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.
GumGum
PrivateContextual advertising company using computer vision to understand pages and images.
Creative & DCOUSAMedia.net
PrivateContextual ad company powering the Yahoo-Bing contextual network, with large teams in Mumbai.
SSPs (sell side)UAEOutbrain (now Teads)
AcquiredContent-recommendation pioneer that bought Teads in 2025 and took the Teads name.
Native & recommendationUSAPerion
PERI -0.2%Israeli ad tech group combining search, CTV, DOOH (Hivestack) and retail media on one platform.
SSPs (sell side)IsraelRevcontent
PrivateSmaller content-recommendation and native ad network.
Native & recommendationUSASeedtag
PrivateContextual advertising company using AI to place ads by content, not personal data.
Creative & DCOSpainSharethrough
AcquiredNative and video SSP that merged into Equativ in 2024.
SSPs (sell side)USASystem1
SST -1.3%Customer-acquisition and search-arbitrage marketplace (RAMP) that buys traffic and monetises it with search ads.
Affiliate & performanceUSATaboola
TBLA -0.9%The biggest content-recommendation network: the "you may also like" links under news articles.
Native & recommendationUSATeads
TEAD +17.4%Outstream video and content-recommendation company formed when Outbrain bought Teads and took its name.
SSPs (sell side)USATripleLift
PrivateSSP known for programmatic native ads and branded placements inside TV shows.
SSPs (sell side)USA