For advertisers who are looking to generate the maximum revenue from their advertisement budget, and save time and effort at the same time, then programmatic advertising is the perfect platform for them to get a wider reach and good sales for their brand. It helps in reaching the targeted audience without putting in a lot of effort on research.
According to a report by eMarketer, after contextual advertising, more than 88% of digital display ad spending, which amounts to over $75 billion, was programmatic in 2020. And these numbers are forecasted to grow to over 91% and $133 billion by 2023.Â
However, before we get into the details, let’s go through the basics of the programmatic advertising platform.
What do you Understand about the Programmatic Advertising Platform?
Putting it simply, a programmatic advertising platform is the use of software and automation to purchase, sell, and manage digital advertising.
This involves media planning, ad placement, tracking performance, and campaign optimization.
However, don’t confuse programmatic advertising with a programmatic media buying platform.
Programmatic media buying makes use of data insights and algorithms to show advertising to the appropriate person at the right time and at the right price.
Moreover, there are many prominent benefits of programmatic advertising like increased efficiency, reduced ad costs, and improved performance through optimization which makes it one of the best advertising platforms.
Tools Involved in Programmatic Advertising
The programmatic marketing platform refers to a collection of tools that all work together to enable programmatic advertising. Some of these tools are:
- Demand-side Platforms (DSPs)
Demand-side platforms (DSPs) are programmatic technologies used by marketers and ad agencies to buy advertising space. DSPs enable marketers to acquire ad inventory using automation rather than negotiating with a human and manually inserting advertisements.
- Supply-side Platforms (SSPs)
Publishers utilize supply-side platforms (SSPs) to sell ad space on their websites, applications, and other digital businesses. SSPs, like DSPs, sell advertising through automation. They intend to use automation to maximize the price of ad space and match ad space to advertisers.
- Ad Exchanges
Another component of the programmatic platform tech stack is ad exchanges. Ad exchanges are online markets where DSPs and SSPs may purchase and sell advertisements.
Best Programmatic Advertising Platforms
When it comes to programmatic advertising, it is crucial to choose the right platforms. Thus, we will discuss the best programmatic platforms for your company in this post.
Here are a handful of the main programmatic marketing platforms, let’s discuss what are they:
- MediaMath
Advertisers may manage their campaigns from start to finish with MediaMath’s omnichannel programmatic marketing platform.
MediaMath DMP enables advertisers to merge data sets from first- and third-party sources, which can then be segmented before being activated. Its Audience tool can also be used to connect with their most valued audience.
The omnichannel DSP manages omnichannel advertising campaigns such as mobile, display, video, audio, native, and Digital Out of Home (DOOH) advertisements. Marketers can offer a consistent brand experience across all mediums thanks to the Creative Management and Dynamic Creative capabilities.
- Adobe Advertising Cloud
In addition to being one of the best software platforms, Adobe also offers one of the top programmatic advertising systems – Adobe Advertising Cloud.
This platform contains a variety of tools for creating, optimizing, and tracking campaigns. Its tools may assist you in optimizing your campaigns with marketing automation, A/B testing, and the Media Optimizer, which estimates the optimal mix of display, search, and social advertisements for your objectives.
Furthermore, it specializes in linked TV, video, display, native, audio, and search campaign advertisements to provide clients with a comprehensive solution. With a focus on people-based marketing and inventory management, it’s an excellent tool for getting the most bang for your buck.
- PubMatic
PubMatic has proven to be a comprehensive, reliable platform for both publishers and brands. Advertisers can use the media buyer interface to build and manage campaigns across many formats and channels, and they can also access real-time statistics to track their progress.
Real-Time Bidding technologies allow the publishers to get the highest yield for every impression they receive. Ad quality is checked to ensure that visitors have the greatest possible experience while also preventing security risks for everyone concerned.
- Simpli.fi
Simpli.fi is another localized programmatic platform that offers features for campaign management, targeting, audience expansion, analytics, and reporting. In addition to its DSP, Simpli.fi offers accounting, media management, and project management software geared toward ad agencies.These capabilities make it simple to integrate agency administration and analytics.
Advertisers may create audiences based on a variety of factors such as device, operating system, browser, region, intent-based search data, and so on. You may improve audience targeting by importing their CRM data.
- Google Display & Video 360
Google Display & Video 360 is Google’s premium, paid ad management product. This platform was introduced in 2018 when Google consolidated its DoubleClick advertising products with the Google Analytics 360 Suite of products under a new brand.
Google’s DoubleClick Bid Manager was renamed Google Display & Video 360 as part of the transition. Display & Video 360 allows you to plan campaigns, create ad creatives, manage audience data, buy ad inventory, and optimize your campaigns.
Conclusion
Programmatic advertising platforms have become a crucial tool in an age where digital advertising is so important. They assist in bridging the gap between publishers and sellers, allowing both sides to negotiate a price for advertisements in real-time.
Because the world of online advertising is continuously evolving, selecting a solid programmatic ads platform is the best approach to future-proof your campaign and remain ahead of the competition.
