Multi-adserver integration: goTom now shares flights across multiple ad servers
In the dynamic world of digital advertising, it is crucial for media companies to integrate tools and platforms into their internal workflows that can adapt flexibly to the ever-changing demands of ad management. Against this backdrop, goTom has introduced a significant technological innovation that fundamentally changes ad server management for marketers with multiple ad servers.
Versatility in focus
Already known for its ability to seamlessly collaborate with various ad servers, goTom has expanded this functionality even further. It is now possible to not only control multiple ad servers within a campaign per flight but also distribute impressions of individual ad flights across multiple ad servers. This opens up opportunities for marketers to target network products strategically across various ad server seats.
To illustrate what this means, consider an example: A publisher wants to deliver a total of 100,000 ad impressions across two different websites within goTom to target different audience groups effectively. Website A is powered by ad server A, while Website B is managed through ad server B. With goTom’s new feature, it is possible to define how many ad impressions should be delivered to each website and ad server for such a network product (“Run of Network”). This is achieved through the existing Traffic Group feature, which provides full control over the distribution of impressions.
With this integration, numerous ad server seats can be connected, and an unlimited number of traffic groups can be defined for each ad server and network product. This enables fine-grained control, even within a single ad server, to prioritize delivery differently.
Seamless data consolidation and transparent reporting
The line items intended to be delivered via various ad servers are seamlessly transmitted by goTom. Delivery data is subsequently sent back from the ad server to goTom and consolidated in the reporting under a single booked “flight.” This transparent presentation of results allows marketers to monitor campaign success in real-time within the software and make adjustments as needed.
A glimpse into the future
Currently, this feature is exclusively available for Google Ad Manager (GAM). However, there are plans to extend this functionality to other setups as well. This development will provide an even broader range of options for marketers, particularly those who do not use their own ad server as the primary ad server with publishers.