Ad Server SoftwareAd server software decides which ad shows up where on your site or app, counts every impression and click, and tells you what you earned. Get it right and you sell your own ad space for more money and keep more of it. Get it wrong and you pay for features you'll never use. We compared seven tools on price, setup effort and fit. Browse the full ad server catalog to see everything we track.
Ad server software decides which ad shows up where on your site or app, counts every impression and click, and tells you what you earned. Get it right and you sell your own ad space for more money and keep more of it. Get it wrong and you pay for features you'll never use. We compared seven tools on price, setup effort and fit. Browse the full ad server catalog to see everything we track.
Bannerflow
AdCritter
AdGlare
NT Programmatic Platform
Smart Adserver
AVID Ad Server
Revive Adserver
HeadBidder
AdPlayer.Pro
Epom
diDNA
Biteplay
JW Player
DoubleClick For Publishers
Best for
- Google Ad Manager is the best ad server for most small and mid-sized publishers, because it’s free to start.
- Revive Adserver is the pick if you’ve got a developer and want no license fee.
- Broadstreet suits local news and newsletters that sell ads directly.
- Skip Kevel unless you’re building ads into your own product.
- Skip Equativ unless you run premium inventory with a sales team.
Best Ad Server Software Compared
| Tool | Best for | Starting price (checked Oct 2026) | Skip it if |
| Google Ad Manager | Most small and mid-sized publishers | Free up to country-based impression limits | You want something simple and hands-off |
| Revive Adserver | Technical teams on a tight budget | Free to self-host, about $10 a month hosted | Nobody can handle updates and security |
| Broadstreet | Local publishers selling direct | $299 a month | Programmatic is your main revenue |
| AdButler | White-label and self-serve ad sales | About $179 a month | You serve under a million requests a month |
| Epom Ad Server | Ad networks and rich media | $250 a month | You need the cheapest option |
| Kevel | Marketplaces and apps building their own ads | Quote only, buyers report $9,250 to $139,500 a year | You don’t have engineers |
| Equativ (Smart AdServer) | Premium publishers on web, app and CTV | Quote only | You’re a small site |
Pros And Cons of Each Ad Server
Google Ad Manager
Google Ad Manager costs nothing for smaller publishers up to an impression limit that depends on your country. The reporting is deep, and it works with Google’s demand and plenty of others. But it’s a lot to learn. And once you outgrow the free tier you’re in Ad Manager 360, where pricing is custom. It’s also Google’s tool, so you’re building on their ground. Right for publishers who want a proven start. Wrong for anyone who hates dashboards.
Revive Adserver
Revive Adserver is open source, so there’s no license fee, and the current version (6.0.8) came out in July 2026. You can also get a hosted edition for about $10 a month. The catch is the work. Self-hosting means you handle updates, backups and security patches. Reporting is basic, and it isn’t Google certified. Right for sites with a developer. Wrong for a solo founder who just wants ads running.
Broadstreet
Broadstreet is built for selling ads directly, and its entry plan is $299 a month. Reviewers like the human email support and the ready-made in-content ad formats. Almost all of its reviews come from small businesses, which tells you who it’s for. The downsides are price and focus. It costs more than Ad Manager or Revive, and it isn’t a programmatic powerhouse. Right for local publishers and newsletters. Wrong for high-traffic sites chasing automated demand.
AdButler
AdButler is a hosted, white-label ad server with a self-serve portal, so advertisers can book and pay on their own. It handles display, native, video and email ads. Listings put Essentials at roughly $149 to $179 a month for 1 million ad requests, Standard around $682 for 10 million and Advanced near $2,988 for 50 million. Costs climb fast as traffic grows. Developers should also know its PHP and Node SDK repos are archived. Right for mid-sized publishers who want their own brand on the tool.
Epom Ad Server
Epom’s Basic plan runs $250 a month and covers under 8.5 million impressions, with more than 40 rich media templates. G2 reviewers rate it 4.6 out of 5, and it scores well on display and mobile. We found less public detail on its higher tiers, so ask for the full price list. Right for ad networks and teams that run lots of rich media. Wrong if budget is your first filter.
Kevel
Kevel gives developers APIs to build their own ad server for sponsored listings and native ads. Vendr’s buyer data shows deals from $9,250 to $139,500 a year, with a median near $88,000 across ten purchases. It’s flexible. But it needs engineers, and reviewers describe it as a native ad tool, not a video or classic display server. Right for marketplaces and apps. Wrong for a normal website.
Equativ (formerly Smart AdServer)
Equativ is a Paris-based company founded in 2001, and it targets premium publishers with web, app and CTV inventory. It has strong European privacy compliance. Pricing is quote only, and its setup and cost lean enterprise. That’s a poor fit for small publishers. Right for large media groups. Wrong for anyone under a few million monthly impressions.
How To Choose an Ad Server
- Count your monthly ad requests, because most plans bill on them.
- Decide whether you sell direct, programmatic or both.
- Be honest about developer time, since self-hosting is only free if someone does the work.
- Ask for the all-in price with add-ons, video and support.
- Run a two-week trial with real ads before you sign.
Red flags in demos:
- They won’t give a price until you’ve picked every feature.
- Reports only appear with demo data.
- There’s no clear answer on exporting your data when you leave.
- Nobody can explain why their numbers differ from your analytics.
What Ad Server Software Costs
There are really four tiers. Free (Ad Manager’s small publisher tier and self-hosted Revive). Cheap hosted, around $10 a month. Mid-range at $179 to $299 a month for Broadstreet, AdButler and Epom. And quote-only enterprise tools like Kevel and Equativ, which run into five or six figures a year. Prices were last checked on October 29, 2026 from vendor and public listings, and they change, so confirm before you buy.
FAQ
What is ad server software?
Ad server software stores your ads, picks which one to show each visitor, and counts impressions and clicks. It’s how a publisher runs direct deals, rotates banners and reports results to advertisers. Think of it as the traffic controller between your ad space and the people paying for it.
What’s the best ad server for a small publisher?
Start with Google Ad Manager, since it’s free for smaller publishers up to a country-based impression limit. If you sell sponsorships directly to local advertisers and want real support, Broadstreet is easier to live with. If you have a developer and no budget, Revive Adserver is the cheapest route.
How much does ad server software cost?
It ranges from free to six figures. Ad Manager and self-hosted Revive cost nothing in license fees. Hosted tools like Broadstreet, AdButler and Epom run roughly $149 to $300 a month to start. Kevel buyers report $9,250 to $139,500 a year. Enterprise tools like Equativ quote on request.
Does an ad server replace an ad network?
No. An ad server runs and measures ads. An ad network or supply-side platform finds advertisers to buy your space. Google Ad Manager isn’t an ad network or SSP, so most publishers use an ad server together with one or more demand sources.
Do I need an ad server if I only use AdSense?
Probably not yet. AdSense alone covers simple setups. You’ll want an ad server once you sell ads directly, work with several demand partners, or need to control who sees what and report to advertisers.