Since we have the use of reason, the advertising has been a weapon fundamental for a brand to achieve recognition, trust and sales between users. That is why the different ways of advertising a brand/product have been evolving exponentially in recent years, always responding to the premise of maximize results while minimizing expenses. Currently, the most advanced -and feared- modality on the market is called and in this note we will explain what it consists of and what are the best tools that exist to develop it.
What is programmatic buying
Programmatic buying or Real Time Bidding (, purchase in real time) consists of a automatic process which enables buy ad space in different media and web pages from the same control panel looking for audiences and users who best respond to the profile of your brand. In turn, there are several Business models or types of transactions, which will determine whether prices are fixed or variable, whether auctions are open or private, etc.
How programmatic buying works is based on the algorithms of the DSP (Demand Side Platform) platforms, which give simultaneous access to global inventories with thousands and thousands of advertising options that fit the characteristics you are looking for. The database and your needs are combined in this space in real time finding the best times and spaces to advertise your brand. In turn, on these platforms there are other brands that share your same objective, so that each advertising possibility will generate a bid that will determine who gets the space.
The best programmatic buying tools
We know that this is a complex and foreign topic for many eCommerces. For this reason, we want to help you to know and choose which are the best tools that currently exist to carry out programmatic advertising, a modality that you should take into account to improve your conversions and increase ROI.
These are the recommended tools in alphabetical order. If you know of one that is not on the list and you think it should be, you can leave us the name in the comments and we will add it in the next update ;).
The most recommended:
Others you should keep in mind:
The Adform’s Programmatic Publisher Ad Server (PPAS) is a integral solution that allows complete management of your media inventory: mobile and desktop, header offers, rich media and video, premium formats, etc.
It has a optimized interface what does he put focus on the user and helps you optimize performance thanks to identifies problems before they happen and Discover new monetization opportunities.
You can use Adform DMP or integrate your existing preferred DMP.
admixer is a tool that offers holistic ad tech to develop local advertising ecosystems that take advantage of niche demand, data and audiences. Among its functionalities, it allows marketing specialists buy media from 40,000 publishers and app developers worldwide without intermediariescarry out precise segmentation by audiences, obtain income from your own adtech ecosystem and obtain all the necessary tools for your company to take programmatic internally.
The AdTech Stack Admixer in-house offers all-in-one programmatic solution that provides:
- Advertising automation: Prepare creatives and run ads across all digital channels from one account.
- Integrations: Easily connect the Stack to your internal marketing and analytics tools.
- Data control– Drive marketing decisions with first-party data and audience segments from third-party providers.
- Transparency: monitors budget spending and detect where you get the highest ROI.
- End-to-end analysis: Track the customer journey from first ad impression to sale with User ID.
amazon-dsp is a demand platform that allows advertisers buy ads programmatically (display, audio and video) to reach a new and existing audience on Amazon and other sales channels. You do not need to sell your products on the marketplace to make use of it.
Offers self-service and managed service options. Self-service customers are in full control of their campaigns. The managed service option is designed for businesses that want to access Amazon DSP inventory, with advisory services, or those with limited programmatic ad experience. requires a minimum spend of $35,000 (about €31,017.51)although it may vary by country.
For creatives, you can use your own custom ads or choose the Amazon exclusive optionslike eCommerce templates or their video creative builder.
To measure the results, the platform has campaign reports that include industry standard metrics and Amazon’s own metricssuch as detail page view rate (DPVR), add to list (ATL), and new to brand (NTB) metrics, along with reach, frequency, and viewability statistics.
Appreciate is a global technology platform that creates programmatic mobile advertising solutions and is part of digitalturbine. It executes 60 billion auctions daily and allows specialists to take full control of their programmatic ecosystem.
From intelligent DSP you can define campaign goals (exposure, clicks, conversions), target your audiences by app, category, geography, hyperlocation, OS, device model, IFA/GAID, carrier, and IP; choose favorite publishers and apps; go up any type and format of creativity (banner, interstitial, native, MRAID, VAST); set sale prices, daily budgets and general budgets; make a tracing efficiency of real-time performance, among many other options.
basis it’s a DSP attached to search, and direct site through a single interface. In addition to granting access to an entire programmatic universe of inventory, audiences, and data sets, it has the ability to plan, buy and manage campaigns.
Basis performance-based bidding will allow you to take advantage of different bidding models for monitor key performance indicators () of the campaign and spend effectively. You will also be able to choose between algorithmic or machine learning optimization tools to make smart decisions within its artificial intelligence engine.
This tool offers Specific advertising solutions for the different phases of the buyer’s journey: brand recognition, acquisition and retargeting. Count with one proprietary algorithm with 4 optimization modes and around 11 variables that improve your campaigns based on the KPIs you determine.
From the console bucksense you may create and manage audience lists based on behaviors of specific users (for example, users who downloaded the application in the last 24 hours, users who made an order / purchase / game level, etc.). It also has the option of micro bidding (micro bids), which allows you to set different offers within the same campaign based on different variables, such as the location ID or the device model (for example, Galaxy, iPhone 6).
One of its newest features is the traffic planner, which allows you to explore different targeting variables to get an overview of potential impressions and placements around the world. They also highlight their gallery of responsive adsand the automatic evaluation and analysis performance of multiple campaign variables.
This platform offers solutions for marketers (visibility, traffic, sales), agencies (drives sales) and retailers (increases income). with his AI Engine technology allows to create personalized hyper relevant ads for each client, presented at the perfect time and optimized to achieve results.
The system’s algorithms analyze real-time data from the Criteo Shopper Graph, with insights from 2.5 billion active shoppers and $900 billion in annual eCommerce sales revenue. Since it is an engine that learns from the behaviors of real buyers, continually adapts to your campaign goalsenhancing the following functionalities: search engine lookalikes, product recommendations, Dynamic Creative Optimization+ and predictive bids.
(Google)
How could it be otherwise, Google also has its own programmatic buying tool. With Display&Video360 You will be able to manage all aspects of your company’s campaigns, such as media plans, creative development, measurement and optimization.
Among its main functionalities we highlight:
- Campaign management: creation of a comprehensive media plan with coverage and frequency forecasts based on budget and audience, automatic bidding, advanced analytics.
- Data-driven creatives: teams can design creatives directly linked to the media plan and evaluate your campaign performance from a single shared workspace.
- Advanced audience management: You have the advantage of accessing Google’s unique knowledge of user intent to include lists of in your media plan, discover and create new audience segments, and reach the right users, regardless of the devices they use.
- High-quality inventory: It allows negotiate deals directly -even on traditional television- and buy advertising space quickly and efficiently.
- Overall measurement: fraud forecasting and reporting, visibility and verification, coverage and frequency, TV ad browser, etc.
- Integrations: integrates natively into other solutions (Google Cloud, Analytics 360, YouTubeamong others), linking data and workflows from different products to improve the effectiveness and results of your advertising.
EikonDigital is a interactive platform dedicated to the implementation of strategies electronic marketing, through the efficient integration of each of the digital developments that it offers. Founded in 2001, it has offices in Colombia, Ecuador, Peru, Panama, Central America, the United States and Italy, and mainly seeks growth within the region and expansion in Latin America.
The tool allows you buy, analyze and optimize all mobile, web and video campaigns based on different buying models and making decisions based on the behavior of your audience. It offers specific solutions for agencies and media.
Illumin is the smart programmatic buying tool of Acuity Adsa technology company that offers a comprehensive solution for omnichannel digital advertising.
It is an intuitive platform handled to…
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