The players
219 companies and organisations that make up ad tech, what each one does in plain English, and where it sits in the chain.
All categoriesWalled gardens & platforms 20DSPs (buy side) 40SSPs (sell side) 32Ad exchanges 8Ad servers 15Header bidding & wrappers 7CTV & video 30Mobile app monetisation 15Attribution & MMPs 8Verification 19IVT & fraud prevention 21Brand safety & ad quality 13Data & CDPs 20Identity 10Clean rooms 6Consent & privacy 8Retail & commerce media 19Native & recommendation 11Creative & DCO 9Agencies & holding companies 11Digital out-of-home 8Audio & podcasts 5Affiliate & performance 9Workflow & ad ops 7Industry bodies 12
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DivisionBerlin-based mobile measurement partner, owned by AppLovin since 2021.
Attribution & MMPsGermanyAppsFlyer
PrivateThe largest mobile measurement partner, telling app marketers which ads drove installs.
Attribution & MMPsUSABranch
PrivateDeep-linking and mobile measurement company that routes people to the right place inside apps.
Attribution & MMPsUSAEkimetrics
PrivateData science consultancy specialising in marketing mix modelling.
Attribution & MMPsFranceHaus
PrivateIncrementality and causal marketing measurement startup.
Attribution & MMPsUSAKochava
PrivateMobile measurement and data company, notable for an FTC lawsuit over location data.
Attribution & MMPsUSAMeasured
PrivateIncrementality measurement platform for direct-to-consumer brands.
Attribution & MMPsUSASingular
PrivateMarketing analytics and mobile attribution platform that joins cost and results data.
Attribution & MMPsUSA