In programmatic advertising, the software is used to streamline the process of purchasing and selling digital advertising inventory. It’s not easy, but it can pay off for advertisers who want to provide relevant adverts to specific people.
The use of programmatic advertising in digital marketing is expanding. In fact, by 2024, it is projected to make up more than 70% of all digital advertising spending in the United States.
Numerous programmatic ad systems exist, each with its own set of advantages and disadvantages. Also, it’s crucial to keep up with the latest platform suggestions as the market develops.
So, let’s dive right in to find out the top players that are expected to dominate the market in 2024.
Why Choosing the Right Programmatic Advertising Platform Matters
Your choice will decide the future path of your marketing campaigns. If the advertising platform you choose doesn’t fulfill your needs and requirements, your campaigns may fall short of their targets. That’s why it becomes important to choose the right platforms.
Here’s what you should focus on while choosing your advertising platform.
- Targeting: If you choose the proper service, you may tailor your advertisements to specific audiences. This is significant since it improves your chances of connecting with people who are interested in purchasing your goods or services.
- Efficiency: The right platform will help you to run your advertising campaigns more efficiently. This is because it will automate tasks such as bidding on ad space and managing your campaigns.
- ROI: The right platform can help you to improve your ROI on your advertising campaigns. This is because it will allow you to target your ads more effectively and to measure your results more accurately.
Now, let’s also discuss the criteria that will help you in your decision-making.
Criteria for Evaluating Programmatic Advertising Platforms
1. Ad Inventory and Reach
The size and diversity of a programmatic advertising platform’s ad inventory is important for two main reasons:
- Reach: When there is more space for ads, more people will see them. This is significant since it improves your chances of connecting with people who are seriously considering buying your wares.
- Diversity: Advertising that takes advantage of a wider variety of channels and devices increases the likelihood that it will reach its intended audience.
For example, if you’re selling a product that is only available online, you may want to choose a platform that has a large inventory of web ads. However, if you’re selling a product that is available in both stores and online, you may want to choose a platform that has a large inventory of both web ads and mobile ads.
2. Targeting and Personalization
By targeting ads to specific audiences, advertisers can increase the chances of their ads being seen and clicked on.
Programmatic advertising platforms use a variety of data sources to target ads, including demographics, browsing history, purchase history, and device location. Advertisers can also use custom data segments to target specific audiences.
Personalization is achieved by using data and algorithms to create unique ad experiences for individual users. For example, a programmatic advertising platform may personalize an ad for a shoe retailer by showing the user ads for shoes that they have previously viewed or purchased.
3. Pricing Models and Budget Considerations
Programmatic advertising platforms offer a variety of pricing models, each with its advantages and disadvantages.
- Cost-per-thousand impressions (CPM): The cost-per-thousand impression (CPM) paradigm predominates in programmatic advertising. In this strategy, advertisers commit to paying a flat rate per thousand impressions rather than a percentage of total revenue. If you’re looking to get your name out to lots of people, CPM might be the way to go.
- Cost per click (CPC): CPC is another popular pricing model in programmatic advertising. Under this model, advertisers pay a set amount for every click on their ad. CPC is a good option for advertisers who want to drive traffic to their website or landing page.
- Cost per acquisition (CPA): CPA is a performance-based pricing model in programmatic advertising. Under this model, advertisers pay a set amount for every conversion, such as a sale or a lead. CPA is a good option for advertisers who want to maximize their ROI.
When choosing a pricing model, advertisers must carefully consider their budget and campaign goals. For example, if an advertiser has a limited budget, they may want to choose the CPM model. If an advertiser is focused on driving traffic to their website, they may want to choose the CPC model. If an advertiser is focused on maximizing their ROI, they may want to choose the CPA model.
4. Reporting and Analytics
Robust reporting and analytics are essential for programmatic advertising campaigns. Programmatic advertising platforms provide detailed reports and analytics on campaign performance, such as impressions, clicks, conversions, and cost. This data can be used to optimize campaigns for better results.
For example, an advertiser may use reporting and analytics to identify which ad formats are performing well and which ad formats are not performing well. The advertiser can then adjust their campaigns accordingly.
The Top 5 Programmatic Advertising Platforms for 2024
Pubmatic is a well-established programmatic advertising platform known for its comprehensive suite of features. It offers real-time bidding (RTB) capabilities, advanced targeting options, and robust analytics. With Pubmatic, advertisers can access a wide range of ad formats, making it suitable for various campaigns.
While Pubmatic doesn’t disclose its pricing openly, it operates on a transparent revenue share model. Advertisers pay a percentage of the revenue generated from their campaigns. This can be advantageous for those seeking clarity in their expenditure.
|Diverse ad formats.
|Pricing may be a bit higher compared to some competitors.
|Strong analytics and reporting.
|Steeper learning curve for beginners.
|Reliable customer support.
MediaMath is another major player in the programmatic advertising arena. It boasts a user-friendly interface, making it accessible to marketers with varying levels of expertise. MediaMath provides advanced targeting options and the ability to integrate with various data sources for precise audience segmentation.
MediaMath typically uses a software-as-a-service (SaaS) model, with pricing based on the scale and complexity of campaigns. This allows for flexibility, but costs can add up for extensive campaigns.
|Costs can escalate for large-scale campaigns.
|Extensive targeting capabilities.
|May not be as suitable for smaller businesses.
|Integration with multiple data sources.
3. Google Ad Manager
Google Ad Manager, a product of the tech giant Google, offers a comprehensive solution for programmatic advertising. It combines the power of Ad Exchange and DoubleClick, providing access to a vast ecosystem of publishers and advertisers. Google’s vast user data also enables precise targeting.
Google Ad Manager utilizes various pricing models, including CPM and CPC. Pricing depends on factors like audience size, ad format, and competition. It offers both flexibility and scalability.
|Massive reach and access to Google’s data.
|It can be overwhelming for beginners.
|Versatile pricing options.
|It may require substantial budget allocation.
|Integration with Google Ads and YouTube.
Take this example.
Mediavine is a leading publisher of lifestyle and entertainment content. Mediavine uses Google Ad Manager to manage its ad inventory across a network of over 10,000 websites.
Mediavine has been able to increase its ad revenue since implementing Google Ad Manager. They also became Google Certified Publishing Partners, making them one of only a dozen companies to do so. All thanks to their exceptional efficiency with Google AdSense, ADX, and DFP for two decades.
4. Adobe Advertising Cloud
Adobe Advertising Cloud is a comprehensive programmatic advertising platform that helps advertisers reach their target audiences across all digital channels.
Adobe Advertising Cloud is a top choice for marketers seeking a unified platform for programmatic advertising. It integrates seamlessly with Adobe’s Creative Cloud and Marketing Cloud, offering a holistic approach to digital marketing. The platform excels in data-driven decision-making and optimization.
Pricing for Adobe Advertising Cloud varies based on the scope of the campaign and specific requirements. Adobe typically offers customized quotes tailored to each advertiser’s needs.
|Integration with Adobe’s powerful creative and marketing tools.
|Customized pricing may not suit all budgets.
|Advanced data analytics and optimization.
|Requires familiarity with Adobe’s ecosystem.
|Scalable for businesses of all sizes.
How to Integrate Adobe Advertising Cloud With Other Platforms
- Creative management: Adobe Advertising Cloud is tightly integrated with Adobe Creative Suite, which makes it easy for advertisers to create and manage their ad campaigns.
- Audience intelligence: Adobe Advertising Cloud uses Adobe Analytics data to help advertisers better understand their target audiences. This information can then be used to create more effective ad campaigns.
- Cross-channel integration: Adobe Advertising Cloud can be integrated with other Adobe marketing products, such as Adobe Campaign and Adobe Experience Manager. This allows advertisers to create and manage cross-channel campaigns.
5. The Trade Desk
The Trade Desk is renowned for its user-friendly interface and transparency. It provides access to a vast inventory of ad placements, making it an attractive choice for advertisers.
The Trade Desk operates on a percentage-of-spend pricing model. Advertisers pay a predetermined percentage of their total media spend on the platform. This transparent approach appeals to many marketers.
|It may not offer the same scale as Google.
|Some advanced features may require additional setup.
|Diverse inventory options.
It is essential to keep up with the most recent developments in programmatic advertising technology and practices. Learning and adapting to the ever-changing world of digital marketing is crucial.
Consider implementing programmatic advertising into your 2024 efforts if you haven’t already. Using programmatic advertising, you can more efficiently and effectively communicate with your intended demographic.