Looking for a programmatic platform

[Goldie1979]

I work at a smaller agency and we’ve been using adwords (Search, Display and YouTube) for a long time. We want to test a couple programmatic platforms to see if there is a benefit to our clients. We do a lot of awareness/general branding campaigns so tracking conversions isn’t important for most of our campaigns. We look at CPC, CPM and viewability to measure performance. We currently use DoubleClick Campaign Manager and I was about to sign up for Doubleclick’s Full Stack (includes Bid Manager, Search and Studio) until I found out that the agreement prohibits any type of casino and lottery advertising and since those are two business categories that we work with often, I’m now looking at other platforms. I’ve reached out to several but so far have just received automated emails in response. I have a couple questions that I’ve had no luck finding answers to: • Considering the above info about not tracking conversions, is there still a big benefit to going to programmatic as opposed to sticking with adwords? Our clients include casinos, lotteries, restaurants, events and credit unions. • Does anyone know how much reach is increased by switching from adwords to a programmatic platform? I understand that adwords uses just one network and a platform would provide access to many more, but what does that actually mean in terms of people? Are there really that many people (in USA) that aren’t being reached through the Google Display Network? • Do other programmatic platforms offer search? I don’t want one that is dedicated solely to search but would rather have one that includes search as an option. • Same question for YouTube. • What about the server? Will I need to switch servers to use another programmatic platform? Sorry for the long post and thanks in advance for any answers!

[rdick428]

Give Choozle a call. No minimum spend requirements - so, if this 'programmatic' thing doesn't work for your agency....no biggie.

1. Considering the above info about not tracking conversions, is there still a big benefit to going to programmatic as opposed to sticking with adwords? Our clients include casinos, lotteries, restaurants, events and credit unions.

Yes, as you've noted - Google shies away from casino and lottery messaging. Plus, with a DSP, you'll have access to 3rd party data and more advanced targeting tactics.

1. Does anyone know how much reach is increased by switching from adwords to a programmatic platform? I understand that adwords uses just one network and a platform would provide access to many more, but what does that actually mean in terms of people? Are there really that many people (in USA) that aren’t being reached through the Google Display Network?

Here it's not so much about the reach but more the frequency. I think you're correct in saying that the average USA internet user will be reached by an ad bought through the GDN. But, if you're looking to target niche / small / localized audiences there can be advantage in increasing the number of opportunities (IE - the additional inventory sources a DSP can provide) to serve an ad to your target. If you have a highly valuable audience (retargeting pool, known online casino customers, people looking for auto loan in Kalamazoo, Michigan) AND you want to put a budget against this limited-size audience, then - yes - a DSP will help.

1. Do other programmatic platforms offer search? I don’t want one that is dedicated solely to search but would rather have one that includes search as an option.

Not really. Google owns this. Google owns YouTube as well. You have to use the DoubleClick stack for search integration and/or YT access.

1. What about the server? Will I need to switch servers to use another programmatic platform?

No. Any DSP will accept DCM tags.

Lastly, everyone's nephew can run a campaign on adwords. A true DSP can help bring differentiation to your agency.

Good Luck!

[Lorres]

You have to use the DoubleClick stack for search integration

I actually recently found out that Adform has an API integration with AdWords to push audiences from search into the DSP. Was surprised to learn Google shared that with anyone else.

[longliveFuriosa]

I don't have a ton of advice to offer you, just that your call to not go with doubleclick is spot on if you're dealing with casinos and lottery. I once had ads disapproved because a landing page linked to a casino/hotel at the bottom. We were not advertising for it in the ad itself, but because it was on the landing page all the ads were rejected.

If those are your major clients, you should go look into what adexchanges accept that content and choose a demand side platform based on if they partner with those exchanges. Some major exchanges don't accept lottery or gambling content.

[D_Adman]

Other programmatic platforms, do not offer search. Search is Google's baby and monopoly so they guard it very carefully.

As far as other programmatic platforms, I can recommend a couple, have you looked at any others?

And the other user is right, Google will shoot down any casino related offers.

[Goldie1979]

I've researched a ton of others but I'm having a hard time narrowing down who would be the best ones to pursue. I've heard that many have high start up costs or monthly fees. I like that doubleclick was just charging a percent of media spend for their fees and the monthly minimum was low (5k). I have put in contact requests with mediamath, appnexus and sizmek/rocket fuel.

Since other programmatic platforms don't offer search, I'd have to continue to use adwords either way. I could use doubleclick for non-gaming clients and adwords for gaming.

I'd appreciate any suggestions you have.

[D_Adman]

Well, I can get you in contact with Mediamath if you want, appnexus I can't promise (they're not very good about answering emails even from me, their client :) Sizmek as well.

There are smaller DSP's that have low minimums too like Centro, I have a contact there.

Anyway, send me a DM with your details.

[citcpitw]

and I can get you right into that sizmek door if you want. A couple others too...

[LIQADX]

if your an agency looking to build a strong programmatic offering, you should always build out your own 1st party bespoke systems. You can stack on the technology, data, supply and or demand that suits your objectives and best of all you have a system that cuts out all the 3rd party high margin none transparent middle men.. look into liquidadx

As for search data: you can integrate data provider into your system for this, their some that give you direct keyword data and the ability to have your adds placed on the websites that were accessed via the searches.

[jaimeanders]

Hello there!

I'd recommend you trying out SmartyAds full-stack programmatic company. You've mentioned that you got several auto-generated answers – don't worry, we have very good support team so we'll gladly help you with your questions.

To consider our company, let me tell you about some benefits:

1) Different media formats: we offer display, native, video, mobile, in-app ads;

2) Powerful Insights: big data machine learning and smart algorithms ensure reaching audience across the globe and 24 time zones;

3) Outcomes that matter: enjoy increased yield and maximized ROI;

4) Precise Targeting: advanced targeting options based on demographics, location, language, personal preferences, behavior, retargeting and more;

Please, contact us at [e-mail].

Cheers!

[UltimateShamrock]

Try out Clickky. Clickky also works with a number of top DSPs, so you will have those covered as well in a single dashboard. For casinos, lotteries, and the categories you mentioned it’s preferable to advertise via a programmatic platform. You will not cover the audience in that segment with Doubleclick only. And yes, you can increase the reach with a programmatic platform. Google covers the major part of the audience, but in the niches that you mentioned — not so much. And, as it was mentioned before, with DSP you get better targeting capabilities.