Imagine a super busy online market where people buy and sell ad spaces.

It’s like a cool auction house on the internet, where advertisers try to win spots on the right websites and reach the most relevant audience. In this digital market, programmatic advertising platforms act as virtual managers who connect advertisers (the buyers) with website owners (the sellers).

Join us as we delve deeper into what programmatic advertising platforms are and share the top seven tools that can bring you the best results. Plus, you’ll learn about the challenges of this kind of advertising and the key factors you should consider before choosing a programmatic ad platform.

What Is a Programmatic Advertising Platform?

Programmatic advertising platforms are tools that help automate the buying and selling of digital ads. Instead of manually negotiating and placing ads, these platforms use algorithms to do it automatically.

To put it simply, programmatic ad platforms are like digital marketplaces where advertisers and website owners come together to buy and sell ad space. For efficiency, smart technologies are used to make the whole process easier and faster (in a matter of seconds!). How? Well, with the help of programmatic ad platforms, advertisers can choose who they want to target with their ads and, at the same time, find the most relevant sites for showing their ads.

Why Use Programmatic Advertising Platforms?

Programmatic ad platforms have a lot of advantages.

To begin with, advertisers can reach their target audience better because they can choose exactly who they want to show their ads. Second, they can see how their ads are doing and make changes in real-time. What’s more, these platforms help website owners make the most money from their ad space by finding the highest bidder automatically.

Finally, as more people use the internet, the digital ad market is getting bigger, offering businesses new opportunities to connect with customers online. No wonder forecasts show strong growth in this industry. Digital ad spending is expected to be $350.9 billion by 2026, and experts think it will reach $376.5 billion in 2027.

How Does Programmatic Advertising Work?

First, advertisers tell the programmatic platform who they want to reach with their ads, like specific age groups or interests.

The platform, then, uses clever computer programs to analyze loads of data and find the best places to show those ads. It even participates in real-time auctions to get the ad spots at the right price.

These steps happen in milliseconds, thanks to automated processes and algorithms that facilitate programmatic advertising.

Here’s a simple illustration of this process:

As mentioned above, the great thing about programmatic advertising is that it’s super targeted. Advertisers can reach the exact people they want based on their preferences and behaviors. And because it’s automated, everything happens quickly, with ads being shown to the right audience in no time.

List of the Top Programmatic Advertising Platforms

1. Facebook for Business
2. AdRoll
3. Marin Software
4. Skai
5. Amazon Advertising
6. LinkedIn Marketing Solutions
7. Adobe Advertising Cloud

Best Programmatic Advertising Platforms for Unbeatable Results

Below are examples of programmatic advertising platforms. With them, you’ll have a trusted friend to make your ads more effective, reach your advertising goals, and scale your digital marketing efforts.

Facebook for Business: Reach, Engage, and Dominate the Social Media Landscape.

Whether you’re looking to build brand awareness, increase website traffic, or generate leads, Facebook for Business is the platform to give a try. With billions of active users, it gives you a unique opportunity to reach and convert your audience.

Here’s why Facebook for Business is useful:

• Choose Who Sees Your Ads: With this tool, you can pick specific groups based on their age, gender, location, interests, and behaviors. This way, you can show your ads to the people who’re most likely to be interested in your business.
• Different Ad Formats: Need flexibility? Luckily, you can use images, videos, or even a collection of images in a carousel format. This makes Facebook a great tool for programmatic video advertising, too.
• Showing Ads in Different Places: Your ads can appear not only on Facebook but also on Instagram, Messenger, and other apps and websites. This means you can reach people across different platforms.
• Understanding How Your Ads Perform: Did someone make a purchase or sign up for your newsletter? With FB for Business, you can track important numbers like how many times your ads are shown, how many people click on them, and how many people take action.
• Testing Your Ads: Next, you can personalize your ads based on your goals. If you want to get more people to visit your website or download your software, you can create ads specifically for that. By the way, you can also try different variants of your ads to see which ones perform better.
• Reaching People Again: Facebook for Business lets you target people who’ve interacted with your business before. For example, if someone visited your website, you can show them ads to remind them about your products or services. This can help bring them back and increase the chances of making a sale.

LinkedIn Marketing Solutions: Connect with Potential Customers in a Professional Setting.

Now, off to the platform for professionals and B2B advertising. With LinkedIn Marketing Solutions, you can target people based on their professional details, such as their job titles and industries. It’s a valuable tool for businesses looking to connect with professionals and expand their network.

Here’s why it’s worth considering:

• Different Ad Options: Choose how your ads appear on LinkedIn. For example, you can use sponsored content, which shows up in users’ news feeds, or text ads that appear on the side or top of the page. Plus, there are sponsored InMail messages, which you can send directly to users’ LinkedIn inboxes.
• Targeting the Right Audience: This feature lets you narrow down your audience. You can decide who sees your ads based on factors like job title, industry, company size, location, and more.
• Understand How Effective Your Ads Are: The platform provides analytics and reporting tools, so you can see how your ads are performing. You can track metrics like impressions (how many times your ads are shown), clicks (how many people interact with your ads), and conversions (how many people take desired actions).

AdRoll: Personalize and Drive Conversions.

If we sum up the main goal of this platform, it would be this: to create ads that make people go, “Oh yeah, I remember them!”

AdRoll focuses on showing ads to people who’ve already visited your website or shown interest in your products. It’s like having a friendly assistant who follows your potential customers around the internet and shows them your ads.

Here’s what AdRoll does:

• Bringing Visitors Back: If someone visited your site, looked at products, or added items to their cart but didn’t make a purchase, AdRoll steps in. It shows them ads when they’re browsing other websites or scrolling through social media – giving them a gentle reminder to come back.
• Different Types of Ads: Next, to catch people’s attention, you can have ads with images or videos or even send emails to reconnect with potential customers.
• Targeting the Right People: Furthermore, AdRoll views people’s online behavior, like what they’ve looked at or searched for. This way, it determines who might be interested in your products.
• Making Your Ads Better: Time for reports? AdRoll shows how your ads are performing, like the number of views and clicks. This information helps you understand what’s working and what’s not, so you can tweak your ads and get better results.
• Tailored to Your Goals: Finally, AdRoll lets you customize your campaigns based on what you want to achieve. If you want more people to visit your website, it focuses on driving traffic. If you want more sales, it optimizes your ads for conversions.

Marin: Manage and optimize your ad campaigns.

Need a personal assistant that takes care of your online advertising tasks? Meet Marin Software.

Marin is a programmatic advertising platform that helps businesses manage and optimize their digital ad campaigns. It offers features like audience targeting, bidding optimization, and cross-channel advertising.

Here’s what you need to know about Marin Software:

• All-In-One Campaign Management: First, Marin brings all your advertising campaigns together in one place. Instead of logging into different platforms, you can access and control everything from a single dashboard.
• Boosting Performance: Better results are easier to reach. This tool analyzes data and gives you insights on how your ads are performing. Obviously, this information helps you make smarter decisions to improve your ad performance.
• Advertising Across Channels: With Marin, you can advertise on various channels like search engines, social media platforms, and display networks.
• Reaching the Right People: Choose the demographics, interests, and behaviors of your ideal audience. Next, target people who’re more likely to be interested in your products or services.
• Managing Budgets and Bids: By the way, you can also set limits on how much you want to spend and adjust your bids based on what’s working best.
• Time-Saving Automation: What’s more, Marin has smart features that automate repetitive tasks. It can handle bid adjustments, ad scheduling, and other routine jobs for you.

Skai: Maximize Your Brand Impact through Omnichannel Marketing.

To put it shortly, Skai is a helpful platform for managing and improving your digital advertising. If you’re looking for unified solutions, and if you want to use the power of omnichannel marketing, Skai should be the right fit for you.

Here’s what you need to know about Skai:

• All-in-One Management: How about a control panel for your ads? Skai brings everything together so that you can control all your advertising campaigns from a single spot.
• Getting Smarter as You Go: Skai uses real-time data to make your ads better. It learns from how your ads are performing and makes adjustments to improve their impact.
• Advertising Everywhere: Next, you can show up wherever your potential customers are hanging out online. Skai lets you run your ads on different channels like search engines, social media, and websites.
• Making Your Ads Awesome: To sum up the key features, this tool helps you test different versions of your ads to see which ones work best.

Amazon Advertising: Boost Your Sales and Visibility.

Amazon Advertising is a programmatic advertising platform specifically designed for advertising on Amazon’s e-commerce platform. The best part about it? With a single tool, you get a direct line to millions of Amazon customers.

Here’s what makes Amazon Ads powerful:

• Advertise Across Amazon Properties: You can place ads on product detail pages, search results pages, and even on Amazon devices like Kindle and Fire tablets. It’s like having multiple opportunities to catch the attention of Amazon users as they browse and decide what to buy.
• Targeted Advertising: Amazon Ads offers advanced targeting features. You can reach customers based on their search history, shopping behavior, demographics, and even their interests and preferences.
• Sponsored Product Ads: When customers are actively searching for similar items, sponsored product ads highlight your products to users. These ads appear in search results and on product detail pages, allowing you to promote specific products to relevant customers.
• Sponsored Brand Ads: Need a storefront that represents your brand? Sponsored Brand Ads allow businesses to showcase their brand logo, custom headline, and a range of products in a visually appealing way. These ads can improve brand awareness and help customers discover your business as they browse Amazon.
• Reporting and Analytics: Finally, Amazon Advertising gives you reporting tools to assess the performance of your ads. You can track impressions, clicks, conversions, and sales for each of your advertising campaigns.

Adobe Advertising Cloud: Programmatic Advertising Platform to Get Powerful Insights.

Adobe Advertising Cloud is a one-stop shop for managing your online ads and campaigns. By the way, you’re able to do it across multiple channels, including display, search, and video.

Additionally, Adobe Advertising Cloud works well with other Adobe Marketing Cloud products, allowing advertisers to use data and create personalized experiences.

Here’s what you need to know:

• All-in-One Control: Adobe Advertising Cloud lets you plan, execute, and optimize your ads from one place without jumping between different platforms.
• Show Up Everywhere: Whether people are browsing on their computers, using mobile apps, or watching videos on their smart TVs, you can reach them. Adobe Ads Cloud allows you to connect with your audience wherever they are.
• Improve as You Go: Furthermore, this tool uses smart technology to improve your ad campaigns in real-time. It learns from data and makes adjustments to get better results.
• Customize Your Ads: Tired of generic messaging? Create and personalize your ad content to make sure your ads look good and speak directly to your target audience.
• Stay in Control: With Adobe Advertising Cloud, you have control over your ad campaigns. You can see where your ads are being shown, how much you’re spending, and, therefore, make necessary adjustments whenever needed.

Programmatic Ad Platforms: Do You Really Need One? Five Key Factors to Consider.

Whether or not you need a programmatic ad platform depends on a few things. Let’s break it down:

1. Size and Complexity

If you’re running small ad campaigns or have a limited budget, you might not need a programmatic ad platform. But if your campaigns are big or more complicated, a programmatic platform can make things easier to manage.

2. Targeting Specific People

If reaching a particular audience is super important for your ads to succeed, a programmatic ad platform is worth considering. It helps you target the right people based on their interests, demographics, and behavior. It’s hard to do this level of targeting manually.

3. Real-Time Adjustments

Next, programmatic advertising platforms give you real-time data and insights about how your ads are doing. This means you can make changes on the fly to improve results. Without a programmatic platform, it’s tougher to get this kind of up-to-date information.

4. Access to Inventory and Insights

With a programmatic ad platform, you can access a wide range of ad spaces across different channels. This gives you more options to reach your audience. Plus, you get insights and reports that show you how people are responding to your ads.

5. Budget Control and Transparency

Finally, programmatic advertising platforms let you set and control your ad budgets more easily. You can see where your ads are being shown and make sure they’re appearing in good places. This helps you make the most of your budget and know where your money is going.

If these factors are important to you, a programmatic ad platform could be a valuable tool. But if your campaigns are smaller and simpler, you might be able to manage without one.

The Challenges of Programmatic Advertising

Remember, programmatic advertising can be powerful, but it’s important to tackle a few challenges head-on to make the most of it:

Ad Fraud: This happens when shady actors create fake impressions or clicks to trick advertisers. It can waste your ad budget and mess up your campaign results.

Brand Safety: Of course, nobody wants their brand associated with sketchy or harmful content. So, you have to make sure your ads appear in safe and appropriate places.

Ad Viewability: You want people to actually see your ads, right? Well, sometimes ads end up in spots where they’re not easily visible, like way down at the bottom of a webpage. Low viewability can affect how well your ads perform.

Ad Blockers: More than ever before, people use software to block ads altogether. This means your ads might not reach everyone you’re targeting. Finding ways to reach ad-blocking users is a bit tricky.

Data Quality and Privacy: Programmatic advertising relies on data to target the right audience. But you have to make sure the data is accurate, and you’re respecting user privacy. It’s all about balancing data usage and privacy regulations.

Ad Fatigue and Banner Blindness: People get tired of seeing the same ads over and over again. They might start ignoring them or become blind to banner ads. So you need to be more creative to catch their attention.

Frequently Asked Questions

Which programmatic advertising platform should I choose?

The choice of programmatic advertising platform depends on your specific needs and goals. Factors to consider include targeting capabilities, the amount of space available for ads, pricing, ease of use, support, and integration with other marketing tools. So, research and compare different platforms to find the one that best aligns with your advertising objectives.

Are programmatic advertising platforms suitable for small businesses?

Yes, programmatic advertising platforms can be beneficial for small businesses. They offer flexibility to reach a specific audience while optimizing how much you spend on ads. However, it’s important to set clear goals, set a budget, and carefully monitor campaign performance to maximize results.

Can programmatic advertising platforms guarantee results?

While programmatic advertising platforms provide advanced targeting and optimization features, they can’t guarantee specific results. The success of your campaigns depends on various factors, including your ad creative, messaging, targeting strategy, and competition. Continuous monitoring, testing, and optimization are crucial to achieving the best possible outcomes.

Programmatic advertising platforms do their best to follow important rules about privacy and data protection, like GDPR and CCPA. These rules are all about keeping people’s personal information safe and giving them control over how it’s used.

Do programmatic advertising platforms follow the rules for protecting people’s data?

Programmatic advertising platforms do their best to follow the rules about privacy and data protection, like GDPR and CCPA. These rules are all about keeping people’s personal information safe and giving them control over how it’s used.

However, it’s important to remember that each platform is different, so it’s a good idea to check their privacy policies to make sure they’re following the rules. That way, you can be confident that they’ll keep your customers’ information safe and respect privacy laws.

Have you ever heard the expression “content is king”? It originated from a 1996 article published by Bill Gates. It was written when the internet was still in its infancy. Still, the central premise was this: content – broadly defined as material informational or entertaining – will become the primary driver of the internet. And much of what he forecasted in that early essay has come true.

But anyone who’s been tasked with creating content knows it’s challenging work. It’s hardly as simple as publishing a blog post and hoping for the best. Successful content marketing on today’s internet requires strategy and research. Frequent posting on the right channels at the correct times. Understanding what your audience is looking for and creating more of it. The good news is that once you’ve done the hard part and created a long-form blog post? You can repurpose your blog content for social media or other mediums and get more mileage.

Today we’re exploring why you might repurpose your blog content, how to choose your blog posts, and sharing nine ideas for new formats for your repurposed content. Let’s get into it.

Why repurpose blog content?

If you’re reading this article, you probably already understand there’s some value in repurposing your blog content for social media or other channels. But is it really worth the effort? Here’s a look at why it is.

Repurposing blog content helps grow your reach. Creating unique content for your blog, YouTube channel, Instagram, TikTok, Twitter, Pinterest, etc., can be a lot of work. Why reinvent the wheel when you already have perfectly good content that you can repurpose and update to grow your reach?

Expanding the reach of a piece of content is the most compelling reason to repurpose your blog content. Repurposing your blog content for other channels can reach people who aren’t necessarily relying on blog posts to get information. The prospective audience that comes through organic search may be searching for a topic, but there’s significant value in appearing on a social media feed. People might be interested in what you’re sharing but be at a stage where they aren’t yet seeking it out.

An added bonus? Most platforms prefer native content – content hosted on their platform rather than content that will drive readers to click and navigate away from their site.

Repurposing blog content saves time. Another key benefit to repurposing your blog content is that it saves you time. The time it takes to cut a blog post into a short video series for Instagram or republish it as an article on LinkedIn is significantly less than the time required to do it from scratch. You’ve already done the research, so why not make the most of it?

Repurposing blog content helps you adapt. Repurposing your blog content could be as simple as updating an old post with timely information or turning top-performing blog content into a webinar that you use as a lead magnet for your business. By responding to what people want – and what form they wish to receive it – you make yourself more adaptable and timely with your content. There’s an ever-churning mill of new content being created every day! By keeping your content fresh and relevant, you help yourself stay competitive.

Repurposing blog content can give you an SEO boost. While SEO is a complicated topic, experts agree that ranking on a particular keyword with several pieces of content helps position you as a subject matter expert. You might find opportunities to expand with related articles when you notice a specific blog post performs well. For example, at Teamly, we have a piece on how to engage remote employees that addresses topics like remote-first tech, remote onboarding, and creating a remote-first culture. Each area could be grounds for a more detailed blog post as we position ourselves as an expert in remote work!

The same applies to repurposing content into different formats. Your social performance and links back to your website all contribute to your website’s authority. By splicing your popular content into videos, infographics, photos, etc., for different platforms, you’ll get an SEO boost.

How to choose blog posts to repurpose

Not every blog post is worth repurposing! While almost every blog post could benefit from a little refresh – updated keywords or relevancy – some blog posts will help maximize your efforts. Here are some things to keep in mind when deciding.

• Choose blog posts that are interesting, relevant, and useful. We all have a few skeletons on our blog from the early days, but most of your Content should be interesting, relevant, and/or useful Content that’s not particularly strong in any of these areas. Either rewrite or redirect it. Choose your most interesting or popular posts when choosing what to repurpose.
• Evergreen Content is best. When it comes to repurposing blog content, evergreen Content is best. “Evergreen content” refers to Content that remains useful and relevant throughout the seasons and years. For example, a blog post about a one-off event is not evergreen, while a how-to article might have value year around.
• Trending topics can also work. Alternatively, trending topics or upcoming events can be an excellent way to get on a bump in search volume, hashtags, etc. If you have a post about an annual event or a holiday, take the opportunity to refresh it ahead of time with fresh information.
• Find out which posts are performing well, and repurpose those. Someone smart about business lets their audience decide what they’re interested in. Not sure what blog content to repurpose? Let the numbers decide. You can use tools like Google Analytics (for web traffic) or BuzzSumo (for social performance) for some metrics on specific pieces of content. Which ones are doing best? It might not always be the content you expect. With the data in your corner, repurpose the content that will impact your brand most.

How to repurpose blog content for social media

Now, let’s explore the “how” of repurposing blog content.

Before anything else, it helps to get clear on your immediate goals for the project. Are you hoping for more traffic? More leads? To grow your following on a particular channel? Once your goals are clear, you can make better decisions about achieving them.

You’ll also want to get a clear understanding of who your target audience for the repurposed content is. What mediums do they prefer, and what channels do they use? Build your content with the client in mind for repurposed content that delivers a higher impact.

Below are nine ideas about how to repurpose your blog content.

Videos. Video is more important than ever for marketers. While long form content and still images still work for some content, video is the dominant medium. You might consider making video for video-only platforms like YouTube or Vimeo, but there are also several social platforms – Facebook, Instagram, and TikTok, among others – where video content performs best. Why? Because reading takes attention, while video has the power of visualizing or simplifying complicated topics. This is particularly true for tutorials or other resource content.

Repurposing your blog into a video takes more than just reiterating the post. Take some key points and make a highlights video. Go into depth on a particular topic. And when you’re done, you’ll not only have a new piece of content, but you’ll be able to update the blog post with fresh, visual content to support your key message.

Blogging sites. A company blog might be a great way to generate traffic to your website, but a regular readership takes more work. Company blogs often have one-time visitors, while platforms like Medium or LinkedIn – where readers can access content from different authors – benefit from built-in readership and ease of subscription.

If your article get claps or curated on one of these platforms, you might reach a whole new audience entirely. And since the content is “syndicated,” not “duplicate,” you won’t be punished for reposting your content on another site in the eyes of Google.

Guest post for another blog. Guest posting is a common way for bloggers to gain backlinks. The trade is this: you create quality content, free of charge or at an agreed upon rate. They get quality content for their site without the effort. In exchange, your article with links back to your website for greater credibility for search engines.

When repurposing blog content to create a guest post for another blog, you’ll want to change the topic enough not to compete with your own blog post and not get penalized for duplicate content. So rather than writing the same article, extrapolate. Use your original article as the base of an idea, and expand from there.

Podcast. Lots of businesses are jumping onto podcasts as a marketing tool. Podcasts are personality-driven, long-form, and a great way to connect with people deeply.

There’s a fair amount of technical setup in starting a podcast – choosing a platform, sound equipment, etc. Still, you can begin more straightforwardly by creating an audio accompaniment to your blog post. To take it a step further and repurpose your blog post into a podcast, you’ll want to consider things like: What’s the angle? Who’s hosting? How does this connect to greater business goals?

The key to being successful with a podcast is staying consistent, so if you go this road, start with a series that you’ll release so that interested listeners have more to explore. Podcasts tend to be less instructional and more personality-driven than other mediums, so keep that in mind when choosing which blog content to repurpose.

Infographic. Does your blog content contain interesting research, statistics, or other information that can be explained visually? Why not repurpose your blog content by creating an infographic?

An infographic should make information explainable at a glance, so with this type of content, you might work with a graphic designer. As far as content goes, a standard infographic contains a header, a short description, and exciting information represented graphically. It should be clear and sequential and designed to be readable on the channels where you plan to share it. In addition, to get the most brand value, make sure to include your website or logo. After your initial share, other accounts might share it or lose track of the source. Using your branding makes sure you get the most value out of this asset.

Quotes, testimonials, and reviews. Like an infographic, you might also extract key quotes, testimonials or comments from your blog post and create visual assets that you can share on other channels. If your blog post contains an interesting interview, statistics, or great client feedback, any of this could make great content for a stand-alone asset.

A digital download. A digital download is another highly effective way to repurpose blog content. This could be in the form of an eBook, a white paper, a PDF, etc. Rather than posting all the information on your website, a digital download typically asks visitors to trade something (usually an email address or payment) to access it. A digital download is often called a “lead magnet” in marketing.

If you find a piece of content performing really well as a blog post, a digital download is a way to convert visitors into leads. Repurpose your blog post into a more detailed report, a checklist, or something else of value that people will gladly opt-in to.

A course, webinar, or workshop. Courses, webinars, or workshops are another excellent way to collect new leads for your business. While they might sound like a lot of effort (they can be!), there are more straightforward course, webinar, and workshop formats that only require a little extra time or minor tweaks to your content.

Start by choosing a blog post that’s relevant, interesting to your audience, and well-suited for a recorded event. This includes details like length, how many participants to join, where it will be hosted, etc. A webinar can be as simple as a Q&A or a short presentation of the topics explored in the article, while a course or workshop can go into more detail on how to actually do something. You can either arrange it as a live session or pre-record it and set up an email automation so people can enroll continuously.

Newsletter. Newsletters allow you to keep past or prospective clients engaging with your business. But rather than making them all about sales, consider your newsletter a chance to add value! People will eventually get tired of hearing about monthly promotions, but if you can teach them something new, they’re more likely to keep reading.

Your blog content can be an excellent inspiration for your newsletter. What themes or posts are performing well? What kinds of questions are you getting? Incentivize readers to subscribe to future newsletters with exclusive information, early-access, or other real value.