StackAdapt DSP belongs to the fastest-growing ad tech companies, namely — it ranks 6th in Deloitte's Technology and comes 23rd in Fast 500 in North America.

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This self-serve digital advertising platform was founded in 2009, and by this time, it managed to gather a strong and reliable network of 225+ partners, including Hulu, Disney, ABC, Spotify, Pandora, FOX, and ESPN. With cross-channel capabilities, this DSP encourages advertisers to launch ad campaigns on a multitude of devices and screens, including cord-cutting CTV.

Adelphic started conquering the digital marketing and advertising ecosystem in 2010 when Viant launched its demand-side platform DSP with cross-channel capabilities.

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The Basis was founded in 2001, and to this day, it has a strong focus on omnichannel campaign delivery. This marketing platform is pretty much universal in its ability to serve all kinds of digital advertising campaigns; plus, it has over 2000+ active private deals. Basis features 1,836,034 daily impressions and 180 data points for targeting.

Google's marketing platform offers a Display & Video 360 solution for programmatic advertising. It is suitable for both small companies and enterprises. The solution includes five modules: Creatives, Campaigns, Audiences, Inventory, and Insights.

Apart from this distinctive feature, it can be right to say that this DSP will suit both experienced advertisers and newcomers since it also has a strong support team.

An ad exchange is an open marketplace designed for both supply and demand-side partners. Along with ad networks, they were the first online advertising platforms that popped into the scene.

The price per impression or click is normally dependent on many factors such as geo, resolution of the chosen ad format, traffic type, placement details, and advertising vertical (business, IT, finance, health, lifestyle, news, sports, and so on).

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StackAdapt falls within this demand-side platform DSP list because it has all the distinctive features of well-equipped modern software for ad buying. It is connected to the best global supply-side platforms via RTB and is integrated with worldwide traffic partners to ensure that they satisfy the needs of advertisers.

Amazon, one of the largest online retailers, offers its own demand-side platform, which is available to digital media buyers who sell their products on Amazon and those who don't.

When it was founded (in 2013), the main purpose of the platform was to empower advertisers and agencies with strong software that automates media purchasing and optimizes bidding on the go. This DSP has an extensive network of partners, 500+ publishers, and 23 vertical coverage.

The other options may work specifically with display video, display mobile, native advertising, CTV ad campaigns, and so forth. Some think there's an ongoing battle called DSP vs ad network.

MediaMath TerminalOne DSP was founded in 2007 in New York. It has one of the largest networks of supply partners and is actively used by more than 4,000 advertisers in New York and worldwide.

AcuityAds was founded in 2009 in Toronto. This DSP is notoriously well-fitted to optimize the advertiser's budget costs while delivering holistic ad campaigns to the viewers.

Adobe offers several advertising products, and one of them is a demand-side platform supporting cross-channel and cross-screen integration. It is an end-to-end solution, but you can also benefit from additional efficiency tools (like Adobe Sensei).

Overall, MediaMath is listed as a company that is trusted by two-thirds of Fortune 500 companies. The main feature that distinguishes this solution is that it prides itself on brand safety and transparency.

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This DSP offers plenty of useful tools and perks, from quick campaign approval to automated campaign optimization, that make your campaigns very profitable. You can also count on a pretty broad reach — find your target audience across desktop, mobile, and tablet devices and top-quality traffic from their third-party vendors — Bid Switch, Oath Xandr, Pubmatic, OpenX, Rubicon, Teams, etc.

It functions according to the CPM pricing model and, thus, will better suit those advertisers who plan to run branding campaigns. According to similartech.com, their top verticals include Sports, Vehicles, Science & Education, and Finance. Top countries: US, UK, Canada, China, Mexico, Australia, etc.

It has all the necessary functionalities and tools to help advertisers achieve great media trading results: RTB, cross-channel reach, and strong analytics and data management. What sets it apart from the rest of the best DSP platforms is advanced customer support and a variety of deals to choose from — RTB, direct, PMP, and guaranteed programmatic.

This is a platform that can suit both programmatic advertising professionals and newbies (since it has a people-based approach and employs experts in the support team).

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With self-serve DSPs, advertisers manage their campaigns individually through the dashboard. Benefits include complete control over your campaigns and the fact that you don't need to spend money on campaign management. To use a managed DSP, you have to commission control of the campaigns to the service team, which is usually hired and assembled by a certain DSP technology company.

To simplify independent programmatic advertising technology development, ad tech brought white-label business concepts to the table.

Demand-side platforms in 2024 aren't what they used to be just a couple of years ago — the evolution of digital advertising constantly brings new functionalities, ad formats, and capacities to the table.

We've attributed SmartyAds to the top DSP platforms because it really has plenty of things to offer for advertisers. It will be a great choice for advertisers and agencies that are looking for a great global advertising reach, yet it is also good for those who want their options open for PMP and direct deals.

Xandr Invest is one of those demand-side platforms that will be a perfect choice if you look for top-notch quality traffic, as it works with reputable publishers worldwide and uses its own first-party data audience segments.

To select the right demand-side platform DSP and ensure effective programmatic advertising, identify your needs and review the features of every specific DSP carefully. Besides, consider checking users' feedback — this will help you make the right choice.

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Criteo belongs to the top DSP companies because of its popular service called Criteo dynamic retargeting. This industry-leading solution serves ads across the globe (more than 1.2 billion yearly) and offers a platform for CPC and CPM-based campaigns.

It has a strong RTB bidder, profound targeting capabilities, traffic navigation tools, and an intuitive, easy-to-navigate purchasing interface that makes media buying efficient and profitable.

Still, digital marketing, advertising, and media buying require substantial resources, and bringing them in-house is something that big brands like Kellogg, IBM, or Unilever can afford.

Just like demand-side platforms, an ad exchange can also be used for buying digital advertising space based on targeting criteria.

MediaMath is one of those demand-side platforms that can offer plenty of options to advertisers when it comes to formats. Like no other platform, it optimizes creatives of various sizes and formats and even serves digital out-of-home ads.

It is renowned for its strong display mobile, tablet, desktop, and display video capabilities. The platform features 725 daily active users and 35B daily browsing and buying events.

Their traffic comes from top-tier countries like the United States, India, Israel, Canada, Italy, France, Spain, the UK, and so on. It has a people-based approach, meaning that apart from a self-served platform, it can offer managed service.

Amazon is an undeniable giant in the e-commerce industry, and it offers ad inventory not only on Amazon itself but also on Amazon-owned and operated pages like Zappos, Audible, and others. This means that you will reach your audience across multiple platforms.

This platform can be especially good for experienced advertisers and brands as this self-serve software has advantageous tools for campaign testing, planning, and analysis.

SmartyAds DSP is a leading full-stack programmatic advertising solution that has all essential functionalities for managing and raising profitable ad campaigns.

The platform also provides loads of resources to help you understand how to use it and has an active community of users, so you are welcome to ask questions and learn from their experience.

Besides, the platform is continuously evolving, meaning that you can count on new features, products, and opportunities in the near future.

We've selected the most popular DSPs that operate according to cost-per-impression models (in both self-service and managed service categories).

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This platform allows advertisers to reach up to 90% of Smart TV households. It is positioned as a premium-class software that enables advertisers to achieve great advertising outcomes through access to exclusive inventory, data management, powerful statistics, and precise targeting.

At the moment, Google is the most popular search engine, so leveraging its programmatic advertising opportunities can help you reach your audience across different channels and virtually all over the world. Google ads are not served in certain countries, but this list is very limited.

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While analyzing and comparing top demand-side platforms DSPs, we used builtwith.com and similartech.com to fetch the freshest results and traffic info.

Typically, a key function of ad networks and ad exchanges is to aggregate the digital advertising inventory from publishers and align it with the advertiser's demand.

The peculiar feature of Adform is that this digital advertising platform offers automatic campaign optimization as well as automatic bidding-improving.

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Centro's Basis is one of those demand-side platforms that will suit you if you strive to buy ad inventory in both RTB and direct, avoiding auctions. Aside from all the features listed above, the platform has traffic safety guarantees and protection mechanisms in place.

It is one of those demand-side platforms that can be a good choice, especially if you want to obtain good-quality traffic in high volumes and across the channels. The stable traffic flow is guaranteed by connection to RTB and renowned ad tech vendors and partners.

Criteo is a solid data-driven solution for advertisers who want to run CPC and CPM-based campaigns. It was founded in 2005 and has accumulated a lot of valuable traffic by this time.

This option belongs today to the top DSP platforms because it offers unparalleled reach to advertisers, as well as intelligent mechanisms that make programmatic ads relevant and adjust ad messages throughout the customer journey.

Such demand-side platforms are ready to be launched in less than a month, and there are no risks of ending up with crude programmatic advertising solutions that fail to meet high-quality criteria. No need to rely on third-party service providers.

Award-winning white label solutions like SmartyAds DSP have all complex processes "under the hood" and don't require specific tech knowledge.

It will also be a great choice for desktop, mobile video, and CTV advertisers as the platform has enough traffic in these segments.

Adobe Advertising Cloud DSP has all the essential features, and you can learn more about it by requesting a demo. Besides, it is integrated with numerous leading SSPs, which allows you to serve ads globally.

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Their support has a people-based approach, as they can guide advertisers through all stages of campaign management. With such capability, this online advertising platform can offer unique audience targeting options.

A user visits the website/app while their cookies are automatically collected by the source and passed to the SSP (that sends a request to demand-side platforms DSPs). The DSP analyzes information about the user and matches it with targeting criteria. If it's a match, the DSP takes part in the auction. The winning ad is served to the user.

In programmatic advertising, DSP (a demand-side platform) is a technological platform that links advertisers and agencies to publishers willing to sell their ad space, typically on a per-click or per-impression basis.

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While label DSP is the same programmatic advertising technology as regular DSP. An advertiser, in this case, buys the entire pre-built core of the platform, slightly customizes and labels it, and gears on the market as a new solution.

It operates based on machine learning and artificial intelligence algorithms that make decision-making regarding each impression optimal. With advanced campaign controls, the platform allows advertisers to amplify their reach and achieve KPI results easily.

Established in 2002 in Denmark, Adform is here to offer a full ad tech stack for advertisers, agencies, and brands looking for advanced programmatic digital advertising capabilities.

Publishers of blogs, news sites, mobile apps, and websites collect their ad slots that advertisers can buy. Multiple ad exchanges may offer different traffic.

US, Canada, Mexico, Brazil, UK, Germany, Spain, France, Italy, Netherlands, Sweden, Turkey, Saudi Arabia, UAE, Australia, India, Japan

The platform offers features and controls that help advertisers aptly find their audiences online and address them with relevant and individualized targeted messages. What's unique about them is that they also offer data-driven single-user ID identification for targeting (instead of cookies).

The only difference is that the DSPs are designed only for the demand side. The network may also have real-time bidding RTB functionality. However, it can be joined by both demand and supply-side.

This solution also stands out in the demand-side platform list, offering relatively new programmatic advertising formats. This can be the best choice if you search for rare formats such as audio programmatic, CTV, and digital out-of-home.

Centro's Basis is the largest SaaS-based DSP advertising software that designed a self-serve platform for advertisers striving to buy digital inventory through real-time bidding RTB and programmatic direct deals.

The countries that they work with include top-tier areas like the USA, UK, Canada, Germany, Spain, France, and Australia. They also serve ads in Brazil, Poland, Netherlands, Mexico, India, and so on.

Marketers can choose between managed- and self-service options. However, the managed service option normally requires a minimum spend of $50k, although this may vary according to the country.

It is specifically good if you are looking for great display advertising capabilities and traffic sources. Aside from Criteo's dynamic retargeting platform, they also have Criteo Direct.

This software platform has been gradually augmenting the number of traffic sources so that it now serves 366,847 impressions daily. The average CTR indicator is 5,48%, and the CPM is around $1,01. This platform also has strong traffic protection mechanisms and is GDPR/CCPA compliant.

The key difference here is that ad exchange is used by everyone, advertisers and publishers, while DSP demand-side platforms serve the interests of advertisers.

Another benefit is that you will be able to target users who have searched, viewed, or purchased specific items on Amazon. This can help you reach exactly those customers who are most likely to get interested in your offer.

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Such a model enables brands to build their own programmatic advertising technology in a week. The coding, designing, testing, and licensing parts of the equation are solved.

AcuityAds is well-adjusted to serve self-service programmatic advertising campaigns. The dashboard is clear and straightforward with drag-and-drop logic, still, it has lots of useful functions for sophisticated campaign management and navigation.

Xandr Invest is a popular ad-buying platform created by AT&T in 2018 (previously called AppNexus, a global ad tech company). This demand-side platform DSP has a strong focus on desktop and mobile video and programmatic TV ad inventory (including OTT and CTV).

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The demand-side platforms list featured here counts the most popular options and the functions that may come in handy for advertisers in 2024. At the same time, the digital marketing and advertising scene is slowly leaning towards transparency and greater security.

The massive introduction of an in-house programmatic advertising process encouraged businesses to create their own real-time bidding solutions.

Since the demand-side platform DSP is an advertising platform designed for advertisers only, it leaves room for DSP companies to compete through more refined dashboard customization and a broader set of useful demand-side functionalities.

Adelphic is a very powerful self-serve platform with a variety of functions for setting cross-channel campaigns. It is also a demand-side platform that is very convenient for advertisers looking for cookieless targeting capabilities based on unified cross-channel user IDs.

How to choose a demand-side platform or any other digital advertising software platform in 2024? The best DSPs of 2024 are those that provide advertisers and media buyers with the broadest reach and essential functionalities for launching, managing, and analyzing their programmatic ad campaigns. Today, media buying algorithms on these platforms are based on machine learning, artificial intelligence, and smart targeting data management.

Choosing the right media buying platform may seem to be a challenging process, so here is the list of the core features to look for: