17 Programmatic Advertising Platforms You Should Try In 2023

August 21, 2023
10 minutes

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.

How DSP works

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.

How SSP works

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:

How DMPs collect information

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]

Top programmatic advertising platforms you should be aware of

1. Eskimi

Founded: 2006

HQ: Vilnius, Lithuania

G2 Rating: 4.7 ⭐

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

Best for: Businesses of all sizes & agencies

Eskimi programmatic advertising platform

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 homepage

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 homepage

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: 4.4 ⭐ 

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

Best for: Businesses of all sizes

The Trade Desk homepage

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 homepage

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: 3.8 ⭐ 

Inventory: Display, social, video, mobile

Best for: Retailers & media owners

Criteo homepage

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 homepage

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: 4.4 ⭐ 

Inventory: Display, native, video, audio

Best for: Businesses of all sizes & agencies

Illumin homepage

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

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 homepage

Xandr platform provides programmatic advertising solutions for both media buyers and owners, offering ad inventory across premium content environments and holistic inventory management tools for publishers.

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

Founded: 2007

HQ: New York City, United States

G2 Rating: 4.1 ⭐ 

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

Best for: Businesses of all sizes

MediaMath homepage

MediaMath DSP provides advertisers with all the necessary tools to plan, execute, and optimize advertising campaigns across different channels. The company works with various data providers to enable MediaMath’s users to deliver their ads to the right people.

Besides audience targeting, campaign management, bid optimization, and cross-device attribution are among the core features of MediaMath. 

Additionally, the company has 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: 4.6 ⭐ 

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. Adelphic 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

Adelphic DSP homepage

Adelphic programmatic advertising platform helps advertisers and agencies target their audiences across multiple channels and devices, delivering personalized and relevant ads to consumers.

Adelphic's core features include a campaign management solution that makes it easy for advertisers to create, launch, and manage their programmatic ad campaigns, and campaign measurement and attribution that can help streamline their efforts and 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 programmatic DSP homepage

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 programmatic platoform homepage

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: 4.5 ⭐ 

Inventory: Display, targeted TV, DOOH

Best for: Small businesses

AdCritter homepage

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.

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.

Philip is the CMO of Eskimi. When he’s not busy growing the Eskimi brand, he spends his time with family and playing ping pong.
Philip is the CMO of Eskimi. When he’s not busy growing the Eskimi brand, he spends his time with family and playing ping pong.
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