Unlocking the Future of Marketing: Harnessing the Power of Programmatic Advertising

RTB: A Robotic Approach to Advertising

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

1. 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
2. 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
3. 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
4. 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
5. 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.