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.
Basis Technologies
PrivateMedia planning and buying software that combines a DSP with workflow tools for agencies.
DSPs (buy side)USABidSwitch
DivisionPlumbing that connects many DSPs to many SSPs through one integration, owned by Criteo.
Ad exchangesUKIPONWEB
AcquiredEngineering firm that built custom ad tech for others (and BidSwitch), acquired by Criteo in 2022.
Ad exchangesUKJounce Media
PrivateSupply-path research firm that maps the programmatic supply chain for buyers.
Workflow & ad opsUSAMediaocean
PrivateThe back-office software most big agencies use to plan, buy and pay for media, now with Flashtalking and Innovid.
Workflow & ad opsUSAPacvue
PrivateSoftware for brands managing ads across Amazon, Walmart, Instacart and other retail media networks.
Retail & commerce mediaUSASkai
PrivateOmnichannel marketing platform (formerly Kenshoo) for retail media, search and social.
Retail & commerce mediaIsrael