Programmatic advertising is rapidly growing in recognition as a practical and efficient addition to overall advertising strategies.
One of its attractive characteristics that encourage marketers to consider taking the plunge into programmatic is automated, data-driven technology that helps brands reach their intended viewers within the flash of an eye.
As exciting as it sounds, however, its technology is complex. You can’t simply wake up and decide to start an advertising campaign using programmatic technology with no prior experience.
However, you can locate an established programmatic advertising platform that can let you access a variety of programmatic targeting options channels, as well as an array of advertising formats, which allows you to get an ad message only to appropriate people.
What is a Programmatic Advertisement Platform?
The Programmatic Advertising Platforms are system that are intermediate for streamlines the process of selling and buying media. The platforms make use of algorithms to analyze huge quantities of data from users, connect publishers with advertisers, and allow them to achieve their advertising goals effectively.
Advertisers can market their products or services worldwide using a variety of new ad formats and types. They can also use different techniques for targeting, such as the use of location, demographic and behavioral targeting. They can also create campaigns that are run across multiple platforms and devices while enhancing their effectiveness in real time.
Demand-Side Platform
Demand-side platform, also known as DSP, is a type of programmatic software that advertisers can use to automate media buying from a variety of sources.
In terms of programmatic advertising, advertisers are seeking advertising inventory (ad slots that are offered on the websites of publishers) to broadcast their message to their targeted viewers based on predefined requirements.
To do that, they should utilize a demand-side system. This application allows advertisers to connect with publishers and put their ads on top-quality websites within a fraction of one second.
The purpose of DSP is to create an advertising campaign at a reasonable price while maximizing the impact.
Supply-Side Platform
Supply-side platform, also known as SSP, is a programmatic software that publishers utilize to sell their ad slots available to advertisers, and increase their profits.
Simply put, the websites of publishers are left with empty ads, which they would like to fill with advertisements from different brands. With an SSP, they can connect to a variety of DSPs simultaneously (therefore, they can reach advertisers who are interested in purchasing these ad slots) and also offer ads for bidding.
What is the Difference Between DSP And SSP Platforms?
| Element | DSP | SSP |
| Purpose | Used by advertisers and agencies to purchase ad inventory. | Used by publishers to sell ad inventory. |
| Function | Automates the buying of digital ad space across various platforms. | Automates the selling of digital ad space to maximize revenue. |
| Users | Advertisers, media buyers, and ad agencies. | Publishers and media owners. |
| Goal | Optimize ad spend and target specific audiences. | Optimize revenue from ad inventory by selling it to the highest bidder. |
| Examples | Google Marketing Platform, The Trade Desk, Media Math. | Google Ad Manager, OpenX, PubMatic. |
Data Management Platform
The Data Management Platform, also known as DMP, is software that allows organizations and brands to gather, store, analyze, and then activate data from a variety of sources on the internet, including websites, applications, apps, social media platforms, and more.
Ad Exchange
Ad exchanges are a marketplace where publishers and advertisers come together to purchase and sell an inventory of ads in real-time. This means that it’s located in between DSPs in addition to SSPs.
How Programmatic Advertising Works?
If an impression becomes available on the publisher’s website, it is passed to an ad exchange. The ad exchange then auctions off the impression to the highest bidder. Advertisers use ad exchanges to purchase ad space from both local and international publishers, while publishers use them to sell ad slots and maximize their advertising revenue
The guidelines
We’ve got the idea. Now, let’s move on to discussing the best advertising platforms for programmatic advertising. In programmatic advertising, ad exchanges and data management platforms are essential components.
Ad exchanges facilitate the buying and selling of digital advertising space, ensuring that the right ads reach the right audiences. Data management platforms, on the other hand, collect and analyze data to help advertisers target their campaigns more effectively. Together, these elements form the backbone of the programmatic advertising ecosystem, enabling more precise and efficient ad placements.
Examples of Programmatic Advertising Platforms
1. Eskimi
- Founded: 2006
- HQ: Vilnius, Lithuania
Eskimi provides a comprehensive programmatic advertising platform, enabling advertisers to connect with over 1.5 billion users across more than 162 countries.
The platform allows agencies and brands the ability to select from a range of ad formats, including static banner ads video ads, interactive rich media, and more. Should you require assistance, the creative team of the platform can help you create an idea you’ve had in your head but aren’t able to design.
2. Adform
- Founded: 2002
- HQ: Copenhagen, Denmark
Adform is a platform for programmatic advertising that provides advertisers with various software, including DSP, DMP, and Ad Server, to purchase and manage ads across multiple channels and devices.
Additionally, Adform offers tools for creating ads, enabling advertisers to manage the entire programmatic advertising process, from planning and drafting ads to tracking their effectiveness.The platform supports all of the traditional choices for targeting and lets you utilize third-party as well as first-party data to make contact with potential customers.
Publishers,Adform provides the tools needed to help them sell their inventory of ads (SSP).
3. Performoo
- Founded: 2017
- HQ: Gurgaon, India
Performoo is the most innovative and creative platform. Improve your campaigns by utilizing modern instruments, seamless integration, and a powerful analytics system to increase your return on investment. You can use Perfermoo’s creative platform to enhance your programmatic ad.
For publishers, Performoo gives them the right tools to help them sell their inventory of ads (SSP).
4. PubMatic
- Founded: 2006
- HQ: Redwood City, California, United States
PubMatic is a cloud-based platform that provides programmatic solutions for the selling side of publishing publishers looking to increase their revenue from advertising through auction and real-time bidding technology. By utilizing cross-device optimization and optimization across channels, publishers can profit from content regardless of the services they offer.
One of the most popular platforms for selling, PubMatic comes with various essential tools that every publisher can benefit from. These include inventory management tools, advertising optimization tools, high-end measurement, analytics, and a variety of brand security and fraud detection tools.
5. Smarty Ads
- Founded: 2013
- HQ: New York City, United States
Smarty Ads offers a complete stack programming advertising platform that gives digital advertising solutions to both sellers and buyers’ sides.
To advertisers, Smarty Ads assists in the buying process for ad inventory and allows them to manage their campaigns in real-time. Optimization and targeting features allow agencies and brands to effectively and accurately reach audiences across various channels using diverse advertising formats.
Publishers can leverage the platform to track their ad inventory, as well as manage and sell ads to advertisers.
You can utilize Smarty Ads, the self-service platform, or join managed services.