5 Programmatic Ad Buying Platforms for SMBs

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Programmatic advertising

Programmatic display advertising ad revenues totaled $10.1 billion last year, according the Interactive Advertising Bureau, and not all of that money came from the big guys. Small and medium-sized businesses have started jumping into programmatic as well, purchasing digital inventory through automated technology and utilizing real-time bidding to buy impressions based on a combination of user, website, and other campaign factors.

Although programmatic buying has a reputation for being expensive, technically complex, and geared toward large-scale advertisers buying high volumes of impressions, more vendors are developing programmatic solutions aimed directly at the SMB market. These platforms give smaller advertisers the ability to plan, buy, and target digital ads in real-time, with simplified interfaces and few barriers to entry. Here are five of those solutions.

1. ReTargeter: Self-optimizing audience retargeting and real-time advertising
Acting as an umbrella network, ReTargeter is a full-service provider for small business advertisers. It plugs into multiple exchanges — including DoubleClick, OpenX, and Rubicon, among others — for clients. Using this “self-optimizing audience retargeting” platform, SMBs have access to geographic and demographic targeting. They can also take advantage of site-based, Facebook, and audience retargeting. ReTargeter says it provides an attentive support team to guide SMBs through the programmatic buying process. ReTargeter’s minimum pricing is $500 per month.

2. PocketMath: A self-serve platform for programmatic mobile
PocketMath is a self-serve, mobile demand-side platform (DSP) that provides programmatic real-time bidding tools for small business advertisers. The platform is designed for hands-on business owners who want more control over their programmatic campaigns, with the ability to make changes and optimize their campaigns in real-time. Businesses that use PocketMath handle their own ad creative and optimization. Retargeting and location-based services are also available. PocketMath connects to more than 20 ad exchange partners. Businesses have no minimum ad spending requirement when they use the platform.

3. Admedo: Automatic optimization for advertisers with no programmatic experience
Small and medium-size advertisers can use Admedo to quickly create and deploy in-house campaigns. The company’s programmatic advertising platform was designed for SMBs with little or no experience with programmatic display advertising. Within hours, businesses that sign up with Admedo can start reaching targeted audiences in real-time, the company says. Admedo offers a full-stack programmatic solution, with a DSP that features a straightforward user interface and dynamic creative that auto-generates and optimizes in real time. Admedo uses a multi-tiered pricing model.

4. Visibl: Self-serve programmatic video ads
A self-serve programmatic platform, Visibl allows local merchants to run targeted video ad campaigns on major websites like Pandora, CNN, and the New York Times. Visibl integrates with dozens of ad networks, including Google, Facebook, AppNexus, and BrightRoll. Through the company’s web application, merchants can also access data from Experian and BlueKai to find optimal audience segments. Visibl says it’s “democratizing video advertising” by providing even the smallest businesses with the same reach as major advertisers. Costs for Visibl start at $50.

5. Zypmedia: Programmatic buying for local media
Formerly known as ExtendTV, Zypmedia is a programmatic media buying platform for local advertising. The platform was built on high-frequency trading principles and developed to optimize the performance and delivery of local advertising campaigns. Zypmedia analyzes all available impressions and data sources to identify high-targeted local audiences. Local businesses can then find their target customers on brand-name publisher websites and mobile apps. Zypmedia’s product offering includes video and display advertising across desktop, mobile, and TV apps. Businesses can contact Zypmedia for specific pricing information.

Know of other programmatic solutions for small businesses? Leave a description in the comments.

Stephanie Miles is a senior editor at Street Fight.

Stephanie Miles is a journalist who covers personal finance, technology, and real estate. As Street Fight’s senior editor, she is particularly interested in how local merchants and national brands are utilizing hyperlocal technology to reach consumers. She has written for FHM, the Daily News, Working World, Gawker, Cityfile, and Recessionwire.