Programmatic media buying can help you to get your adverts seen by the most important people. But how do you choose which programmatic media buying platform is going to be right for your business? There are various factors and variables that you will need to keep in mind when you’re choosing which of them to use. You can learn more about those factors, as well as some of the options that are out there, by reading the information below.

What Are the Important Things to Consider When Looking for a Platform?

One of the first things you should think about is how many inventory providers you want to use. If you want to use many, it will make more sense to opt for a customizable platform. Next, you should decide where you want your online adverts to appear. If you’re happy with a general inventory pool, then a turnkey platform will be fine for your business’s needs.

Some platforms are better than others when it comes to targeting a specific audience. You will need to remember this when you’re choosing which is best for you. For businesses that want to target people precisely and accurately, a platform like Doubleclick Bid Manager is considered best. That’s because it has an onboard list of existing customers that can be used from your CRM. Third party data can also be used to enhance targeting.

Different platforms offer different tools. You will need to assess each of the options and decide which of them is going to be best at offering you the tools that you think you’re going to need. This is something that will be different for every business out there, so think very carefully.

The Options


AppNexus has decent targeting capabilities, and the budget pacing feature means that you shouldn’t accidentally spend more than you want to. However, the user interface that you will have to interact with is not the best. And the customer service is lacking slightly compared to other options.

Doubleclick Bid Manager

As mentioned above, Doubleclick Bid Manager is a very good platform for businesses that want to target very specific groups of people with their ads. So, if targeting is your number one priority right now, this is probably the one you should opt for. It can also be customized, meaning you will have more control and flexibility.

DoubleClick for Campaign Manager

Doubleclick for Campaign Manager is different to Bid Manager. It helps you to simplify how your campaigns are run, and you are then better able to stay in control. If media planning and reporting are the things that are most important to you, this rather than Bid Manage is the platform for you.


The smart algorithm-driven TerminalOne platform of MediaMath brings together digital media and data to form a unified solution that simplifies planning, execution, analysis and optimization of branding campaigns. It helps marketers and advertisers purchase media pragmatically by tracing every customer interaction and identifying the valuable ones from the standpoint of potential opportunity and value. Furthermore, it enables them to integrate and programmatically execute campaigns across various digital channels.

Adobe Media Optimizer

Adobe Media Optimizer is useful if you want to track data closely and ensure that your media buying efforts are turning out as you planned. You can manage your spending and make continual tweaks and improvements to your strategy. The accuracy reporting feature is something many users find very helpful.

Now that you have all the information you need, you can choose and deploy a platform that aligns with your business goals.

Originally published , updated April 05 2018