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
AppsFlyer
PrivateThe largest mobile measurement partner, telling app marketers which ads drove installs.
Attribution & MMPsUSAHabu
AcquiredClean-room software company acquired by LiveRamp in 2024.
Clean roomsUSAInfoSum
AcquiredData clean room pioneer that lets companies match data without sharing it; acquired by WPP in 2025.
Clean roomsUKLiveRamp
RAMP +0.2%Identity and data-collaboration company (RampID, clean rooms), agreed in 2026 to be bought by Publicis.
IdentityUSAOptable
PrivateData collaboration platform for publishers, combining clean rooms and audience tools.
Clean roomsCanadaSnowflake
SNOW 0.0%Cloud data platform that has become a backbone for advertising data sharing and clean rooms.
Clean roomsUSA