Full Guide To Choosing The Best Programmatic Agency in 2024

programmatic advertising agency

Are you looking to take your digital marketing solutions to the next level? Wondering how you can effectively run targeted ad campaigns and automate your ad buying process? Discover the power of programmatic advertising and find out how to select the best programmatic agency that aligns with your goals and objectives.

But first, let’s take a look at some eye-opening statistics about the impact of programmatic advertising:

  1. Programmatic advertising spending is projected to reach $147 billion globally by 2021, indicating its growing popularity and effectiveness in driving results for businesses. source
  2. Data-driven advertising through programmatic platforms can increase campaign performance by up to 49%, maximizing the ROI of your ad spend. source
  3. Real-time bidding (RTB), a key feature of programmatic advertising, accounts for over 80% of all programmatic spending worldwide. source
  4. Programmatic direct advertising is expected to grow at a compound annual growth rate (CAGR) of 20.9% from 2021 to 2026, indicating a shift towards direct trading between publishers and advertisers. source
  5. Approximately 80% of digital display ad spending in the U.S. will be programmatic by the end of 2021, showcasing the dominance of programmatic advertising in the market. source
  6. Ad exchange platforms play a pivotal role in programmatic advertising, with Google’s DoubleClick Ad Exchange being the largest ad exchange globally, reaching over 47% of the total global ad spend. source
  7. Programmatic advertising enables ad optimization strategies that can increase conversions by 162%. This means you can get more out of your ad campaigns and achieve your marketing objectives effectively. source
  8. Programmatic advertising offers ad tech platforms that can boost brand safety, reducing the risk of placing ads on inappropriate or irrelevant websites. source
  9. Programmatic advertising enables you to reach precise target audiences, increasing your ad relevancy by 300%. By delivering the right message to the right people, you can significantly improve campaign performance. source
  10. Programmatic advertising supports automated ad buying, saving valuable time and resources. It reduces the manual efforts and allows you to focus on strategizing and optimizing your campaigns. source

As you can see, programmatic advertising offers immense opportunities for businesses to drive success in their digital marketing efforts. The right programmatic agency can help you navigate this complex landscape and achieve your marketing goals effectively.

Stay tuned as we dive deeper into the world of programmatic advertising, understanding the difference between programmatic advertising platforms, and exploring the top supply-side platforms, ad exchanges, and demand-side platforms for your programmatic needs. We’ll also discuss key factors to consider when choosing a programmatic agency and how to overcome challenges in this dynamic industry.

What is a programmatic advertising platform?

A programmatic advertising platform is a technology solution that automates the process of media buying or media selling. It streamlines and optimizes the buying and selling of digital ad inventory across multiple channels and devices. By leveraging data and algorithms, programmatic advertising platforms enable advertisers and publishers to reach their target audiences efficiently and effectively while maximizing return on investment.

There are several key components of a programmatic advertising platform:

  1. Demand-Side Platforms (DSPs): DSPs are platforms designed for advertisers and media buyers. They provide tools for automating the buying of programmatic ads. Advertisers can use DSPs to define their target audience, set campaign objectives, and access various ad inventory sources.
  2. Supply-Side Platforms (SSPs): SSPs are platforms used by publishers and media sellers. They enable publishers to optimize and automate the selling of their ad inventory. SSPs provide tools for managing and monetizing ad space, as well as optimizing ad placements for maximum yield.
  3. Ad Exchanges: Ad exchanges serve as open marketplaces for buying and selling programmatic ads. They connect advertisers (via DSPs) and publishers (via SSPs), facilitating the real-time auctioning of ad impressions. Ad exchanges enable efficient and transparent transactions, allowing advertisers to bid on ad inventory in real-time.
  4. Data Management Platforms (DMPs): DMPs play a crucial role in programmatic advertising by aggregating and organizing large volumes of audience data. They collect, analyze, and segment data to facilitate precise audience targeting, enabling advertisers to deliver personalized and relevant ads to their target audiences.

These components work together to automate and optimize the buying and selling of programmatic ads. By leveraging algorithms and data-driven insights, programmatic advertising platforms enable advertisers and publishers to make informed decisions, optimize campaign performance, and drive better results.

RTB vs Programmatic: Understanding the Difference

When it comes to programmatic advertising, two terms often come up: real-time bidding (RTB) and programmatic direct advertising. While both play significant roles in the programmatic landscape, they have distinct differences. Understanding these differences can help you make informed decisions about your advertising strategies.

Real-Time Bidding (RTB)

Real-time bidding (RTB) is a process that occurs within the programmatic advertising ecosystem. It allows advertisers to bid for ad impressions in real-time as users navigate websites or apps. Advertisers can bid based on factors such as audience demographics, location, and interests.

RTB is facilitated through ad exchanges, which act as marketplaces connecting advertisers and publishers. Ad inventory that remains unsold is made available for real-time bidding. Advertisers bid against one another, and the highest bidder’s ad is displayed to the user.

RTB offers several benefits, including:

  • Access to a vast pool of ad inventory
  • Real-time decision-making and ad placement
  • Potential for cost-efficient advertising

However, one limitation of RTB is that it primarily focuses on unsold advertising inventory, which could limit the reach and availability of premium ad placements.

Programmatic Direct Advertising

Programmatic direct advertising, on the other hand, involves a direct trading relationship between publishers and advertisers. It allows for a more controlled and predictable approach to ad buying and selling.

Instead of bidding in real-time, programmatic direct advertising allows advertisers and publishers to enter into direct agreements for specified ad inventory at predetermined prices. This approach provides more certainty and control over ad placements.

Programmatic direct advertising offers several benefits, including:

  • Premium ad placements on specific websites or apps
  • Guaranteed inventory availability
  • More transparency and control over ad placements

The difference between RTB and Programmatic Direct Advertising

The key difference between RTB and programmatic direct advertising lies in the way ad inventory is accessed and ad placements are determined.

RTB involves real-time auctions for unsold ad inventory, allowing advertisers to bid and compete for impressions as users interact with websites or apps. Programmatic direct advertising, on the other hand, facilitates direct trading between publishers and advertisers, enabling them to bypass the auction process and secure premium ad placements.

While both RTB and programmatic direct advertising have their advantages, understanding these differences can help you choose the most appropriate approach for your advertising campaigns.

unsold advertising inventory

Choosing Between CPC and CPM on a Programmatic Advertising Platform

When it comes to running performance campaigns on a programmatic advertising platform, you have two primary pricing models to choose from: CPC (Cost Per Click) and CPM (Cost Per Thousand Impressions). Understanding the differences between these models is crucial in making an informed decision that aligns with your campaign goals and budget.

CPC, as the name suggests, charges advertisers for each click their ad receives. This model is well-suited for performance campaigns that prioritize driving user engagement and conversions. By paying for clicks, advertisers have more control over the budget allocation and can directly measure the effectiveness of their ads. It’s an ideal choice for campaigns that rely on user actions, such as driving website traffic or generating leads.

On the other hand, CPM pricing is based on the number of impressions your ad receives, which refers to the number of times the ad is shown to users. With CPM, advertisers pay a fixed rate for every thousand impressions, regardless of how many clicks the ad receives. This model is beneficial for brand awareness campaigns and campaigns that aim to reach a wide audience. Advertisers looking to maximize their ad exposure and increase brand visibility often opt for CPM.

Before deciding between CPC and CPM, consider your campaign objectives, target audience, and budget constraints. If your primary goal is to generate immediate user actions and measure campaign performance based on clicks, CPC is the way to go. Conversely, if your campaign aims to increase brand reach and impressions are more valuable than clicks, CPM might be the better choice.

To summarize:

  • CPC is ideal for performance campaigns, where advertisers pay for each click.
  • CPM is suitable for brand awareness campaigns, where advertisers pay for impressions.

Ultimately, the decision between CPC and CPM should be based on your specific campaign goals and the metrics that matter most to you. An effective programmatic advertising strategy often involves a combination of both pricing models, leveraging their strengths to drive impactful and cost-effective campaigns.

Pricing Model Key Features
CPC – Pay for each click
CPM – Pay for impressions
– Ideal for brand awareness campaigns

Top Supply-Side Platforms (SSPs) for Selling Ad Inventory

When it comes to selling ad inventory, choosing the right supply-side platform (SSP) is crucial. Two popular programmatic SSPs that offer exceptional features and performance are SmartyAds and Xandr.

SmartyAds is a comprehensive SSP that supports various ad formats and provides advanced programmatic capabilities. With a focus on ad inventory quality, SmartyAds ensures that your ads are displayed in a brand-safe environment. The platform also offers features like header bidding and inventory management, allowing you to optimize your ad placements and maximize revenue.

Xandr is another top-rated SSP known for its programmatic capabilities and extensive reach. The platform supports all channels and formats, making it suitable for diverse advertising strategies. With data-driven yield optimization, Xandr helps publishers maximize their revenue by identifying high-value ad opportunities.

Here’s a comparison of key features and capabilities of SmartyAds and Xandr:

Supply-Side Platform (SSP) Ad Formats Programmatic Capabilities
SmartyAds Various ad formats including display, video, native, and more. Header bidding, inventory management, ad inventory quality control.
Xandr All channels and formats compatible with programmatic advertising. Data-driven yield optimization, advanced targeting options.

By leveraging the capabilities of these top SSPs, you can ensure efficient ad inventory management, maximize revenue, and deliver high-quality ads to your audience.

The Best Ad Exchanges for Programmatic Advertising

When it comes to programmatic advertising, choosing the right ad exchange is crucial for maximizing your ad exposure and reaching your target audience effectively. Two top ad exchanges that offer exceptional programmatic infrastructure and a wide range of ad formats are SmartyAds and Google Ad Manager.

SmartyAds: SmartyAds is a leading programmatic advertising platform that provides a full-stack programmatic infrastructure for seamless ad buying and selling. With SmartyAds, advertisers have access to a diverse range of ad formats, such as display, video, native, and mobile, allowing them to create engaging and visually appealing ad campaigns. The platform’s programmatic infrastructure ensures efficient ad delivery and optimization, enabling advertisers to maximize their campaign performance.

Google Ad Manager: Google Ad Manager, a popular choice among advertisers, offers advanced targeting options and global reach. Advertisers can leverage Google’s extensive network and targeting capabilities to reach their desired audience based on demographics, interests, and behavior. The platform provides comprehensive ad campaign management tools, allowing advertisers to optimize their targeting options and achieve their campaign objectives effectively.

When selecting an ad exchange for programmatic advertising, it’s important to consider factors such as ad formats, programmatic infrastructure, targeting options, and global reach. Both SmartyAds and Google Ad Manager provide exceptional solutions that cater to the diverse needs of advertisers and offer the tools necessary to run successful programmatic campaigns.

Top Demand-Side Platforms (DSPs) for Programmatic Advertising

When it comes to programmatic advertising, demand-side platforms (DSPs) play a critical role in helping advertisers reach their target audience effectively. These platforms offer a range of features, targeting options, and ad formats to optimize programmatic ad campaigns. Here are some of the top DSPs that advertisers can consider:


Features: SmartyAds offers a comprehensive suite of programmatic advertising solutions, including real-time bidding, cross-channel targeting, and advanced analytics. This platform provides access to various ad formats, such as display, video, and native ads, allowing advertisers to create engaging and impactful campaigns.


Features: Adform is a versatile DSP that enables advertisers to execute programmatic campaigns across multiple channels, including display, mobile, video, and audio. With its powerful targeting capabilities, real-time optimization, and customizable reporting, Adform empowers advertisers to maximize their campaign performance.

DV 360

Features: DV 360, part of the Google Marketing Platform, offers a comprehensive programmatic advertising solution. With its advanced targeting options, including demographic, contextual, and behavioral targeting, advertisers can connect with their audience at the right time and place. DV 360 also provides access to a wide range of ad formats and inventory sources.

The Trade Desk

Features: The Trade Desk is a robust DSP that offers a wealth of targeting options, including demographics, contextual, and audience segment targeting. Advertisers can leverage its real-time bidding capabilities and sophisticated analytics to optimize programmatic ad campaigns and drive maximum results.


Features: Xandr, powered by AT&T, is a leading programmatic advertising platform that provides access to premium inventory and innovative ad formats. Its advanced targeting capabilities, combined with cross-device and cross-channel reach, enable advertisers to deliver personalized and relevant ads to their target audience.

Adobe Advertising Cloud

Features: Adobe Advertising Cloud offers a comprehensive programmatic advertising solution, enabling advertisers to reach their audience across screens and channels. This platform provides robust targeting options, ad sequencing capabilities, and sophisticated analytics to optimize campaign performance.


Features: BidTheatre is a programmatic platform that focuses on data-driven optimization and advanced targeting capabilities. Advertisers can leverage its machine learning algorithms and real-time analytics to enhance their programmatic ad campaigns and achieve their marketing objectives.


Features: MediaMath is a programmatic advertising platform that helps advertisers execute data-driven and targeted ad campaigns. With its advanced optimization algorithms and integrated data management capabilities, MediaMath enables advertisers to deliver personalized ads to the right audience at scale.

Each of these DSPs offers unique features and capabilities, allowing advertisers to tailor their programmatic advertising strategies based on their specific campaign goals and requirements. By leveraging the strengths of these platforms, advertisers can optimize their ad placements, target their desired audience, and maximize the impact of their programmatic ad campaigns.

The Importance of Understanding Your Goals and Objectives

Before choosing a programmatic advertising agency, it’s crucial to have a clear understanding of your marketing goals and objectives. Without a defined direction, you risk partnering with an agency that may not align with your needs or deliver the desired results. By clearly outlining your objectives, you can ensure that the agency you select has the expertise and strategies needed to drive your success.

Developing tailored strategies and campaigns is essential for achieving optimal results in programmatic advertising. A reputable agency will work closely with you to understand your unique business requirements and create customized strategies that are specifically designed to meet your goals. Whether you’re looking to increase brand awareness, drive website traffic, or boost conversions, a programmatic advertising agency can help you achieve your objectives effectively.

Moreover, an agency that understands your marketing goals can assist you in selecting the most appropriate targeting options and ad formats to reach your target audience. With their expertise and knowledge of the programmatic landscape, they can ensure that your campaigns are optimized for maximum impact and efficiency.


“Working with a programmatic advertising agency that aligns with your marketing goals is essential for achieving success. Their tailored strategies and expertise can help you optimize your campaigns, reach your target audience, and drive desired outcomes.” – Marketing Director at Company XYZ

Key Importance Points:

  • Defining marketing goals and objectives is crucial before selecting a programmatic agency.
  • Customized strategies help in achieving optimal results in programmatic advertising.
  • Understanding your goals allows agencies to recommend the most appropriate targeting options and ad formats.

programmatic advertising agency

Having a clear understanding of your goals and objectives sets the foundation for a successful partnership with a programmatic advertising agency. With tailored strategies and expertise, they can help you navigate the complex landscape of programmatic advertising and achieve your desired outcomes.

Benefits of Understanding Your Goals and Objectives: How It Helps:
Alignment with agency expertise Achieve maximum results in line with your goals
Tailored strategies Optimize campaigns for desired outcomes
Targeted audience reach Increase the effectiveness of your messaging

Key Factors to Consider When Choosing a Programmatic Agency

When it comes to selecting a programmatic advertising agency, there are several key factors that you should take into consideration. These factors will ensure that you choose an agency with the expertise and capabilities to meet your advertising goals. By carefully evaluating these aspects, you can make an informed decision that aligns with your business objectives.

  1. Expertise: Look for an agency that specializes in programmatic advertising and has a proven track record of success in this field. Their expertise and industry knowledge will be invaluable in helping you navigate the complex world of programmatic advertising.
  2. Data-driven approach: A data-driven approach is vital in programmatic advertising. Choose an agency that utilizes data analysis and insights to optimize targeting and campaign performance. Their ability to leverage data effectively will enable you to reach your target audience more efficiently.
  3. Targeting capabilities: Effective targeting is at the core of programmatic advertising. Ensure that the agency you choose has advanced targeting capabilities, allowing you to reach the right audience with precision. This will maximize the impact of your advertising campaigns.
  4. Transparency: Transparency is crucial when working with a programmatic agency. Look for an agency that practices transparent reporting, providing you with clear insights into the performance of your campaigns. This includes information on ad spend, impressions, conversions, and other relevant metrics.
  5. Customized strategies: Every business is unique, and your programmatic advertising strategy should reflect that. Choose an agency that can tailor their strategies to meet your specific needs and objectives. They should work closely with you to understand your business goals and develop a customized approach.
  6. Social media integration: Social media platforms play a significant role in programmatic advertising. Ensure that the agency you choose has expertise in social media advertising and can integrate it seamlessly into your overall programmatic strategy. This will help you maximize your reach and engagement.
  7. Past success stories: Review the agency’s past success stories and case studies. This will give you insights into the effectiveness of their programmatic advertising campaigns and their ability to deliver results. Look for examples that align with your industry and objectives.
  8. Communication: Effective communication is essential for a successful partnership. Choose an agency that emphasizes clear and frequent communication. They should be responsive to your needs and provide regular updates on campaign performance and optimizations.
  9. Budget transparency: Programmatic advertising involves managing budgets efficiently. Look for an agency that offers budget transparency and provides detailed breakdowns of ad spend, fees, and any other relevant costs. This will enable you to make data-driven decisions and optimize your budget allocation.

Choosing the right programmatic agency is a critical decision that can greatly impact the success of your advertising campaigns. By considering these key factors, you can ensure that you partner with an agency that has the expertise, data-driven approach, targeting capabilities, transparency, and customization you need to achieve your advertising goals.

Overcoming Challenges in Programmatic Advertising

When it comes to programmatic advertising, there are several challenges that marketers and advertisers face. These challenges can impact campaign effectiveness and hinder overall performance. In this section, we will explore three common challenges and provide solutions to overcome them.

Inconsistent Campaign Taxonomy

One of the challenges in programmatic advertising is inconsistent campaign taxonomy. The lack of a standardized naming convention for campaigns can make it difficult to track and compare performance across different platforms. This inconsistency can lead to confusion and inefficiencies in data analysis.

One solution to this challenge is to establish a clear and comprehensive campaign naming structure. By implementing a consistent taxonomy across all your programmatic advertising platforms, you can easily organize and analyze campaign data. This allows for better campaign optimization and more accurate reporting.

Data Collection from Multiple Ad Accounts

Another challenge in programmatic advertising is the collection of data from multiple ad accounts. When running campaigns across various platforms and channels, it can be challenging to aggregate and analyze data effectively. This lack of data consolidation hinders the ability to gain valuable insights and make informed decisions.

A solution to this challenge is to leverage marketing analytics platforms that integrate with multiple ad accounts and consolidate data into a single dashboard. These platforms provide a centralized view of campaign performance, allowing you to analyze data from different sources in one place. This enhances data visibility and enables cross-channel analysis for improved campaign optimization.

Lack of Cross-Channel Performance Visibility

Cross-channel performance visibility is another significant challenge in programmatic advertising. Tracking and comparing campaign performance across different channels, such as display, video, and social media, can be complex and time-consuming. This lack of visibility makes it difficult to identify the most effective channels and allocate budgets accordingly.

The solution to this challenge is to implement cross-channel reporting and attribution models. By using advanced attribution models and marketing analytics tools, you can gain insights into the performance of your programmatic campaigns across multiple channels. This allows you to optimize your budget allocation based on the channels that drive the best results.

Programmatic Advertising Challenges and Solutions
Challenge Solution
Inconsistent Campaign Taxonomy Establish a clear and comprehensive campaign naming structure
Data Collection from Multiple Ad Accounts Utilize marketing analytics platforms for data consolidation
Lack of Cross-Channel Performance Visibility Implement cross-channel reporting and attribution models

By addressing these challenges and implementing the suggested solutions, advertisers and marketers can optimize their programmatic advertising campaigns and achieve better results. The use of consistent campaign taxonomy, data consolidation tools, and cross-channel performance visibility can significantly enhance the effectiveness and efficiency of programmatic advertising efforts.


Choosing the right programmatic advertising agency is a critical step in ensuring the success of your marketing strategy. With the ever-evolving digital landscape, it’s essential to partner with an agency that possesses the expertise and knowledge to navigate the complexities of programmatic advertising.

A data-driven approach is crucial in today’s advertising landscape. Look for an agency that understands the power of data and utilizes it to optimize your programmatic campaigns. By leveraging data analytics and insights, they can make informed decisions that enhance your marketing outcomes.

Transparency is another key consideration when selecting an agency. Ensure that the agency you choose provides clear and comprehensive reporting, allowing you to track the performance of your programmatic campaigns. Transparency builds trust and enables you to make informed decisions based on tangible results.

Finally, it’s important to align with an agency that stays up-to-date with the latest digital marketing trends. The programmatic advertising landscape is constantly evolving, and you need a partner who keeps pace with industry advancements. By staying current, they can ensure that your campaigns are aligned with the latest strategies and tactics, ultimately driving success and enhancing your eCommerce KPIs.


What is a programmatic advertising platform?

A programmatic advertising platform is a system that automates the process of media buying or media selling. It enables advertisers and publishers to efficiently buy and sell ad space, optimize ad campaigns, and target specific audiences in real-time.

What is the difference between real-time bidding (RTB) and programmatic direct advertising?

RTB involves advertisers bidding in real-time for available ad impressions on an open marketplace, while programmatic direct advertising involves direct trading between publishers and advertisers. RTB is used to combat unsold ad inventory and allows for more dynamic pricing, while programmatic direct ensures guaranteed ad placements and fixed pricing.

Should I choose CPC or CPM for my programmatic advertising campaign?

The choice between CPC (cost per click) and CPM (cost per thousand impressions) depends on your campaign goals and budget. If you want to measure and pay for actual clicks on your ads, CPC is the right option. CPM, on the other hand, charges for every thousand ad impressions shown to users, making it suitable for brand awareness campaigns.

What are some popular supply-side platforms (SSPs) for selling ad inventory?

SmartyAds and Xandr are two popular programmatic SSPs. SmartyAds supports various ad formats and offers features like header bidding and inventory management. Xandr supports all channels and formats and provides data-driven yield optimization for publishers.

What are the best ad exchanges for programmatic advertising?

SmartyAds and Google Ad Manager are considered top ad exchanges. SmartyAds offers a full-stack programmatic infrastructure and a wide range of ad formats. Google Ad Manager provides advanced targeting options, global reach, and a comprehensive ad management platform.

What are some popular demand-side platforms (DSPs) for programmatic advertising?

Some popular DSPs include SmartyAds, Adform, DV 360, The Trade Desk, Xandr, Adobe Advertising Cloud, BidTheatre, and MediaMath. Each platform offers unique features, ad formats, and targeting options for programmatic advertising.

How important is it to define my goals and objectives before choosing a programmatic agency?

Defining your marketing goals and objectives is crucial in selecting the right programmatic agency. By understanding what you want to achieve with programmatic advertising, you can find an agency that aligns with your needs and can develop customized strategies to help you reach your goals.

What factors should I consider when choosing a programmatic agency?

When selecting a programmatic agency, consider factors such as their expertise in programmatic advertising, their data-driven approach, their ability to provide customized strategies, transparent reporting, social media integration, past success stories, communication, and budget transparency.

What are some challenges in programmatic advertising and how can I overcome them?

Some challenges in programmatic advertising include inconsistent campaign taxonomy, difficulties in data collection from multiple ad accounts, and lack of cross-channel performance visibility. Solutions include using marketing analytics platforms and automation tools that can help standardize campaign tracking, consolidate data, and provide comprehensive performance insights.

How can I ensure the success of my marketing strategy with a programmatic advertising agency?

By choosing a programmatic advertising agency that aligns with your goals and objectives, has a data-driven approach, provides transparency in reporting, and keeps up with the latest digital marketing trends, you can enhance your chances of success in driving results and achieving your eCommerce KPIs.

Table of Contents