Top 5 Programmatic Advertising Platforms in 2020

TOP 5 PROGRAMMATIC
ADVERTISING PLATFORMS

IN 2020

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 the 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.

Top 5 programmatic advertising platforms are as under:

1. Video-based Ads

Video is one of the most preferable, medium which 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

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.