Programmatic advertising is advertising conducted using software; it increases its efficiency and generated revenues by automating the process of connecting publishers inventory with advertisers needs to reach a specific audience.
It includes both real-time bidding when advertisers bid for impressions in mobile or desktop publishers inventory and buying ad impressions in advance from specific publishers. Over time programmatic advertising is replacing all aspects where manual intervention was necessary.
How programmatic mobile advertising works
Source: Cardinal Digital Marketing
Programmatic mobile advertising benefits
In the world of programmatic advertising, SSPs help to support mobile publishers and their inventories by selling their space through an ad exchange. DSPs, (Demand Side Platforms), on the other side, find the best ad inventory and the highest bidder wins that space – this could be on a website or inside a mobile app.
The key benefit of SSPs, other than giving mobile publishers more control over their inventory, is that they can achieve a high fill rate, so mobile ad space that could be used isn’t wasted. In theory, everyone wins in this setup, with advertisers also getting quality inventory for their campaigns.
Programmatic advertising benefits include:
- Sells mobile ad impressions for the highest price possible
- Connects to a considerable variety of different mobile advertisers
- Mobile publishers can set their prices and have more control over their space
Below we’ve listed the best mobile programmatic networks so you can get up and running without fuss.
List of programmatic ad platforms
Adelphic is a one of the leading people-based cross-channel demand-side platforms. It provides an enterprise-ready self-service software solution for agencies, brands and other large media buyers to make meaningful engagements with consumers across all devices and formats. The company’s platform is fully RTB-enabled and delivers global scale through access to all leading inventory providers. Adelphic’s technology overcomes the limitations of user identification across all digital devices, yielding rich, nuanced portraits of real people, instead of cookies. Adelphic is owned by Viant, a subsidiary of Time Inc. (NYSE:TIME).
- Highlights: the only subscription based DSP on the market, Viant’s people-based device graph powered by our 1st party data, ML
- Featured in an Index: n/a
Founded | Employees | Revenues | Social | Traffic |
---|---|---|---|---|
2016 | 50-100 | - | 3k+ | - |
Bidease is a mobile DSP platform for mobile marketers. Its built on a foundation of proprietary programmatic advertising technology, Machine Learning, and first party data. Bidease team optimizes campaigns across all major mobile formats for desired post-install behaviors at no risk to its clients’ bottom line.
- Mobile platforms: iOS, Android, Mobile Web
- Campaign types: CPI, CPA, CPM
- Ad formats supported: Banners, Interstitial, Native, Rewarded Video, Video
- Targeting: Carrier, Device, Gender, Geo, Interests, IP, OS
- Key Markets: global
Bucksense is the programmatic platform for digital marketers, launched in 2012 in Madrid, Spain. The company’s DSP solution operates across five channels – Display, Native, Video, Mobile and Desktop. With Bucksense, marketers ad campaigns data is collected and analyzed every hour, as well as a bidding strategy is being automatically updated.
- Highlights: provides access to more than 18 ad exchanges, retargeting, hyper targeting, multiple device and format optimization, Native Video format supply, proprietary Responsive Ad units, Rewarded Video self-serve early adopter, connects from 18 to 70+ ad exchanges, PMP deals, serves 350 agencies
- AppsFlyer Performance Index: n/a
- Tagline: In-house marketing, done right.
Criteo Dynamic Retargeting is an online retargeting platform for the ad solution from Criteo – one of the leading commerce marketing companies, founded in Paris, France. It went a long way from being a small start-up to the company with 2,700 employees in 30 offices around the globe and 1,2 billion ads served in 2017 alone. The platform is used by more than 18,000 marketers all over the globe that rely on displaying their video and display ads on publisher’s premium mobile, tablet and desktop ad inventory. Criteo Dynamic Retargeting platform helps brands to re-engage 90% of their target audience and increase their ROI up to 13 times.
- Mobile platforms: Android, IOS,
- Campaign types: CPC, CPM,
- Ad formats supported: Banners, Video
- Targeting: Custom
- Key Markets: Global