25 Programmatic Advertising Platforms You Should Try In 2024

Programmatic advertising is quickly gaining popularity as a convenient and effective addition to overall advertising strategies. 

One of its most attractive traits that make marketers consider jumping on the programmatic train is data-driven, automated technology that can help brands reach their target audiences in the blink of an eye.

As cool as it sounds, the technology behind it is pretty complex, and you can’t just wake up one morning and decide to launch a programmatic ad campaign without any previous experience. 

But you can find a trusted programmatic advertising platform that will open the door to different programmatic targeting options, channels, and a wide variety of ad formats, enabling you to deliver your message to the right people.

In this post, we will introduce you to some of the biggest players in the industry. Celebrating our competition is a reminder of every programmatic advertising company's contribution to the space, which accelerates further development, growth, and positive change.

What is a programmatic advertising platform?

A programmatic advertising platform is a technology that automates the process of media buying and selling. Such platforms use algorithms to analyze vast amounts of user data, connect advertisers with publishers, and enable them to fulfill their advertising goals efficiently.

Thanks to programmatic platforms, advertisers can promote their products/services globally using a range of innovative ad formats and types, apply different targeting methods, like demographic, location, behavioral targeting, etc., and run their campaigns across multiple channels and devices while optimizing them in real time.

So what are we talking about exactly?

Demand-side platform

Demand-side platform, or DSP, is programmatic software that advertisers use for automated media buying from multiple sources. 

In programmatic terms, advertisers seek ad inventory (ad slots that are available on publishers’ websites) to spread their messages to their target audiences based on predefined criteria. 

To be able to do that, they need to use a demand-side platform – a tool that helps advertisers connect with publishers and place their ads on high-quality sources across the internet in a fraction of a second.

The end goal of a DSP is to deliver an ad campaign at the best possible cost while maximizing the results.

Supply-side platform

Supply-side platform, or SSP, is programmatic software that publishers use to sell their available ad slots to advertisers and maximize their revenue.

Put simply, on their websites, publishers have empty ad placements that they want to fill with ads from various brands. By using an SSP, they can connect to multiple DSPs at the same time (therefore, reach advertisers who want to buy those ad placements) and offer available ad slots for bidding.

What’s the difference between these two platforms?

Both DSP and SSP are a part of the same programmatic buying and selling ecosystem and serve a similar purpose. 

The key difference between DSP and SSP is the user each of them serves. While DSPs are used by the demand side, or advertisers, SSPs are used by the supply side, or publishers.

Data management platform

Data management platform, or DMP, is software that enables brands and organizations to collect, store, analyze, and activate data gathered from multiple sources around the internet, such as websites, apps, social media platforms, etc.

The way DMPs work and collect data can vary from one service provider to another, but typically, it looks like this:

Data management platforms can collect first, second, and third party data, allowing advertisers to gain valuable insights into customer behavior and preferences. Therefore, they can get a better understanding of specific target audiences, improve future decisions, and adjust their advertising strategies accordingly.

Ad exchange

An ad exchange is a marketplace where advertisers and publishers meet to buy and sell ad inventory in real-time, meaning that it sits in the middle of DSPs and SSPs. 

How does this work?

When an impression becomes available on the publisher’s website, it is sent to the ad exchange which then auctions the impression off to the highest bidder. Advertisers use them to purchase ad space from local and global publishers, while publishers use ad exchanges to sell ad slots to advertisers in order to maximize their ad revenue.

The criteria

Now that we’re clear on the concept let’s proceed to the top programmatic advertising platforms to be aware of.

Ad exchanges and, of course, data management platforms are very important when talking about the programmatic advertising ecosystem. Yet, in the following list, we’ll focus on DSPs and SSPs as they often integrate mentioned tech stack within their systems.

We’ve compiled this list based on platforms’ G2 reviews, overall user experience, and our professional expertise.

Think we’re missing something? Drop us an email at mkt[at]eskimi.com.

Top programmatic advertising platforms you should be aware of

1. Eskimi

Founded: 2006

HQ: Vilnius, Lithuania

G2 Rating: 4.8 ⭐

Inventory: Display, mobile in-app, social, native, video, in-game, CTV

Best for: Businesses of all sizes & agencies

Eskimi is a full-stack programmatic advertising platform that enables advertisers to reach over 1.5 billion profiled users in more than 162 markets. 

The platform offers brands and agencies the freedom to choose from a variety of ad types, such as static banner ads, video, interactive rich media, and much more, and in case you need, its creative team can lend a helping hand crafting something you have in mind but don’t have resources to create.

Eskimi also offers over 2.500 targeting combinations, from demographics to behavioral targeting, which allow you to reach diverse audiences on multiple channels globally. To launch ads, you can use Eskimi’s self-service platform or collaborate with the AdOps team, which can help you run and optimize your campaigns for the best results.

2. Adform

Founded: 2002

HQ: Copenhagen, Denmark

G2 Rating: 4.3 ⭐ 

Inventory: Display, mobile in-app, social, native, video, audio, OTT/CTV

Best for: Medium to large enterprises

Adform is one of the programmatic advertising platforms that provides advertisers with a suite of tools (including DSP, DMP, and Ad Server) for buying and managing ad campaigns across multiple channels and devices.

Adform also provides advertisers with ad creation tools, which enables them to cover the programmatic advertising process themselves, from planning and crafting their ads to measuring their performance. The platform also supports all the standard targeting options and lets you use first-party and third-party data to connect with potential customers.

For publishers, Adform offers the necessary tools to efficiently sell their ad inventory (SSP).

3. StackAdapt

Founded: 2013

HQ: Toronto, Canada

G2 Rating: 4.8 ⭐ 

Inventory: Native, display, video, CTV, audio, in-game, DOOH

Best for: Businesses of all sizes

StackAdapt is a self-service programmatic advertising platform enabling advertisers to cover their ad campaigns from start to finish.

Therefore, the platform offers the possibility to thoroughly plan your campaigns by reviewing your creatives and forecasting their performance, an easy-to-navigate interface and functionalities for campaign launch and execution, and an accurate reporting dashboard to gain insights and analyze results.

You can benefit from all standard ad formats and run them on multiple channels, including more traditional ones like native, display, video, and emerging solutions like in-game, CTV, and DOOH.

4. The Trade Desk

Founded: 2009

HQ: Ventura, California, United States

G2 Rating: 4.5 ⭐ 

Inventory: Display, mobile, audio, video, CTV, DOOH, in-game

Best for: Businesses of all sizes

The Trade Desk is a programmatic DSP that offers a self-service platform for buying and managing digital advertising campaigns across various channels and devices, including emerging programmatic channels like audio, DOOH, and in-game.

Advertisers can set multiple KPIs and achieve them by leveraging advanced targeting capabilities, which allow them to reach their desired audiences more effectively. 

The possibility to easily optimize campaigns and transparency into performance makes The Trade Desk a valuable tool for those who run their campaigns without external help and guidance.

5. PubMatic

Founded: 2006

HQ: Redwood City, California, United States

G2 Rating: 3.2 ⭐ 

Best for: Publishers

PubMatic is a cloud-based platform that provides programmatic solutions for the sell side – publishers who are looking to maximize their ad revenue through real-time bidding and auction technology. Using cross-device and cross-channel optimization, publishers can monetize content regardless of the services they provide.

As one of the go-to platforms for the selling side, Pubmatic comes with various must-have tools every publisher will benefit from. This includes inventory management, ad optimization tools, advanced measurement and analytics, and offers a suite of fraud detection and brand safety features.

6. SmartyAds

Founded: 2013

HQ: New York City, United States

G2 Rating: 4.6 ⭐ 

Inventory: Display, mobile in-app, native, video, audio, OTT/CTV

Best for: Businesses of all sizes & publishers

SmartyAds is a full-stack programmatic advertising platform that provides digital advertising solutions for both – the buyer and seller – sides.

For advertisers, SmartyAds helps streamline the purchasing process of ad inventory and enables them to manage their advertising campaigns in real time. Targeting and optimization capabilities allow brands and agencies to reach audiences with precision and efficiency across multiple channels using a variety of ad formats.

Publishers can use the platform to keep track of their ad inventory and manage and sell available ad slots to advertisers. 

You can use SmartyAds’ self-service platform or opt-in for managed services.

7. Criteo

Founded: 2005

HQ: Paris, France

G2 Rating: 3.7 ⭐ 

Inventory: Display, social, video, mobile

Best for: Retailers & media owners

Criteo is a performance growth platform mainly focused on e-commerce/retail business owners looking to create meaningful connections with shoppers, improve customer acquisition, and achieve retention objectives. 

Criteo uses artificial intelligence and machine learning to help advertisers deliver the right message to their audiences based on their complete shopping journey across display, social media, mobile, and email.

The platform can also help media owners boost their revenue by enriching and activating their first-party data and inventory, providing more relevant experiences to visitors.

8. Smaato

Founded: 2005

HQ: San Francisco, California, United States

G2 Rating: 4.4 ⭐ 

Inventory: Display, native, video, OTT/CTV

Best for: Businesses of all sizes, publishers & app developers

Smaato is a digital AdTech platform and ad server that offers a range of services for advertisers, publishers, and app developers. 

The platform provides access to high-quality inventory, including display, video, and native ad formats across various devices and channels. To help advertisers reach the right people in the right places, Smaato’s targeting capabilities rely on machine learning and AI for maximum efficiency and effectiveness.

Publishers and app developers can use the platform to control their ad inventory better, benefit from ad serving and analytics tools, and maximize ad revenue by connecting with quality marketers and advertisers worldwide.

9. Display & Video 360 (DV360)

Founded: 1996

HQ: New York City, United States

G2 Rating: 4.1 ⭐ 

Inventory: Display, native, video, mobile, social, audio

Best for: Businesses of all sizes

‍Display & Video 360, better known as DV360, is a programmatic advertising platform developed by Google. Using DV360, advertisers and agencies can plan, execute, and measure their digital advertising campaigns across multiple channels, yet it’s important to mention that the platform is self-service only.

The platform is organized around five integrated modules: Campaigns, Audiences, Creatives, Inventory, and Insights, which work together to simplify the campaign launch and management process. It also integrates with other Google platforms, such as Google Analytics and Google Ads, to provide a more comprehensive view of your advertising efforts.

10. Illumin

Founded: 2009

HQ: Toronto, Canada

G2 Rating: 4.3 ⭐ 

Inventory: Display, native, video, audio

Best for: Businesses of all sizes & agencies

Illumin (formerly AcuityAds) is a technology company that provides digital advertising solutions for brands and agencies. It aims to empower marketers to advertise by focusing on the consumer journey, this way perfecting their media strategies.

Illumin offers AI-powered, look-a-like audience modeling that can ensure advertisers reach the most relevant, high-value customers. The platform enables users to easily manage ad reach and frequency across multiple devices and mediums and allows them to take advantage of real-time data and performance analytics for better future campaign results.

11. Xandr by Microsoft

Founded: 2018

HQ: New York City, United States

G2 Rating: 3.7 ⭐ 

Inventory: Display, native, social, video, audio, CTV, DOOH

Best for: Businesses of all sizes, agencies & publishers

Xandr platform is an advertising and analytics subsidiary of Microsoft. Acquired to enhance Microsoft's digital advertising and retail media capabilities, Xandr provides a platform named "Community" for the targeted buying and selling of ad inventory, focusing on consumer-centric digital environments.

The platform is flexible and scalable, and can cater to the needs of businesses of all sizes across a variety of industries. For those looking to reach narrower audiences and maximize their ad performance, Xandr’s targeting and optimization capabilities can be a good start.

For publishers, Xandr offers tools that can help improve their visitor experience and manage demand for all channels and formats, including display, native, and connected TV.

12. MediaMath by Infillion

Founded: 2007

HQ: New York City, United States

G2 Rating: 3.9 ⭐ 

Inventory: Display, native, video, audio, CTV, DOOH

Best for: Businesses of all sizes

MediaMath by Infillion omnichannel DSP (acquisition completed in 2023) combines MediaMath’s precision in targeting with Infillion’s engaging video content and rich data for omnichannel marketing. It offers tools to plan, execute, and refine advertising campaigns across multiple channels. 

The platform works with many data providers, so ads hit the mark. Its main features are easy campaign management, smart ad bidding, and cross-device attribution. The company has also developed its own proprietary data management platform, which helps marketers collect, analyze, and segment data from various sources to inform their advertising strategies.

13. BidTheatre

Founded: 2012

HQ: Stockholm, Sweden

G2 Rating: 4.7 ⭐ 

Inventory: Display, native, video, mobile

Best for: Businesses of all sizes, agencies & publishers

BidTheatre is a programmatic advertising platform created to simplify the process of buying/selling inventory, making it easier for its users to achieve their advertising goals.

Using BidTheatre, advertisers can create and manage their ad campaigns, set up targeting parameters, and analyze campaign performance. The platform also offers tools for publishers, including ad serving and inventory management, as well as optimization tools to improve monetization, simplify workflow and operations, and boost ad revenue.

14. Viant DSP

Founded: 2010

HQ: Irvine, California, United States

G2 Rating: 4.1 ⭐ 

Inventory: Display, mobile, audio, in-game, CTV, linear TV, DOOH

Best for: Businesses of all sizes & agencies

Viant DSP, formerly known as Adelphic, helps advertisers and agencies target their audiences across multiple channels and devices, delivering personalized and relevant ads to consumers.

Viant DSP’s core features include a campaign management solution that makes it easy for advertisers to create, launch, and manage their programmatic ad campaigns, as well as campaign measurement and attribution that can help streamline their efforts, gain valuable insights, and deliver more personalized experiences more effectively.

15. Basis

Founded: 2001

HQ: Chicago, Illinois, United States

G2 Rating: 4.5 ⭐ 

Inventory: Display, native, mobile, video, CTV, audio

Best for: Businesses of all sizes & agencies

Basis is a comprehensive digital advertising platform created to streamline and automate the process of buying and selling advertising inventory. Using Basis, you can manage not only programmatic but also direct, search, and social through a single interface.

Basis provides a range of targeting options, including contextual targeting, behavioral targeting, location targeting, and more. Its real-time reporting and analytics can help advertisers to optimize their campaigns for better results and gain valuable insights into their performance.

The platform also provides brand safety tools to ensure that ads are delivered in brand-safe environments and allows advertisers to easily create and manage their own audience segments that they can use for targeting or retargeting campaigns.

16. LoopMe

Founded: 2012

HQ: London, United Kingdom

G2 Rating: 4.4 ⭐ 

Inventory: Mobile, video

Best for: Advertisers running mobile video ad campaigns

LoopMe self-service programmatic advertising platform has a very clear focus – it specializes in AI-driven mobile video advertising. The platform offers all mobile video ad formats, including pre-roll, HTML5, VAST, native, and full-screen formats.

The purpose of this platform is to help brands maximize the impact of their mobile video advertising campaigns using the power of artificial intelligence, behavioral insights, and user data. 

LoopMe can analyze user behavior and adjust ad targeting in real time, which allows advertisers to deliver highly relevant ads and optimize their mobile campaigns for maximum impact and ROI.

17. AdCritter

Founded: 2014

HQ: Nashville, Tennessee, United States

G2 Rating: 4.0 ⭐ 

Inventory: Display, targeted TV, DOOH

Best for: Small businesses

AdCritter positions itself as an easy-to-use programmatic advertising platform for small businesses that can give them access to some of the biggest advertising channels, including targeted TV, programmatic display, and digital billboards (DOOH). 

AdCritter works on a self-service basis and provides advertisers with a variety of targeting options (e.g., demographics, behavioral, location, device, and many more) and the possibility to create ads using their 15+ million pre-designed ads. 

AdCritter works with 200+ inventory and data partners, including some of the biggest players in the industry.

18. Simpli.fi

Founded: 2010

HQ: Fort Worth, Texas, United States

G2 Rating: 4.5 ⭐ 

Inventory: CTV, mobile, video, display, audio, native, digital 

Best for: Businesses of all sizes & agencies

Simpli.fi is a data management and demand-side buying hybrid platform (DMP/DSP) designed for agencies, brands, and media companies of all budgets and sizes.

It offers programmatic advertising and workflow software solutions and is particularly adept at leveraging unstructured data for precise audience targeting. Simpli.fi stands out for its geofencing capabilities, detailed demographic targeting, and contextual advertising options.

The platform’s ease of use appeals to advertisers across all experience levels. Plus, Simpli.fi's advanced analytics and reporting tools enable businesses to understand their campaign performance thoroughly.

19. Amazon DSP

Founded: 2019

HQ: Seattle, Washington, United States

G2 Rating: 4.4 ⭐ 

Inventory: Audio, display, video 

Best for: Advertisers who sell products on Amazon (or not)

Amazon DSP is a robust demand-side platform from Amazon Ads. It helps advertisers reach their target audiences on Amazon and external websites and mobile apps. It’s useful for brands seeking to leverage Amazon’s customer insights for more targeted ads.

The platform reaches not just Amazon’s sites and devices, like Kindle and Fire TV, but also other online places through Amazon’s ad network. 

Amazon DSP lets advertisers pinpoint their audience using Amazon’s data on shopping habits, interests, and demographics. It offers various ad formats, such as display and video ads, suitable for different online spots. 

This broad yet targeted approach across digital spaces, inside and outside Amazon, makes Amazon DSP a strong choice for brands looking to enhance their presence and connect with specific user groups. 

20. Roku OneView

Founded: 2020

HQ: San Jose, California, United States

G2 Rating: 3.8 ⭐ 

Inventory: OTT, linear TV, omnichannel

Best for: Advertisers running CTV ads and publishers 

Roku OneView, part of Roku's advertising solutions, focuses on streaming advertising. It positions itself as a comprehensive ad-buying tool that bridges the gap between traditional digital media and the fast-growing streaming TV market.

Using Roku's streaming data, it targets ads to reach a broad, engaged audience increasingly focused on streaming content. It provides a range of advertising types, from video ads to more interactive formats, suitable for all modern viewers. 

The platform stands out with its user-friendly interface, diverse ad formats, precise targeting, and advanced optimization tools.

21. AdLib DSP

Founded: 2016

HQ: New York, United States

G2 Rating: 4.7 ⭐ 

Inventory: Display, mobile, native, CTV, audio, and DOOH

Best for: Businesses of all sizes & agencies

AdLib DSP streamlines campaign creation, offering an easy-to-use, self-service platform ideal for quick launches. Its “Magic Ads” feature is perfect for those without in-house resources, so advertisers can create ads in multiple sizes and formats.

The platform is accessible to advertisers of all sizes and doesn’t have any contracts or minimum spending requirements. Its API-first approach allows businesses to customize their own apps while keeping their brand consistent through a white-label solution. It also excels in audience targeting with over 150,000 segments from 50+ data providers. 

AdLib DSP has a vast global reach, advertising on premium sites, apps, and through exchanges and SSPs. It connects with 95% of the world’s consumers, reaching them over 500 billion times daily across channels like display and mobile. Available in 250 countries and territories, it's ideal for advertisers targeting a global audience.

22. Mediasmart 

Founded: 2011

HQ: Madrid, Spain

G2 Rating: 4.4 ⭐ 

Inventory: CTV, DOOH, mobile, omnichannel

Best for: Businesses of all sizes & agencies

Mediasmart, part of Affle, is an omnichannel programmatic platform that integrates user journeys across multiple screens and blends online and offline behaviors for more personalized advertising. 

CTV Sync, a standout feature, extends brands' presence and visibility on connected TVs by coordinating ads across various home devices. Mediasmart combines mobile ads’ engagement, CTV’s narrative power, and DOOH's extensive reach to deliver unified messaging. It also adeptly uses location-based marketing to target audiences precisely while respecting their privacy.

Operating globally in over 150 countries and managing billions of bids daily, the platform is recognized for its expansive reach and top-tier performance.

23. Nexxen DSP (previously Amobee)

Founded: 2007

HQ: New York, United States

G2 Rating: 3.8 ⭐ 

Inventory: CTV, linear, digital

Best for: Businesses of all sizes, agencies & media companies

Nexxen DSP equips advertisers with a full range of tools to keep audiences engaged from start to finish. Before campaigns even start, it analyzes and improves ads to ensure they’ll grab attention design-wise. A standout feature is its innovative CTV Private Market Places (PMPs), tailored for high engagement on connected TVs.

Nexxen DSP ensures ads transition seamlessly across different devices. It also provides in-depth reports and strongly focuses on tracking how well campaigns are doing. This helps advertisers better understand their campaigns and tweak them for the best results.

24. Pontiac Intelligence

Founded: 2016

HQ: Ridgewood, New Jersey, United States

G2 Rating: 4.8 ⭐ 

Inventory: Display, video, audio, native, OTT, CTV

Best for: Businesses of all sizes

Pontiac Intelligence offers a full-suite programmatic platform that puts users in full of their ad campaigns. Advertisers can benefit from an easy-to-use interface, detailed reporting, and its proprietary algorithm for precise targeting and tracking, including local area and foot traffic insights. 

The platform supports various ad formats such as display, video, audio, native, OTT, and CTV, making it great for multichannel media strategies. It also works with LiveRamp, so advertisers can bring in their CRM data to create a rich online target audience. 

Pontiac Intelligence focuses on hyper-targeted campaigns, using OnSpot Data for accurate location-based insights (attribution and detailed geographic behavior analysis).

The platform offers ad options across all verticals – from arts to entertainment to health and real estate – so it’s a flexible choice for all kinds of advertisers. 

25. Yahoo DSP

Founded: 2006 (BrightRoll DSP)

HQ: Sunnyvale, California, United States

G2 Rating: 3.6 ⭐ 

Inventory: CTV, DOOH, audio, native, video, mobile

Best for: Businesses of all sizes

Yahoo DSP combines Yahoo's vast network reach with an independent platform’s precision, giving advertisers the tools and insights they need to expand their reach. It simplifies access to large audiences and eliminates the usual complexities of a walled garden.

Using identity-focused strategies and machine learning, Yahoo DSP efficiently targets audiences even when cookies phase out, ensuring transparency and effective performance. Plus, advertisers can use various ad options, including advanced TV, DOOH, audio, and native ads. 

The platform stands out for its straightforward approach to campaign planning and execution, supported by powerful tools for measuring and refining campaign performance.

Have you found the one?

Navigating the programmatic advertising world can be challenging if you don’t have a trustworthy advertising partner to help you do it.

Programmatic advertising platforms play a crucial role in this process, helping both sides – advertisers and publishers – get the best out of their advertising-related activities and do it in an organized, efficient manner.

If you need further guidance on starting your programmatic journey or want to try something new, feel free to contact the Eskimi team or book a demo for a comprehensive, personal tour of the platform.