An Overview of Programmatic Advertising Options in 2021
You may be merely on the lookout for choices to develop past Google search campaigns. However, your shopper or boss could have tasked you with researching programmatic promoting choices. Regardless of the motivation in your analysis, you’ll possible be overwhelmed by the alternatives that seem in search outcomes while you begin trying to find programmatic platforms.
On this article, I’ll present a excessive stage overview of main choices for programmatic promoting, together with focusing on choices and attribution options. Let’s begin by speaking about what you may run immediately inside Google Adverts.
The Google Show Community (GDN) presents show placements on round 80% of websites throughout the online. You possibly can entry GDN by organising a show marketing campaign inside Google Adverts. A serious benefit of GDN is that there isn’t a minimal value for testing the waters with campaigns.
Concentrating on choices embrace:
Retargeting: You possibly can create audiences primarily based on the particular URLs, and construct audiences primarily based on Google Analytics standards (akin to engaged audiences who’ve spent a sure period of time on the positioning).
Buyer Match: You possibly can add an inventory of people (emails or cellphone numbers) who’ve opted in to obtain communication.
Customized Audiences: You possibly can goal folks trying to find particular key phrases or folks eager about content material much like an inventory of key phrases/URLs entered in. A few routes we’ve seen work properly for customized audiences have been using beforehand changing key phrases or inputting an inventory of competitor URLs.
In-market Audiences: You possibly can goal people who find themselves “in market” for sure providers primarily based on their net shopping exercise. You could wish to layer these audiences onto search campaigns as observation-only to get a really feel for the very best performers to check in show.
Google Show & Video 360 presents entry to a fuller breadth of programmatic promoting capabilities past what is obtainable in Google Adverts. It integrates with over 80 advert trade networks and lets you negotiate buys immediately from publishers throughout the platform.
You additionally get entry to enhanced attribution utilizing Google’s Floodlight pixel. You possibly can create audiences primarily based on previous clicks, conversions, views, and impressions for capabilities past what Google Adverts presents (tied to URL-based or Google Analytics-based audiences).
The price of this platform can be considerably larger than GDN; pricing isn’t revealed with out speaking to a rep (it’s primarily based on components akin to area and web site quantity), however one source cites charges of at the least $12,500 month-to-month. The most effective route would possible be to discover a Google Advertising Platform gross sales accomplice who can supply entry at a decrease price by way of a shared subscription.
RollWorks is an ABM (account-based advertising and marketing) platform run by NextRoll, the mother or father firm of the AdRoll retargeting software program. This platform focuses on account-based advertising and marketing and lets you goal primarily based on attributes akin to trade, firm, division, job title, gross sales/opp stage, and extra.
You possibly can add lists of goal accounts out of your information and in addition mix that with RollWorks’ personal database to seek out the proper folks to focus on. RollWorks can even recommend net-new accounts that may very well be an excellent match for the enterprise primarily based on a predictive mannequin. There are additionally account scoring capabilities.
As well as, RollWorks has a Website Customer API that lets you uncover company-related information about people who find themselves shopping your web site. Lastly, you too can add particular person contacts for focusing on, in addition to make the most of website-based retargeting.
Pricing begins from $975/month and scales up from there primarily based on the options wished.
The Commerce Desk works with over 225 companions for focusing on information and advert stock. Native, show and video adverts can all be served through this platform. Notable companions embrace ABC, ESPN, Hulu, the Wall Road Journal, Pandora, Spotify, and lots of extra generally identified media platforms, along with information suppliers like Bombora and Oracle.
There isn’t a pricing immediately cited for this platform with out speaking to a gross sales rep, however evaluations did notice that it tends to be costly.
Adobe Promoting Cloud presents an array of focusing on, together with viewers segments, in addition to web site/app/category-specific focusing on. You may also add buyer lists to construct lookalike audiences, in addition to goal particular person prospect lists.
For the attention promoting finish, Adobe presents a model survey choice to measure the impression your adverts have had on model raise. There are additionally model security instruments to display out adverse placements.
No pricing is revealed with out speaking to a gross sales rep; nonetheless, this product additionally has a status for prices being on the upper finish.
MediaMath integrates a variety of focusing on choices, together with third-party information. Show promoting features a dynamic artistic optimization choice that may personalize adverts primarily based on the viewer, to point out content material related to classes/merchandise lately seen. This platform integrates with quite a lot of advert exchanges.
Like most different platforms cited, pricing shouldn’t be revealed with out speaking to a rep about customized options, however some evaluations cited mentions of prices on the excessive finish.
Verizon Media presents promoting options, together with native/show/video adverts. They bought the product that was previously Yahoo Gemini and expanded it to incorporate extra properties.
In response to their web site, they’ve “unique reserved entry to Verizon Media & Microsoft properties and the most important premium native market.” Additionally they cite incorporating first celebration information as a means round challenges ensuing from privateness regulation forcing the transfer away from cookies.
You possibly can both use pre-build viewers segments or incorporate customized segments.
Critiques look like blended; nonetheless, some evaluations date again to older merchandise akin to Yahoo Gemini. Some evaluations cite the attain being much less broad than different platforms.
As you delve additional into discovering the proper programmatic resolution in your promoting wants, come ready to gross sales conversations with the proper questions. Will their prices work inside your finances? Do their information sources align along with your focusing on wants? How does attribution play with present programs you utilize to trace efficiency?
Programmatic promoting platforms is probably not the right resolution for each enterprise, however you could discover one which fits your wants, notably in case you have finances to spend past search. So begin researching, decide if a sure platform matches your promoting wants, and start testing!