The epidemic has forced the majority of firms to use digital marketing to connect with consumers. Due to the full closure of all physical businesses as a result of the epidemic, people now only have access to brands via online purchasing. As a result, programmatic advertising tools have gained popularity as they have helped marketers generate and convert leads from online channels.
By using their advertising and marketing budgets wisely, all brands that operate large or small enterprises in India want to increase consumer awareness of their brand and product sales. The new hero of an advertising format known as programmatic advertising emerged when Indian marketers searched for an advertising strategy that enables them to explore a broad range of publishers’ inventories and audience accessible in the market with an effective budget expenditure.
In this blog we share some of the most effective programmatic advertising tools along with some insight into what this area of advertising is all about. By the end of this blog, you will have a better understanding of programmatic advertising and also know which platforms and tools to turn to, in order to maximise your advertising and marketing efforts.
What Is Programmatic Advertising?
In a nutshell, collecting all data from campaign history and using the data for the improvement of the campaign in the future with the assistance of a system particular algorithm is the definition of programmatic advertising.
Indian marketers have embraced programmatic buying with open arms since it allows them to effectively sell online while keeping costs to a minimum. Programmatic advertising has a proven track record of assisting marketers in connecting with potential consumers at every stage of the buying process, significantly quickening conversion and increasing revenue.
It’s not as difficult as it sounds to use programmatic advertising. Your Google ads agency can help you in this easily, if this is the first time you are trying programmatic ads for your campaign. Programmatic advertising tools allow you to manage and purchase digital campaigns automatically instead of purchasing them from a publisher. Programmatic advertising is an automated real-time-bidding (RTB) strategy that will be applied to a specific inventory for a specific group of users.
What Are The Types Of Programmatic Advertising?
Let’s look at some of the types of programmatic advertising that your digital marketing agency can deploy for your business. You can also learn the types of programmatic ads and then select which tools best fit your requirements, which we will talk about later in this guide.
Similar to how Google advertisements compute bids in real-time for all advertisers, programmatic RTB does the same. RTB is carried out programmatically, and the ad from the highest bidder is shown. Here are the steps on how it functions:
- Visitor goes to webpage
- The website exchanges messages with a supply-side-platform (SSP) or ad exchange.
- SSP provides demand-side-platform (DSPs) with information.
- Through a DSP, advertisers place their bids.
- Ad is won by the highest offer.
Remember that you do not have to stick to conventional websites while supplying ads. You can choose to advertise on your social media platform as well with the help of a social media marketing agency.
In related industries, a private marketplace operates similarly to real-time bidding (RTB), but is only accessible to invited advertisers. Publishers typically reserve or prohibit exclusive ad space for a small number of sponsors. The majority of demand side platforms offer a private marketplace that is only accessible to DSP users.
This form of transaction involves the advertisers selecting the ad inventory even before it appears in the private market through an open auction at a predetermined price.
This is also known as spot purchasing since the sale and negotiation take place there and then, and both parties agree on the targeting, pricing, and other details. The publisher’s ad inventory is also made available to the advertiser, and depending on the ad impression, this information may be used to determine whether or not to make a purchase.
This form of agreement follows the typical media purchasing process, where publisher and advertiser are given the opportunity to negotiate one-on-one. Programmatic bidding is guaranteed to not follow the bidding procedure. Inventory is sold to the advertiser when the discussion is over. Programmatic Direct or Automated Guaranteed are other names for programmatic guarantees.
Now that you have understood the types of programmatic bidding and advertising, let us understand how it actually works before we talk about the best programmatic advertising tools you and your agency can deploy.
‘How Does Programmatic Advertising Work In Simple Words?
In essence, the buyers and sellers are the two participants in every commercial transaction.
The buyers and sellers in programmatic advertising are advertisers and publishers, respectively.
Advertisers use a programmatic DSP to buy real-time digital advertising spots.
Publishers manage, sell, and receive income from ad inventory using programmatic SSPs. This enables them to instantly automate the placement and sale of advertising slots.
Then, an ad exchange and a DSP are in communication with the SSPs.
Cost-per-thousand-impressions (CPM) is the common pricing model for programmatic advertising.
CPMs often fall between $0.50 and $2.00. CPMs, however, might be considerably higher depending on things like:
- Whichever DSP you select.
- your intended market.
- how fiercely competitive things are.
Now that we are aware of what programmatic advertising is and how it operates, the crucial issue of how to integrate it into your B2B marketing plan arises. A network of ad exchanges exists within any programmatic DSP, so keep that in mind. These are connected to publishers and programmatic SSPs in turn.
Now, let us look at the programmatic advertising tools that you can use to achieve this.
Which Are The Best Programmatic Advertising Tools?
Let us look at the tools from the sellers as well as the buyer’s side.
Sell-Side Platforms Include
A comprehensive list of SSPs for publishers includes:
- Google Ad Manager.
- Amazon Publisher Services.
- Google AdMob
- Yahoo Ad Tech.
- Verizon Media.
- Xandr (Microsoft).
- Index Exchange.
Demand-Side Platforms Include
- Display & Video 360 (Google).
- The Trade Desk.
- Amazon DSP.
- Adobe Advertising Cloud DSP.
- Yahoo Ad Tech.
- Basis (formerly Centro).
Let us now deep-dive into some of these platforms and tools.
Google Marketing Platform
GMP is an easy tool that offers the advertiser a variety of access in a programmatic advertising environment. DSP (DV360), Google Ads, Adserver (Campaign Manager 360), Tag Manager (GTM), Analytics Manager (Google Analytics), Creative Manager (Studio), and Report Builder make up the majority of the Google Marketing Platform (Data Studio).
The Google marketing platform offers a whole new advertising experience to the marketer such as creating a Google ads remarketing campaign. Through all of the resources GMP has available for digital advertising, campaign management, and tracking, it aids the marketer in doing end-to-end campaign management. By providing marketers with everything they need to manage their digital programmatic buying campaigns in one place, GMP provides integrated digital advertising comfort.
Citeo is a programmatic advertising DSP that is renowned for its excellent conversion rate capabilities and utilisation of internal third party audiences for remarketing. In comparison to other programmatic platforms, Criteo DSP has a much higher click-to-conversion ratio and bases its operation on the CPC cost indicator. No Google or first-party audience can be used in Criteo; instead, the Criteo DSP can only be used with internal third-party audience data.
Criteo offers marketers a better chance to carry out whole funnel marketing for their company. Recently, Criteo created its own API to support advertisers that use its automated Campaign creation and administration, custom report builder, and automatic bid management. With the aid of the API systems,
The platform also gives some predictive analytic tools such as for AI/ML, healthcare, sentiment analysis, website analytics, data mining, benchmarking, etc.
This is one of the most popular programmatic advertising tools after Google and Criteo. With the aid of Amazon’s brand safety advertising regulations, Amazon DSP offers advertisers a highly secured advertising experience. For instance, when a user feeds his query for a product, Amazon is usually a part of the Google shopping search. For advertisers that wish to test out Amazon DSP for their programmatic advertising company, there are both self-service and managed-service options available.
Amazon DSP uses algorithms that are executed programmatically by the system to assist advertisers in reaching their precise target audience on Amazon applications and the Amazon website. Through Amazon publishing partners and other exchanges, it makes it easier for advertising to connect with their target demographic. All three kinds of advertising—display, video, and audio—are supported by the Amazon DSP when it comes to programmatic ad space purchasing.
Oracle Data Cloud (ODC) – custom predictions and DoubleVerify – custom contextual are two sources that have helped the Amazon DSP’s contextual targeting capabilities. By enabling them to take advantage of the inventory linked to the trending contents, the ODC gives the marketer the edge in marketing.
The advertiser may programmatically plan, purchase, create, evaluate, and optimise online advertising campaigns using TubeMogul. From a single programmatic buying platform, an advertiser or marketer may streamline the process of organising and purchasing ad space across many channels, inventories, and environments.
Using first and third party data across all devices with any ad format through premium inventory, the advertiser may conduct brand campaigns internationally with the support of TubeMogul’s integrated campaign management and cross-channel advertising software. Additionally, TubeMogul offers a platform dashboard with real-time information, giving the advertiser the ability to analyse Ad spend, campaign success, and effect throughout the campaign’s lifecycle period dynamically at any moment.
Here are some of the benefits of using programmatic advertising tools for your campaign.
Including programmatic advertising in your marketing plan has several advantages.
Among the top advantages are:
- A broad audience base. Due to the large amount of cross-platform content available, programmatic is the ideal option to purchase advertising inventory.
- Cost-effective and effective awareness. Your marketing expenditures may go a long way, even on a tight budget, to reach your target market and raise awareness of your goods or service.
- Data and analysis in real-time. With real-time data, you can pivot and make choices more quickly. Additionally, it shifts your mindset from being reactive to being proactive.
- Use of both first- and third-party data.
- Chances for cross-device promotional tactics. It enables you to connect data from the initial encounter through the final purchase in order to evaluate the effectiveness of your programmatic approach.
If you’re just starting, develop a new plan that integrates programmatic using the fundamentals and the best programmatic advertising tools in this guide. Your programming success will depend heavily on your ability to comprehend the features and capabilities of each platform.
All the best!