Programmatic Advertising is essentially one of the biggest advertising sub-categories in the world of digital marketing.
The yearly expenditure of publishers on programmatic advertising had been noted to become $546 billion in 2023, which has only spread its wings wider ever since.
Why do you think Programmatic Advertising Platforms’ popularity is constantly growing?
It’s growing so much, that more and more people are jumping on board to taste a bit of what it can do for them. Well, the answer is easy when you think about it,
- Advertisers benefit from the wider forms of reach this model of marketing is capable of.
- It can access a large volume of data with higher accuracy and precision than ever before.
In this post, we will be sharing everything you need to know about the best programmatic advertising platforms and how to choose one that fits your needs best.
Let’s begin our rundown of the best programmatic buying platforms now,
1. Google Display & Video 360
Google enhances the workflow of advertisers and publishers by allowing them to work smarter with end-to-end campaign management, an all-in-one tool to be exact. From media planning and creative development to optimization and measurement Google has it all.
Benefits:
- Collaborate with your team with this single powerful digital product that brings everyone close and enables them to share insights with each other.
- Reach the right audience with your advertising campaigns in a single tool. Your message needs to be seen by the right people for them to benefit from it.
- See precisely where your money is being spent and know exactly where your ads are being shown, you’re in complete control if you opt for Google Display & Video 360.
Supported Ad Inventory
- Websites
- Mobile apps
- Video content
- Games
- Connected TVs and streaming devices
- Audio content
2. Adobe Advertising Cloud
Adobe advertising cloud is a part of Adobe’s bigger “Adobe Experience Cloud” suite of services and offers which also engulfs Adobe’s Marketing Cloud and Analytics Cloud. It’s essentially an all-in-one solution for multi-channel management and advanced audience targeting.
This platform allows its users to utilize the power of programmatic advertising across multiple channels like display, video, mobile, search, social media, etc. (Check Supported Ad Inventory below for detailed analysis).
It seamlessly integrates with other Adobe Products like Analytics, Target, Audience Manager, and their Data Management Platform to give you the bang for your buck you’re looking for. this also helps their users in picturing customer behavior and preferences, essentially boosting their success ratio altogether.
Benefits:
- AI Optimisation (Adobe Sensei) enables its users with forecasts regarding the further expenditure of their budget while allowing them to also benefit from real-time optimization opportunities. Really setting up the standard for Programmatic Advertising.
- Makes Content Creation more streamlined by enabling its users to create thousands of ads at scale, through forming a connection with marketing teams and creative.
- Plan ahead by summoning marketing and advertising data whenever you want, setting you up for a better future.
Supported Ad Inventory
- Traditional display ads
- Video ads
- Audio ads
- Mobile ads
- Native ads
3. The Trade Desk
Their self-serve, and transparent product allows advertisers to use the most accurate available data to reach out to audiences that are essentially perfect targets of the advertisement at hand. they utilize a funnel to drive more accurate success ratios for their users every step of the way.
From awareness and engagement to conversion, they help you with targeting the perfect audience throughout each step of your marketing journey.
They have a marketplace of over 400 partners. Furthermore, their global data, inventory, and brand-safety providers help advertisers achieve their goals swiftly.
Benefits:
- They offer time-saving, streamlined, and automated ad placements targeting the best possible results.
- They enable advertisers to target the perfect audience by helping them with the most accurate available data.
- They can get you a holistic and eagle-eyed view of the impact that your campaign has driven, with the help of various special tools designed specifically for this task.
Supported Ad Inventory
- Display ads
- Video ads
- Audio ads
- Mobile apps
4. Smaato
Smaato aims to solve all complexities with the use of nothing but simplicity itself, let me explain.
Firstly, they simplify all the controls that advertisers need to reach ears and eyes across the world. their product evolves with the needs and requirements of its users. Moreover, Smaato offers a Digital Ad Tech Platform that has a free Ad Server and a monetization solution.
Furthermore, they connect nothing but quality publishers with no lower than premium marketers to engage with audiences around the globe, plus on every device imaginable.
They claim to succeed when you succeed so they charge $0 when it comes to charging for Ad-Serving. Moreover, Publishers that opt for their service usually see a 30% uptick in the overall revenue from advertising.
Benefits
- They have a clean, protected marketplace. This enables advertisers to leverage somewhat complex but automated systems to make their platform safer and more secure than your average programmatic advertising platform.
- Their approach is truly omnichannel. After revolutionizing the mobile ad tech space, They started to offer support for all devices, along with all advertising channels that exist.
- Their tools give advertisers and publishers the control they’re looking for. Their tools enable their users to create their walled gardens which improve the overall transparency for both publishers and marketing experts.
Supported Ad Inventory
- Display ads
- Banner ads
- Native ads
- Text ads
- Video ads
- Mobile web ads
- Mobile in-app ads
5. SmartAds
SmartyAds is a full-stack programmatic partner for publishers and application developers. With their main focus being the maximization of the overall revenue gained through advertising, they enable their users to have complete control and knowledge of the ad inventory being used.
Smart ads are known to use the power of deep machine learning to optimize pricing, while their header bidding integration grows demand resourcing.
other than that, their participation in PMPs increases transparency and eCPMs overall. This platform also allows publishers to manage inventory efficiently, while also offering immense support for a huge variety of ad formats, including mobile ads and video ads.
Benefits:
- Flat-rate-based pricing models.
- DSP, SSP, and Ad Exchange platform types.
- Offers multiple features for optimizing the performance of running campaigns.
- No minimum traffic requirement for publishers
Supported Ad Inventory
- Display and banner ads
- Native ads
- Text and video ads
- Mobile and web ads
- In-app ads
6. AdPushUp
AdPushUp Was Founded in 2014. It’s essentially a technology and overall advertising revenue optimizer and it has been specifically designed for digital publishers and website owners.
Their highly user-friendly UI enables their users to conduct, A/B Testing on various Advertising Layouts, and Formats. This allows them to better understand how they could bring in better optimization methods within their ongoing strategy.
Furthermore, this platform enables its users to better understand their campaign’s current position by giving them a thorough and advanced review of what they’re doing and how it’s impacting their audience.
They also enable their users to monetize ad-blocked inventory.
Benefits
They offer Ad Layout Optimization services which allow their users to position their ads in the most profitable way to get the bang for the buck they’re looking for.
Their AI-based audience management tool offers complete context-based analysis, content, and interest-based Advertisement Targeting.
They utilize third-party but in-house tech to help their partners address security threats, if any.
Supported Ad Inventory
- Sticky ads
- Docked ads
- In-image ads
- Native ads
- In-content ads
- In view ads
- Banner ads
7. MediaMath
MediaMath is known for its cutting-edge programmatic buying tech, and once it’s combined with some attention-grabbing videos and first-party data.
Moreover, they offer numerous beneficial features regarding the management of your advertising campaign that will help you foresee and plan ahead of your competitors.
It offers audience segmentation tools and some tools relevant to the safety of your brand, enabling users to stay safe and protected from any fraudulent activities. This combination is perfect for making omnichannel advertising smooth, efficient, safe and most of all, simple.
Benefits:
- Their product enables its users to dive deep into the analysis for advertising precision.
- Users can target the perfect audience with their in-depth, cross-device targeting. Users can utilize the power of their highly precise first-party data to do so.
- Their inventory criteria are enhanced and also, and they support any ID System along with a flexible identity graph.
Ad inventory options:
- Display
- Mobile
- Over-the-top (OTT) media
- Video
- Native
- DOOH
- Audio
8. Xandr
Xandr is an essential ingredient of Microsoft advertising. This platform enables its users to perfectly target the audience that is most relevant to their campaign’s requirements and makes audience targeting simple.
You might’ve heard of an advertising tech-based firm called AppNexus. Well, if you have, then you’d be happy to know that AppNexus is, in fact, Xandr. It was acquired by AT&T in 2018 and renamed Xandr.
They take the safety of your brand seriously and have many features that allow their users to remain safe and secure from any fraudulent activities that might come their user’s way.
Benefits:
- Potential users can choose custom and flexible prices, so they will receive what they pay for and how much they pay.
- Time-saving with automated ad inventory buying
- Offer one of the most premium Global marketplaces.
Supported Ad Inventory
- Banner ads
- Video ads
- Mobile ads
- Privacy and function macros
- Third-party providers
- Ads.txt and app-ads.txt initiatives.
9. Pubmatic
Pubmatic was founded in 2006 and has been scaling ever since by servicing its clients in the best possible way.
Their platform enables its users to completely rely upon the power of some of the features they offer, to simplify ad placement, optimize ad inventory, and reach their target audience with more accuracy.
This way, publishers can make educated decisions about ad placements and overall pricing. Plus, for advertisers, Pubmatic allows them to make be more efficient in ad buying, by making the entire process rely on the pillars of accurate data.
Benefits:
- They offer access to a completely private marketplace with high-quality ad inventory.
- They support diversity within ad formats and channels.
- Their ID management tool allows its users to remain efficient with every use.
Supported Ad Inventory
- CTV
- OTT
- Display ads
- Video ads
- Mobile ads
- Native ads
- Banner ads
- In-app advertising
- Native ads
10. Magnite
Magnite was previously named as “Rubicon Project” and once this project merged its stance with the renowned company Telaria, it changed its name to “Magnite”.
This gave birth to a programmatic advertising platform and a good one too. They offer a variety of solutions that allow their users to manage and optimize their programmatic advertising campaigns.
Magnite simplifies the complexities that arrive within programmatic advertising with its commitment to providing a platform with a simple and user-friendly UI.
Benefits:
- It provides customized reports to all its users with a knack for simplifying and helping them better understand their position in the market.
- They support omnichannel advertising for better and more accurate audience targeting.
- They also take the liberty to configure and optimize headers with real-time analytics which enable its users to take the required steps ahead of their competition.
Supported Ad Inventory
- CTV
- Video
- Mobile
- Display
- Audio
- DOOH
How to Choose the Best Programmatic Advertising Platform?
Selecting a platform for programmatic advertising might be difficult, especially at the beginning of your journey. In addition to that, the perfect platform for you might not be suitable for another, you have to find the platform that specifically targets and fulfills your requirements and go with it.
We just discussed a small percentage of the platforms that are available, the actual list of options is enormous or some might say neverending. Additionally, other variables may influence your choice.
To select the best programmatic advertising platform for your company, how do you assess them? The following are some of the most crucial elements to consider:
- Interface: How user-friendly is the interface? Since interface preferences vary, the best approach to evaluate this information is to obtain a free trial or demo.
- Options for Inventory: Options for inventory are a major factor. Which devices and channels are compatible with a certain platform?
- Cost and Cost Structure: Cost and pricing structure—whether monthly, annual, or another—are always crucial factors to take into account.
- Options For Targeting: Your campaigns may succeed or fail based on your targeting. Think about the possible aiming options and the level of precision you can achieve.
- Fraud prevention and brand safety: Any programmatic platform you use should have tools to guard against fraud and safeguard your brand.
- Privacy and transparency: To ensure that you know where your ads are showing up and what you’re getting for your money, use a platform that prioritizes openness. Another important factor to consider is user privacy.
- Integrations: Does the platform you’re thinking about have the ability to integrate with other solutions that you now use or plan to use soon?
- Support: How courteous, effective, and useful is the platform’s technical support? You can maximize the effectiveness of your digital advertising with the aid of a capable support staff.
Conclusion:
We discussed some of the best Programmatic advertising platforms along with their detailed analysis including their benefits and what ad inventory each of them supports to make the trial of choice easier for you.
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It’s on you to leverage this information and make the best choice possible for your own personal growth. We hope this guide helped you by providing the information you were looking for.
