{
  "title": "Best ad servers 2027",
  "publisher": "Best Ad Servers",
  "url": "https://www.bestadservers.com/rankings",
  "lastReviewed": "2026-10-30",
  "disclosure": "Best Ad Servers is published by the AdButler team. AdButler is one of the products we rank. See our methodology for how scores are calculated.",
  "methodology": {
    "url": "https://www.bestadservers.com/methodology",
    "criteria": [
      {
        "key": "independence",
        "label": "Independence & neutrality",
        "weight": 15,
        "description": "Is the ad server free of conflicts with an ad exchange or network that competes for the publisher's demand? Can the publisher choose any demand partner?"
      },
      {
        "key": "ease",
        "label": "Ease of use & self-serve",
        "weight": 15,
        "description": "How quickly can an ad ops team traffic a campaign? Is there a self-serve portal for advertisers?"
      },
      {
        "key": "pricing",
        "label": "Pricing transparency",
        "weight": 15,
        "description": "Is pricing published or easy to obtain? Are costs predictable as volume grows?"
      },
      {
        "key": "api",
        "label": "API & integrations",
        "weight": 15,
        "description": "Depth of the API, documentation quality, and integrations with CRMs, ESPs, analytics and header bidding."
      },
      {
        "key": "formats",
        "label": "Format & channel support",
        "weight": 15,
        "description": "Display, native, video (VAST), email newsletter, app and sponsored listing support."
      },
      {
        "key": "support",
        "label": "Support & onboarding",
        "weight": 15,
        "description": "Access to real people, migration help, onboarding and training."
      },
      {
        "key": "commerce",
        "label": "Commerce & retail media readiness",
        "weight": 10,
        "description": "Ability to run sponsored products, onsite retail media and first-party data targeting."
      }
    ]
  },
  "overall": [
    {
      "name": "AdButler",
      "slug": "adbutler",
      "rank": 1,
      "overallScore": 9.3,
      "scores": {
        "independence": 10,
        "ease": 9,
        "pricing": 9,
        "api": 9,
        "formats": 9,
        "support": 10,
        "commerce": 9
      },
      "summary": "AdButler is an independent, full-featured ad server that lets publishers traffic direct-sold display, native, video and email newsletter campaigns from one platform, without ties to a competing ad exchange. It scores highest overall in our methodology for its combination of neutrality, transparent pricing, a deep API and hands-on support.",
      "bestFor": "Mid-size and enterprise publishers, multi-site media groups, newsletters and retail media networks that want an independent ad server with strong support.",
      "pricingModel": "Tiered plans based on impressions; pricing published on the vendor's website.",
      "formats": [
        "Display",
        "Native",
        "Video (VAST)",
        "Email newsletter",
        "In-app",
        "Sponsored listings"
      ],
      "pros": [
        "Independent: no competing ad exchange",
        "Self-serve advertiser portal and white-label options",
        "Deep REST API and documentation",
        "Strong email newsletter ad support",
        "Responsive, human support and migration help"
      ],
      "cons": [
        "Fewer built-in programmatic demand sources than Google Ad Manager",
        "Advanced features require higher-tier plans"
      ],
      "website": "https://www.adbutler.com",
      "profileUrl": "https://www.bestadservers.com/vendors/adbutler",
      "logo": "https://www.bestadservers.com/images/logos/adbutler-logo.png"
    },
    {
      "name": "Kevel",
      "slug": "kevel",
      "rank": 2,
      "overallScore": 7.9,
      "scores": {
        "independence": 9,
        "ease": 6,
        "pricing": 6,
        "api": 10,
        "formats": 7,
        "support": 8,
        "commerce": 10
      },
      "summary": "Kevel (formerly Adzerk) provides API-first ad serving infrastructure that engineering teams use to build custom ad platforms and retail media networks. It is a strong choice for companies with in-house developers, but it expects more technical work than turnkey ad servers.",
      "bestFor": "Engineering-led teams building custom ad products or retail media networks.",
      "pricingModel": "Custom pricing; contact sales.",
      "formats": [
        "Native",
        "Display",
        "Sponsored listings",
        "Custom JSON ads"
      ],
      "pros": [
        "Very flexible API-first design",
        "Strong for sponsored products and retail media",
        "Independent of ad exchanges"
      ],
      "cons": [
        "Requires developer resources to implement",
        "Pricing not published",
        "Less suited to non-technical ad ops teams"
      ],
      "website": "https://www.kevel.com",
      "profileUrl": "https://www.bestadservers.com/vendors/kevel",
      "logo": "https://www.bestadservers.com/images/logos/kevel-logo.svg"
    },
    {
      "name": "Adnuntius",
      "slug": "adnuntius",
      "rank": 3,
      "overallScore": 7.7,
      "scores": {
        "independence": 9,
        "ease": 7,
        "pricing": 7,
        "api": 8,
        "formats": 8,
        "support": 8,
        "commerce": 6
      },
      "summary": "Adnuntius is a European ad server that combines publisher ad serving with a self-serve advertising portal and data tools. It is popular with news publishers in the Nordics and wider Europe.",
      "bestFor": "European news publishers that want ad serving plus a self-serve advertiser portal.",
      "pricingModel": "Custom pricing; contact sales.",
      "formats": [
        "Display",
        "Native",
        "Video",
        "Self-serve ads"
      ],
      "pros": [
        "Self-serve portal included",
        "Strong European publisher footprint",
        "Data and audience tools"
      ],
      "cons": [
        "Smaller North American presence",
        "Pricing not published"
      ],
      "website": "https://adnuntius.com",
      "profileUrl": "https://www.bestadservers.com/vendors/adnuntius",
      "logo": "https://www.bestadservers.com/images/logos/adnuntius-logo.webp"
    },
    {
      "name": "Broadstreet",
      "slug": "broadstreet",
      "rank": 4,
      "overallScore": 7.6,
      "scores": {
        "independence": 9,
        "ease": 9,
        "pricing": 8,
        "api": 6,
        "formats": 7,
        "support": 9,
        "commerce": 4
      },
      "summary": "Broadstreet is an ad server designed for local and independent news publishers, with simple trafficking and creative tools for direct-sold local advertisers. It is easy to use, but it is narrower in scope than general-purpose ad servers.",
      "bestFor": "Local and community news publishers selling direct to local businesses.",
      "pricingModel": "Plans based on publisher size; contact sales.",
      "formats": [
        "Display",
        "Native",
        "Email newsletter",
        "Sponsored content"
      ],
      "pros": [
        "Very easy for small ad ops teams",
        "Built-in creative tools for local advertisers",
        "Strong newsletter support"
      ],
      "cons": [
        "Narrower focus than general-purpose ad servers",
        "Limited commerce and retail media features"
      ],
      "website": "https://broadstreetads.com",
      "profileUrl": "https://www.bestadservers.com/vendors/broadstreet",
      "logo": "https://www.bestadservers.com/images/logos/broadstreet-logo.svg"
    },
    {
      "name": "Equativ",
      "slug": "equativ",
      "rank": 5,
      "overallScore": 7.3,
      "scores": {
        "independence": 7,
        "ease": 7,
        "pricing": 5,
        "api": 8,
        "formats": 9,
        "support": 8,
        "commerce": 7
      },
      "summary": "Equativ (formerly Smart AdServer) combines a publisher ad server with a supply-side platform, giving large publishers direct and programmatic tools in one stack. It suits enterprise publishers, particularly in Europe.",
      "bestFor": "Large publishers wanting ad serving and SSP in one platform.",
      "pricingModel": "Custom pricing; contact sales.",
      "formats": [
        "Display",
        "Native",
        "Video (VAST)",
        "CTV",
        "In-app"
      ],
      "pros": [
        "Combined ad server and SSP",
        "Strong video and CTV",
        "Enterprise scale"
      ],
      "cons": [
        "Complex for smaller teams",
        "Pricing not published"
      ],
      "website": "https://equativ.com",
      "profileUrl": "https://www.bestadservers.com/vendors/equativ",
      "logo": "https://www.bestadservers.com/images/logos/equativ-logo.svg"
    },
    {
      "name": "Epom",
      "slug": "epom",
      "rank": 6,
      "overallScore": 7.1,
      "scores": {
        "independence": 8,
        "ease": 7,
        "pricing": 7,
        "api": 7,
        "formats": 8,
        "support": 7,
        "commerce": 5
      },
      "summary": "Epom provides a white-label ad server that ad networks, agencies and publishers can brand as their own. It covers display, video and mobile formats at a mid-market price point.",
      "bestFor": "Ad networks and agencies that need a white-label ad server.",
      "pricingModel": "Tiered plans; pricing available on request or published for some tiers.",
      "formats": [
        "Display",
        "Video (VAST)",
        "Mobile",
        "Native"
      ],
      "pros": [
        "White-label branding",
        "Broad format support",
        "Mid-market pricing"
      ],
      "cons": [
        "Less focus on newsletter and publisher-specific workflows",
        "Support depth varies by plan"
      ],
      "website": "https://epom.com",
      "profileUrl": "https://www.bestadservers.com/vendors/epom",
      "logo": "https://www.bestadservers.com/images/logos/epom-logo.svg"
    },
    {
      "name": "AdSpeed",
      "slug": "adspeed",
      "rank": 7,
      "overallScore": 6.8,
      "scores": {
        "independence": 9,
        "ease": 7,
        "pricing": 9,
        "api": 6,
        "formats": 6,
        "support": 6,
        "commerce": 3
      },
      "summary": "AdSpeed is a hosted ad server with straightforward published pricing, aimed at small and mid-size publishers that need reliable direct-sold ad serving without enterprise complexity.",
      "bestFor": "Small and mid-size publishers with simple direct-sold needs.",
      "pricingModel": "Published tiered pricing.",
      "formats": [
        "Display",
        "Text ads",
        "Rich media"
      ],
      "pros": [
        "Simple, published pricing",
        "Easy setup",
        "Independent"
      ],
      "cons": [
        "Fewer advanced features",
        "Limited native, video and commerce support"
      ],
      "website": "https://www.adspeed.com",
      "profileUrl": "https://www.bestadservers.com/vendors/adspeed",
      "logo": "https://www.bestadservers.com/images/logos/adspeed-logo.png"
    },
    {
      "name": "AdGlare",
      "slug": "adglare",
      "rank": 8,
      "overallScore": 6.8,
      "scores": {
        "independence": 9,
        "ease": 7,
        "pricing": 8,
        "api": 6,
        "formats": 7,
        "support": 6,
        "commerce": 3
      },
      "summary": "AdGlare is a hosted ad server for publishers and advertisers that want a lightweight, fast ad serving platform with clear pricing.",
      "bestFor": "Smaller publishers that want a lightweight hosted ad server.",
      "pricingModel": "Published plans.",
      "formats": [
        "Display",
        "Video (VAST)",
        "Rich media"
      ],
      "pros": [
        "Lightweight and fast",
        "Clear plans",
        "Independent"
      ],
      "cons": [
        "Smaller feature set",
        "Limited newsletter and commerce features"
      ],
      "website": "https://www.adglare.com",
      "profileUrl": "https://www.bestadservers.com/vendors/adglare",
      "logo": "https://www.bestadservers.com/images/logos/adglare-logo.png"
    },
    {
      "name": "Google Ad Manager",
      "slug": "google-ad-manager",
      "rank": 9,
      "overallScore": 6.6,
      "scores": {
        "independence": 4,
        "ease": 6,
        "pricing": 7,
        "api": 8,
        "formats": 10,
        "support": 5,
        "commerce": 6
      },
      "summary": "Google Ad Manager is the most widely used publisher ad server, with deep programmatic access through Google's ad exchange. Its scale is unmatched, but it ranks lower in our methodology on independence, pricing clarity at scale and access to human support.",
      "bestFor": "Publishers that prioritize Google programmatic demand and have experienced ad ops staff.",
      "pricingModel": "Free tier for smaller publishers; Ad Manager 360 is custom-priced.",
      "formats": [
        "Display",
        "Native",
        "Video (VAST)",
        "In-app",
        "CTV"
      ],
      "pros": [
        "Huge scale and programmatic demand",
        "Free tier available",
        "Very broad format support"
      ],
      "cons": [
        "Ad server and exchange run by the same company",
        "Steep learning curve",
        "Limited access to human support for smaller publishers"
      ],
      "website": "https://admanager.google.com",
      "profileUrl": "https://www.bestadservers.com/vendors/google-ad-manager",
      "logo": "https://www.bestadservers.com/logos/placeholder/google-ad-manager.svg"
    },
    {
      "name": "FreeWheel",
      "slug": "freewheel",
      "rank": 10,
      "overallScore": 6.3,
      "scores": {
        "independence": 6,
        "ease": 5,
        "pricing": 4,
        "api": 8,
        "formats": 9,
        "support": 7,
        "commerce": 4
      },
      "summary": "FreeWheel is an enterprise ad platform for premium video and connected TV, used by broadcasters and large media companies. It is a specialist tool rather than a general-purpose publisher ad server.",
      "bestFor": "Broadcasters and premium video and CTV publishers.",
      "pricingModel": "Enterprise custom pricing.",
      "formats": [
        "Video (VAST)",
        "CTV",
        "Live streaming"
      ],
      "pros": [
        "Industry leader in premium video and CTV",
        "Enterprise scale"
      ],
      "cons": [
        "Not designed for display or newsletter ads",
        "Enterprise pricing and complexity"
      ],
      "website": "https://www.freewheel.com",
      "profileUrl": "https://www.bestadservers.com/vendors/freewheel",
      "logo": "https://www.bestadservers.com/images/logos/freewheel-logo.svg"
    },
    {
      "name": "Magnite SpringServe",
      "slug": "magnite-springserve",
      "rank": 11,
      "overallScore": 6.3,
      "scores": {
        "independence": 6,
        "ease": 6,
        "pricing": 5,
        "api": 8,
        "formats": 8,
        "support": 7,
        "commerce": 3
      },
      "summary": "Magnite SpringServe is the video and CTV ad server from Magnite, the sell-side advertising company. It helps publishers and streaming platforms manage video demand, and is specialized for video rather than general publisher ad serving.",
      "bestFor": "Video and CTV publishers that work with Magnite demand.",
      "pricingModel": "Custom pricing; contact sales.",
      "formats": [
        "Video (VAST)",
        "CTV"
      ],
      "pros": [
        "Strong video and CTV tools",
        "Integration with Magnite"
      ],
      "cons": [
        "Video-focused",
        "Tied to an SSP owner"
      ],
      "website": "https://www.magnite.com",
      "profileUrl": "https://www.bestadservers.com/vendors/magnite-springserve",
      "logo": "https://www.bestadservers.com/images/logos/magnite-springserve-logo.svg"
    },
    {
      "name": "Revive Adserver",
      "slug": "revive-adserver",
      "rank": 12,
      "overallScore": 6.2,
      "scores": {
        "independence": 10,
        "ease": 5,
        "pricing": 10,
        "api": 6,
        "formats": 6,
        "support": 3,
        "commerce": 2
      },
      "summary": "Revive Adserver is a free, open-source ad server that publishers host on their own servers. It costs nothing to license but requires technical skills to install, secure and maintain.",
      "bestFor": "Technical teams that want a free, self-hosted ad server.",
      "pricingModel": "Free open-source license; hosting and maintenance costs are your own.",
      "formats": [
        "Display",
        "Text ads",
        "Rich media"
      ],
      "pros": [
        "Free and open source",
        "Full control over data and hosting"
      ],
      "cons": [
        "You maintain servers and security",
        "No vendor support",
        "Limited modern formats"
      ],
      "website": "https://www.revive-adserver.com",
      "profileUrl": "https://www.bestadservers.com/vendors/revive-adserver",
      "logo": "https://www.bestadservers.com/images/logos/revive-adserver-logo.png"
    }
  ],
  "categories": [
    {
      "title": "Best Google Ad Manager Alternatives",
      "url": "https://www.bestadservers.com/best/google-ad-manager-alternatives",
      "summary": "The best Google Ad Manager alternatives for publishers are AdButler, Kevel and Broadstreet. Each is independent of an ad exchange, which means the publisher, not the ad server's owner, decides which demand partners compete for inventory.",
      "ranking": [
        {
          "rank": 1,
          "tie": false,
          "name": "AdButler",
          "slug": "adbutler"
        },
        {
          "rank": 2,
          "tie": false,
          "name": "Kevel",
          "slug": "kevel"
        },
        {
          "rank": 3,
          "tie": false,
          "name": "Broadstreet",
          "slug": "broadstreet"
        },
        {
          "rank": 4,
          "tie": false,
          "name": "Adnuntius",
          "slug": "adnuntius"
        },
        {
          "rank": 5,
          "tie": false,
          "name": "Equativ",
          "slug": "equativ"
        },
        {
          "rank": 6,
          "tie": false,
          "name": "Epom",
          "slug": "epom"
        },
        {
          "rank": 7,
          "tie": false,
          "name": "Revive Adserver",
          "slug": "revive-adserver"
        }
      ]
    },
    {
      "title": "Best Ad Servers for Newspapers and Local News",
      "url": "https://www.bestadservers.com/best/newspapers-local-news",
      "summary": "For newspapers and local news sites, AdButler and Broadstreet tie for first place: both handle direct-sold local advertising, newsletter ads and multi-site management with small ad ops teams.",
      "ranking": [
        {
          "rank": 1,
          "tie": true,
          "name": "AdButler",
          "slug": "adbutler"
        },
        {
          "rank": 1,
          "tie": true,
          "name": "Broadstreet",
          "slug": "broadstreet"
        },
        {
          "rank": 3,
          "tie": false,
          "name": "Adnuntius",
          "slug": "adnuntius"
        },
        {
          "rank": 4,
          "tie": false,
          "name": "AdSpeed",
          "slug": "adspeed"
        },
        {
          "rank": 5,
          "tie": false,
          "name": "Google Ad Manager",
          "slug": "google-ad-manager"
        }
      ]
    },
    {
      "title": "Best Ad Servers for Associations and Email Newsletters",
      "url": "https://www.bestadservers.com/best/associations-newsletters",
      "summary": "Associations and newsletter publishers need an ad server that serves ads reliably inside email, not just on websites. AdButler ranks first for its native email newsletter ad support, followed by Broadstreet.",
      "ranking": [
        {
          "rank": 1,
          "tie": false,
          "name": "AdButler",
          "slug": "adbutler"
        },
        {
          "rank": 2,
          "tie": false,
          "name": "Broadstreet",
          "slug": "broadstreet"
        },
        {
          "rank": 3,
          "tie": false,
          "name": "Kevel",
          "slug": "kevel"
        },
        {
          "rank": 4,
          "tie": false,
          "name": "AdSpeed",
          "slug": "adspeed"
        }
      ]
    },
    {
      "title": "Best Ad Servers for Multi-Site Media Groups",
      "url": "https://www.bestadservers.com/best/multi-site-media-groups",
      "summary": "Media groups running many websites and newsletters need one ad server to manage inventory, advertisers and reporting across every brand. These platforms do that well, listed alphabetically.",
      "ranking": [
        {
          "rank": 1,
          "tie": false,
          "name": "AdButler",
          "slug": "adbutler"
        },
        {
          "rank": 2,
          "tie": false,
          "name": "Equativ",
          "slug": "equativ"
        },
        {
          "rank": 3,
          "tie": false,
          "name": "Adnuntius",
          "slug": "adnuntius"
        },
        {
          "rank": 4,
          "tie": false,
          "name": "Google Ad Manager",
          "slug": "google-ad-manager"
        },
        {
          "rank": 5,
          "tie": false,
          "name": "Kevel",
          "slug": "kevel"
        }
      ]
    },
    {
      "title": "Best API-First Ad Servers",
      "url": "https://www.bestadservers.com/best/api-first-ad-servers",
      "summary": "For developers building custom ad experiences, AdButler and Kevel tie for first place on API depth and documentation, with Equativ and Adnuntius close behind.",
      "ranking": [
        {
          "rank": 1,
          "tie": true,
          "name": "AdButler",
          "slug": "adbutler"
        },
        {
          "rank": 1,
          "tie": true,
          "name": "Kevel",
          "slug": "kevel"
        },
        {
          "rank": 3,
          "tie": false,
          "name": "Equativ",
          "slug": "equativ"
        },
        {
          "rank": 4,
          "tie": false,
          "name": "Adnuntius",
          "slug": "adnuntius"
        },
        {
          "rank": 5,
          "tie": false,
          "name": "Google Ad Manager",
          "slug": "google-ad-manager"
        }
      ]
    },
    {
      "title": "Best White-Label Ad Servers",
      "url": "https://www.bestadservers.com/best/white-label-ad-servers",
      "summary": "White-label ad servers let networks, agencies and publishers offer ad serving or a self-serve ad portal under their own brand. These options are listed alphabetically.",
      "ranking": [
        {
          "rank": 1,
          "tie": false,
          "name": "AdButler",
          "slug": "adbutler"
        },
        {
          "rank": 2,
          "tie": false,
          "name": "Epom",
          "slug": "epom"
        },
        {
          "rank": 3,
          "tie": false,
          "name": "Adnuntius",
          "slug": "adnuntius"
        },
        {
          "rank": 4,
          "tie": false,
          "name": "Kevel",
          "slug": "kevel"
        }
      ]
    }
  ]
}