The players

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

Adobe's marketing stack: analytics, a CDP, a DSP and creative tools used by big brands.

Machine-learning ad buying company, taken private by Cadent in 2024.

Amazon's ad arm: sponsored listings on the store, Prime Video ads, Twitch, and a DSP for the open web.

Amazon's demand-side platform, buying Prime Video, Amazon and open-web ads with shopping data.

Former Singtel-owned ad platform, acquired by Tremor (now Nexxen) in 2022.

Mobile ad giant whose AI engine AXON made it one of the most valuable ad tech companies.

Media planning and buying software that combines a DSP with workflow tools for agencies.

Location-based audience planning and buying platform, acquired by T-Mobile in 2025.

Converged TV advertising platform that acquired AdTheorent in 2024.

Commerce advertising company famous for retargeting, now centred on retail media for big retailers.

Publicis Groupe's data and identity engine, with a DSP and retail media tools.

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

Google's enterprise DSP for buying display, video, YouTube and CTV ads programmatically.

Programmatic DOOH platform acquired by Perion in 2024.

Canadian journey-advertising platform, formerly AcuityAds, listed in Toronto.

Ad tech roll-up that bought MediaMath out of bankruptcy in 2023.

India's first unicorn: a mobile advertising platform and owner of the Glance lock-screen business.

Small ad tech company using AI to target audiences without personal data (IntentKey).

Mobile app advertising platform (with Vungle) that listed on Nasdaq in June 2026.

CTV-focused buying platform used by local broadcasters and agencies.

B2B account-based marketing platform using intent data to target companies.

Pioneering independent DSP that collapsed into bankruptcy in 2023 and was bought by Infillion.

Mobile ad network owned by Hong Kong-listed Mobvista, strong with game advertisers.

Self-serve connected-TV advertising platform for performance marketers; listed in 2025.

Machine-learning mobile DSP for app marketers, also powering retail media for commerce platforms.

Video and CTV ad tech group (formerly Tremor International) with its own DSP, SSP and data.

Mobile advertising company built around personified, cookie-free targeting.

Israeli ad tech group combining search, CTV, DOOH (Hivestack) and retail media on one platform.

Audience measurement pioneer turned AI-driven DSP for brands and agencies.

Polish retargeting and performance DSP using deep-learning models to bid.

Programmatic platform built for localised advertising, popular with local TV and radio sellers.

Fast-growing self-serve DSP popular with mid-sized agencies for native, display, video and CTV.

The largest independent demand-side platform, used by agencies to buy ads across the open internet and CTV.

Mobile-first ad tech group (Smaato, Verve) listed in Stockholm and Frankfurt.

Self-serve DSP focused on connected TV and household-level targeting; its ticker is literally DSP.

Leading programmatic digital out-of-home platform, bought by T-Mobile in 2025.

Web pioneer, now private-equity owned, running news, finance and sports sites plus a DSP.

Demand-side platform from Yahoo, descended from AOL and BrightRoll ad tech.

Data-driven marketing cloud combining an identity graph, CDP, email and a DSP.