The players

Dutch digital advertising and casual games group, owner of the Improve Digital SSP.

Software that runs many of the world's digital billboards, now including the Place Exchange SSP.

French ad server and SSP (formerly Smart AdServer) that absorbed Sharethrough.

Comcast-owned ad server and marketplace that runs ads for much of premium TV and streaming.

Google's publisher ad server and exchange, the market-leading tool at the centre of the US antitrust case.

Programmatic DOOH platform acquired by Perion in 2024.

European SSP owned by Azerion, serving publishers across Europe.

Large independent ad exchange and early header-bidding champion, privately owned.

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

Mobile and CTV ad marketplace known for high-impact creative formats.

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

The largest independent sell-side platform, especially in connected TV.

Contextual ad company powering the Yahoo-Bing contextual network, with large teams in Mumbai.

Ad management company that runs ads for thousands of food, lifestyle and hobby blogs.

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

Fast-growing independent SSP and curation platform, with Italian roots.

Long-running independent SSP and exchange, focused on identity and sustainable supply.

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

Independent out-of-home SSP, acquired by Broadsign in 2025.

Independent SSP running its own infrastructure, with large engineering operations in Pune, India.

Creator-focused ad management company (formerly AdThrive and CafeMedia).

Native and video SSP that merged into Equativ in 2024.

Mobile in-app ad exchange owned by Verve Group.

Ad tech developer that built early header-bidding and now focuses on publisher and CTV tools.

Publisher-focused SSP and tools company serving independent and long-tail sites.

Outstream video and content-recommendation company formed when Outbrain bought Teads and took its name.

SSP known for programmatic native ads and branded placements inside TV shows.

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

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

The former AppNexus exchange, owned by Microsoft, which shut its DSP in 2026 and kept its sell-side tools.

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

Mobile ad formats and attention-based optimisation marketplace.