With various programmatic advertising platforms to choose from, finding your perfect match can truly feel like a challenge. How can you be sure that you are picking the right one? This post will help highlight 25+ leading platforms to equip you with the tools and information necessary for making a strategic decision in your ad campaigns.
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Top Programmatic Advertising Platforms You Should Consider
With years of experience, Mega Digital has compiled a list of programmatic advertising platforms to optimize your campaigns and achieve better results!
1. Adobe Advertising Cloud
If you want to run campaigns across multiple channels, Adobe Advertising Cloud DSP is a comprehensive solution. Adobe allows advertisers to run ads on connected TV, video, display, native, audio, and search. Hence, many brands choose the platform to manage all their programmatic advertising in one place.
Adobe offers several powerful tools such as inventory management, personalized marketing, and search campaign optimization. One standout feature is the Media Optimizer. This feature helps advertisers determine the best combination of display, search, and social ads to maximize campaign performance.
- Pricing: Custom pricing based on factors like company size, specific needs, and selected tools.
- Supported Ad Inventory: Display, audio, mobile apps, video, native ads, Digital Out of Home (DOOH), TV.
2. Google Ad Manager
With nearly 6 billion ad impressions served daily, Google Ad Manager provides significant reach for advertisers targeting online audiences. The platform operates on the supply side, ensuring that content creators can efficiently monetize their digital spaces.
Another Google Ad Manager’s strength is its user-friendly interface, allowing publishers to set up and manage ads with ease. While it offers robust tools and analytics, its revenue potential (RPM) may not always be the highest compared to other programmatic advertising platforms.
- Pricing: Follow a revenue-sharing model, with costs depending on factors like ad volume, auction dynamics, and platform usage.
- Supported Ad Inventory: native ads, instream, outstream, vertical, and reward video ads
>>> Read more: Google Ads Manager Account (MCC): How to manage multiple accounts
3. Google Display & Video 360
Google Display & Video 360 (DV360) is a premium advertising platform. It is the demanding side of the advertisement. It provides a mutual platform where the entire function of different campaign activities can be worked on by the users.
DV360 is self-service since it allows complete user control for planning, implementing, and analyzing the campaign. There are five modules: Campaigns, Audiences, Creatives, Inventory, and Insights. These components help streamline the ad management process for efficiency improvement.
Moreover, the platform integrates with other Google tools like Google Analytics and Google Ads for complete information from advertisers on the performance of campaigns.
- Pricing: Custom
- Supported Ad Inventory: display, video, native, mobile, and more
4. Outbrain
Outbrain is a leading platform in content discovery and targeted advertising. It is suitable for brands focusing on highly engaged audiences. Outbrain also integrates with top DSPs. This means brands can combine Outbrain’s powerful content discovery tools with other programmatic solutions for a more comprehensive strategy.
Another Outbrain’s key advantage is its ability to lower cost per acquisition (CPA) by retargeting website visitors. Outbrain can automatically adjust bids to align with campaign goals, identify new audiences similar to your best customers, and engage users based on their interests.
- Pricing: Custom based on CPC model
- Supported Ad Inventory: Native ads, video ads, carousel ads, display ads, mobile apps, publisher networks
5. MediaMath
For data integration, MediaMath will be your best choice. It is a DSP platform known for its comprehensive Data Management Platform (DMP).
It allows marketers to integrate both first-party and third-party data. This data can then be segmented into specific groups before being activated for targeted advertising. MediaMath also collaborates with various data providers to ensure that ads are highly targeted.
Besides, MediaMath includes user-friendly campaign management, intelligent ad bidding, and cross-device attribution.
- Pricing: Custom
- Supported Ad Inventory: Connected TV, display, native, video, audio, CTV, DOOH
6. Lotame
Similar to MediaMath, Lotame is best for data management. However, while MediaMath is a DSP that includes strong DMP capabilities, Lotame is primarily a DMP.
It gathers first-party data from multiple sources, including emails, CRMs, social media, and apps, while also offering additional insights through its extensive data marketplace.
By leveraging publisher data, Lotame allows advertisers to access ready-made audience segments. Although the platform lacks live reporting features and has a slower load time, it remains a strong choice for data-driven advertising.
- Pricing: Start at $1/month
- Supported Ad Inventory: display, video, mobile, native, CTV
7. Choozle
Choozle is a DSP provider that focuses on offering strong support alongside its technology. With Choozle, you get the chance to work with a coach who can assist you with onboarding, as well as guide you through planning and executing your campaigns.
The platform enables you to run ad campaigns across various channels, providing a wide range of targeting options and useful tools for tracking and reporting campaign performance.
- Pricing: $99 per month, add-ons available
- Supported Ad Inventory: Connected TV, desktop, mobile, audio, tablet, video, and more
8. Xandr
If you want programmatic advertising platforms to simplify the buying and selling of digital ads., Xandr can help. This platform is highly recommended by both advertisers and publishers for its automated technology, data, and identity solutions. These features make it a valuable tool for businesses aiming to engage their target audiences across different devices.
What makes Xandr stand out is its powerful audience analysis tools. These tools provide publishers with key insights into their audience’s interests and preferences.
Xandr offers an end-to-end platform for large-scale programmatic campaigns, with automated ad inventory purchasing. It provides access to a global premium advertising marketplace and supports various ad formats.
Additionally, Xandr provides comprehensive analytics to track and assess campaign performance.
- Pricing: CPM, CPC, CPA. Pay a fixed fee for an agreed upon number of impressions or clicks.
- Supported Ad Inventory: Connected TV, mobile, video, audio, and display
9. PubMatic
PubMatic offers solutions for both publishers and advertisers. It provides several bidding options such as RTB and header bidding.
For publishers, PubMatic assists in managing and optimizing ad inventory. It also provides data and analytics to make informed decisions about ad placements and pricing. For advertisers, the platform offers more effective and data-driven ad buying, allowing them to connect with their desired audience segments.
However, publishers and advertisers should meet several requirements to run ads. Publisher properties must have a minimum combined NewsGuard score of 60. Content should primarily consist of substantive material, with limited advertising presence
- Pricing: Tailored plans to suit specific needs
- Supported Ad Inventory: CTV, OTT, display ads, video ads, mobile ads, native ads, banner ads, in-app advertising
10. Simpli.fi
What makes Simpli.fi appealing to advertisers is its user-friendly interface. Simpli.fi is a leading DSP that provides features for targeting specific audiences, expanding reach, and offering analytics tools.
In addition to its DSP, Simpli.fi also offers software for accounting, media management, and project management, specifically designed for ad agencies. These tools help agencies integrate their management processes with campaign analytics.
Simpli.fi strongly focuses on using unstructured data to target audiences accurately. The platform is well-regarded for its geofencing capabilities, in-depth demographic targeting, and contextual advertising options.
- Pricing: Custom
- Supported Ad Inventory: CTV, addressable, mobile, video, display, social, and more
11. War Room
War Room blends advanced programmatic technology with human expertise to deliver a wide range of advertising formats, including search, display, social, video, native, audio, shopping, and even Metaverse advertising.
With access to over 90,000 premium ad networks, War Room caters to advertisers of all sizes. The platform offers several advantages, including tailored strategies and precise targeting to effectively reach your audience and generate leads. It also use the SCORE method (Strategize, Compete, Optimize, Report, and Explore) to enhance the success of your campaigns.
- Pricing: Custom
- Supported Ad Inventory: CTV, OTT, display, video, audio, native, digital OOH, etc
12. AdRoll
Working with more than 120,000 brands, AdRoll provides an easy-to-use platform that streamlines ad creation. AdRoll is designed for businesses of all sizes. The platform emphasizes maximizing returns. Customers can earn around $3-$10 for every dollar spent.
One of AdRoll’s standout features is its advanced audience targeting. The platform supports contextual, lookalike, demographic, and interest-based targeting.
The platform specializes in expanding brand reach through multiple ad formats and extensive data to optimize ad placements and timing for better campaign performance.
- Price: Free package for starters; Custom package for enterprises
- Supported Ad Inventory: Display, video, social ads, native, and email
13. The Trade Desk
The Trade Desk is one of the largest DSPs in the world. It supports RTB, private marketplace access, geo-targeting, and budget optimization.
One standout function of The Trade Desk is its lookalike modeling. The feature enables advertisers to identify and engage new audiences similar to their existing customers. With access to 225 premium audience segments from top data providers like Nielsen and Hulu, the platform helps brands expand their reach effectively.
To further enhance campaign effectiveness, The Trade Desk integrates Nielsen’s Digital Ad Ratings (DAR). This allows advertisers to measure deduplicated audiences across online video and display ads.
- Pricing: CPM, CPC, or CPA; Pay-as-you-go model with no long-term commitments or minimums; Flat fee pricing for larger campaigns; Volume discounts for high-volume buyers; Customized pricing plans for enterprise clients
- Supported Ad Inventory: Display ads, video ads, audio ads, mobile apps
14. Criteo
If you are an e-commerce or retail business, you should choose Criteo to strengthen relationships with shoppers, attract new customers, and enhance retention efforts.
The platform leverages AI and machine learning to ensure advertisers deliver relevant messages to their audience at the right time. It tracks the entire customer journey across various channels to optimize engagement and conversions.
Criteo also benefits media owners by helping them maximize their revenue. It enhances first-party data and ad inventory, allowing publishers to provide more tailored and engaging experiences for their visitors.
- Pricing: Custom
- Supported Ad Inventory: Social media, video, display, web, and mobile
15. Smaato
Designed for advertisers, publishers, and app developers, Smaato provides a comprehensive suite of tools designed to streamline ad placements and optimize revenue generation.
The platform grants access to premium ad inventory across multiple devices and channels. Similar to Criteo, Smaato integrates AI and machine learning to enhance targeting precision.
For publishers and app developers, Smaato also offers greater control over ad inventory, robust analytics, and ad-serving solutions. By linking them with top-tier advertisers and marketers worldwide, the platform helps maximize revenue while delivering engaging ad experiences.
- Pricing: Custom
- Supported Ad Inventory: Display, native, video, OTT/CTV
16. AdPushUp
Helping publishers boost their ad revenue, AdPushUp specializes in ad optimization and monetization strategies. By refining ad placements and formats, it enhances user experience while ensuring higher returns for publishers.
A key advantage is its advanced adblock monetization technology, which helps recover revenue lost due to blocked ads. As a recognized Google Certified Publishing Partner (GCPP) and an IAB Member, AdPushUp maintains industry credibility and high standards.
To qualify for partnership, publishers must generate at least $5,000 in monthly revenue.
- Pricing: $50 threshold
- Supported Ad Inventory: Sticky ads, docked ads, in-image ads, native ads, in-content ads, in view ads, banner ads
17. Magnite
As a leading programmatic advertising platform, Magnite helps publishers and advertisers streamline their digital ad campaigns. It allows access to PMP, guaranteed deals, and RTB to maximize efficiency and revenue.
With advanced audience data management, the platform enables users to create real-time reports and gain valuable insights. Supporting omnichannel advertising, Magnite also specializes in live stream monetization and facilitates various programmatic transactions.
- Pricing: Depends on the services and solutions required.
- Supported Ad Inventory: CTV, video, mobile, display, audio, DOOH
18. SmartyAds
SmartyAds provides a complete programmatic advertising solution as it offers a DSP, SSP, ad marketplace, and white-label services. Its DSP allows advertisers to buy ad space across almost all channels by connecting with different ad networks. The platform is designed to help maximize ad revenue, providing full transparency and control over ad inventory.
Publishers can tap into premium buyers through private marketplaces (PMPs), participate in real-time bidding (RTB) auctions for unsold inventory, and benefit from competitive pricing with programmatic direct sales.
- Pricing: Depends on ad format, targeting, and audience size
- Supported Ad Inventory: Display and banner ads, native ads, text and video ads, mobile and web ads, in-app ads
19. StackAdapt
StackAdapt has been recognized by G2 as the top DSP for medium and large agencies. It provides an extensive range of tools to plan campaigns in detail, including features to review creatives and forecast performance.
The platform has a user-friendly interface that makes campaign launch and execution straightforward. Its accurate reporting dashboard offers valuable insights to analyze and optimize results.
In addition, StackAdapt offers a variety of educational resources through the free StackAdapt Academy. This helps businesses learn about programmatic advertising and how to maximize their campaign effectiveness.
- Pricing: Custom
- Supported Ad Inventory: Native, display, video, CTV, audio, in-game, DOOH
20. Nexxen DSP
Advertisers who emphasize maintaining audience engagement can opt for Nexxen DSP. Even before a campaign launches, the platform analyzes and enhances ads to maximize their visual appeal. One of its key strengths is its advanced CTV PMPs, which are designed to drive high engagement on connected TVs.
Nexxen DSP ensures smooth ad delivery across multiple devices to create a smooth experience for viewers. The platform also offers detailed performance reports and prioritizes campaign tracking. This enables advertisers to gain valuable insights and make optimizations for better results.
- Pricing: Custom
- Supported Ad Inventory: TV, connected TV, digital, and social media
21. TripleLift
For businesses aiming to deliver powerful ad experiences, TripleLift is one of the greatest programmatic advertising platforms. It goes with intelligent targeting, premium inventory access, and user-friendly functionalities.
Among the services offered, customizable ad formats stand out. TripleLift also positions advertisements in the most reasonable consumer-friendly placements while maintaining privacy targeting. Smooth integrations into various DSPs, partnerships with quality publishers, and trusted relationships across the ad ecosystem work to the advertisers’ advantage.
- Pricing: Custom
- Supported Ad Inventory: Native ads, display ads, in-stream video ads, out-stream video ads, CTV, OTT
22. Adform
Adform is an adaptable platform that provides a complete set of tools, including a DSP, a DMP, and an Ad Server. With built-in ad creation functions, advertisers can manage the entire programmatic process independently, from designing and launching ads to tracking results.
The platform supports all standard targeting methods, allowing the use of first-party and third-party data to reach the correct audience. The publishers can gain from Adform’s SSP, which represents a cluster of essential tools that help escalate the sale of ad inventory.
- Pricing: Custom based on business needs, ad volume, and selected tools
- Supported Ad Inventory: Display ads, video ads, native ads, audio ads, rich media ads, CTV, DOOH.
23. BidTheatre
BidTheatre is a DSP meant for the efficient buying and selling of ad spots.
For advertisers, this site allows design and administer ad campaigns, set capable targeting, and examine their campaign results.
For publishers, the platform further provides ad-serving solutions and inventory management tools, as well as optimization features for better monetization and efficiency.
- Pricing: 3 monthly subscription plans: $250/month for Marketers; available upon request for Enterprises and Integrators.
- Supported Ad Inventory: Display, native, video, mobile
24. Amazon DSP
Amazon DSP allows advertisers to buy ads across a wide range of publishers, including Amazon-owned sites like Zappos and Audible. This makes it particularly well-suited for e-commerce brands.
It offers customizable ad templates, detailed analytics with Amazon-specific metrics, audience insights for market comparison, and A/B testing features. Using Amazon’s vast consumer data, the platform provides advanced targeting options, cross-device tracking, and smooth integration with Amazon’s ad ecosystem.
Amazon DSP is available to both Amazon sellers and non-sellers and offers both managed services and self-service options.
- Pricing: Minimum spend of $50,000 for the managed service; Custom for the self-service option
- Supported Ad Inventory: Audio, display, video
25. AdLib DSP
With over 150,000 audience segments from more than 50 data providers, AdLib DSP excels in audience targeting. It reaches 95% of global consumers, delivering ads on premium sites, apps, and exchanges, and operates in 250 countries, making it perfect for global advertising campaigns.
AdLib DSP offers a user-friendly, self-service platform with no contracts or minimum spend requirements. Its “Magic Ads” feature allows advertisers to create ads in various formats without needing in-house resources.
- Pricing: $499 for monthly access; $4,999 for annual access with 2 months free
- Supported Ad Inventory: display, mobile, video, and in-app ads
26. Salesforce Audience Studio
Salesforce, known for its CRM system, also provides a Data Management Platform designed for advertisers.
Audience Studio enables advertisers to collect data from any source and use machine learning algorithms to segment it. The platform also offers a consent management framework to ensure transparency and maintain customer trust.
Audience Studio offers several key features for advertisers. It allows the integration of ad campaigns into customer journeys using Journey Builder. Additionally, it helps coordinate campaigns by creating custom segments that can be activated across various channels, including email, mobile, social, web, and CRM.
- Pricing: Custom based on business needs and usage
- Supported Ad Inventory: display, mobile, social media, video, and email
Criteria for Choosing The Right Programmatic Advertising Platforms
Choosing the right programmatic advertising platforms is crucial for the success of your campaigns. Here are the key criteria to consider when selecting a platform that aligns with your goals and ensures effective ad buying:
1. Integration
For any programmatic advertising platforms you wish to choose, ensure that it has the best integrations with your existing marketing and analytic tools to run effective campaigns.
Look for platforms that would fit easily within your existing CRM and DMP environments, making it easy to capture first-party data for even better targeting and personalization.
One good example in that case would be MediaMath which connects with multiple data providers.
Look also at how well the platform integrates with the rest of your marketing stack, such as marketing automation or email marketing services. Adform and Audience Studio are great examples of platforms that feature excellent integration.
2. Inventory Options
When you select a programmatic platform, keep the available inventory options’ classifications and quality in mind to ensure that your campaigns reach the right audience efficiently.
It should have various format options for display, video, native, audio ads, and connected TV (CTV). This allows advertisers to diversify campaigns and reach the audience across other devices and channels. Platforms such as Outbrain have a wide variety of formats to appeal to various marketing agendas.
It’s also important to look for a platform like Smaato or BidTheatre with a broad network of premium publishers.
3. Targeting Options
To choose the right programmatic advertising platforms, consider the targeting options, including demographic targeting, interest-based targeting, contextual targeting, and behavioral targeting.
Also important is the audience segmentation feature since this enables you to construct custom groups based on demographic or behavioral data. An example of such would be the Amazon DSP for segmenting and refining your audience on these data points.
Remember to include programmatic advertising platforms with lookalike audience targeting such as BidTheatre. This tool will help find users similar to your best customers.
4. Brand Safety And Fraud Protection
The protection of brand reputation alongside the prevention of ad fraud is of utmost importance. This requires choosing platforms with strong protection against such risks.
Firstly, ad-verification technologies are the most crucial to uncover and mitigate problems with bot traffic and invalid impressions. You should also look for platforms with brand safety filters since they would keep your ads away from harmful or inappropriate content. SmartyAds, in particular, is an ideal platform if you want to use trusted technologies for showing ads only to real users.
Reporting transparency is also key. Please ensure that the platform provides clear and detailed reports on brand safety and fraud prevention to monitor the security of your campaigns.
5. Support Extent
The extent of platform support plays a key role in your success, particularly if you’re new to the field. Consider factors like onboarding and training resources for a smooth start. You can opt for StackAdapt if you want clear guides and training to get up to speed.
Besides, see if the platform assigns a dedicated account manager to provide personalized support and advice. To resolve any issues quickly, make sure the platform offers timely assistance for troubleshooting or questions.
Wrap Up
Selecting the right programmatic advertising platforms is a vital step toward achieving your marketing goals. By understanding the key criteria and exploring the top platforms, you can make an informed decision that enhances your ad performance and drives better results for your business.
