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Programmatic Advertising is the use of software for digital marketing to buy target audiences instead of any particular ad space, like buying inventory on a website that serves a particular demography instead of buying a primetime slot in media space hoping to reach the target audience. It aims to better optimize & improve the quality of Ads. Moreover, as human labor reduces, one gets more time to plan other things efficiently. DSP: Demand Side Platform is a management software that enables automatic buying & selling of advertising. Here, we discuss the popular programmatic DSP platforms.
Check out the best programmatic advertising platforms here.
Centro is a global provider of advertising technology. Centro's Basis is a digital media platform that facilitates planning, activation, reporting, and billing reconciliation for all channels, ad units, and buying tactics through a single interface. It enhances programmatic advertising capabilities for native and digital audio that push marketers toward complete automation for all media buying and execution.
Pro Tip: The complicated UI is unconventional & difficult to learn. But the support personnel is adept in service & always readily available to help.
One of the most well-known DSPs in the world, mainly as a powerful programmatic buying tool. It works with a variety of partners across the industry and handles cross-channel buying very well, hence making it easy for traders to use their DSP as a one-stop shop versus having to log into multiple platforms for different things. Especially beneficial for small trading desks or startups with little bandwidth.
Pro Tip: Settings are not always saved, which makes forecasting hard to navigate. Fixing this significant feature can improve the overall forecasting experience.
Google Doubleclick Digital Marketing suite is a one-stop integrated solution that enables agencies and advertisers to create, manage & monitor marketing campaigns. Doubleclick Bid manager is a specialized DSP that offers advertisers a pool of ad exchanges with display, video, and mobile inventories, selling on an impression-by-impression basis in real time.
Pro Tip: Reporting & segmentation is a bit complicated, so reach out to the support staff before acting.
Erich Wasserman, Greg Williams, and Joe Zawadzki founded MediaMath in August 2007. Its Omnichannel programmatic marketing platform activates the predictive audience to enhance individual customer conversations, accesses Omnichannel media at scale to deliver relevance of context and message, closes the loop between measurement and optimization with machine learning, and leverages people in the business. MediaMath also provides professional services in the areas of programmatic strategy, optimization & analytics.
Pro Tip: Reporting lacks granularity and should be used mainly for branding.
Founded by Vitaly Pecherskiy & Yang Han on Jun 1, 2013, it is a top native advertising platform in the world. It joined Google ADX in 2016 as its native ad partner. This strengthened brands' delivery of quality mobile video content directly to target markets.
Pro Tip: It is best to do trial campaigns to check reporting ability, setups, etc., which are efficient but slow processes.
Founded by Bruce Journey, Mike Baker, Sandro Catanzaro, and Willard Simmons in 2009 is a software company that uses data science to improve marketing. Their unique DSP technology, "Touchpoint," enhances performance.
Pro Tip: Specializes in making optimization with a new campaign workflow but assigning creatives & deals takes a lot of time to load.
AppNexus is the world's largest independent digital ad exchange. This Programmable Platform enables traders to buy something based on the number of views automatically. Also offers real-time access to media buyers can acquire through live bidding and arrangements, enhancing a buyer's capability to reach their goals on the delivery, performance, and audience reach aspects.
Pro Tip: APB (Appnexus Programmable Bidding) fetches good results during test campaigns, but the creative uploading process is too slow to handle.
Founded by Craig Roah, Duc Chau, Frank Addante & Julie Mattern on May 1, 2007. It is a top-grade advertising automation platform enabling premium publishers to transact advertising brands. Their innovative engineered products automate the buying and selling of advertising to connect buyers and sellers globally. One of the products is Advertising Automation Cloud which is one of the largest real-time cloud and Big Data computing systems in the world.
Pro Tip: Despite its global presence, it lacks transparency & has limited reporting options.
LinkedIn is a global leader as a professional networking site that allows its members to create business connections, search for jobs, and find potential clients. It was founded on May 5, 2003, by Allen Blue, Eric Ly, Jean-Luc Vaillant, Konstantin Guericke & Reid Hoffman. In 2016 it launched programmatic for display ads allowing ad buyers to use their own data or LinkedIn's data to reach prospects within LinkedIn.
Pro Tip: Though the targeting options are wide, setting up tracking becomes difficult.
It is a digital advertising software platform that strengthens programmatic advertising campaigns across display, video, mobile and other media from a single, intuitive interface.
Pro Tip: Reaching capabilities on availing the feature "audience matching" is low.
Check out the best programmatic advertising platforms that solve the problems for both publishers and advertising. It helps publishers maximize advertising revenue by auctioning ad spaces to millions of advertising worldwide and helps advertising expand reach and leverage data to target specific audiences.
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Programmatic advertising platforms take a commission on sales of each impression, which is usually between 10-20%.
Google Ads and Facebook offer programmatic ads platform that works on the demand side.