Programmatic advertising has been around the industry for a while now and continues to feature prominently in online marketing campaigns. But why do leading business owners and stakeholders purchase programmatic ads? And why is there a sudden boom in the number of industries favoring this technology of online ad buying? Let us take a look at five programmatic advertising platforms that are big in 2021 to gain answers to these (and more) questions.
What Is Programmatic Ad Tech?
Programmatic ad tech continues to revolutionize online advertising. Advertising agencies and freelancers alike must keep track of their ad spend. And the more effectively one conducts this, the better their chances of success.
A few decades ago, to maintain transparency over advertising expenses, you would have to hire a media or ad firm to negotiate over terms involving expenditure. The process would typically drag for hours or days until values for varying ad inventory were determined. And the process didn't stop there! The advertiser would then create an insertion order manually before purchasing relevant ads.
However, when we talk about programmatic advertising, it has to do with the automated process of selling and buying online ads. It is meant to consolidate all your digital advertising endeavors using the capability of one platform. It utilizes AI optimization and machine learning to ease all associated tasks.
The market is awash with numerous options. So how does one pick the best programmatic advertising platform? Here are five popular ad techs sure to create waves as we get into 2021.
5 Ad Techs To Keep An Eye On In 2021
- DSP (Demand-Side Platform)
A DSP is an advertising technology (ad tech) that advertisers use to buy and sell ad space from several sites through a single user interface. Inventory is bought from an ad exchange in real-time bidding (RTB) auctions. Purchases are done automatically on behalf of advertisers. A commonly applied strategy is making use of keywords to optimize the bidding process via machine learning. When the web page loads, the winning ad is displayed.
For instance, if you are in the casino online business, you can get a completely customizable platform to build your brand.
- DMP (Data Management Platforms)
DMP's key function is to optimize collection, storage, and organization of data from various sources. Advertising agencies and freelancers then use this information to enhance ad targeting and expenditure. Data is obtained from mobile phone apps, web pages, and ad campaigns.
On the other hand, publishers can access reports and research to get information about their inventory and users to make selling data to third parties or offer their services to advertisers outside their website.
- SSP (Supply-Side Platform)
A Supply-Side platform is a bit different from the above in a couple of ways. While DSP purchases advertising based on data provided by a DMP, an SSP allows a publisher to sell available inventory via automated auctions to a variety of buyers. SSP is a programmatic advertising program used on publishing sites to automate managing, selling, and to eventually effectively optimize ad space on their mobile apps and websites.
- Ad Servers
Ad servers are components of ad tech popularly used for creating, managing, and running programmatic advertising projects. They are commonly used by publishers, agencies, and ad networks to determine which ads to show on a website. Ad servers enable centralization of one's workflow to handle operations efficiency, which makes managing ads simpler for publishers.
- Ad Networks
An Ad Network takes the role of a link between advertisers and advertisers. Far from Ad technology that manages ad campaigns and compiles creatives, ad networks simply connect advertisers to websites that want to host advertisements.
Advantages Of Programmatic Advertising
A while back, online ad spots were bought manually. Some specialists sat behind office desks to bid on auctions. They further had to bargain for open opportunities. Overall, it was a daunting process that consumed valuable time. But when the process was automated, it became incredibly fast and convenient.
Another significant benefit is that one can tailor-fit their targeting to specific ad buys. Furthermore, one can keep up with technology as it advances. It allows for easy scalability in the future. Overall, you get to save money, maximize your ad spend, and realize a higher ROI (return on investment).
Food For Thought
Programmatic ad tech platforms enable advertisers to buy ad inventory sold by publishers. It is an effective strategy that reduces ad spend and provides a basis for one's online marketing performance.
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