Menu
Programmatic advertising is revolutionizing how advertising is bought and managed, shaping the future of personalized, targeted digital marketing.
So, what is programmatic advertising? What are the best programmatic advertising platforms to use? And how do they work?
In this guide, we cover everything you need to know about programmatic advertising, from what it is to how it works and the many benefits of choosing programmatic ads for your business.
We have also compiled a full review of the top programmatic advertising platforms to use in 2024!
The reviews include key features, pros and cons, and pricing so that you can find the perfect fit for your business. Ready?
Let’s unlock the full potential of programmatic advertising!
Top Programmatic Advertising Platforms | Key Features | Pros & Cons | Our P2P Rating |
1. 33Across |
|
| |
2. MediaMath |
|
| |
3. Adobe Advertising Cloud |
|
| |
4. Google Display & Video 360 |
|
| |
5. Pubmatic |
|
| |
6. Meta Business Suite |
|
| |
7. SmartyAds |
|
| |
8. Xander |
|
| |
9. Pacvue |
|
| |
10. AdRoll |
|
| |
11. BidTheatre |
|
| |
12. The Trade Desk |
|
|
Scroll down to learn more about programmatic advertising and to read our in-depth reviews of the top programmatic ad platforms!
Programmatic advertising represents a significant evolution in the digital advertising realm, centered around automating the buying and selling of ad space, utilizing AdTech platforms for efficient campaign management with minimal human involvement.
A key component of this system is Real-Time Bidding (RTB), which has revolutionized ad buying by enabling advertisers to target specific audiences based on relevant data points, thereby enhancing the efficiency and effectiveness of ad campaigns.
Broadly, you can buy four types of programmatic ads: video ads, display/banner ads, native ads, and social ads.
How you buy those ads is where things get a bit more interesting. Here are five of the most common ways to buy programmatic advertising:
This is like an auction that happens instantly online when a webpage is loaded. Ad spaces on websites are up for grabs, and advertisers bid in real-time. The highest bidder gets to show their ad on the site. It’s a fast and flexible way to buy ad space.
Think of this as an exclusive club for ad buying. Only selected advertisers are invited to bid on ad spaces in a private auction. It’s like RTB but more private and controlled, with a select group of advertisers getting the chance to bid.
These are special arrangements where a publisher reserves specific ad spaces for certain advertisers at a fixed price. It’s like getting first choice of the best seats at a concert, but for ads. These deals are not guaranteed, meaning the advertiser might still decide not to buy the ad space.
This is similar to making a reservation. Advertisers and publishers agree in advance to buy and sell certain ad spaces at a fixed rate. It’s more structured and predictable, with specific ad spaces guaranteed to be sold to the advertiser.
Reserved inventory is like booking a hotel room at a fixed rate and knowing exactly what you’re getting. Unreserved, on the other hand, is like getting a last-minute deal on whatever rooms are left over, often through various online networks and ad exchanges.
Check out this video by Senator We Run Ads for more on how programmatic adverting works:
What Is Programmatic Advertising?
Programmatic advertising is the process of automating the buying, selling, delivery, and measurement of digital advertising campaigns using AdTech platforms. Programmatic advertising platforms enable advertisers, publishers, and agencies to create, manage, and optimize ad campaigns across various channels with minimal human intervention.
The appeal of programmatic display advertising lies in its efficiency and effectiveness. The benefits of using programmatic ads include:
This is why 19% of advertisers are increasing their programmatic spend, citing better ROI and performance as key motivators.
Its expanding financial footprint serves as additional evidence of this shift toward programmatic ads.
In 2023, global programmatic ad spend is expected to reach $558 million, marking a 13.1% increase from 2022 and almost double the amount spent in 2019.
What’s more, the true value of programmatic advertising extends beyond numbers; it’s in its ability to adapt and reach consumers across multiple platforms.
Of the $46 billion spent on national digital advertising by Q3 2023, a significant 74% ($35 billion) was allocated to programmatic channels.
There is also an increasing number of brands bringing programmatic advertising in-house, which allows for even more control over their ad campaigns, data, and costs:
This shift enables brands to leverage the abundance of data available for more personalized and relevant ad delivery.
Moreover, the scope of programmatic advertising has expanded beyond traditional display advertising to include mobile, video, and native advertising.
Data and automation are the driving forces behind this expansion, enabling advertisers to deliver more individualized and pertinent ads.
Native programmatic advertising, for instance, integrates seamlessly within publishers’ content, offering less interruption and better engagement with audiences.
Video advertising has grown significantly, particularly with the rise of streaming platforms and connected TV, while mobile programmatic advertising capitalizes on the increasing time consumers spend on mobile devices.
Benefits of Programmatic Advertising and Why You Need It
Programmatic advertising is a vital and evolving component of modern digital advertising. It is automated, efficient, and adaptable to meet the evolving demands of both companies and customers.
33Across is a publisher-monetization company founded in 2008. It delivers programmatic video and display ad revenue to publishers across devices, connecting buyers and sellers through attention-focused ad formats.
With a global presence, the platform stands out for its large addressable footprint and commitment to operating without cookies, simplifying and fairing the process for publishers.
A significant milestone in its journey includes the launch of Lexicon in 2021, an identity solution designed to help publishers succeed in a cookieless environment.
Pros
Cons
Website: 33Across
MediaMath is a renowned demand-side platform acclaimed for its comprehensive end-to-end campaign management and extensive capabilities in running omnichannel ad campaigns.
Trusted by over 3,500 advertisers, MediaMath stands out for its robust data integration, enabling advertisers to effectively target their most valuable customers through the MediaMath audience feature.
The platform offers diverse ad options, including display, native, video, and audio, as well as out-of-home ads, ensuring advertisers have a variety of channels to engage their audience.
Additionally, MediaMath is recognized for its exceptional service and support and is committed to assisting marketers in maximizing the impact of their campaigns.
Pros
Cons
Website: MediaMath
Adobe Advertising Cloud is a digital advertising powerhouse, seamlessly integrating with the broader Adobe Experience Cloud ecosystem.
It’s a one-stop-shop for programmatic advertising, offering tools to forecast, automate, and optimize media plans across search, display, and social ads.
Its distinctive advantage lies in leveraging Adobe’s robust data analytics and creative capabilities, enabling marketers to craft more targeted, effective campaigns
Pros
Cons
Website: Adobe Advertising Cloud
Google Display & Video 360 represents the future of programmatic advertising, especially within the context of programmatic advertising Google.
This platform merges potent tools into a singular, streamlined solution.
Elevating beyond traditional Google Ads, it delivers unparalleled scale and dependability for programmatic media buying.
DV360’s broad targeting capabilities make it exceptional for engaging high-intent audiences and implementing personalized retargeting strategies.
Its ability to easily connect to Google’s huge data resources and other Google platforms greatly expands its uses, giving it a wealth of information and choices that make it stand out in the field of programmatic advertising.
Pros
Cons
Website: Google Display & Video 360
At its core, PubMatic is a powerhouse for publishers seeking to maximize their digital ad revenue.
Its SSP platform stands out by empowering publishers with top-notch tools for ad quality assurance and revenue optimization.
PubMatic’s technology enables efficient monetization of ad spaces across diverse formats like programmatic display advertising, OTT, CTV, video, and mobile, catering to the ever-evolving digital advertising landscape.
Pros
Cons
Website: Pubmatic
Meta Business Suite, previously known as Facebook for Business, is one of the best programmatic advertising platforms for small business, offering a range of ad formats like boosted posts, videos, and Stories.
Its strength lies in targeting ads based on user location, demographics, and profile information.
The suite provides tools for the efficient management of Instagram and Meta profiles, simplifying the control of a business’s social media presence.
Pros
Cons
Website: Meta Business Suite
SmartyAds is a versatile programmatic advertising platform offering a full suite of tools for both ad buyers and sellers.
It integrates a DSP for purchasing ad space across diverse channels, an SSP for managing ad sales, and an ad marketplace for streamlined transactions.
With features like precise targeting, AI-powered optimization, and brand safety, SmartyAds is a comprehensive solution for today’s digital advertising needs
Pros
Cons
Website: SmartyAds
Xandr, formerly known as AppNexus and acquired from AT&T by Microsoft, provides sophisticated DSP, SSP, and marketplace solutions, making it a versatile choice in the programmatic advertising space.
The platform’s strong suit is its integration of extensive AT&T customer insights, which enhances targeting and campaign effectiveness.
Xandr Invests’ robust features ensure efficient digital and TV advertising, backed by Microsoft’s advertising suite.
Pros
Cons
Website: Xandr
Pacvue Commerce is a comprehensive commerce acceleration platform that integrates operations, retail media, and measurement into a single solution.
It’s tailored for businesses looking to maximize the impact of their products across various marketplaces and categories.
Pacvue automates campaigns, drives sales, offers real-time analytics, and reduces operational costs, making it a versatile tool for businesses of all sizes.
Pros
Cons
Website: Pacvue
AdRoll is a versatile marketing and advertising platform designed for targeting and retargeting users across various online channels.
Its self-service nature allows marketers to effectively reach their target audience and analyze cross-platform results.
Pros
Cons
Website: AdRoll
BidTheatre, based in Stockholm, Sweden, offers a Demand Side Platform (DSP) that caters to the needs of media buyers across industries.
It’s designed for precision advertising across multiple ad formats and devices, including desktop, mobile, and tablet.
BidTheatre stands out for its user-friendly platform, effective targeting options, and robust support for agencies, advertisers, and integrators.
It enables efficient programmatic advertising, leveraging data assets for real-time targeting and engagement.
The platform also emphasizes inventory quality, user privacy, and brand safety, ensuring a secure and efficient advertising environment.
Pros
Cons
Website: BidTheatre
The Trade Desk offers a comprehensive platform for advertisers to plan, buy, optimize, and measure campaigns across various formats and devices.
It’s known for its direct access to premium publisher inventory and cutting-edge identity solutions like Unified ID 2.0.
The platform excels in reaching new audiences, providing cross-device targeting, and connecting campaigns to real-world results through advanced measurement tools.
Pros
Cons
Website: The Trade Desk
As we wrap up this deep dive into the world of programmatic advertising, it’s clear that it is redefining the way businesses connect with their audiences.
Embracing programmatic advertising isn’t just a smart move; it’s an essential strategy for businesses aiming to thrive in the dynamic digital landscape
What’s more, the platforms we’ve explored – from 33Across’s cookieless future to Google’s Display & Video 360’s seamless integration with massive data resources – illustrate the vast and varied landscape of options available to advertisers today.
Each platform brings its unique strengths, catering to different needs and preferences, yet all converge on the common goal of making advertising more targeted, efficient, and effective.
Programmatic display advertising automates the decision-making process of where static display ads are placed, using sophisticated algorithms and real-time bidding. This technology utilizes data and machine learning to target ads to specific audiences at the right time and place, ensuring maximum relevance and efficiency. It's a leap from traditional ad buying, offering precision and speed that manual processes can't match. For a detailed exploration of how programmatic display advertising is reshaping the digital landscape and the best platforms to use, read the full guide. For small businesses, the best programmatic advertising platforms are those that offer cost-effectiveness, ease of use, and strong targeting capabilities. Platforms like Google Display & Video 360 and Meta Business Suite stand out for their user-friendly interfaces and comprehensive targeting options. These platforms enable small businesses to reach their desired audiences with precision without needing extensive resources or advertising expertise. To discover more about these platforms and how they can benefit your small business, be sure to read the full review. The most common types of programmatic ads are native, video, display and social media ads. Programmatic advertising comes in various forms, each suited to different advertising needs and scenarios. Key types include Real-Time Bidding (RTB), Private Marketplaces (PMP), Preferred Deals, and Programmatic Guaranteed. RTB allows for instant bidding on ad spaces, while PMPs offer a more exclusive, controlled auction environment. Preferred Deals are pre-negotiated, offering first dibs on premium ad spaces, whereas Programmatic Guaranteed deals ensure fixed ad space and pricing. Each type provides unique benefits, and understanding these can significantly enhance your advertising strategy. For an in-depth understanding of these types, make sure to read our full article.
Frequently Asked Questions
What is programmatic display advertising?
Which are the best programmatic advertising platforms for small businesses?
What are the types of programmatic advertising?
ROI Revolution: Programmatic Advertising Trends, Stats, & News
Media Radar: Programmatic Advertising in 2023: Who’s Buying and Why It Matters
Growth Channel: The State of Programmatic Advertising in 2023
Monetize More: 2023 Programmatic Advertising Explained
Programmatic advertising is revolutionizing how advertising is bought and managed, shaping the futur...
Programmatic advertising is revolutionizing how advertising is bought and managed, shaping the futur...
Programmatic advertising is revolutionizing how advertising is bought and managed, shaping the futur...
Enroll in our free 5-lesson email course today!
Free for limited time only.
We created P2P to provide free resources to brands that believe in the power of peers to promote their service or products.
© 2019 P2P Marketing All Rights Reserved.