In 2020, over 88% of digital display ad expenditures, equating to over $75 billion, were allocated to programmatic advertising, as reported by eMarketer. This figure is expected to rise further to surpass 91% and reach $133 billion by 2024. Programmatic advertising offers a plethora of advantages, including enhanced efficiency, reduced ad costs, and improved performance through optimization, explaining its widespread adoption. However, the success of automated ad buying and management hinges on selecting the appropriate platforms.
In this article, we will delve into the leading programmatic platforms for your business.
Programmatic advertising leverages software and automation to purchase, sell, and manage digital advertising. When contrasted with traditional advertising, programmatic advertising empowers businesses to execute more intelligent, data-driven, and automated campaigns that yield impressive results. Programmatic advertising platforms are the instruments that facilitate this process, encompassing a variety of tools that collaborate to enable programmatic advertising. These tools include:
– **Demand-side Platforms (DSPs)**: These are the programmatic tools that advertisers and ad agencies use to purchase ad space, enabling automation for ad inventory acquisition and campaign management, creative design, optimization, performance tracking, and more.
– **Supply-side Platforms (SSPs)**: These are the tools publishers employ to sell ad space on their websites, apps, and other digital properties, utilizing automation to maximize ad space pricing and align it with advertisers.
– **Ad Exchanges**: These are online marketplaces where DSPs and SSPs connect to buy and sell ads.
To provide insight into the range of options available, we present a selection of the top programmatic platforms:
– **Adobe Advertising Cloud**: A comprehensive platform offering solutions for campaign creation, optimization, and tracking, including marketing automation, A/B testing, and the Media Optimizer for ad mix forecasting.
– **MediaMath**: The pioneer of the DSP, MediaMath’s platform includes features for campaign management, creative optimization, and advanced targeting tools, with a focus on brand safety and fraud protection.
– **SmartyAds**: A full programmatic advertising tech stack with a DSP, SSP, ad marketplace, and white label solutions, offering a broad range of ad inventory options and advanced targeting and optimization capabilities.
– **Choozle**: A DSP provider emphasizing support, offering campaign management, targeting capabilities, and tracking features, with a focus on ease of use and integration with various ad channels.
– **Xandr**: The rebranded AppNexus, Xandr offers a range of DSP, SSP, and marketplace solutions, including campaign management, optimization features, and access to AT&T customer insights.
– **PubMatic**: A company focusing on the seller side, offering an SSP and tools for ad sellers and buyers to ensure ad quality, monetize ad space, and manage campaigns across various channels.
– **Simpli.fi**: A top DSP with features for campaign management, targeting, audience expansion, analytics, and reporting, alongside tools for media management and project management for ad agencies.
– **Google Display & Video 360**: The premium, paid version of Google’s ad management tools, combining DoubleClick and Google Analytics 360 into a single platform for campaign planning, creative design, audience data management, ad inventory purchase, and optimization.
Selecting the right programmatic advertising platform is crucial due to the vast array of options available. Key factors to consider include the user interface, inventory options, pricing structure, targeting options, brand safety and fraud protection, privacy and transparency, integrations, and support.
At WebFX, we understand the significance of programmatic platforms in digital advertising and are committed to helping businesses choose the right tools for their needs. With a team of over 500 digital marketing professionals and a track record of generating more than 24 million leads and $10 billion in revenue for clients over the past five years, we can assist with planning, executing, and optimizing your campaigns. To learn more about our digital advertising services, contact us online or call 888-601-5359 today.
