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.
Adobe (Experience Cloud & Advertising)
DivisionAdobe's marketing stack: analytics, a CDP, a DSP and creative tools used by big brands.
Data & CDPsUSAFlashtalking
DivisionIndependent advertiser ad server and creative platform, owned by Mediaocean.
Ad serversUSAGumGum
PrivateContextual advertising company using computer vision to understand pages and images.
Creative & DCOUSAInfillion
PrivateAd tech roll-up that bought MediaMath out of bankruptcy in 2023.
DSPs (buy side)USAInnovid
AcquiredCTV ad-serving and measurement company acquired by Mediaocean in 2025.
Ad serversUSAKargo
PrivateMobile and CTV ad marketplace known for high-impact creative formats.
SSPs (sell side)USAMediaocean
PrivateThe back-office software most big agencies use to plan, buy and pay for media, now with Flashtalking and Innovid.
Workflow & ad opsUSASeedtag
PrivateContextual advertising company using AI to place ads by content, not personal data.
Creative & DCOSpainYieldmo
PrivateMobile ad formats and attention-based optimisation marketplace.
Creative & DCOUSA