Best Programmatic Tools Using the CPM Model Today

1. Google Ad Manager

Google Ad Manager, often just called GAM, is a big player in the ad tech world, especially for publishers who are already deep in the Google ecosystem. Think of it as a central hub where publishers can manage all their ad space, whether it’s on websites, mobile apps, or even video content. It’s designed to help them get the most money possible from those ad spots.

One of the main things GAM does is connect publishers with a ton of advertisers through Google’s own ad exchange, Ad Exchange. It also plays nice with other ad networks and demand sources, which is pretty important for making sure you’re not leaving money on the table. The platform has tools like dynamic allocation and unified pricing rules that help publishers automatically figure out the best price and the best buyer for each ad impression. It’s all about maximizing yield, which is just a fancy way of saying making as much money as possible.

Here’s a quick look at what it offers:

• Unified Ad Management: Control ad inventory across various platforms and formats from one place.
• Yield Optimization: Tools like dynamic allocation and header bidding integration help boost revenue.
• Audience Targeting: While primarily for publishers, it facilitates showing the right ads to the right people.
• Reporting and Analytics: Get insights into ad performance and revenue.
• Brand Safety: Includes measures to help protect against invalid traffic and inappropriate ads.

GAM is generally free to use, though there’s a paid version, Google Ad Manager 360, for publishers with really high volume and more advanced needs. It’s a solid choice if you’re already using other Google products and want a powerful way to manage your ad monetization.

While GAM is a robust platform, its complexity can be a hurdle for smaller publishers. The sheer number of settings and options means there’s a learning curve involved, and getting the most out of it often requires dedicated resources or expertise.

2. Adobe Advertising Cloud

Adobe Advertising Cloud is a pretty big player in the programmatic ad space, and it’s part of Adobe’s whole Experience Cloud setup. Think of it as an all-in-one spot where businesses can get their ads in front of the right people, no matter the format. It’s designed to make managing ad campaigns simpler, with tools to help you tweak performance and keep an eye on how things are going.

This platform handles a bunch of different ad types, like display, video, mobile, search, and even social media ads. What’s neat is the real-time analytics; it means you can quickly change bids and budgets if something isn’t working as well as you’d hoped, aiming for the best return on your ad spend. It really tries to give you a clear picture of your customer’s journey across different channels.

One of the standout things about Adobe Advertising Cloud is how well it plays with other Adobe products. If you’re already using Adobe Analytics or Adobe Audience Manager, this platform fits right in. This integration helps paint a fuller picture of what your customers are doing and what they like, which can really help make your marketing smarter.

Here’s a quick look at some of its capabilities:

• Omnichannel Campaigns: Run ads across search, native, CTV, audio, video, display, and even digital out-of-home.
• Personalization: Works with other Adobe tools to help you create ads that feel more tailored to the individual.
• Advanced Analytics: Get real-time reports and data logs to help you make smart decisions.
• Brand Safety: Tools to help spot and avoid bad inventory, keeping your brand out of trouble.

Adobe Advertising Cloud aims to simplify the complex world of programmatic advertising by offering a unified platform. It focuses on providing advertisers with the tools to manage campaigns efficiently, optimize performance through data, and maintain brand integrity across various digital channels. The integration with other Adobe products is a significant advantage for existing Adobe users.

When it comes to pricing, it’s usually custom, depending on what your business needs and how big you are. They offer different plans, including options for smaller businesses and more robust enterprise solutions.

3. The Trade Desk

The Trade Desk is a big player in the programmatic ad world, and for good reason. It’s basically a self-serve platform that gives advertisers a ton of control over their campaigns. Think of it as your command center for buying digital ads across the open internet.

One of the coolest things about The Trade Desk is the sheer amount of ad space you can access. We’re talking billions of ad impressions every single day, across pretty much every device and format you can imagine – display, video, audio, even mobile apps. This massive reach means you’ve got a really good shot at finding your audience, no matter where they are online.

They also have some pretty sophisticated ways to target who sees your ads. You can get specific with demographics, interests, and what people have been doing online. This helps make sure your ads are shown to folks who are actually likely to be interested, which is way better than just blasting ads everywhere and hoping for the best.

Here are some of the things that make The Trade Desk stand out:

• Vast Inventory Access: Billions of impressions daily across display, video, audio, and mobile.
• Advanced Targeting: Granular control over audience segmentation based on behavior, demographics, and interests.
• Koa AI: Their AI engine helps optimize campaigns by scoring audiences and adjusting bids in real-time.
• Unified ID 2.0 (UID2): A privacy-focused initiative to help with targeting and measurement without relying on third-party cookies.
• Cross-Channel Capabilities: Manage campaigns that span connected TV (CTV), display, and other formats.

While The Trade Desk offers a lot of power, it can feel a bit overwhelming at first. The interface has a lot of options, and really getting the most out of it takes some time and effort. It’s not exactly a ‘set it and forget it’ kind of tool, especially if you’re new to programmatic advertising. Plus, for smaller businesses, the investment might be a bit steep to start.

They also have tools like Audience Studio, which is their data management platform, and they’re always working on new ways to help advertisers manage and use their data effectively. It’s a platform that’s constantly evolving, which is pretty important in the fast-changing digital ad space.

4. MediaMath

MediaMath, a player since 2007, has been a consistent name in the programmatic space. They’ve built a platform, TerminalOne, designed to help advertisers manage campaigns across different channels. Think display, video, mobile, and even connected TV. They really focus on making sure your ads get seen by the right people, using data to figure out who’s most likely to be interested.

One of the things they emphasize is their SOURCE ecosystem. It’s basically their way of trying to make the ad buying process more transparent and efficient. They aim to connect advertisers directly with publishers when possible, cutting out some of the middlemen. This can lead to better control over where your ads appear and potentially a better price.

Here’s a quick look at what MediaMath brings to the table:

• Advanced Targeting: They let you get pretty specific with who you want to reach, using things like demographics, interests, and past behavior.
• Cross-Channel Capabilities: You can run campaigns across various devices and formats, from your desktop to your TV.
• Brand Safety Focus: MediaMath puts a lot of effort into making sure your ads don’t show up next to inappropriate content.
• Creative Optimization: They have tools to help make sure your ad creative looks good and works well on different screens.

The magnitude of change in programmatic advertising means platforms need to adapt constantly. MediaMath’s approach seems geared towards providing a stable, controlled environment for advertisers to navigate these shifts, focusing on supply path optimization and data integrity.

They’re known for working with a lot of big companies, and a good chunk of the Fortune 500 apparently trusts them. If you’re looking for a platform that tries to give you a clear view of your ad spend and where it’s going, MediaMath is definitely worth a look.

5. Amazon DSP

Amazon DSP is a pretty big deal, especially if you’re selling stuff online. It lets you buy ads – think display, video, and audio – not just on Amazon’s own sites and apps, but also on other places across the web and on devices like Fire TV. What really sets it apart is the data Amazon has. They know what people are looking at, what they’re buying, and what they’re interested in, all from their massive ecosystem. This means you can get your ads in front of people who are actually likely to buy what you’re selling.

It’s particularly useful for brands that already sell on Amazon, but even if you don’t, the targeting capabilities are strong. You can track things like whether someone viewed your product page or actually made a purchase, which is super helpful for figuring out if your ad spend is working.

Here’s a quick look at what it offers:

• Access to Amazon’s first-party data: This is the big one. Think shopper behavior, purchase history, and interests derived from Amazon.com, Prime Video, Twitch, and more.
• Broad inventory: Reach audiences on Amazon-owned properties and across a vast network of third-party sites and apps.
• Retail-focused measurement: Track conversions, sales, and detail page views, directly linking ad activity to purchase behavior.
• Advanced targeting options: Go beyond basic demographics with behavioral, contextual, and retargeting capabilities.

While Amazon DSP is a powerhouse for retail and e-commerce advertisers, its strength lies in its unique ability to connect ad exposure directly to on-site purchase behavior. This closed-loop system, powered by Amazon’s extensive shopper data, offers a level of insight that’s hard to match for brands focused on driving sales.

They do have a minimum spend, often around $35,000 to $50,000 per month if you want them to manage things for you, so it’s not exactly for small startups. But if you’re looking to connect your advertising directly to sales, especially in the retail space, Amazon DSP is definitely worth a serious look.

6. StackAdapt

StackAdapt is a self-serve, AI-driven demand-side platform (DSP) that really stands out for its ability to blend advertising tech with marketing tech. Think of it as a place where you can manage your ad campaigns and also connect with your customer data more directly. Their Data Hub is pretty neat because it lets you use your own first-party data to create campaigns that feel more personal and also keep things private, which is a big deal these days. Plus, they even have tools for native email marketing, so you can line up your ads and emails without jumping between different systems.

What makes StackAdapt interesting is how granular you can get with targeting. They use their own AI for contextual targeting, which means they can figure out what content is around your ad to make sure it’s relevant. They also do account-based marketing (ABM) and can pinpoint specific locations. It’s a platform that’s grown pretty fast, even making it onto some lists for fast-growing tech companies.

Here’s a quick look at what they offer:

• AI-Powered Targeting: Uses artificial intelligence for smarter audience selection.
• Data Hub: Integrates first-party data for personalized and private campaigns.
• Cross-Channel Formats: Supports native, display, video, audio, CTV, and more.
• Creative Studio: Allows testing of ad creatives before launch.
• Real-Time Optimization: Algorithms adjust bids automatically for better performance.

StackAdapt is built for advertisers who want a lot of control and data insights. It’s not just about buying ads; it’s about using data to make those ads work harder and smarter across different channels. The platform aims to simplify complex programmatic buying through its user-friendly interface and advanced features.

They offer pricing based on CPM, and if you go the self-serve route, there’s no minimum spend, which is great for smaller budgets. Managed services are also available, but they might have different spending requirements. It’s a solid choice if you’re looking to get really specific with your ad targeting and want a platform that helps you manage that complexity.

7. PubMatic

PubMatic is a pretty solid player in the programmatic advertising space, especially if you’re a publisher looking to get the most out of your ad inventory. They’ve been around since 2006 and have built a platform that helps publishers manage and sell their ad space efficiently. For advertisers, it means access to a good chunk of that inventory.

They offer a bunch of tools to help publishers with things like header bidding and real-time bidding (RTB). This basically means they create a competitive environment for advertisers to bid on your ad space, which can lead to better prices for you. They also focus on things like ad quality and making sure the ads shown are relevant and safe.

Here’s a quick look at what they support:

• CTV and OTT ads: Big for connected TV and over-the-top streaming services.
• Display, Video, and Mobile ads: The usual suspects for web and app advertising.
• Native ads: Ads that blend in with the content.

PubMatic also has this thing called the Connect platform, which helps with audience targeting. It uses different data signals to try and reach the right people. They’re also working on ways to target ads without relying solely on third-party cookies, which is a big deal these days.

PubMatic really shines when it comes to helping publishers control their ad revenue. They provide the tech to make sure advertisers are competing fairly for ad space, aiming to boost those CPM model earnings.

Companies like Expedia and Microsoft Advertising have used PubMatic and seen good results, like increased ROI. It’s a platform that seems to focus on giving publishers more control and transparency in the programmatic advertising world.

8. Criteo

Criteo is a big player, especially if you’re into retargeting. You know, those ads that pop up after you’ve looked at something online but didn’t buy it? Criteo is really good at that. They use data to show people ads that are more likely to get them to come back and make a purchase. It’s all about bringing back those almost-customers.

They’ve got this massive commerce data set, which is pretty neat. It means they have a good handle on what people are actually buying, not just what they’re browsing. This helps advertisers connect with shoppers who are already showing interest in specific products.

Criteo works with a lot of retailers directly, which is different from some other platforms that rely more on general ad exchanges. This direct connection gives advertisers access to audiences that are already in a shopping mindset. They also have a system for measuring how ads lead to actual sales, which is super helpful if you’re focused on getting a return on your ad spend.

Here’s a quick look at what they offer:

• Dynamic Retargeting: Shows personalized product ads to users who’ve shown interest.
• Commerce Data: Access to a large dataset related to actual purchase behavior.
• Omnichannel Reach: Ads can be shown across desktop, mobile, and in-app.
• Performance Measurement: Tools to track ad exposure all the way to a sale.

Criteo’s approach is pretty focused on the lower part of the sales funnel. They’re not just about getting eyeballs on ads; they’re about driving actual transactions. This makes them a strong choice for brands that want to see a clear link between their advertising and their revenue.

They handle various ad formats, including display, video, and native ads, across different devices. Plus, they have measures in place to help prevent ad fraud and ensure brand safety, which is always a good thing.

9. Xandr

Xandr, which used to be known as AppNexus, is a big player in the programmatic ad world. They offer a full suite of tools, meaning they have their own DSP, SSP, and an ad exchange. It’s a pretty robust platform that handles a massive amount of ad impressions daily, which is no small feat.

One of the things Xandr really focuses on is giving advertisers super precise ways to find their audience. They use a lot of data to let you target people based on who they are, what they like, and how they act online. This means your ads can be a lot more relevant to the people seeing them. Plus, in today’s world where everyone uses multiple devices, Xandr helps you reach the same person whether they’re on their phone, tablet, or computer. That’s a big deal for keeping your message consistent.

They also have some pretty solid tools for looking at how your campaigns are doing. You can see the performance data, which helps you tweak your ads and strategies to get better results. It’s all about making sure your advertising budget is working as hard as possible for you.

Here are some of the things Xandr is known for:

• Advanced Audience Targeting: Pinpoint specific demographics, interests, and behaviors.
• Cross-Device Reach: Connect with users across smartphones, tablets, and desktops.
• Robust Analytics: Get clear insights into campaign performance for optimization.
• Premium Inventory Access: Access to exclusive ad spaces, especially strong in video and connected TV.

Xandr is particularly good if you’re looking for high-quality ad space, especially for video and connected TV campaigns. They have a strong focus on using their own data to build audience segments, which can lead to more effective targeting. Their platform is designed to handle complex campaigns and provide detailed performance metrics, making it a solid choice for advertisers aiming for precise audience engagement and measurable results.

10. Smarty Ads

Smarty Ads is a pretty solid player in the programmatic ad tech space, especially if you’re a publisher or an app developer looking to get more out of your ad inventory. They really focus on helping you make more money from ads, and they seem to keep things pretty clear and under control for you.

What’s cool is that they give you access to good buyers, not just through open auctions but also through private marketplaces (PMPs). This means you can get better deals and potentially higher prices for your ad space. They also use some pretty advanced tech, like machine learning, to figure out the best pricing and integrate with header bidding to bring in more demand. It’s all about making your ad space work harder for you.

Here are some of the things they offer:

• Performance Optimization: They have tools to help make your ad campaigns work better.
• Real-time Analytics: You can see how your campaigns are doing as they happen.
• Flexible Payment Models: They support different ways to pay, like CPC, CPM, and CPV, so you pay for what you get.
• Adaptive CPM: This helps them bid competitively in auctions.
• White-label Ad Platform: For those who want to brand it as their own.

Smarty Ads really tries to give you a lot of control and insight into your advertising. They’re not just about showing ads; they’re about making sure those ads are effective and that you’re getting a good return, whether you’re buying or selling ad space. They also have some pretty good anti-fraud measures in place, which is always a plus in this industry.

They also have a DSP (Demand-Side Platform) that advertisers can use. It’s designed to be user-friendly and has a bunch of features for managing campaigns. You can target audiences in a lot of different ways, from where they are to what they’re interested in. Plus, they support a wide range of ad formats, including video and mobile, and they work across different devices. It seems like they’re trying to cover all the bases to make programmatic advertising work for a variety of users.

Frequently Asked Questions

What is programmatic advertising?

Programmatic advertising is like an online auction for ads. Instead of people manually buying and selling ad space, computers do it super fast using special programs. This helps advertisers show their ads to the right people at the right time and helps websites make money from their ad space.

What’s a DSP?

A DSP, or Demand-Side Platform, is a tool that helps advertisers buy ad space. Think of it as a personal shopper for ads. It uses lots of data to figure out the best places to show an ad and how much to pay for it, all automatically.

What’s an SSP?

An SSP, or Supply-Side Platform, is the opposite of a DSP. It’s a tool that helps website owners and app developers sell their ad space. It helps them get the best price for their ad spots by showing them to many advertisers at once.

Why is targeting important in programmatic advertising?

Targeting is super important because it means your ad is shown to people who are actually interested in what you’re selling. Instead of showing an ad for dog food to everyone, targeting helps show it only to people who own dogs. This makes ads more effective and less wasteful.

How do I pick the best programmatic tool?

To choose the best tool, think about who you want to reach, what kind of ads you want to show, and how much you want to spend. Look for tools that make it easy to set up your ads, show you how they’re doing, and help you reach the right people without breaking the bank.

What does ‘CPM’ mean in advertising?

CPM stands for ‘Cost Per Mille,’ which is Latin for ‘cost per thousand.’ It’s a way to pay for ads where you pay a set amount for every thousand times your ad is shown. It’s a common way to measure the cost of advertising campaigns.