5 Best Programmatic Advertising Tools That Can Enhance Your Digital Ad Campaigns
Advertisers in the U.S. had spent around $60M on programmatic display advertising in 2019. This is expected to increase to nearly $95M in 2022. Ever since brands have realized the massive potential of programmatic advertising, they have become a major component of their advertising strategies.
Programmatic advertising helps advertisers place their ads on publishers’ sites with negligible human participation. This is mostly possible because of AI-powered algorithms and an elaborate programmatic ecosystem.
So, without any further ado, let’s look at the top five programmatic advertising platforms that brands can use to execute programmatic ad campaigns.
SmartyAds provides the users with a full-stack programmatic advertising ecosystem to cater to the needs of the brand, publisher, and app developer. This ecosystem comprises a Demand-Side Platform (DSP), Data Management Platform (DMP), Supply-Side Platform (SSP), and an ad exchange.
SmartyAds also offers a white-label solution that helps the advertiser develop a product on top of it. The platform enables brands to run display, video, in-app, and native advertising campaigns across mobile and desktop devices. It comes with different features like robust analytics, ad creation tools, and rich targeting capabilities that help brands with inventory selection, ad placement, and campaign management.
TubeMogul’s programmatic advertising software enables brands to run and optimize their advertising efforts. TubeMogul allows brands to gain access to premium ad inventory through the real-time bidding (RTB) process. Brands can also import their direct deal or programmatic reserves inventory into the software. You can run everything from desktop and mobile videos to connected TV and digital out-of-home ads through TubeMogul.
TubeMogul also allows advertisers to access the inventory, which doesn’t usually happen through traditional media buying. Moreover, in February 2016, TubeMogul launched the Non-Human Traffic Credit Program, which compensates advertisers for fraudulent traffic.
Simpli.fi allows advertisers to purchase ad inventory on multiple RTB ad exchanges. Simpli.fi has developed its native DSP, DMP, and SSP, among other data technologies. It allows advertisers to build audiences on a range of criteria like browser, device, geography, intent-based search data, etc. You can also import their CRM data to target audiences more effectively. You can further optimize the audience on the search and contextual keywords, CRM data, IP data, frequency capping, etc.
Simpli.fi allows advertisers to use the look-alike and search-alike modeling to expand their audience base. Its reporting suite offers more than 60 in-built report templates and enables advertisers to generate ad-hoc reports or schedule customized reports.
MediaMath helps advertisers with end-to-end campaign management. Its DMP helps marketers by integrating data sets from first and third-party sources, which can be separated into segments before activation. It enables advertisers to connect with their most valuable audience using the MediaMath Audience feature.
MediaMath’s omnichannel DSP focuses on omnichannel ad campaigns that include audio, video, mobile, display, native, and digital out-of-home ads. Also, its Creative Management and Dynamic Creative features help the marketers deliver a consistent brand experience across all mediums. Moreover, its features like Brain Insights and Brain Optimization utilize machine learning and predictive modeling to optimize their ad campaigns.
PubMatic is one of the best programmatic advertising tools for both brands as well as publishers. PubMatic offers advertisers access to a high-quality ad inventory through its private marketplace. The media buyer console helps advertisers plan and manage programmatic direct campaigns across various ad formats and channels.
Also, PubMatic’s fraud-free program refunds a credit amount if your ad fraud is detected. Advertisers can optimize their campaigns by using the real-time analytics feature. On the other hand, RTB advertising technology helps publishers attain the highest yield on each impression. The ad quality feature scans the creative automatically to prevent any instances of security violations and ensure that the publisher's UI doesn’t get messy.
So, Which Programmatic Advertising Platform Should You Go For?
You can get a long list of programmatic advertising platforms through a simple Google search. But choosing the one that’s most compatible with your needs can often get daunting. While features like flexibility, transparency, real-time analytics, and interface are obvious factors to consider, there are other things too that you must keep in mind before choosing a programmatic advertising platform. Access to high-quality ad inventories, audience targeting and personalization capabilities, safety measures to tackle ad frauds, price structure, and technical support are some of the other factors that you must keep in mind before going for a programmatic advertising platform.