Real-time bidding (RTB) automates CPM (cost-per-thousand-impressions) auctions between advertisers and publishers. Like a stock exchange, ad impressions are instantly bought, sold, and evaluated in RTB auctions.
Using years of industry expertise, we are making a name for ourselves in the RTB space, helping supply partners and advertisers programmatically meet their needs.
What is Programmatic Advertising and Why Is It Beneficial for Indian Marketers?
Programmatic advertising uses data from past campaigns and system-specific algorithms to improve future campaigns. Indian marketers have widely embraced it because it allows them to market their brands online within a budget-friendly framework. With over 70% annual growth in India, programmatic ads are becoming a major tool for digital marketing.
India has the highest number of smartphone users globally. Indians spend between 180 to 210 minutes daily engaging with smartphone online content. This heavy usage makes programmatic advertising an ideal strategy for reaching engaged audiences.
Key Platforms for Programmatic Advertising
Google Marketing Platform (GMP) GMP includes tools like Google Ads, Campaign Manager 360, Google Analytics, and Data Studio. It allows for seamless campaign management across display, video, and audio advertising. GMP integrates analytics and media buying tools, helping marketers reach their target audience efficiently. Key Features:
Demand-Side Platforms (DSP)
Marketing Analytics and A/B Testing
Campaign Management
ROI and Website Analytics
Benefits:
Better customer insights and smarter media buying
Cross-device capabilities
Machine learning for better ad targeting
Criteo Criteo is known for its strong remarketing capabilities using third-party audience data. It operates on a CPC (cost-per-click) model and is popular for high click-to-conversion ratios. Criteo also offers APIs to automate campaign setup and bidding. Key Features:
Predictive Analytics
Personalized Retargeting
Mobile and Social Media Retargeting
Benefits:
Real-time performance tracking
Optimized CPC bidding and cross-channel ads
Amazon DSP Amazon DSP allows advertisers to reach audiences on Amazon apps, websites, and partner platforms. It offers programmatic buying for display, video, and audio ads with a strong focus on brand safety and budget transparency.Key Features:
Contextual targeting with tools like Oracle Data Cloud and DoubleVerify
Self-service and managed-service options
Benefits:
Access to Amazon’s first-party data
Transparent bidding strategies
MediaMath MediaMath helps advertisers manage cross-channel campaigns across mobile, display, social, video, and audio formats. It offers precision marketing, including regional targeting and premium inventory access through partnerships like Disney+ Hotstar.Key Features:
Omnichannel Campaign Management
AI and Machine Learning for better targeting
Brand Safety and Audience Segmentation
Benefits:
Control over campaign transparency
Ability to reach specific audiences with high conversion rates
Adobe Advertising Cloud Adobe’s platform unifies media buying across screens, channels, and data, automating the process for better accuracy and efficiency. It integrates seamlessly with Adobe Creative Cloud for a smooth creative-to-ad execution.Key Features:
Cross-Channel Planning and Reporting
Real-time analytics for campaign improvement
Integration with Microsoft Dynamics 365
Conclusion
Programmatic advertising is growing rapidly in India, especially in mobile marketing. For marketers looking to explore this technology, understanding how different platforms work and their unique features can help them drive better results. By using solutions like DV360 in self-serve mode, even smaller brands can leverage the power of programmatic advertising.