The Guide to Ad Tech Platforms for Programmatic Advertising 

Picture this: You're scrolling through your phone during lunch, and within the 100 milliseconds it takes for that article to load, an entire auction happens behind the scenes. Advertisers bid on the chance to show you their ad, algorithms analyze your browsing history, and the winning creative appears seamlessly alongside your content.

That's programmatic advertising in action – and it's reshaping how e-commerce businesses reach customers.

Global programmatic advertising spending reached $595 billion in 2024, with 88.2% of US display ads now purchased through automated platforms. As e-commerce businesses scale beyond Meta and Google's ecosystems, understanding ad tech platforms for programmatic advertising has become essential for maintaining competitive advantage and profitable growth.

But here's the thing – diving into programmatic doesn't mean abandoning what's already working. The smartest e-commerce owners are building multi-platform strategies that combine the precision of programmatic with optimized performance on established channels.

What You'll Learn in This Guide

Ready to understand ad tech platforms for programmatic advertising? Here's exactly what we'll cover:

• Complete programmatic ecosystem breakdown with 12 leading platforms and their ideal use cases for e-commerce businesses
• Budget planning framework showing realistic costs and allocation strategies for different business sizes 
• 90-day implementation roadmap with weekly action items to launch your first programmatic campaigns
• Bonus: How to integrate programmatic with your existing Meta and Google advertising for improved efficiency

Let's dive in and help you master ad tech platforms for programmatic advertising.

What Are Ad Tech Platforms for Programmatic Advertising?

Think of programmatic advertising as the stock market for digital ads. Instead of manually calling publishers to buy ad space (like the old days), everything happens through automated software using real-time bidding.

When someone visits a website, an instant auction occurs where advertisers compete to show their ad to that specific person.

The programmatic ecosystem has four key players working together:

Demand-Side Platforms (DSPs) are where you, the advertiser, buy ad inventory. Think of them as your trading platform – you set your targeting, budgets, and creative, then the DSP bids on relevant ad spaces across the web.

Supply-Side Platforms (SSPs) are where publishers (websites, apps, streaming services) sell their ad space. They automatically offer available inventory to the highest bidders.

Ad Exchanges act as the marketplace connecting DSPs and SSPs. They facilitate the actual auctions and handle the technical aspects of ad delivery.

Data Management Platforms (DMPs) organize and analyze audience data, helping advertisers target the right people with the right message at the right time.

Here's what makes this powerful: the entire process – from auction to ad display – happens in about 100 milliseconds. That's faster than you can blink.

According to ANA's transparency study, for every $1,000 spent in a DSP, 43.9% now reaches consumers as viewed ads, up from just 36% in previous years.

For e-commerce businesses, this means you can automatically find and target potential customers across millions of websites, apps, and connected TV platforms without manually negotiating with each publisher. It's like having a tireless sales team working 24/7 to place your products in front of interested buyers.

Key Benefits of Programmatic Ad Tech Platforms

Automated Efficiency

Remember spending hours manually setting up campaigns, adjusting bids, and pausing underperforming ads? Programmatic platforms handle all of that automatically.

They monitor performance in real-time, adjust bids based on conversion likelihood, and optimize creative delivery without you lifting a finger.

The results speak for themselves: programmatic campaigns achieve 200% higher CTR than traditional display advertising. That's because algorithms can process thousands of data points per second to determine the perfect bid amount and creative combination for each impression.

Precision Audience Targeting

Programmatic platforms give you access to incredibly detailed audience data that goes far beyond basic demographics. You can target people based on their recent purchase behavior, website visits, app usage, and even offline activities like store visits.

For e-commerce businesses, this means finding people who've browsed similar products, visited competitor websites, or shown purchase intent signals. You can create lookalike audiences based on your best customers and reach them across the entire open web, not just within Meta or Google's ecosystems.

Real-Time Optimization

Every impression is an opportunity to learn and improve. Programmatic platforms continuously analyze which creative variations, audience segments, and placements drive the best results, then automatically shift budget toward top performers.

This happens at a scale impossible for human management. While you're sleeping, the platform might test 50 different creative combinations across 10 audience segments, identify the winning formula, and scale it up – all while staying within your target cost-per-acquisition.

Scalable Reach

Traditional advertising channels have limitations. Facebook's audience might be saturated, Google's keywords might be too expensive, or your email list might need refreshing.

Programmatic advertising opens up access to millions of websites, mobile apps, connected TV platforms, and emerging channels like digital audio.

This expanded reach is crucial for e-commerce growth. According to IAB's latest report, connected TV advertising grew 25% year-over-year in 2024, while programmatic video spending increased by 20.9%. These channels offer fresh audiences and often lower competition than traditional platforms.

For businesses looking to expand their digital marketing strategy beyond traditional channels, programmatic platforms provide the infrastructure to reach audiences wherever they consume content.

12 Leading Programmatic Ad Tech Platforms

Choosing the right programmatic platform can make or break your campaigns. Here's a comprehensive breakdown of the top platforms, organized by business size and specialization.

Enterprise DSPs

Google Display & Video 360

Google's enterprise-level DSP offers the most comprehensive inventory access, including YouTube, Gmail, and millions of partner sites. The platform excels at cross-device tracking and attribution, making it ideal for complex customer journeys.

Key features include advanced audience modeling, creative optimization through machine learning, and seamless integration with Google Analytics 4. The platform's standout feature is its access to unique Google inventory that other DSPs can't reach.

Best for: Large e-commerce businesses with $25,000+ monthly budgets seeking maximum reach and Google ecosystem integration.

The Trade Desk

Known for transparency and control, The Trade Desk gives advertisers complete visibility into where their ads run and how much they pay. Their UID 2.0 identity solution helps navigate the cookieless future while maintaining targeting precision.

Key features include detailed reporting, premium inventory access, and strong connected TV capabilities. The platform's data marketplace offers access to hundreds of third-party data providers for enhanced targeting.

Best for: Businesses prioritizing transparency and control, especially those investing heavily in connected TV and audio advertising.

Adobe Advertising Cloud

Part of Adobe's Experience Cloud, this DSP integrates seamlessly with Adobe Analytics and other marketing tools. It's particularly strong for businesses already using Adobe's creative and analytics suite.

Key features include cross-channel campaign management, advanced attribution modeling, and AI-powered optimization. The platform excels at connecting advertising data with broader customer experience metrics.

Best for: Enterprise e-commerce businesses using Adobe's ecosystem, particularly those focused on customer lifetime value optimization.

Amazon DSP

Amazon's programmatic platform offers unique access to Amazon's shopping data and inventory, including Prime Video and IMDb. For e-commerce businesses, this means targeting based on actual purchase behavior, not just browsing.

Key features include Amazon audience segments, product targeting capabilities, and access to Amazon's owned-and-operated inventory. The platform's standout feature is its ability to target competitors' customers based on purchase history.

Best for: E-commerce businesses selling on Amazon or competing with Amazon sellers, especially those in consumer goods categories.

📦 Pro Tip: E-Commerce Platform Priority Guide

For e-commerce businesses: Prioritize platforms with product catalog integration (Amazon DSP, Google DV360), dynamic retargeting capabilities (Criteo, Adobe), and budget-friendly options under $5k/month (Choozle, SmartyAds). Consider performance marketing platforms alongside broader programmatic reach to maximize your existing channel performance while expanding into new territories.

Mid-Market Solutions

StackAdapt

A user-friendly DSP that's gained popularity for its intuitive interface and strong customer support. StackAdapt offers competitive pricing with robust targeting options, making it accessible for growing businesses.

Key features include native advertising capabilities, detailed audience insights, and automated optimization tools. The platform's strength lies in its balance of sophistication and ease of use.

Best for: Mid-market e-commerce businesses ($5,000-$15,000 monthly budgets) seeking professional-grade features without enterprise complexity.

MediaMath

Recently acquired by Infillion, MediaMath offers a comprehensive programmatic solution with strong emphasis on data-driven optimization. The platform provides access to premium inventory and advanced audience modeling.

Key features include real-time bidding optimization, cross-device tracking, and extensive third-party integrations. Their Brain algorithm continuously learns from campaign performance to improve targeting accuracy.

Best for: Performance-focused advertisers who want sophisticated optimization without the overhead of enterprise platforms.

Choozle

A self-serve DSP designed for smaller businesses and agencies. Choozle offers enterprise-level features at accessible price points, with no minimum spend requirements and transparent pricing.

Key features include easy campaign setup, real-time reporting, and dedicated customer support. The platform's standout feature is its educational approach, helping newcomers learn programmatic advertising.

Best for: Small to medium e-commerce businesses testing programmatic for the first time, or agencies managing multiple smaller accounts.

Simpli.fi

Focused on local and regional advertising, Simpli.fi combines programmatic efficiency with geo-targeting precision. The platform excels at location-based campaigns and offers unique features like weather-triggered advertising.

Key features include hyperlocal targeting, cross-device geo-fencing, and weather-based optimization. Their CTV capabilities are particularly strong for local market penetration.

Best for: E-commerce businesses with physical locations or strong regional focus, especially those in weather-sensitive categories.

Specialized Platforms

Xandr (Microsoft)

Microsoft's programmatic platform offers unique access to Microsoft's ecosystem, including LinkedIn data and Bing inventory. The platform has evolved significantly since Microsoft's acquisition, focusing on privacy-first solutions.

Key features include professional audience targeting through LinkedIn integration, Microsoft Advertising inventory access, and advanced attribution modeling. The platform's strength lies in B2B targeting capabilities.

Best for: B2B e-commerce businesses or those targeting professional audiences, especially in technology and business services.

SmartyAds

A cost-effective DSP offering white-label solutions and flexible pricing models. SmartyAds provides access to premium inventory at competitive rates, making it attractive for budget-conscious advertisers.

Key features include anti-fraud protection, real-time optimization, and extensive format support. The platform offers both self-serve and managed service options.

Best for: Small to medium e-commerce businesses seeking affordable entry into programmatic, or agencies needing white-label solutions.

Madgicx

While primarily known as a Meta advertising optimization platform, Madgicx deserves mention in the programmatic conversation for its AI-powered approach to campaign management. The platform specializes in Facebook and Instagram advertising automation, offering features that complement broader programmatic strategies.

Key features include AI-powered creative testing, automated budget optimization, and advanced Meta audience insights. Madgicx's strength lies in maximizing performance within Meta's ecosystem while you expand to other programmatic channels.

Best for: E-commerce businesses wanting to optimize their Meta advertising foundation before or during programmatic expansion. Ideal for maintaining strong performance on proven channels while testing new ones.

Try Madgicx for free.

Criteo

The leader in e-commerce retargeting, Criteo specializes in dynamic product ads and shopping campaigns. Their Commerce Media Platform connects advertisers with retailers for comprehensive e-commerce advertising.

Key features include dynamic creative optimization, product catalog integration, and extensive retail media partnerships. Criteo's standout feature is its ability to show personalized product recommendations based on browsing and purchase behavior.

Best for: E-commerce businesses focused on retargeting and product discovery, especially those with large product catalogs and strong conversion data.

Platform Comparison Quick Reference

Common Programmatic Challenges and Solutions

Ad Fraud and Quality Concerns

The challenge is real: advertisers lost $81 billion to ad fraud in 2024, according to Juniper Research. Fraudulent websites, bot traffic, and made-for-advertising sites can quickly drain your budget without delivering real customers.

The good news? Solutions are improving rapidly. Look for platforms with TAG (Trustworthy Accountability Group) certification, which ensures fraud prevention standards.

Use private marketplaces and direct deals when possible, and implement fraud detection tools like DoubleVerify or Integral Ad Science. The percentage of impressions served on made-for-advertising sites dropped from 15% to 6.2% in 2024, showing industry-wide improvement.

Platform Complexity

Let's be honest – programmatic platforms can be overwhelming. The interfaces are complex, the terminology is confusing, and the optimization options seem endless.

Many e-commerce owners feel like they need a computer science degree just to set up their first campaign.

Start with managed services if your budget allows, or choose beginner-friendly platforms like Choozle or SmartyAds. Most platforms offer onboarding support and educational resources. Consider working with a campaign automation specialist initially, then gradually take on more management as you learn the ropes.

Transparency and Cost Control

One of the biggest frustrations with programmatic advertising is the "black box" problem – you're never quite sure where your money goes or why your CPMs suddenly spike. Hidden fees, data costs, and unclear attribution can make budget planning nearly impossible.

Choose platforms known for transparency, like The Trade Desk, which shows exactly where your ads run and how much you pay. Request detailed fee breakdowns before committing, and set up automated alerts for unusual spending patterns.

Establish clear KPIs and pause campaigns that don't meet performance thresholds.

Privacy and Targeting Limitations

With cookie deprecation and increasing privacy regulations, targeting precision isn't what it used to be. iOS updates, GDPR compliance, and the eventual death of third-party cookies are forcing advertisers to rethink their targeting strategies.

Focus on first-party data collection and activation. Implement server-side tracking solutions, build email lists, and create engaging content that encourages voluntary data sharing.

Explore contextual targeting options and identity solutions like UID 2.0. Consider platforms with strong first-party data capabilities, and don't forget about attribution modeling improvements to better understand customer journeys.

How to Choose the Right Programmatic Platform

Budget and Pricing Model

Your budget determines which platforms are even accessible. Enterprise DSPs typically require $15,000-$25,000 monthly minimums, while mid-tier solutions start around $5,000-$15,000. Budget-friendly options like Choozle and SmartyAds have minimums as low as $1,000.

But minimum spend is just the beginning. Understand the fee structure: platform fees (typically 10-20% of media spend), data costs ($0.50-$2.00 per thousand impressions), and ad serving fees.

Some platforms charge based on performance, others on media spend. Factor in creative production costs and potential agency fees if you're not managing campaigns yourself.

Channel and Format Support

Different platforms excel in different formats. Google DV360 dominates video and YouTube inventory. The Trade Desk leads in connected TV. Criteo specializes in dynamic product ads. Amazon DSP offers unique shopping-focused placements.

Consider where your customers spend time. B2B audiences might be more active on professional sites accessible through Xandr's LinkedIn integration. Consumer brands might benefit from Criteo's retail media partnerships.

Mobile-first businesses should prioritize platforms with strong in-app inventory access.

Targeting and Data Capabilities

The quality of audience data varies dramatically between platforms. Amazon DSP offers actual purchase behavior data. Google DV360 provides search intent signals. The Trade Desk aggregates data from hundreds of providers.

Evaluate first-party data integration options. Can you upload your customer lists? Does the platform support server-side tracking? How sophisticated are the lookalike modeling capabilities?

Consider platforms that complement your existing data analytics infrastructure.

Ease of Use and Support

Platform complexity ranges from beginner-friendly to enterprise-complex. Choozle offers guided campaign setup and educational resources. The Trade Desk provides extensive training programs. Enterprise platforms often include dedicated account management.

Consider your team's technical expertise and available time. Self-serve platforms require more hands-on management but offer greater control. Managed services cost more but provide expert optimization.

Many platforms offer hybrid approaches with self-serve interfaces and optional support.

Integration Requirements

Your programmatic platform should integrate seamlessly with your existing marketing stack. Check for native integrations with your analytics platform (Google Analytics, Adobe Analytics), CRM system, and attribution tools.

API access enables custom reporting and automated optimizations. Some platforms offer pre-built connectors for popular e-commerce platforms like Shopify or Magento.

Consider how programmatic data will flow into your broader marketing measurement framework.

Budget Planning Framework

Understanding programmatic costs helps you plan realistic budgets and set appropriate expectations. Here's how to structure your investment:

Minimum Budget Thresholds

Enterprise platforms ($15,000-$25,000/month): Google DV360, The Trade Desk, Adobe Advertising Cloud, Amazon DSP. These platforms offer the most sophisticated features and inventory access but require substantial budgets to achieve meaningful scale.

Mid-tier solutions ($5,000-$15,000/month): StackAdapt, MediaMath, Criteo, Xandr. These platforms balance advanced features with more accessible pricing, ideal for growing e-commerce businesses.

SMB-friendly options ($1,000-$5,000/month): Choozle, SmartyAds, Simpli.fi. Perfect for testing programmatic advertising or businesses with limited advertising budgets.

Budget Allocation Breakdown

For every $10,000 in programmatic spend, expect this distribution:

Media delivery ($7,500-$8,000): 75-80% of your budget actually purchases ad impressions. This percentage improves with larger budgets due to better rates and reduced fixed costs.

Platform fees ($1,500-$2,000): 15-20% covers the DSP's technology and optimization services. Managed services typically charge higher fees but include expert campaign management.

Data costs ($300-$500): 3-5% pays for third-party audience data, lookalike modeling, and advanced targeting capabilities. First-party data activation usually costs less.

Tech/serving fees ($200-$300): 2-3% covers ad serving, viewability measurement, and fraud protection services. These are often bundled into platform fees.

💡 Pro Tip: Scaling Guidelines

Start conservatively with 10-20% of your total paid advertising budget allocated to programmatic testing. This allows you to learn without risking your core performance channels.

Increase spending by 25-50% monthly if you're achieving ROAS above 2:1 (or your target threshold). Reserve 10-15% of programmatic budget for creative testing and new audience exploration.

Remember that programmatic often requires 2-4 weeks to optimize effectively, so avoid making dramatic budget changes too quickly. Consider seasonal factors and inventory costs when planning scaling timelines.

90-Day Implementation Roadmap

Days 1-30: Foundation Phase

Week 1-2: Technical Setup and Goal Definition

• Install tracking pixels and conversion tracking across your website
• Audit existing creative assets and identify gaps for programmatic formats
• Define clear campaign objectives (awareness, consideration, conversion)
• Set up attribution modeling to measure cross-channel impact
• Research competitor advertising strategies using tools like Facebook Ad Library

Week 3-4: Platform Selection and First Campaign Launch

• Choose your initial platform based on budget and objectives
• Complete platform onboarding and account setup
• Upload customer data for lookalike audience creation
• Launch your first test campaign with conservative budgets ($50-100/day)
• Set up automated reporting and performance alerts

Days 31-60: Optimization Phase

Week 5-6: Performance Analysis and Optimization

• Analyze first month's performance data across audiences and creatives
• Pause underperforming audience segments and ad variations
• Scale winning combinations by increasing budgets 25-50%
• Implement frequency capping to prevent ad fatigue
• Test new creative formats (native, video, display)

Week 7-8: Automation and Expansion

• Set up automated rules for budget allocation and bid adjustments
• Expand successful campaigns to additional inventory sources
• Launch retargeting campaigns for website visitors and past customers
• Test different attribution windows and optimization events
• Begin planning for connected TV or audio expansion

Days 61-90: Scaling Phase

Week 9-10: Budget Increases and Audience Growth

• Increase budgets for campaigns achieving target ROAS
• Expand lookalike audiences to broader similarity percentages
• Launch competitive conquest campaigns targeting competitor audiences
• Test seasonal or event-based campaign strategies
• Implement advanced bidding strategies (target ROAS, target CPA)

Week 11-12: Performance Review and Strategic Planning

• Conduct comprehensive performance review across all campaigns
• Document learnings and best practices for future campaigns
• Plan next quarter's programmatic strategy and budget allocation
• Consider additional platform testing or format expansion
• Integrate programmatic insights into broader advertising strategy

Each phase includes specific checkboxes and measurable milestones to ensure steady progress toward programmatic advertising mastery.

Metric Tracking by Campaign Objective

Awareness Campaigns

Focus on reach and brand exposure metrics rather than immediate conversions. Target CPM benchmarks between $2-$10 depending on audience quality and inventory type. Premium placements and highly targeted audiences will cost more but deliver better engagement.

Aim for reach and frequency targets of 3-5 impressions per person within your target audience. Higher frequency can improve brand recall but may lead to ad fatigue. Monitor viewability goals above 70% to ensure your ads are actually seen by real people.

Track brand lift metrics through surveys or search volume increases for your brand terms. These leading indicators often predict future conversion performance better than immediate click-through rates.

Consideration Campaigns

CTR benchmarks vary by format: expect 0.5-1% for display ads, 1-2% for native advertising, and 2-4% for video content. Higher CTRs indicate strong creative-audience fit and relevant messaging.

Monitor engagement metrics like time on site, pages per session, and content consumption. These signals indicate genuine interest and higher likelihood of future conversion.

For video campaigns, track completion rates by duration. 25% completion shows initial interest, 50% indicates engagement, and 75%+ completion suggests strong intent and message resonance.

Conversion Campaigns

Compare cost-per-acquisition (CPA) against customer lifetime value (CLV) to ensure profitable scaling. A good rule of thumb is keeping CPA below 30% of CLV for sustainable growth.

Target ROAS minimums of 3:1 for most e-commerce businesses, though this varies by industry and profit margins. Factor in attribution windows – programmatic often shows value over 7-30 day periods rather than immediate conversions.

Implement multi-touch attribution analysis to understand how programmatic assists other channels. Many programmatic impressions influence customers who convert through direct traffic, organic search, or email marketing.

🚨 Pro Tip: Red Flags to Monitor

Declining CTR over time usually indicates creative fatigue. Refresh ad creative every 2-4 weeks or when CTR drops 20% below initial performance.

High impressions with low clicks suggests targeting issues. Review audience definitions, placement quality, and creative relevance. Consider narrowing targeting or testing different creative approaches.

Sudden CPM spikes often indicate increased competition or inventory scarcity. Monitor industry events, seasonal trends, and competitor activity that might affect auction dynamics.

Frequently Asked Questions

What's the difference between programmatic and Google/Meta advertising?

Programmatic advertising uses automated technology to buy ad space across millions of websites, apps, and connected TV platforms through real-time auctions. Google and Meta advertising happens within their specific ecosystems (Google's search and display network, Facebook and Instagram).

The key difference is reach and control. Programmatic offers broader inventory access and more granular targeting options, while Google and Meta provide deeper integration with their user data and simpler campaign management.

Many successful e-commerce businesses use both approaches – programmatic for discovery and reach, Google/Meta for intent-based targeting and retargeting.

Can small e-commerce businesses use programmatic with limited budgets?

Absolutely! Platforms like Choozle, SmartyAds, and Simpli.fi offer programmatic access starting at $1,000-$3,000 monthly budgets. While you won't access premium inventory or advanced features available to enterprise advertisers, you can still benefit from automated optimization and broader reach.

Start with one platform focused on your core audience, then expand as you see results. Many small businesses find success using programmatic for retargeting and lookalike audiences while maintaining their primary advertising on more familiar platforms like Facebook or Google.

How do programmatic platforms prevent ad fraud?

Modern programmatic platforms use multiple fraud prevention layers: pre-bid filtering blocks known fraudulent inventory, real-time monitoring detects suspicious traffic patterns, and post-campaign analysis identifies and refunds fraudulent impressions.

Look for platforms with TAG (Trustworthy Accountability Group) certification and partnerships with fraud detection companies like DoubleVerify or Integral Ad Science. Use private marketplaces and direct deals when possible, as these typically have lower fraud rates than open exchanges.

Is programmatic advertising suitable for B2C and B2B?

Yes, but the approach differs significantly. B2C programmatic focuses on consumer behavior data, purchase intent signals, and broad reach across entertainment and lifestyle content. Platforms like Criteo, Amazon DSP, and Google DV360 excel for consumer targeting.

B2B programmatic emphasizes professional targeting through platforms like Xandr (with LinkedIn data integration) and The Trade Desk's business audience segments. B2B campaigns typically require longer attribution windows and focus more on engagement metrics than immediate conversions.

How long does it take to see results from programmatic campaigns?

Initial data appears within 24-48 hours, but meaningful optimization requires 2-4 weeks of consistent spending. Programmatic algorithms need time to learn audience preferences, optimize bidding strategies, and identify winning creative combinations.

Plan for a 30-day testing period before making major budget or strategy decisions. Some campaign types, like awareness or consideration campaigns, may require 60-90 days to show full impact on business metrics like brand search volume or customer acquisition.

Do I need technical expertise to manage programmatic advertising?

Basic programmatic management requires similar skills to Facebook or Google Ads – understanding of targeting, budgeting, and performance analysis. However, advanced optimization, custom audience creation, and technical troubleshooting benefit from more specialized knowledge.

Many platforms offer managed services or hybrid support models. Start with guided setup and educational resources, then gradually take on more management as your expertise grows. Consider working with specialists for initial setup and training.

How does programmatic integrate with my existing advertising stack?

Most programmatic platforms offer integrations with popular analytics tools (Google Analytics, Adobe Analytics), CRM systems, and attribution platforms. API access enables custom reporting and automated data sharing between systems.

The key is maintaining consistent tracking and attribution across all channels. Implement unified customer IDs, cross-platform conversion tracking, and regular data reconciliation to understand how programmatic contributes to your overall marketing performance.

Consider platforms that complement your existing cross-channel marketing strategy.

Building Your Multi-Platform Advertising Strategy

Programmatic advertising isn't about replacing what's working – it's about expanding your reach and finding new customers in places your competitors aren't looking. Many successful e-commerce businesses build integrated strategies that leverage the strengths of each platform.

Use programmatic DSPs for broad reach and discovery, targeting new audiences across the open web and connected TV. Maintain specialized optimization tools for your proven channels, ensuring peak performance while you test new territories.

The programmatic landscape will continue evolving with privacy changes, new inventory sources, and improved automation. Start with one platform that matches your budget and objectives, understand the fundamentals, then expand your programmatic footprint as you see results.

Your next step? Choose one mid-tier platform like Madgicx for initial testing while optimizing your existing channels for improved performance. The combination of programmatic reach and channel-specific optimization creates the foundation for sustainable, profitable growth in 2025 and beyond.

Consider implementing advertising automation across your entire marketing stack to maximize efficiency as you scale across multiple platforms.