In simple terms, programmatic advertising refers to the use of automated technology in buying digital advertising space. It is a far cry from manual advertising, which relies heavily on personal interactions between publishers and marketers.
Programmatic advertising uses data insights and complex algorithms to deliver ads to relevant users at the right time, place, and price.
Programmatic advertising helps marketers reach relevant customers throughout the path to purchase, effectively accelerating conversion and boosting revenue.
Benefits include reduced ad spending, better optimization, improved ad management, and more.
If you want to invest in programmatic advertising, the first thing on your mind is to decide on the best platform to partner with for this purpose. Choosing the right programmatic platform will help you manage your advertising investments efficiently.
That being said, this guide explores the 12 best programmatic advertising platforms that will help your business achieve more marketing success in 2022.
12 Programmatic Advertising Platforms
Adobe Advertising Cloud DSP
Adobe Advertising Cloud DSP touts itself as “the only omnichannel DSP that supports connected TV, video, display, native, audio and search campaigns.”
Adobe offers features that help advertisers launch, manage, and optimize campaigns. This includes inventory management, personalized marketing, search management, and more.
Launched in 2007, MediaMath is recognized as one of the industry’s earliest DSPs. Today, it partners with more than 3,500 advertisers to help them run omnichannel campaigns across mobile, display, OTT, native, video, audio, and more.
Its SOURCE ecosystem is designed to help advertisers achieve better distribution-channel optimization and algorithmic results.
AdRoll is loved by its users for its simplicity and the quality of its ad templates. The platform focuses on helping brands expand their reach through video, social ads, display, native, email, and more.
PubMatic provides services to media buyers and publishers. As an SSP, it offers an impressive suite of tools to help publishers optimize the monetization potential of all their digital assets.
Google Ad Manager
Programmatic publishers use an average of 6 SSPs to sell ad space to advertisers. Despite this, Google remains the most popular SSP among publishers, claiming 51% of the industry’s market share.
75% of ad impressions in the US come from Google Ad Manager.
Criteo provides a retail media service that enables publishers to monetize their site content by leveraging first-party data and audience optimization.
Unlike Google Ads Manager, Criteo makes its services available to publishers with low traffic numbers. As an SSP, Criteo focuses heavily on retargeting.
Originally called AppNexus, Xandr is a leading advertising platform offering a full stack of programmatic advertising services. It offers services like DSP, SSP, and ad exchange.
SmartyAds hosts Smart Hub, a white-label ad exchange platform that registers over 25,000 publishers and 2 billion impressions daily.
It also operates as a full-stack programmatic ad technology platform that provides services like DSP and SSP to advertisers and publishers. The platform is compatible with a wide range of traffic types and ad formats including video, banner, audio, native, push, pop, and more.
PubMatic makes a second appearance in this guide, thanks to its incredible capabilities as a full-stack ad tech platform.
As an ad exchange, PubMatic has positioned itself as an industry leader with over 171 billion ad impressions per day. Publishers benefit from its ease of use, DMP integrations, and open source title bidding.
Audience Studio by Salesforce
Salesforce is widely known for its CRM system. However, the company also offers a data management platform for advertisers.
Audience Studio, formerly known as Salesforce DMP, allows advertisers to capture data from any source and segment this data using machine learning algorithms. It also offers a native approval management framework to help advertisers maintain transparency and trust with their customers.
Lotame is an industry-leading DMP that offers a wide range of services, including audience management, data marketplace, and identity resolution.
Along with a DSP, The Trade Desk offers DMP for advertisers and publishers to collect, manage and process their data in one place.
One of its most popular features is lookalike modeling which allows you to discover new audiences based on insights from your current audience. It also offers a data marketplace where users can access high-quality audiences from data providers.