Top Programmatic Advertising Platforms in 2023

Programmatic advertising has revolutionized digital marketing, providing a powerful way for brands to reach their target audiences. In 2023, programmatic ad spend is expected to exceed $100 billion globally as it continues to account for a growing share of digital advertising budgets.

With so many options, selecting the right programmatic advertising platforms can be daunting. This guide examines the top demand-side platforms (DSPs), supply-side platforms (SSPs), and ad exchanges to help you determine which ones may be best suited for your needs.

What is Programmatic Advertising?

Programmatic advertising automates the buying and selling of digital advertising using algorithms and real-time bidding (RTB). It relies on data and technology to determine ad targeting, pricing, placement, and other parameters.

Instead of human negotiations, programmatic advertising leverages machine learning and algorithms to match advertisements to available ad inventory based on relevance and budget. It optimizes campaigns by showing ads to the right target audiences at the ideal bid prices.

Key benefits of programmatic advertising:

• Highly targeted ads – Based on audience demographics, interests, habits, location etc.
• Real-time optimization – Quickly adjust campaigns based on performance.
• Increased efficiency – Streamlines ad buying process.
• Lower costs – By automating media buying.
• Detailed performance data – Robust analytics and reporting.
• Omnichannel reach – Ability to engage audiences across channels/devices.

Programmatic Advertising Ecosystem

The programmatic advertising ecosystem consists of several key technology platforms and participants:

• Demand-Side Platforms (DSPs) – Allow advertisers to buy ad inventory from a range of publishers and ad exchanges. They provide targeting, optimization, and reporting tools.

• Supply-Side Platforms (SSPs) – Help publishers manage unsold ad inventory and make it available for sale across networks. They optimize yield.

• Ad Exchanges – Ad marketplaces that facilitate auction-based buying and selling of digital ad impressions between publishers and advertisers.

• Data Management Platforms (DMPs) – Collects first, second, and third-party audience data from various sources and makes it available for targeting and personalization.

Understanding how these platforms work together is key to developing an effective programmatic strategy.

Top Demand-Side Platforms (DSPs)

Demand-side platforms provide the technology to manage the buying and placement of digital ads programmatically across publishers, ad exchanges, and networks. Let‘s look at some leading options:

Google Display & Video 360

Part of Google Marketing Platform, Display & Video 360 is a full-featured DSP for programmatic ad buying across devices and formats.

Key features:

• Access to Google Ad Exchange, YouTube, Gmail and over 80+ exchanges and networks.
• Advanced audience targeting and optimization tools.
• Support for video, display, native, audio, and TV ads.
• Integrates directly with other Google platforms like Campaign Manager and Analytics.
• Robust measurement, attribution, and predictive modeling capabilities.
• Over $6.5 billion in annual ad spend managed on DV360.

DV360 is a good choice for brands already using other Google tools who want a powerful DSP with Google‘s managed service expertise.

The Trade Desk

The Trade Desk is an industry-leading independent DSP that offers objective, data-driven programmatic ad buying.

Why choose The Trade Desk?

• Access to premium ad inventory across channels.
• Advanced data and targeting capabilities.
• Cross-device identity management for omnichannel advertising.
• Independent and transparent (doesn‘t own media).
• Excellent analytics and optimization tools.
• Managed services and trusted partnerships.

The Trade Desk is a top choice for brands who prioritize transparency, customization, and data-driven optimization powered by artificial intelligence.

Adform

Adform is an enterprise DSP focused on driving business growth through advertising automation.

Key Adform features:

• Powerful audience segmentation and targeting.
• Real-time bidding (RTB) capabilities.
• Cross-channel digital ad management.
• Robust analytics and campaign optimization.
• Flexible API and integrations.
• Global reach with support across regions.

Adform combines AI and automation to streamline and enhance programmatic ad buying for marketers worldwide.

Xandr

Xandr (formerly AppNexus) provides a unified platform to plan, buy, measure, and optimize ads across screens.

Why Xandr?

• Omnichannel DSP with advanced TV buying capabilities.
• Access to unique demand sources and premium inventory.
• Brand safety tools and private marketplace deals.
• Unified reporting and measurement.
• Curated first-party audience data marketplace.
• Part of AT&T WarnerMedia, but platform open to all advertisers.

Xandr offers robust capabilities for advertisers seeking an integrated solution for advanced TV, digital, and cross-channel ad campaigns.

Additional top DSPs:

• Adobe Advertising Cloud – Provides an independent, unified ad platform across all media and screens.
• MediaMath – Leading independent DSP focused on accountability and performance.
• Amazon DSP – Specialized DSP built for premium Amazon-owned inventory.
• Roku – Omnichannel DSP focused on streaming TV.

Leading Supply-Side Platforms (SSPs)

Supply-side platforms help publishers maximize revenue from their ad inventory through programmatic channels. Here are top SSP options:

Xandr – Monetize

Along with their DSP, Xandr also offers a full-featured SSP solution called Monetize to help publishers drive programmatic revenue.

Why choose Xandr Monetize?

• Demand from Xandr DSP and 150+ additional demand sources.
• Yield optimization across all ad formats and devices.
• Premium marketplace for direct deals with advertisers.
• Unified reporting and actionable analytics.
• Identity management for people-based marketing.
• Flexible, transparent business terms for publishers.

Xandr provides publishers a powerful SSP to maximize yield through its unified platform capabilities.

PubMatic

PubMatic offers an omnichannel SSP for both large premium publishers and smaller niche sites.

Key PubMatic features:

• Real-time bidding and auction optimization.
• True omnichannel/cross-screen monetization.
• Brand safety tools and viewability measurement.
• Private marketplaces for programmatic direct deals.
• Unbiased, transparent technology focused on publisher control.
• Specialized solutions for mobile apps and CTV publishers.

PubMatic combines technology and service to help publishers of all sizes drive ad revenue in a brand-safe environment.

Index Exchange

Index Exchange is a transparent SSP focused 100% on the buy and sell sides working better together.

Why choose Index Exchange?

• Over 125B daily auctions across 7M+ sites.
• TrustX marketplace for direct deals with brands.
• Header bidding expertise.
• Multi-channel monetization across display, video, mobile, and CTV.
• Predictive analytics and yield management tools.
• Customer-centric approach focused on partnership.

Index Exchange offers deep programmatic and header bidding expertise to help publishers maximize yield.

Additional top SSPs:

• Magnite CTV – Leading CTV/OTT programmatic platform.
• Smart AdServer – Independent, transparent ad monetization.
• OpenX – Full-service SSP for premium publishers and apps.

Top Ad Exchanges

Ad exchanges provide a marketplace for advertisers and publishers to buy and sell advertising inventory through real-time auctions. Here are some of the top exchanges:

Google Ad Manager

As part of their ad tech stack, Google operates an ad exchange, Google Ad Manager, that connects publishers to demand sources like Google Ads.

Key benefits:

• Access demand from Google Ads and DV360.
• Yield optimization tools like flexible floor pricing.
• Audience segmentation for targeted campaigns.
• Extensive ad format support.
• Shared revenue and cost data for full transparency.

Google Ad Manager integrates directly with Google‘s publisher tools like AdSense and AdMob.

AppNexus

Acquired by AT&T, AppNexus operates a large independent ad exchange.

Why AppNexus?

• Over 34K publishers and 500 demand sources.
• Cross-screen reach including CTV and digital out of home (DOOH).
• Real-time optimization of yield.
• Brand safety tools like avoidance lists.
• Robust analytics and auction transparency.

AppNexus offers deep liquidity and omnichannel capabilities.

OpenX Ad Exchange

OpenX Ad Exchange focuses on transparency, quality, and performance.

Key features:

• Real-time bidding across all channels and ad formats.
• Direct integration with OpenX‘s SSP.
• Curated marketplaces for premium publishers.
• Blocklist options and anti-fraud filters.
• Unbiased auction transparency and results.

OpenX combines technology and service to offer a brand-safe programmatic marketplace.

Key Factors in Selecting Programmatic Platforms

With many options to evaluate, here are some key considerations when researching programmatic advertising platforms:

• Targeting capabilities – Precision of audience targeting and segmentation.
• Inventory quality – Brand safety, viewability, transparency, and direct publisher relationships.
• Measurement – Attribution, analytics, and optimization tools.
• Omnichannel support – Ability to buy/sell ad inventory across channels and devices.
• Pricing model – Fees, % of spend, bidding models, etc.
• Customer service – Account management, technical support, training.
• Technology – Bidding algorithms, automation capabilities, AI/ML optimization.
• Integrations – Compatibility with other martech/adtech in your stack.
• Scalability – Can the platform support your growth?

Aligning with platforms that are aligned with your needs in these areas will set your programmatic advertising strategy up for long-term success.

Programmatic Advertising Trends

Staying on top of the latest programmatic advertising trends will ensure you are leveraging best practices:

• Header bidding – Popular technique for publishers to make inventory available to multiple exchanges/buyers simultaneously before the ad server. Increased competition drives up yield.

• Native advertising – Ad content that matches the form and function of the media in which it appears. Seen as less disruptive.

• Advanced TV – Use of programmatic techniques to automate ad buying/selling for TV, including OTT streaming and digital TV.

• First-party data – As third-party cookies phase out, first-party data like CRM data is becoming more important for targeting and measurement.

• Connected TV (CTV) – Smart TVs and streaming devices enabling better audience targeting and engagement.

Keeping pace with these developments will ensure your programmatic strategy capitalizes on the latest tools, data-driven tactics, and emerging media formats.

Final Thoughts

Programmatic advertising introduces efficiency, intelligence, and performance to driving marketing results. Selecting the right platforms for your needs and budget is an important strategic decision.

With so many options, take time to thoroughly evaluate partners using criteria like audience reach, targeting tools, brand safety, transparency, and omnichannel capabilities.

The top programmatic advertising platforms profiled in this guide serve leading brands worldwide, providing advanced technologies to optimize ad buying and selling. As you assess options, focus on partners that align with your business goals, audience, and channels to build an effective data-driven advertising foundation.