Custom Ad Server Development
Hi all! I’ve been thinking a lot about whether it makes sense to build a custom ad server versus going with an off-the-shelf option. We’ve got a pretty specific setup—multiple platforms, a few different types of media, and some unique tracking needs. I’m not against existing solutions, but I keep running into limitations when we try to scale or add custom logic. Has anyone here actually built something from scratch or gone semi-custom? Just trying to figure out what’s realistic and what’s a rabbit hole.
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I totally get where you're coming from—we faced the same question last year. We were trying to work around limitations in a commercial platform and it just wasn’t cutting it anymore. We ended up going the custom route with some help and honestly, it gave us way more flexibility, especially around targeting and campaign logic. One of the resources that helped us understand the scope and complexity was this page: https://geomotiv.com/industries/adtech/ad-server/. It gives a solid overview of what goes into building a tailored ad server and what to expect in terms of features and architecture. Might be worth a look if you’re weighing your options.