Unbundling the ad server
The great ad server as we knew it is no more. Contributor Victor Wong takes a look at the evolution of the ad server and what we should expect to see in the future.
When it comes to ad serving, DoubleClick Campaign Manager (DCM) is by far the most widely used product. The ad-serving wars have been fought, and DCM won the biggest piece of the pie.
But when the number one product in a category doesn’t even define itself by the category it’s in, something is going on.
Today, a quick visit to the DCM product page reveals not a single mention of “ad serving.”
While some might argue that this reveals that the brand is totally synonymous with its functionality, that explanation seems unlikely. What if the real reason is that the core functionality of delivering creative assets is simply an afterthought now?