The digital age has provided a foundation for new emerging technology. With each new technology, the marketing domain is getting stronger and efficient. The programmatic advertising is one such technological platform.
Programmatic advertising is here to make your marketing efforts more efficient and optimized. It allows you to target your audience specifically by targeting criteria like geographics, psychography and demographics. This way you spend your advertising money on only those who truly wish to use your product.
What is Programmatic Advertising?
Programmatic advertising can be described as an automatic buying and selling of online ads by the bidding process. This automation process streamlines your process in one digital platform.
Targeting ads is based on data available so that advertisers only pay for those ads which were targeted to the right audience. Algorithms make the buying and targeting the ad more optimized and efficient making you freeze time for other important activities.
Similar to how paid advertising works, programmatic advertising also allows you to take more control of your ads.
Here are some of the top programmatic advertising platforms for 2020
Well, we need to start with the obvious giant. Facebook is not only the biggest social media channel for digital marketing but it is also taking a leap in programmatic advertising. Cutting out the technical middlemen, now a user could directly use the Facebook and Instagram data inventory.
Facebook helps you create, edit and analyze your ads on the same platform. Given the current user base, Facebook is probably the best programmatic platform out there. Facebook ad targeting is getting precise with each passing day and with programmatic algorithm in the mix, they will surely bring some exceptional results.
Adroll
Adroll is one of the best growth marketing platforms out there. It combines your first party data with your robust second party data and you give you unparallel results eliminating the guesswork. This programmatic advertising platform helps you create a compelling and consistent cross-channel experience.
Media Math
One of the leading programmatic adverting platforms in the world, Media math represents 200 billion customer opportunities. Their authenticity is highlighted by the fact that they are trusted by ⅔ of fortune 500 companies. The platform promises to give you business outcomes rather than clicks.
Adobe Marketing Cloud
Adobe has it’s own 100% programmatic ad campaigns, leading the industry with end-to-end digital marketing campaigns. Their marketing cloud includes the following features
- Content Management – As you advertise on multiple channels with multiple forms of content, the platform helps you manage all your ads in one single place.
- Campaign Execution – A single place to manage and automate your ads, emails and campaigns. With access to your analytics, you could drive better customer engagement.
- Personalization – Adobe target is a personalization engine that uses machine learning to personalize the ads and campaigns across mobile apps and websites.
- Marketo Engage – From lead management to campaign based marketing, this tool will help you measure the performance of your ad campaign at each stage of the customer cycle.
DoubleClick by Google
A programmatic tool from the search engine giant itself. The DoubleClick Digital Marketing (DDM) is an integrated programmatic advertising platform that helps advertisers to create, manage and run effective ad campaigns. DDM integrates world-class solutions and makes it accessible to all the advertisers.
The DDM platform is fragmented with several digital intelligence features:
- DoubleClick for Advertisers (DDA) – DDA is an ad managing and ad solution platform for digital advertisers. It helps you manage the entire scope of digital marketing campaigns by streamlining planning, trafficking, targeting, serving, measuring and optimizing. It helps a digital intelligence agency to master even complex marketing strategies.
- DoubleClick Bid Manager – This tool re-imagines programmatic advertising to enable agencies to buy display media more effectively and efficiently from one single platform.
- DoubleClick Rich Media – This feature handle the creative side of the advertisement. An end-to-end system to create, manage and report on rich media. Now, it easy to run interactive internet campaigns that take full advantage of video and images.
- DoubleClick Search – Built on Google infrastructure and integrated with DoubleClick platform, this tool makes it easier to manage search engine campaigns run from multiple platforms including Google Ads, Yahoo search engine and Microsoft Adcenter.
Digital Remedy
Digital Remedy prides themselves as the lover of technology and advertising and promises to integrate the two for maximum benefit. They focus on boosting a company’s ROI rather than benchmarks. Here are some of their features
- Premium Inventory – Let’s you access premium data inventory without establishing new partnerships
- Brand Safety – With brands being worried about data leaks, Digital remedy only partners with reputed companies and third part brand monitoring services.
- Targeting technologies – The tool is obsessed with integrating new technologies and ensure you target the right audience for your campaign
- Transparency – The brand ensure complete transparency about every dime spent on advertisement.
- Cross channel Programs – Uses marketing mix to target the right audience and maximize your ROI.
Live Ramp
Live Ramp is on a mission to securely connect both the marketing of digital and physical word. This programmatic tool helps companies to create an exceptional user experience across multiple channels and develop innovative products which improve the real world.
There are accessibility very few products in the world which integrate the data available from both the physical and digital world. Powered by its core capability in data accessibility, identity, connectivity, Live ramp is trying to shake the monopoly held by Google and Facebook.
Choozle
Built for marketers, agencies and publishers, Choozle is a self-serving programmatic platform with control at its core. With no minimum ad spend limit, choose bridges the gap between small and large scale businesses. It helps you create hyper-targeted ad campaigns using first and third-party data. It helps you streamline your campaign from a single tool with campaign setup, ad budget allocation, execution and live reporting.
Rubicon Project
Rubicon Project created a new model for the advertising world. The platform connects the advertising buyers with sellers. It streamlines the traditional request for proposal process and automates the negotiation. Many international brands are using this programmatic tool to raise brand awareness.
Conclusion
There is no one size fits all approach while choosing any of these tools. Each business has different advertising needs and each tool here has its own merits and demerits.
But one thing is clear that revolution of programmatic advertising is happening and leveraging this opportunity is the only way to up your game in this hyper-competitive game. With data privacy being a big concern for all tech companies, these programmatic tools are moving towards being less intrusive and invasive.
If you are in the decision process of employing any of these tools, I recommend you to do thorough research before diving in.
Programmatic advertising is exciting and promises a brighter future for advertisers. Marketers are already using data integration to drive marketing strategies, programmatic advertising is taking one step ahead and predicting how your strategy could work. I really recommend you to be thorough with all the strategies employed through this tool.
