As most of our customers wish to improve their targeting capabilities, we recommend that publishers use cX::ad with 3rd party creatives. This is because:
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cXense targeting can be used for all requests with matching ads in cX::ad.
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Reporting on all requests from both cX::ad and third party adservers can be obtained in cX::ad.
Here is an example of how this solution would benefit from using another adserver without the targeting capabilities, with cXense 3rd party creatives.
Let's say that a certain web page has three consumers in a given time interval. Two of them have no user profile, or no information that would match any ad using targeting (meaning for instance that if the user is only interested in travel, the adserver would not serve a targeted ad unless there is actually a travel ad available). The last consumer is interested in fishing, and in this example there is an ad for fishing poles in cX::ad.
In this case the two non-targeted readers would generate 1$ each, the CPM for non-targeted ads in this example. When the third user enters the page, cX::ad will serve the targeted ad for poles because cX::ad is asked first for targeted ads. And as targeted ads usually can be sold for 1.5-2.5 the CPM price, the total revenue generated would be 1+1+2.5 = 4.5 USD (multiplying this example by 1000).
In another example, let's say that we would set up the system the other way around; so the webpage would request and ad from a non-targeted adserver, and any empty response would lead to a fallback to cX::ad. In this case the two non-targeted consumers still generate a dollar each. But so does the fishing enthusiast; because there is (in most instances) a non-targeted ad available for him/her too. And a non-targeted ad is worth 1$ CPM. So again, multiplying this example by a thousand, the total revenue would be only 3 USD.