Have you ever looked at your favorite show or been scrolling through your social media apps and thought, “Wow, I just thought of that product!”? That’s called the power of media buying.
Media buyers have figured out how to get brands in front of their target audience. They use a process to buy digital ad slots on online platforms like TV streaming, apps, and social sites.
A media buyer is also responsible for discussing ad inventory and budgeting with media buying platforms. They make sure your ads are running and performing as well.
Media buying isn’t talked about enough in the world of marketing. It’s a growing business responsible for all the targeted ads you see today.
Do we have your interest piqued? Great! This article will look at the top nine media buying platforms that can best market your brand.
What are Media Buying Platforms?
Before we get started, let’s explain what media buying platforms are. First, there are different types of types of media buying platforms. Some attract a general clientele, while others reach a niche market. The request comes from a media buying agency that represents the client.
A media buying platform is simply a tool that facilitates the buying and selling of advertising space across the web. The advertiser, also called the buyer, enters into a deal with a publisher or seller. Most deals occur on a large scale across various publishers, platforms, and websites.
Why are these tools so important? One is the internet’s rapid growth, and two is the consumer demand for free content.
There needs to be a high volume of advertising to support the publisher’s business. With rich targeting options and highly competitive advertisers, the traditional method of working directly with a publisher may not always work.
Now, let’s get into the best media buying platforms.
1. Adobe Advertising Cloud
Adobe is a big name in the software world. They also have one of the top media advertising platforms, Adobe Advertising Cloud.
In 2017, they launched a powerful Demand-side Platform (DSP). It was designed to accompany their Audience Manager and Analytics.
Like Google, their platforms work together really well. It’s easy to collaborate and analyze data together. Plus, they have great performance optimization features to ensure media buying agencies get the most out of their ad spend budgets.
2. AdRoll
AdRoll is one of the most powerful performance marketing platforms out there. It’s been around for the past decade and uses the biggest advertiser data cooperative in the industry.
What does that mean for media buying options? It means marketers can reach their target audience anywhere online and use AdRoll’s tools to encourage them to buy.
3. Amobee
Amobee is the go-to mobile ad network and tech company. They target advertisers, developers, publishers, and businesses seeking media buying options.
Their DSP provides advertisers a single platform to plan, run, and track ad campaigns. It can reach people on multiple platforms, including video, mobile, social media, and TV. Plus, it offers seamless ad campaigns, accurate targeting, and built-in reports and analysis.
4. Criteo
Criteo is an online advertising platform that helps businesses reach potential customers and engage them through personalized ads. It uses AI-powered advertising to show ads to people on their computers, phones, and other devices that are relevant to them.
Criteo’s primary role is to supply content to publishers, helping them generate more revenue with different types of media buying options.
5. Google Display & Video 360
Google Display & Video 360 makes it easy for media buying agencies to keep track of their booking, scheduling, and guaranteed campaigns.
The service is built around five main modules that all work together.
- Audience
- Campaigns
- Creators
- Insights
- Inventory
With media buying options across screens, buyers can stretch resources across multiple types of media buying platforms. Media buying options include audio, video, social media, streaming, and TV.
6. MediaMath
MediaMath is a media buying platform that helps media buying agencies get the most out of their digital marketing. They provide tools for buying ads, managing data, and more. They also offer products in different media buying options, like data management, audiences, DSP, supply, and intelligence.
MediaMath is used in several countries and offers training and support programs. They provide users with an intelligent platform, a modernized ecosystem, partnerships for media campaigns, and creative targeting.
They promote brand safety for their clients and audiences.
6. PubMatic
PubMatic helps premium content creators and media buying agencies get the most out of their digital advertising business. It’s a platform that gives independent app developers and publishers the power to control and grow their digital ad businesses.
With PubMatic, advertisers can get the most ROI by targeting and engaging their audience in brand-friendly, premium spots. They offer types of media buying across devices.
Started in 2006, PubMatic has grown into a powerful, global platform leading the way in RTB and programmatic innovation.
7. Smartly.io
If you’re running an ad campaign on Facebook or Instagram, Smartly.io can help media buying agencies maximize their budgets. They offer the following tools:
- Campaign optimization
- Ads for multiple products
- Automatic budgeting
- Automatic optimization
- Custom analytics
- and more
As one of the world’s largest software-as-a-service (SaaS) digital advertising platforms, Smartly.io manages nearly $5 billion in ad spend across 700+ brands globally.
8. Xandr
Xandr is a business unit of Microsoft that runs a worldwide premium advertising marketplace. Xandr’s data-powered tech platforms, Xandr Invest and Xandr Monetize, help buyers and sellers maximize their investments.
It has an easy-to-use platform design, an identity-focused CTV & digital video buying strategy, plus smart data solutions. It’s a strategy-driven buying platform that helps advertisers and ad agencies better plan, execute, and understand their media campaigns.
Xandr Invest helps marketers reach their marketing goals with its machine-learning optimization system and user-friendly interface. It also allows media buying agencies to move on to more advanced tactics to get unique results.
Media Buying Options That Work!
Media buying platforms are essential in the ever-changing digital world we live in. Media buying options allow brands to get their messages on the platforms their customers use most.
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