A Demand-Side Platform (DSP) is a web-based platform that allows media buyers to purchase digital ad inventory from multiple sources through a single interface. As a part of the Programmatic Advertising ecosystem, the DSP acts as a central repository, integrating with ad exchanges and other sources, such as SSPs (Supply Side Platform). By acting as a middleman between publishers and media buyers, DSPs help to streamline the process of ad buying, making it significantly cheaper, quicker, and more efficient.
DSPs automate media buying activities by using intelligent software to analyze ad impressions and make informed bids in real-time. This allows advertisers, brands, and agencies to target adverts to their tailored audiences.
Are you in the market for a DSP? With hundreds of DSPs on the market, we have compiled a list of our top 10 DSP providers. Our list considers their available inventory, targeting capabilities, reporting analytics, and anti-fraud measures.
- The Trade Desk
- MediaMath
- Adobe Advertising Cloud DSP
- Amazon DSP
- StackAdapt
- Adform
- Brightroll
- Google Display and Video 360
- AppNexus
- Adelphic
1. The Trade Desk
The Trade Desk is an industry-leading independent DSP provider, helping media buyers to improve their reach across every channel and device all around the world. With access to a marketplace of over 225 partners, The Trade Desk provides its clients with the data management platform necessary to ensure that all media buying decisions are guided by real-time insights. The Trade Desk API can hook straight into client systems streamlining application integration. The Trade Desk has partnered with White Ops, an industry-leading cybersecurity firm, to scan and block fraudulent impressions before purchase.
2. MediaMath
MediaMath’s TerminalOne is a responsive and fully customizable media buying platform designed to improve a brand’s reach and influence. MediaMath provides its clients with access to hundreds of integrated data, media, and technology providers. Like The Trade Desk, TerminalOne also allows media buyers to control the features of the digital advertising platform using APIs. Committed to transparency and honesty, MediaMath’s TerminalOne has partnered with White Ops and use White Ops Human Verification Technology to block sophisticated invalid traffic (SIVT) and fraudulent impressions.
3. Adobe Advertising Cloud DSP
Adobe’s DSP offering, Adobe Advertising Cloud DSP, delivers cross-screen and cross-channel integrations, allowing media buyers to purchase, measure, and optimize their ad campaigns. As Adobe Advertising Cloud is natively integrated with Adobe Analytics, brands and agencies can target their advertising more efficiently through analysis of DSP performance metrics.
4. Amazon DSP
Amazon DSP, previously known as Amazon Advertising Platform (AAP), allows media buyers to target audiences on Amazon-owned sites and apps and through third-party exchanges and Amazon’s publishing partners. Amazon DSP provides its clients with audience insights and performance reporting, allowing them to track the success of their ad campaigns. Clients may opt for a self-service or a managed-service option and will benefit from industry-standard protection against SIVT.
5. StackAdapt
Based out of Toronto, Canada, StackAdapt is a leading self-serve programmatic advertising platform that allows digital marketers to plan, execute, and manage data-driven digital advertising campaigns. With the use of machine learning and AI, StackAdapt makes automating performance decisions quicker and easier so that business can scale their campaigns.
6. Adform
Based in Denmark, Adform is a leading global independent advertising technology company. Adform’s omnichannel DSP platform provides advertisers with access to its extensive inventory, advanced buying algorithms, cross-device targeting, and built-in proprietary anti-fraud measures.
7. BrightRoll
Owned by Yahoo, BrightRoll is a global DSP that provides access to inventory from both Yahoo-owned sites and other premium publishing partners. Exclusive access to Yahoo Audience Data ensures that clients are able to gain insights that help them to target the right audiences. With BrightRoll, media buyers have extensive data at their fingertips as Yahoo platforms register over 165 billion data points each day. BrightRoll has built strong strategic partnerships with companies, such as DoubleVerify, to effectively manage fraud across the platform.
8. Google Display and Video 360
Google Display and Video 360 represents the amalgamation of DoubleClick Bid Manager, Campaign Manager, Studio, and Audience Center. With a reach across over 80 non-Google 3rd-party ad exchanges and over 800 million websites, the inventory provided by Display and Video 360 is unparalleled. Clients can benefit from intelligent automation to allow bidding and optimization to be streamlined and native integration with other solutions, such as Google Analytics 360.
9. AppNexus
AppNexus boasts the world’s largest independent programmatic marketplace and allows clients to harness the power of data and machine learning to inform advertising decisions, delivering intelligent campaigns. AppNexus DSP’s transparent platform can be integrated with internal programs to streamline the media buying process.
10. Adelphic
Adelphic is a leading omnichannel DSP, designed to simplify the workflow of programmatic traders. Adelphic’s self-service intuitive software ensures that brands and agencies are able to establish and maintain meaningful campaigns across all programmatic formats and devices. Adelphic is the only DSP on the market that provides a subscription-based model, helping to significantly reduce buying fees.
Bonus: Oxagile
We also would like to highlight Oxagile, a full-fledged adtech development provider that focuses on building, re-architecturing, and enhancing demand-side platforms. Underpinned by programmatic advertising knowledge, the company revamps complex workflows, including inventory buying and optimization, cross-device campaign creation and management, ad performance reporting, and advanced audience targeting. By reinforcing existing DSPs with cutting-edge functionality or building custom ones, Oxagile helps clients get more control over their media-buying processes as well as optimize costs.
Bonus: Basis
Basis by Centro is an award-winning omnichannel DSP designed for speed and performance. Basis has an intuitive and user-friendly interface and possesses the toolkit necessary for the purchase and management of cross-channel and cross-format ad campaigns. With over 15 years of establishing publisher relationships, Basis brings its best-in-class private marketplace of over 2000 active private deals across hundreds of top sites. Basis has established partnerships with industry-leading brand safety providers, ensuring that fraudulent activity across the platform is constantly monitored and blocked.
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