Top 5 Programmatic Advertising Platforms in 2021 [NEW]

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Contents:
1. Video-based Ads
2. Tube Mogul
3. PubMatic 
4. DOOH (Digital out-of-home) 
5. simpli.fi 

In this article, we will discuss the top 5 programmatic advertising platforms that any company or agency can use to run their programmatic ad campaigns. Before we go through each platform, let’s understand what is programmatic advertising.

What is Programmatic Advertising?

Programmatic Advertising refers to buying and selling ads inventory in real-time using an automated system.

Programmatic Advertising helps the brands to buy publisher sites through a sophisticated ecosystem. It is also called programmatic marketing.

The offline method of advertisement was slow and ineffective. This method is time-consuming and involves paperwork. It basically means, when the website is loaded by the visitor instead of buying directly from the publisher, buying and optimizing digital campaigns are done through real-time auctions. An ad inventory is basically referred to as a space for an ad, it may be online or offline which the Publisher has to sell on their website, mobile app, video, etc. 

Programming advertising offers a wide system. It relies more on the programs and applications to complete the process rather than relying on humans. 

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How Programmatic Advertising Works?

Let us understand the step by step approach of the working of programmatic advertising:

  • Programmatic advertising purchases ad slots on publishers using a program.
  • The artificial intelligence algorithm helps in the evaluation of the user.
  • The evaluation is done on the basis of the user’s behavior, cookie data, and other criteria that determine which ad is shown to which user.

Advertisers use two platforms:

  1. Data side platform for ad buying.
  2. Data management platform for utilization of third-party user data.

Publishers use a supply-side platform to manage ads and the final bid is taken by SSP about which ads to be served.

The top 5 programmatic advertising platforms are as under:

1. Video-based Ads 

Video is one of the most preferable, mediums that people acknowledge.

According to the statistics, the US can grow up to $22.18 billion in the coming year. There are basically 3 types of video ads.

Watch:

Credit- Envato

a. Instream Video Ads

The video ads which pop before, after, or in between the Youtube video are the instream video ads.

We most certainly want to hit the “skip ad” button but people have also become used to this. Although they create disruption in viewing the main video, they are great for various reasons. 

There is an 80% rate of fully watched videos in North America which gives a high conversion rate. The placement of the ads is very tricky but if we focus on the keywords we can choose the “Right Audience”.

b. Outstream Video Ad

When a user has read a certain point down the page, the full on-page video at the end starts. It is not necessary that the publisher of the page doesn’t have video content of their own. The audience is already engaged in the content. They don’t even realize they are being advertised to.

c. In banner advertising

The in-banner ads have not been left behind. They are rich media banner ads. They utilize video as the main focus of their ads. 

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2. Tube Mogul 

It is a part of the Adobe advertising cloud. The tube mogul programmatic advertising software allows various brands to plan, run, and upgrade their advertising efforts. It helps in brand advertising. You can also run various videos through this platform

  • Desktop video
  • Mobile video
  • Connected TV
  • DOOH (digital out-of-home ads)

It can be used to access the inventory. It also launched a program, that compensates advertisers for fraudulent traffic.

3. PubMatic

It is also known as programmatic digital advertising technology which was founded in 2006. This is a company that offers solutions for both- brands and publishers. It helps advertisers plans and manages programmatic direct campaigns across various ad formats. PubMatic software helps the publishers of various websites and applications to come in contact with ad buyers, it uses an automated system for this. This company also publishes quarterly and annual reports about the pricing of the advertisements. In case of any fraud, it ensures a complete refund.

4. DOOH (Digital out-of-home)

It is one of the fastest-growing forms which is very attractive and it is the digital and analytical evolution of traditional OOH advertising. It offers various advantages of technology used in online advertisements. DOOH is experienced in day-to-day activities as well. In malls, food chain offers on ads played in or near a food court. Various advantages of DOOH:

  • Cost-effective
  • Durable
  • Outdoor to online
  • Metrics and attributions
  • True Multi-media
  • Better ROI 

RTB is an auction-based procedure, where advertisers bid against each other to display ads to the users.

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5. Simpli.fi

It is one of the localized ad platforms that enable the purchase of a highly targeted impression on real-time bidding. 

It has a vast network which includes: 

  • Local media group
  • Multi-location brands
  • Trade desks

It supports companies that help in localizing the ad targets. The data can be enhanced using CRM and can be optimized further in real-time using search and contextual keywords. Simpli.fi provides around 60 inbuilt report templates and lets us generate ad-hoc reports or customized reports.

FINAL VERDICT

The advantages of programmatic advertising are vast and certainly the future of digital marketing advertisements. Advertising platform should provide us with transparency, interface, flexibility, real-time analytics, etc. you can also choose it on the basis of the pricing structure, onboarding fees targeting audience, security measures are taken, technical support efficiency. Website development companies in Delhi are trying to boost programmatic advertising to bring more traffic to their websites. 

Programmatic advertising is on the path of rising up, however, the decision-making should be done wisely. I hope these points helped you seek the top programmatic advertisers. 

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Vishakha Puniyani
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