7 Best Programmatic Ad Platforms for Cannabis 2024

Programmatic advertising provides cannabis companies a targeted and cost-effective way to reach their audience while adhering to strict regulations. This guide covers the top programmatic ad platforms for cannabis in 2024:

Key Features

Platform	Compliance	Targeting	Reporting
Safe-Reach	Verifies licenses	Age, location	Campaign analytics
MediaJel	Meets regulations	Demographics, behavior	Real-time reporting
PrograMetrix	Accepts CBD, hemp ads	Behavioral data	Cross-channel reporting
The Trade Desk	Maintains CBD segments	Demographics, behavior	Campaign analytics
AdLoop	Partners with publishers	Demographics, behavior	Ad performance reports
Centro (Basis)	Verifies licenses	Age, location, behavior	Real-time data
Vana	Verifies licenses	Age, location	Publisher resources

Quick Comparison

Platform	Pros	Cons
Safe-Reach	Compliant, targeted ads	Limited reach
MediaJel	Wide reach, targeted ads	Fewer compliance features
PrograMetrix	Wide reach, targeted ads	Fewer compliance features
The Trade Desk	Wide reach, targeted ads	Fewer compliance features
AdLoop	Wide reach, targeted ads	Fewer compliance features
Centro (Basis)	Compliant, targeted ads	Limited reach
Vana	Compliant, targeted ads	Limited reach

When selecting a platform, consider the importance of compliance, targeting options, and reporting for your cannabis business. Each platform has pros and cons, so understanding the key differences can help you make an informed choice.

1. Safe-Reach

Safe-Reach is a programmatic ad platform designed specifically for the cannabis industry. It focuses on ensuring compliance with regulations and guidelines.

Compliance and Regulation Adherence

Safe-Reach’s platform is built to meet all necessary regulations and guidelines for cannabis advertising. This gives businesses peace of mind when running ad campaigns.

Targeting and Audience Reach

Safe-Reach offers various targeting options to help cannabis businesses reach their desired audience. It provides access to premium cannabis-compliant ad inventory and targeted data solutions. This allows businesses to target adults 21 and over in legal states while following location restrictions.

Reporting and Analytics

Safe-Reach provides detailed analytics tools to measure the success of ad campaigns. With real-time data and insights, businesses can optimize their campaigns for better results and return on investment (ROI).

Feature	Description
Compliance	Ensures ads meet regulations and guidelines
Targeting	Reach adults 21+ in legal states, follow location rules
Analytics	Real-time data and insights to optimize campaigns

2. MediaJel

MediaJel is a programmatic ad platform tailored for the cannabis industry. It helps regulated cannabis brands and retailers connect with their target consumers throughout the digital buyer’s journey.

Meeting Compliance Standards

MediaJel’s platform adheres to the specific advertising regulations for cannabis dispensaries across the United States and globally. It ensures ads are delivered through cannabis-friendly channels, including mobile, audio, video, advanced TV, social, native, display, and more.

Targeted Audience Reach

MediaJel offers various targeting options to reach the desired audience for cannabis businesses. It provides access to proprietary data tools and analytics to execute high-performance programmatic, Google Ads, and paid search campaigns. With cross-channel storytelling, regulated brands can create meaningful connections with consumers along the entire digital buying path.

Clear Reporting and Analytics

MediaJel’s platform provides real-time, transparent reporting. It tracks ad impressions through the buyer’s journey to transactions, allowing marketers to identify buying patterns, challenges, and invest in strategies that drive sales.

Feature	Description
Compliance	Ensures ads meet regulations
Targeting	Reach target consumers with proprietary data tools
Analytics	Real-time, transparent reporting to optimize campaigns

3. PrograMetrix

PrograMetrix is a programmatic advertising agency based in Seattle. It serves cannabis and CBD brands, as well as Fortune 500 companies. Through strategic partnerships and expert use of modern ad tech, PrograMetrix helps clients target known cannabis, CBD, and natural wellness consumers on mainstream websites across all digital channels. This optimizes campaign performance and return on investment (ROI).

Audience Targeting and Reach

PrograMetrix offers clients access to display, mobile, video, connected TV, digital audio, and native ad inventory across hundreds of mainstream websites. Clients can also access proprietary data sets from Safe-Reach to target known adult cannabis consumers across various demographics, including:

People who have visited nearby dispensaries
Those interested in specific CBD products
Individuals dealing with certain health symptoms

Reporting and Analytics

PrograMetrix provides comprehensive reporting and analytics to measure campaign success. With real-time tracking and transparent reporting, clients can identify areas for improvement and optimize their campaigns for better ROI.

Feature	Description
Targeting	Reach known cannabis consumers across demographics
Ad Inventory	Access display, mobile, video, connected TV, digital audio, and native ads
Reporting	Real-time, transparent reporting to optimize campaigns

4. The Trade Desk

The Trade Desk is a mainstream programmatic ad buying platform that allows CBD, hemp, and related ad buys. It offers a wide range of ad inventory across display, mobile, native, connected TV, and digital audio channels.

Audience Targeting and Reach

The Trade Desk enables cannabis companies to target specific audiences based on:

Behavioral data segments (e.g., ages 21 and over)
Geographic targeting down to the zip code level

This ensures ads are shown to the intended audience, complying with local laws.

Reporting and Analytics

Feature	Description
Targeting	Reach audiences based on behavioral data and geographic location
Ad Inventory	Access display, mobile, native, connected TV, and digital audio ads
Reporting	Real-time tracking and transparent reporting to optimize campaigns

The Trade Desk provides comprehensive reporting and analytics to measure campaign success. With real-time tracking and transparent reporting, cannabis companies can identify areas for improvement and optimize their campaigns for better return on investment (ROI).

5. AdLoop

AdLoop is a programmatic ad platform focused on cannabis advertising. Here are the key aspects:

Compliance and Regulations

AdLoop ensures ads follow regulations by targeting audiences based on age and location. The platform tracks devices entering cannabis shops and sends targeted ads to interested customers. AdLoop’s founder emphasizes compliance, especially in the US where regulations vary by state.

Targeting and Reach

AdLoop’s geotargeting technology allows precise targeting of customers. The platform sets geotargets around dispensaries, tracking devices that enter these areas and sending targeted ads later that day or soon after. AdLoop has partnerships in Canada and the US, offering various targeting options for cannabis businesses.

Reporting and Analytics

AdLoop provides an ad dashboard and reports, enabling cannabis companies to track campaign performance. The platform offers insights into customer behavior, allowing businesses to optimize ad spend and improve return on investment (ROI).

Feature	Description
Targeting	Reach audiences based on age, location, and behavior
Ad Inventory	Access cannabis-approved inventory across channels
Reporting	Real-time tracking and reporting to optimize campaigns

AdLoop offers precise targeting, regulatory compliance, and comprehensive reporting for cannabis companies.

6. Centro (Basis)

Centro’s Basis platform is an automated digital media solution that streamlines advertising operations across programmatic and direct campaigns. It allows for efficient and targeted advertising in the cannabis industry.

Regulatory Compliance

Basis ensures ads comply with cannabis industry regulations. It targets audiences based on age, location, and behavior. Centro’s partnership with CannaVu, a curated collection of compliant cannabis and CBD advertising, enhances regulatory compliance.

Audience Targeting and Reach

Basis offers precise targeting, allowing cannabis businesses to reach specific audiences based on:

Demographics
Geographic locations
User behaviors and interests

The platform’s contextual targeting capabilities enable targeting users based on related keywords, page sentiment, or content categories. Basis provides access to display, mobile, video, and connected TV ad inventory, enabling cannabis companies to scale their reach across multiple channels.

Reporting and Analytics

Basis provides real-time campaign data and reporting, enabling cannabis businesses to:

Track campaign performance
Optimize ad spend
Gain insights into customer behavior
Improve return on investment (ROI)

Feature	Description
Targeting	Reach audiences based on demographics, locations, and behaviors
Ad Inventory	Access cannabis-approved ads across display, mobile, video, and connected TV
Reporting	Real-time tracking and reporting to optimize campaigns

Basis by Centro offers a comprehensive programmatic advertising solution for cannabis businesses, providing precise targeting, regulatory compliance, and detailed reporting and analytics.

7. Vana

Vana is a platform that enables compliant marketing for cannabis and CBD brands. It partners with mainstream publishers to allow certified cannabis brands to advertise with confidence.

Compliance and Regulations

Vana verifies the state license of every brand before allowing them on the platform. They only work with state-licensed cannabis and CBD partners. Vana utilizes age-gating and state-gating technology to place compliant cannabis and CBD ads on top media properties.

Targeting and Reach

Vana’s platform helps cannabis brands reach a broader audience, connecting with over 200 million unique customers per month. They ensure ad legality by working with state-licensed brands, using age and state-gating technologies, and including state health warnings.

Reporting and Information

Vana provides resources and information for publishers and cannabis brands to understand the process, ensuring ad legality and providing a compliant ecosystem for publishers to offer advertising solutions for the cannabis community.

Feature	Description
Compliance	Verifies state licenses and works only with licensed partners
Targeting	Reaches over 200 million customers with compliant ads
Reporting	Provides resources and information for publishers and brands

Vana offers a solution for cannabis businesses to advertise compliantly, with precise targeting, regulatory adherence, and reporting.

Platform Comparison

When choosing a programmatic ad platform for your cannabis business, it’s crucial to consider the features, benefits, and limitations of each option. Here’s a comparison of the 7 best programmatic ad platforms for cannabis in 2024:

Platform	Compliance	Targeting	Reporting	Pros	Cons
Safe-Reach	Verifies licenses	Age, location	Campaign analytics	Compliant, targeted ads	Limited reach
MediaJel	Meets regulations	Demographics, behavior	Real-time reporting	Wide reach, targeted ads	Fewer compliance features
PrograMetrix	Accepts CBD, hemp ads	Behavioral data	Cross-channel reporting	Wide reach, targeted ads	Fewer compliance features
The Trade Desk	Maintains CBD segments	Demographics, behavior	Campaign analytics	Wide reach, targeted ads	Fewer compliance features
AdLoop	Partners with publishers	Demographics, behavior	Ad performance reports	Wide reach, targeted ads	Fewer compliance features
Centro (Basis)	Verifies licenses	Age, location, behavior	Real-time data	Compliant, targeted ads	Limited reach
Vana	Verifies licenses	Age, location	Publisher resources	Compliant, targeted ads	Limited reach

Final Thoughts

Choosing the right programmatic ad platform for your cannabis business is crucial to effectively reach your target audience. Here are some key points to consider:

Evaluate Your Needs

Assess your business goals, target audience, and compliance requirements.
Stay updated on the latest trends and regulations in the cannabis industry.

Compare Platform Features

Platform	Compliance	Targeting	Reporting
Safe-Reach	Verifies licenses	Age, location	Campaign analytics
MediaJel	Meets regulations	Demographics, behavior	Real-time reporting
PrograMetrix	Accepts CBD, hemp ads	Behavioral data	Cross-channel reporting
The Trade Desk	Maintains CBD segments	Demographics, behavior	Campaign analytics
AdLoop	Partners with publishers	Demographics, behavior	Ad performance reports
Centro (Basis)	Verifies licenses	Age, location, behavior	Real-time data
Vana	Verifies licenses	Age, location	Publisher resources

Consider the importance of compliance, targeting options, and reporting for your business.
Each platform has pros and cons, so understand the key differences.

Make an Informed Choice

Select a platform that aligns with your specific needs and priorities.
Maximize your return on investment (ROI) and establish a strong online presence.