Top 7 Programmatic Advertising Platforms
Programmatic advertising is one of the biggest growth areas in digital marketing.
Yearly spending on programmatic advertising amounted to $546 billion in 2023 and is set to reach $779 billion by 2028.
Why is it so popular?
Programmatic advertising platforms are ideal for advertisers and publishers.
- Advertisers benefit as they get wider reach and access to a large volume of data for more precise ad targeting.
- Publishers benefit as they maximize the revenue made on ad space.
In this guide, we’ll give you a brief definition of programmatic advertising and a rundown of the seven best programmatic buying platforms.
What is Programmatic Advertising?
Programmatic advertising is the process of using software to buy and sell digital ad space. Instead of people negotiating the deals between publishers and advertisers, data-driven algorithms take care of it all. The software makes near-instant decisions to place ads in front of the most relevant people.
The precision of programmatic advertising is just one of the reasons why it has become such a popular practice in modern marketing.
Numerous platforms offer programmatic advertising benefits for both sides of the deal, advertisers and publishers. Let’s take a brief look at 7 of the best programmatic advertising platforms right now:
1. Google Display & Video 360 (DV360)
DV360 is a digital advertising platform that brings together a variety of tools and features into a single interface. It uses a data-driven approach to automate the buying and selling process, making it one of the top programmatic DSPs (Demand-Side Platforms).
Functions and features include planning, creative development, audience management, ad buying, measurement, and optimization.
Key features
- Automated buying and selling of digital ad space
- Data analysis and insights
- Integrates with third-party exchanges
Pros
- Saves time with automated features
- More accurate targeting with deep data analysis
- Get a complete view of campaign performance with Analytics 360
2. The Trade Desk
The Trade Desk offers advertisers a transparent, self-service software that uses deep data analysis to target ads to various audiences at different stages of their online journey. It uses programmatic advertising techniques to serve relevant ads to people from the moment of awareness to the point of conversion.
Key features
- Data-driven media buying with AI automation
- Cross-device audience data for targeted campaigns
- Premium inventory access with over 400 partners
Pros
- Fast, streamlined, and automated ad placement
- Precision targeting
- Get a holistic view of your campaign’s impact with various tools
3. MediaMath
MediaMath uses cutting-edge programmatic buying tech, combined with attention-grabbing video and first-party data. This combination gives you a complete end-to-end solution designed for simple and efficient omnichannel advertising.
Key features
- Deep data analysis for advertising precision
- Cross-device targeting using first-party data
- Enhanced inventory criteria
Pros
- Supports any ID system
- Flexible identity graph
4. Xandr
Xandr is a part of Microsoft Advertising. The platform meets your advertising needs by aligning your ads with targeted audiences. Both ad buyers and sellers benefit from the programmatic advertising tech built into the platform.
Key features
- Scalable end-to-end advertising platform
- Target your audience via CTV, display, and native formats
- Advanced technology, automation, rich data and identity solutions
Pros
- One of the world’s largest marketplaces
- Partnership first approach
5. Outbrain
Outbrain is a pioneer in content discovery and targeted advertising. The platform is intuitive to use and helps you connect with highly engaged audiences. You can use the Outbrain platform as an end-to-end solution for direct advertising. Alternatively, you can use it for programmatic buying via whichever DSP you choose. With Outbrain’s vast network and advanced tools, you make sure your message gets in front of the right people, at the right time.
Key features
- Automatically fine-tune bids to meet your goals
- Target new audiences that mirror your top customers
- Engage users based on their interests
Pros
- Reduce CPA by retargeting website visitors
- Precision targeting with first-party and third-party data
- Flexible support for other top DSPs
- Optimize your campaigns with advanced metrics
6. PubMatic
PubMatic is a platform offering omnichannel advertising. The easy-to-use ecosystem connects advertisers directly with publishers. The platform is highly scalable and flexible, which means you can find a programmatic advertising solution to match your budget.
Key features
- Tailored ad strategies to meet your specific needs
- An omnichannel sell-side platform
- Ecosystem built for scalability and flexibility
Pros
- Increase revenue with wide-ranging inventory
- Dedicated team for round-the-clock support and expertise
7. TripleLift
TripleLift offers various programmatic advertising solutions and tools. The platform specializes in multi-format ad experiences, smart targeting, and premium inventory. PubMatic is known for its ease of use and commitment to diversity.
Key features
- Custom ad experiences to engage viewers
- High-quality, consumer-friendly ad spaces
- Smart targeting with privacy-compliant targeting
Pros
- Wide range of programmatic DSP integrations
- Partner with premium publishers
- Safe and trustworthy integrations
Find the Best Programmatic Buying Platform for You
With yearly programmatic ad spending on the rise, programmatic buying platforms are competing hard for your business.
For this reason, many platforms offer a range of sophisticated tools and features to automate ad buying and selling.
Outbrain offers programmatic advertising automation, advanced targeting, an intuitive platform, and competitive pricing. Get in touch with Outbrain today.
