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
Ezoic
PrivateAI-driven ad testing platform for small and mid-sized publishers.
Header bidding & wrappersUSAFreestar
PrivatePublisher monetization company running header-bidding stacks for mid-sized and large sites.
Header bidding & wrappersUSAMediavine
PrivateAd management company that runs ads for thousands of food, lifestyle and hobby blogs.
Header bidding & wrappersUSAPrebid.org
Non-profitIndependent organisation that maintains Prebid, the open-source header-bidding software used across the web.
Industry bodiesUSAPubMatic
PUBM +1.1%Independent SSP running its own infrastructure, with large engineering operations in Pune, India.
SSPs (sell side)USARaptive
PrivateCreator-focused ad management company (formerly AdThrive and CafeMedia).
Header bidding & wrappersUSASonobi
PrivateAd tech developer that built early header-bidding and now focuses on publisher and CTV tools.
SSPs (sell side)USA