6 Omnichannel Ad Buying Platforms for Brands
Growing frustrations over fragmentation in the media landscape are leading more marketers to search for omnichannel ad buying solutions.
Although marketers today have more opportunities for buying across channels than ever before, increased regulations and privacy restrictions—coupled with higher expectations among consumers—are creating new challenges when it comes to media management and workflows.
With much of the $664 billion advertising market in flux, there’s a renewed focus on omnichannel platforms that use integrated workflows to improve efficiencies and reduce redundant work. This next generation of ad buying solutions takes into account disparate channels and audiences, enabling brand marketers to automate and optimize campaigns across ecosystems.
Here are six examples of omnichannel ad buying platforms that marketers are using right now.
6 Omnichannel Ad Buying Platforms
Mediaocean’s solution to the fragmented ad buying system centers around consolidation. Specifically, the company consolidates media intelligence, media management, and media finance into a unified platform for omnichannel advertising. With “seamless orchestration” across channels, formats, and devices, Mediaocean has developed an end-to-end workflow for omnichannel buying at scale. The company’s partner network offers direct, in-platform access to many providers across the media ecosystem.
A true omnichannel DSP, Adelphic helps brand marketers reach consumers across all programmatic channels and formats. Marketers can manage campaigns across digital out-of-home, programmatic audio, connected TV, mobile, and desktop, without having to switch between platforms. Using a self-service portal, businesses are able to onboard their own first-party data and manage their omnichannel campaigns. The company says its platform was built to streamline workflows and ease the lives of programmatic traders. Adelphic integrates with more than 70 data providers.
Criteo’s omnichannel solution targets customers with the specific products they’re most likely to buy next, and improves the way brands engage with customers by merging in-store and online data. Criteo claims to have the world’s largest open source data set, built from more than $950 billion in annual e-commerce sales, which marketers can lean on to gather more intelligence about ad buying opportunities. Those same buyers will want to work with Criteo to deliver hyper-relevant ads, powered by the company’s real-time AI Engine.
Amobee’s advertising solution was designed to give brands a way to integrate television, connected television, digital, and social media into a unified strategy. Going beyond most conventional demand-side platforms, Amobee says it’s able to deliver the kind of “meaningful messages” that actually drive sales by optimizing reach and frequency across multiple channels. The company does this without relying on cookies, thanks to a next-generation “Smart Contextual” targeting system. Amobee also generated 4Screen reports that use data to holistically understand consumer actions through the full marketing funnel, regardless of the type of screen a consumer is using.
The premise behind SmartyAds is simple. The company was built around the idea of making advertising easy to manage. To do that, SmartyAds’ team has built a full-stack programmatic infrastructure that advertisers can use for omnichannel ad buying. The SmartyAds DSP features a programmatic suite for running targeted ad campaigns. Its omnichannel media-buying technology is integrated with supply partners like Pubmatic, Smaato, InMobi, AdColony, and Cheetah Mobile. SmartyAds DSP helps advertisers run AI-powered programmatic campaigns across channels, formats, geos, and business verticals, while also connecting to top-quality supply sources via SmartyAds SSP.
MediaMath’s demand-side platform offers both off-the-shelf and custom solutions for brands that want to influence customers across multiple screens. The platform features campaign and media management, identity management, consumer segmentation, targeting, and global scale. MediaMath can also be setup to manage connected TV advertising for marketers that want to engage in one-on-one relationships with customers across all screens.
Stephanie Miles is a senior editor at Street Fight.