Some ad serving solutions and third-party serving solutions are limited in the number of impressions each software license can handle. As a result, problems such as delays in ad delivery and reporting can occur. Also, some solutions require additional hardware to support them and any additional licenses. Due to their design structure, these additional machines and licenses cannot communicate quickly, or at all, which causes further delays in ad delivery and reporting. Another related concern is the platform compatibility of the software.
Some solutions can only work on specific platforms and configurations.
As a result of the platform's limitations, further problems can occur in terms of system performance. And if you are not currently running your site on the same platform, you would have to invest in a new server platform and possibly additional hardware to support it. In addition, due to the architecture of some software solutions, staffing, trafficking, and technical people can become a burden as well. The key is to find a system that is simple enough to be supported by your staff and within your current network while still offering the scalability to grow with the robust targeting and reporting capabilities that your customers demand. It must do all of this within the constraints of your budget.