service, including taking care of any ongoing server costs.
Open source platforms can provide similar functionality to third-party ad servers, like the ability to collect data for impressions, clicks, and conversions, but free of charge.
“Essentially, the main difference between an open source ad server and a third-party platform is that the former provides the added benefit of its services being free – which is never a bad thing.”
- Business of Apps, 2024.
Given the complexity of ad serving tech, the open source ad server market can feel relatively scarce. However, they do exist. Let’s explore some examples of open source ad servers.
Previously known as OpenX Source, Revive Adserver is the leading self-hosted ad serving solution. It gained popularity among publishers and advertisers for its wealth of features and zero ad serving fees.
OIO Publisher is a popular PHP ad management script that allows users to sell and serve ads on any website. Its script can be installed as a standalone program or via WordPress as a plugin.
dJax Exchange Framework provides a platform to integrate various third-party exchanges like OpenX Market, Pubmatic, Google Ads, and more, buying and selling inventory through real-time bidding.
Best for: Publishers with display, video, or mobile needs.
There are three main alternatives to open source ad servers: a hosted ad server, building an ad server from scratch, or building an ad serving using existing APIs. Let’s explore all three options.
With this solution, you get access to the service by subscribing to it. Costs are usually related to traffic volume and/or a percentage of revenue. With a hosted solution, the vendor does all the heavy lifting for you, like support, server costs, troubleshooting, maintenance, etc.
When it comes to ad servers, you aren’t confined to just open source vs. hosted solutions. Many successful businesses with large engineering teams have built their very own in-house ad platforms from the bottom up.
Companies in need of a more flexible and technical solution should consider the Kevel Retail Media Cloud™. Kevel’s APIs make it easy for publishers to build custom ad products, eliminating the time and resource-intensive demands of building an ad platform from scratch, while still enabling you to design the exact ad product you need, rather than relying on a potentially imperfect open source solution.
When deciding whether to use an open source ad server, it’s essential to weigh the pros and cons carefully. Although it can seem more appealing than a third-party, with low to free upfront costs, using an open source ad server comes with unique challenges that could render it an impractical solution for many.
It can be labor intensive
Open source ad serving can look good on paper with its lack of vendor costs, but ad serving tech isn’t so easily set up and forgotten; it needs constant monitoring to ensure everything is serving correctly. The need for ongoing maintenance means that open source solutions really only benefit a small minority of companies who have the engineering resources to maintain the tech. Based on traffic volume, these resources could be one engineer or a whole team.
It’s not totally free
With an open source ad server, server costs can still add up. While hosted solutions can secure high-volume discounts from cloud providers, open source doesn’t guarantee the same. This can lead to higher-than-expected monthly infrastructure bills, so when considering whether to use an open source ad server, pricing should not be taken as a primary consideration.
You can read more on hidden ad serving costs here.
It could be a security issue
You might consider an open source ad server if your company policy, or personal preference, gives you zero ability to share even anonymized data with a third-party, rendering hosted ad servers untenable.
However, it’s important to note that open source ad servers are still prone to security issues and malware attacks. Hackers in 2020, for instance, breached Revive’s software and inserted malware into at least sixty publishers and thousands of websites. What makes sense for your company and how much risk, and which kinds, should be considered.
The Kevel Retail Media Cloud™ is the only solution that allows you to build an in-house ad platform, without building from scratch, at scale. Building from scratch may provide flexibility, but the extensive time and cost investments are lofty and for some, risky. Kevel takes the risk out of building your own custom ad platform through flexible tools with cutting edge decisioning, ad formats, targeting, and site performance.
If you want to keep your data and launch high-performing ad units, all with closed-loop attribution in as little as 14 days, get in touch today. You can also download our eBook on Launching Your Own Retail Media Network here.
