Over 88% of the digital display advertising, which is more than $75 billion, was programmatic in 2022, as per eMarketer. These numbers are expected to increase to more than nine percent and $133 billion by 2025.
The benefits of programmatic advertising include excellent efficiency, lower advertising costs, and improved costs through optimization. So, it’s no surprise that the automated buying of ads and their management is now so popular. Utilizing the appropriate platforms is essential to succeeding with programmatic marketing.
What is a Programmatic Advertising Platform?
Programmatic advertising is the application of automation and software to buy, sell, and control digital advertisements. In comparison to Traditional advertising, it is clear that programmatic advertising allows you to create more intelligent, data-driven, and automated advertising campaigns that yield remarkable performance.
It provide the means for this to take place. Programmatic advertising platforms are a broad concept that covers various instruments used to make advertising feasible. The tools that are included comprise:
Demand-side Platforms (DSPs)
Demand-side platforms (DSPs) are programmatic instruments advertisers and advertising agencies utilize to buy ad space.
DSPs permit advertisers to utilize the power of automation to buy ads instead of negotiating with an individual and manually placing advertisements. They also offer tools to manage campaigns, create ads, optimize campaigns, track campaign performance, and different aspects of digital advertising. Most of the tools we’ll discuss in this post are explicitly focused on the DSP aspect of advertising.
Supply-Side Platforms (SSPs)
Supply-side platforms (SSPs) are the software publishers utilize to sell ads on their sites or apps and other digital assets.
Similar to DSPs, SSPs use automation to sell advertisements. Through automation, they try to boost advertising space costs and connect advertisers with ad space. With SSPs, Publishers have access to a larger audience of advertisers than they typically could.
Ad Exchanges
Ad exchanges are a different component of the platform’s programmatic technology stack.
These are the internet-based marketplaces DSPs and SSPs can connect with to purchase and sell advertisements.
Which Advertising Program Do You Prefer?
The decision to choose a digital advertising program could be a challenge. The number of choices is enormous. We’ve only touched on a fraction of the available options in this piece. Many aspects could influence the final selection.
Top Platform for Programmatic Advertising
There’s an array of choices in the field of programmatic platforms. Below are some of the most popular programming platforms for a better understanding of what’s out there.
Performoo
Performoo is a comprehensive programmatic advertising platform offering advanced solutions for ad serving and monetization. With a full suite of technologies, including a demand-side platform (DSP), supply-side platform (SSP), and programmatic ad marketplace, Performoo empowers publishers and advertisers alike. The platform’s ad server allows you to create, manage, and optimize campaigns across multiple channels efficiently.
Performoo also features precise audience targeting, real-time campaign monitoring, and tools designed to maximize ad revenue while ensuring brand safety.
Pricing: Flexible rate options
Type of Platform: DSP, SSP, Ad server
Ad inventory options: Video, display, native, rich media, mobile, and more.
Adobe Advertising Cloud
Adobe is an incredibly well-known name, and it’s not that it’s not surprising that the company has one of the biggest and most well-known programmatic platforms on the market.
It includes numerous tools to create an optimized, measurable, and perfect advertising campaign. Adobe’s tools will assist you in optimizing your advertising campaigns through marketing automation, testing A/B, and the Media Optimizer, which predicts the optimal mixture of display, search, and social ads to meet your goals.
Pricing: custom and varies depending on your company’s size, needs, and quantity of services bought.
Type of Platform: DSP.
Options for inventory of ads: Video, display, mobile applications, television digital out-of-home (DOOH) native, and many more
MediaMath
According to the MediaMath website, it created the initial DSP in 2007 and has since partnered with over 3500 advertising partners. The MediaMath platform has several functions that help you run your creatives and campaigns. It provides audience and targeting segmentation tools, as well as the safety of your brand and fraud protection options.
Pricing: Custom
Type of Platform: DSP
Advertising inventory options: Include Mobile, display, over-the-top (OTT) video, media DOOH, and native audio.
SmartyAds
One of the most popular platforms for programmatic advertising is SmartyAds. SmartyAds has a complete technology stack for advertising, including a DSP and SSP, an ad marketplace, and white-label solutions. SmartyAd’s DSP lets you purchase advertising spaces across all channels via various advertising networks.
The system also has precise target options, AI-powered optimization, and features that ensure brand security, tracking, and much more.
Pricing: Flat rate
Type of Platform: DSP, SSP, Exchange for ads
Ad inventory options: Include video displays, native, rich media, mobile, and many more.
Choozle
Choozle is a DSP company that focuses on the importance of customer support and technological capabilities. The company offers the help of a consultant who can assist you in getting started, along with designing and running your advertising campaigns. The Choozle DSP lets users run ads across a range of channels, provides a wide range of options for targeting, and is equipped with helpful tracking and reporting options.
Price: $99 for a month. Add-ons are available
Type of Platform: DSP
Inventory options for ads: Connected Television (CTV), Audio mobile, desktop video tablet, and many more
PubMatic
PubMatic is a programmatic marketing business that is focused on the buyer part of things. They offer an SSP, different tools, and services for ad sellers and buyers. PubMatic provides various solutions to assist publishers in ensuring the highest quality of ads and monetizing their ads.
It also offers a marketplace for private sellers and tools to reduce the amount of fraud in advertising, as well as analytics tools. Advertisers can use PubMatic’s media buyer console to create and oversee campaigns on different platforms.
Pricing: Custom
The type of Platform: SSP
Options for an Inventory of Ads: OTT CTV, video display, addressable native, mobile, and much more.
Which Platform will fit for your business need?
Selecting a programmatic advertising platform can feel overwhelming with so many options to choose from — this post covers just a fraction of them. Several factors can influence your decision.
So, how do you assess programmatic advertising platforms and pick the best one for your business?
key factors to consider:
Interface: Does the interface seem user-friendly? One of the best ways to determine the quality of your interface is to obtain a free trial or demo, as preference differs about interfaces.
Options for inventory: Inventory is a significant factor to take into. What devices and channels are linked to the platform you’re using?
Pricing: Pricing structure are vital aspects to consider, along with how pricing structure is made, whether yearly, monthly, or a different model.
Targeting: Targeting choices can be the difference between success and failure. Take note of the targeting options in your reach and how precise you can get in your targeting.
Fraud Detection: The programmatic platform must include features to prevent fraud and protect your name.
Transparency and privacy: Be sure to select a platform focusing on transparency so that you know the exact location where ads will appear and the value you’re receiving from your investment. The privacy of users is essential.
Integrations: Will the tool you’re looking at offer integrations with the other tools you’re using or might be able to use within the next few months?
Support: Is the support provided by the platform’s technical experts adequate, quick, and welcoming? An experienced support team will assist you in making the most out of your online marketing.
Begin with Digital Advertising.
The programmatic platform significantly influences how digital ads are being advertised today, and it’s crucial to be aware of them and pick the one that best meets your requirements. If you need help from an expert creating your online advertising campaigns, think about using Performoo.