Programmatic Advertising
6 Top Programmatic Platforms & How to Choose
Ankitesh Thakur
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.
Programmatic advertising is the application of automation and software to buy, sell, and control digital advertisements. Compared to traditional ads, programmatic advertising enables smarter, data-driven, and automated campaigns that deliver improved performance and precision.
Programmatic platforms make this possible by providing a range of tools that automate, optimize, and scale digital advertising efforts.
Demand-side platforms (DSPs) are programmatic instruments advertisers and advertising agencies utilize to buy ad space.
DSPs automate ad buying, removing the need for manual negotiation. They help create, manage, and optimize digital ad campaigns. Most tools discussed focus on core DSP functionalities.
Supply-side platforms (SSPs) are the software publishers utilize to sell ads on their sites or apps and other digital assets.
Like DSPs, SSPs use automation to sell ad inventory efficiently. They help maximize ad revenue by increasing competition for ad space. SSPs give publishers access to a broader pool of advertisers.
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.
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.
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 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 is a top-tier provider in programmatic advertising, offering powerful tools to automate and optimize multi-channel marketing campaigns.
It offers powerful tools to build optimized, data-driven advertising campaigns across digital channels. Features include A/B testing, marketing automation, and Media Optimizer for balancing display, search, and social ads effectively.
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
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.
One of the most popular platforms for programmatic advertising is SmartyAds. it 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 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 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.
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?
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.
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.
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