By Eva Williams 22 days ago, Apps and Software
Programmatic advertising solutions are in high demand among publishers and advertisers due to their efficiency when it comes to touting different products and services.
For example, publishers can ramp up ad revenue by auctioning ad space to multiple advertisers around the globe. Therefore, they don’t need to address advertising agencies but can use these services to increase coverage and focus their marketing efforts on a particular audience.
Currently, there are 4 types of such platforms – demand-side, supply-side, ad exchanges, and data management platforms. To figure out which platform will work best for you, it is necessary to determine your business needs and pick a service that can meet them.
Besides, programmatic ad platforms leverage data insights and advanced algorithms to share advertising across the targeted group at a specific time & place within the allocated budget. Such an advertising system is very efficient due to the possibility of bidding for an ad space in real-time.
If you are on the lookout for a great programmatic advertising platform, you should consider such factors as pricing policy, ad inventory quality, an audience targeting option, and anti-fraud/safety features.
Verdict: If you are hunting for the very best programmatic advertising platform, Adobe Advertising Cloud is worth checking out. It is one of the few omnichannel DSPs with support for connected TV, video, display, native, audio, and search campaigns. Moreover, it brags about such handy features as inventory management, custom marketing, and search control.
Besides, with this Adobe software, you can characterize your audience by several criteria – device type, segment, location, browser, etc. The page screening option does wonders when it comes to locating faulty inventory and pre-built filtering works great for detecting fraud, suboptimal viewability, and brand violation.
Verdict: MediaMath is most fitting for data integration offering users a special MediaMath audience feature to hit it off with valuable customers without further ado. Besides, the platform contains tools for making display, native, video, audio, and Digital Out of Home ads to attract different target audiences.
Other feted features are well-thought-out data management and intelligence sets. If you want to clarify something about ad opportunities, you can reach out to the ad agency’s support team. Experts will suggest the most lucrative solutions.
Verdict: A professional team behind this programmatic buying platform created a modern omnichannel solution for clients to use straight away. However, if you want something more specific, you can develop self-sufficient campaigns. Digilant features the latest technologies adjusted in accordance with the needs of clients and practical options to handle the most complex problems.
The agency harnesses the potential of the MediaMath platform to assist clients with running their own digital campaigns. So, if you are looking for a credible digital marketing agency that can share interesting marketing life hacks with your employees, make use of Digilant.
Verdict: SmartAds comes with all the needed features for launching and supporting a marketing campaign. For instance, you can use DSP, SSP, ad marketplace, as well as white label solutions to ratchet up your campaign.
Moreover, it is possible to expedite the process by prioritizing how, where, and whom to trade with, defining your targets, and more.
SmartAds is compatible with all popular traffic types and ad formats, including video, audio, native, banner, and push, to name a few. Similar to high-profile digital agencies, this programmatic ad platform provides users with an extensive kit of security and anti-fraud features. Therefore, you may not worry about the safety of your marketing campaign.
Verdict: Lotame is one of the leading programmatic ad platforms that sticks out from the crowd with such handy services as audience management, data marketplace, and identity resolution. Users get access to data in an instant via emails, CRMs, social media, and apps.
Thanks to the usage of pro-level data loss prevention software, Lotame guarantees absolute contact protection.
Another advantage of this platform is detailed audience management. You can use data to onboard, analyze, and model customer segments. Besides, by scanning publishers’ data, Lotame will enrich audience segments and optimize digital marketing reach in the long run.
Verdict: Zeropark is a compelling choice for businesses and brands seeking effective advertising and monetization solutions. With its focus on brand safety, and tailored strategies, it provides a platform that respects user privacy while helping you meet and exceed your advertising goals.
The platform's ability to access high-intent audiences, along with its commitment to scalability and growth, makes it an attractive option for businesses looking to unlock untapped potential. Trusted by leading brands, Zeropark's reputation for delivering results speaks for itself. If you're in search of a reliable and future-proof advertising partner, Zeropark is certainly worth considering.
Verdict: If you are searching for a programmatic advertising platform that is user-friendly and feature-rich, AdRoll will satisfy your needs. It was developed to help brands extend their reach by dint of video, social ads, native, email, and display advertising.
Thanks to the integration of advanced artificial intelligence software, you will get more accurate predictions in an instant and will be able to make more advantageous decisions.
One of the most praiseworthy features of the service is professional audience targeting. It allows creating and launching contextual, lookalike, demographics, and interest-based campaigns. Therefore, you can boost returns no matter whether you represent a world-known corporation or a promising startup.
Verdict: Amobee allows users to combine different kinds of programmatic ads to create an efficient advertising campaign. For example, you can meld digital, social, TV, and other types of ads when presenting products/services to your audience across different channels.
Currently, the most popular strategy is DSP as it allows for realizing cross-channel programmatic campaigns. It is mainly popular due to its extensive features and clear ad tracking mechanism with the reliance on top-tier statistical analysis software.
Verdict: Criteo is a modern programmatic advertising solution that is praised for its retail media service. Using it, publishers can get revenue from their website content by employing first-party data and audiences. Thanks to the availability of large-scale purchase, intent data, and AI-based options, Criteo enhances ad returns for more than 685mls active users every day.
The highlight of this service is that even publishers with small traffic numbers can get the most out of Criteo. The platform is mainly aimed at retargeting and remarketing with the help of advanced SEO software.
Verdict: In addition to a popular DSP, this platform offers a DMP to streamline data collecting, management, and activation in one place. Besides, it can serve as a nice alternative to addressing a media marketing company as it comes with tools for ad impression and media spend forecasting.
Another interesting instrument is lookalike modeling which will come in handy if you need to discover new audiences based on insights from current clients. Besides, there is a data marketplace where users can get in touch with high-quality audiences from data providers.
Verdict: IgnitionOne partners with Zeta, a trend-setting content marketing agency with a strong reputation on the market. The service is lauded for its bid management options that can totally level up your search marketing.
When using this programmatic buying platform, you can take advantage of a vast, cloud-based cross-channel marketing campaign management. For instance, you can manage paid advertising across search and listing, social networks, display ads, mobile devices, and emails. The flexibility of most processes also deserves many complimentary words.
