As an advertiser, you are likely on the lookout for a dependable and trustworthy programmatic advertising partner because there are many programmatic advertising platforms in the market. You need an organization that is familiar with the business of programmatic technology and can use it to make your advertising budget go further and more quickly.
You might spend many weeks collecting information on the most effective Demand Side Platforms (DSPs) and Supply Side Platforms (SSPs) that are currently available. Even if you assigned your most knowledgeable employees to investigate B2B programmatic ad suppliers and ad networks, you would still find yourself in a state of bewilderment.
Table of Contents
- “Programmatic advertising platforms” means what?
- Advantages of Employing Programmatic Advertising Platforms
- Different Categories of Programmatic Advertising Platforms
- Which Platform for Programmatic Advertising Is Best for You to Choose?
- Best programmatic advertising platforms
To assist you in making the choice that is ideal for your company, we have compiled a list of some great programmatic advertising platforms for you.
“Programmatic advertising platforms” means what?
Marketers and advertisers can automate the acquisition and administration of their digital advertising campaigns with the help of programmatic advertising platforms. This involves the purchasing of media, the placement of advertisements, the tracking of performance, and the optimization of campaigns. The creation of campaign creatives may also be done with editing tools that are offered by many platforms.
Programmatic advertising systems allow publishers to control the advertising space available on their websites. The ad space that a publisher, whether they are based online or offline, has available to sell on their website, mobile app, video content, and so on is referred to as the ad inventory or advertising inventory.
Advantages of Employing Programmatic Advertising Platforms
- Reduced Waste and More Efficient Spending
Programmatic advertising allows you to buy on a one-to-many basis, in contrast to the traditional media, which is purchased on a one-to-one basis.
Not only this, but because there are complex targeting factors available for you to overlay on your campaigns, you can target and contact your users at the correct moment with the right message. Because of this, your spending is being utilized in a more efficient method, which eliminates the possibility of wasting money on customers who are not likely to be interested in your company or offer.
- Measurement and Optimization Done in Real-Time
The ability to analyze and optimize ad performance in real-time is one of the most significant benefits offered by programmatic advertising. When each ad impression is tracked and reported in real-time, marketers do not need to wait for an end-of-campaign report to check on performance or delivery for clear supervision. This frees them up to focus on other aspects of their campaigns. When there are more data points available, advertisers have a better chance of gaining profound insights into their campaign, which they can then use to continue to improve it.
- An Increase in Openness and Availability
Marketers and advertisers do not often have the same level of transparency from traditional advertising as they do through programmatic advertising, which delivers this benefit. Programmatic advertising makes it possible to gain knowledge about the website on which your ad was put, as well as the creative and the time of placement. Not only this but knowing how long your advertisement was viewed and what proportion of it was seen (assuming it was viewed at all!) might be the deciding factor in whether or not a campaign is effective.
- Concentrating on the Appropriate Audience
In a highly linked world, the strategy of broad mass reach may not be the most effective method to communicate with your people. In addition to this, it is possible for this method of marketing to be rather pricey.
Users may be reached using programmatic platforms in a variety of different ways, such as through IP targeting, keywords, interests or affinities, the time of day, language, device, demographic, gender targeting, and many more. Advertisers can connect with the appropriate user at the appropriate moment thanks to the combination of targeting.
- Omni-Channel Reach
An average user possesses three personal devices, and they have a rising number of digital touchpoints during the day. You may be able to reach the appropriate consumers in the appropriate context, as well as on the appropriate device or media, by using programmatic advertising.
What began as advertisements that were exclusively available on desktops is now something that can reach consumers across several platforms, including desktop, mobile, TV, audio, and even digital billboards. Because of this, you will have the ability to provide a linked tale to your users.
Different Categories of Programmatic Advertising Platforms
There are five primary categories of programmatic advertisements, which are as follows:
- Display advertising is advertisements that are displayed on a publisher’s website’s header, footer, and sidebar.
- Video advertisements: These commercials can be seen at the beginning of a video (known as pre-roll), in the middle of a video (known as mid-roll), or after a video (post-roll).
- Social advertisements: Advertisements are automatically presented on social media platforms by utilizing the data provided by the platform.
- Audio advertisements are advertisements that are played during audio material such as podcasts.
- Native advertisements are advertisements that take on the shape of the content in which they are shown. An example of this would be content advertisements or a sponsored listing on Amazon.com.
Which Platform for Programmatic Advertising Is Best for You to Choose?
If you do a search on Google for “programmatic advertising platforms,” you will receive a vast list of results; it might be difficult to choose the platform that is best suited for your business.
In addition to characteristics like as transparency, interface, adaptability, and real-time analytics, the following items should be on your checklist when selecting the appropriate platform:
- What kind of price structure do you have? Is there a charge associated with getting on board? Does the platform need a monthly retainer payment, or does it take a set proportion of the total amount that is spent on advertising? Is it possible to negotiate the price?
- Does the platform provide access to ad inventory that is available across several platforms that are of high quality?
- What are the capabilities for personalization and audience targeting (including geo-targeting, day parting, frequency limiting, and retargeting, among others)?
- What kinds of precautions have been taken to prevent fraudulent activity concerning advertisements?
- What kind of effect does the technical support have?
- When you have the answers to these questions, it will be much easier for you to select the programmatic advertising platform that meets your specific requirements.
Best programmatic advertising platforms
- The Adobe Advertising Cloud DSP
The Adobe Advertising Cloud DSP takes great satisfaction in the fact that it is “the only omnichannel DSP that enables linked TV, video, display, native, audio, and search campaigns.” Adobe offers services that assist marketers in launching, managing, and optimizing campaigns. When it comes to advertising, Adobe is one of the best in the business because of its features. This covers things like tailored marketing, search management, and inventory management, among other things. Pricing is contingent on a variety of criteria, including the size of the organization, the requirements, and the number of tools acquired.
MediaMath is widely regarded as one of the industry’s first DSPs despite having only begun operations in 2007. Today, it works with over 3,500 advertisers as a partner to assist them in running omnichannel campaigns across mobile, display, over-the-top (OTT), native, video, audio, and other mediums. Its SOURCE ecosystem is intended to be of assistance to marketers in improving their supply-path optimization and algorithm decision-making. Additionally, the Gartner Magic Quadrant for Advertising Technology places MediaMath in the top position.
- The AdRoll
Users adore AdRoll because of how easy it is to use and because the ad templates it provides are of such high quality. The platform is geared toward assisting companies in increasing their exposure through a variety of mediums, including video, social advertisements, display, native, and email marketing.
AdRoll, which has been positioned as a leader in the Gartner Magic Quadrant for advertising technology, employs a wide variety of data to ascertain where and when to serve advertisements to potential customers. It offers a free bundle for those just getting started, as well as a package with tailored pricing for businesses.
PubMatic provides services that are useful for both publishers and media buyers. It offers an amazing array of tools as an SSP, all of which are geared toward assisting publishers in maximizing the possibilities for monetization across all of their digital assets. Tools for header bidding, real-time bidding (RTB) advertising, Private Marketplaces (PMP), and ad quality are included in this category.
Over 25,000 publishing companies and 2 billion daily impressions have been recorded on the white-label ad exchange platform called Smart Hub that SmartyAds offers its customers. Both publishers and advertisers may make use of its services as a demand-side platform (DSP) and a supply-side platform (SSP), making it a full-stack programmatic ad-tech platform. The platform is compatible with a broad variety of traffic kinds and ad formats, including video, banner, audio, native, push, and pop advertisements, as well as others.
When compared to Xandr, SmartyAds provides a more extensive collection of security and anti-fraud technologies and partnerships to create a more trustworthy environment for advertisers and publishers alike.
- Google Ads Manager
When it comes to selling advertising space to advertisers, programmatic publishers use an average of six SSPs. Despite this, Google continues to be the SSP of choice for the majority of publishers and now holds a market share of 51 percent in the sector. Large publishers who make considerable revenue from direct sales can make use of Google Ad Manager. Server-side header bidding, controlled PMPs, an extensive dashboard and reporting system, and more are some of the capabilities that are available through this platform.
Xandr is a market-leading advertising platform that formerly went by the name AppNexus. It provides a comprehensive suite of programmatic advertising services. This indicates that it offers a variety of services, including those of a DSP, SSP, and Ad Exchange.
Its header bidding wrapper is one of its most prominent features since it streamlines and improves the effectiveness of the header bidding process for publishers. The platform can accommodate a wide variety of ad inventory, including native, video, banner, and audio ads among others. Xander has formed a partnership with White Ops, a firm that has received MRC accreditation, to ensure that its brand is protected across its marketplace.
Criteo is a retail media solution that enables publishers to monetize their website content by utilizing first-party data and audience information. Criteo, in contrast to Google Ads Manager, makes its services accessible to publishers whose websites receive a lesser volume of visitors. Criteo, in its capacity as an SSP, places a greater emphasis on retargeting.
- Audience Studio by Salesforce
The customer relationship management solution that Salesforce offers is well-known. However, in addition to that, the firm provides advertising with a Data Management Platform.
Audience Studio, which was formerly known as Salesforce DMP, enables marketers to collect data from any source and segment that data using machine learning algorithms. In addition to this, it provides a native consent management system, which assists advertisers in preserving the transparency and confidence of their consumers.
Lotame is a data management platform (DMP) that is a leader in its field and provides a comprehensive suite of services, such as audience management, a data marketplace, and identity resolution. It provides its users with the ability to access first-party data from a variety of sources, including emails, CRMs, social media, applications, and more. In addition to this, it offers the chance to increase the amount of data that is accessible through its data marketplace. The Lotame DMP, on the other hand, does not have any live reporting options, and it loads somewhat slowly.
Is Google Ads a platform for programmatic advertising?
Google Ads is a programmatic advertising network that focuses on the demand side of the industry. It offers a platform for marketers to bid on advertising space in real-time, which results in the creation of an auction and the presentation of the impression to the advertiser with the highest price.
Does Facebook offer a platform for programmatic advertising?
A demand-side programmatic advertising network is available through Facebook, quite similar to Google Ads. It creates an auction for each impression, which is then used to sell advertising space in real-time.
How exactly do programmatic advertising systems function?
Programmatic advertising platforms provide the connection between an advertiser looking to purchase advertising space and a publisher offering that space for sale. They make real-time auctions possible, in which advertisers compete for each impression, with the auctioneer taking a portion of the winning offer and the publisher receiving the balance of the money.
What kind of costs are associated with using programmatic advertising platforms?
The sale of each impression is subject to a commission fee when using a programmatic advertising platform. Typically, this falls around between 10 and 20 percent.
Now that you know a little bit more about programmatic advertising, at least on a general level, you may be ready to take a look at your existing advertising strategy, channels, and audiences to see how programmatic may be integrated into those areas.
As a result of the many people who have been taken advantage of in the past by programmatic advertising, it will be essential for you to perform your research and have an understanding of the type of relationship that you should be searching for. In the following piece, which will be about programming, I will get over this topic in further detail.