The players

Europe's largest independent full-stack ad platform: DSP, ad server and publisher tools.

Software that runs many of the world's digital billboards, now including the Place Exchange SSP.

Pioneering ad server bought by Google in 2008; its tech lives on in Google Ad Manager and DV360.

French ad server and SSP (formerly Smart AdServer) that absorbed Sharethrough.

Independent advertiser ad server and creative platform, owned by Mediaocean.

Comcast-owned ad server and marketplace that runs ads for much of premium TV and streaming.

The largest ad business on earth: search ads, YouTube, and tools on both sides of the open-web ad market.

Google's publisher ad server and exchange, the market-leading tool at the centre of the US antitrust case.

CTV ad-serving and measurement company acquired by Mediaocean in 2025.

API-based ad-serving infrastructure that retailers use to build their own retail media networks.

The largest independent sell-side platform, especially in connected TV.

The back-office software most big agencies use to plan, buy and pay for media, now with Flashtalking and Innovid.

Former advertiser ad server that went bankrupt in 2019; its ad server and DSP went to Amazon.

CTV ad server owned by Magnite, used by streaming platforms to manage ad decisioning.

Audio ad tech and measurement company (streaming and podcast ratings), owned by iHeartMedia.