Best Demand Side Platforms (DSPs) for Programmatic Advertising in 2025

The best demand side platforms (DSPs) are built to serve programmatic advertisers in 2025. However, these platforms are not created the same. Some will give smarter targeting tools, whereas others are better for video. A few others are tailored to industries that can’t always advertise on the mainstream channels.

Top platforms like Blockchain-Ads, The Trade Desk and StackAdapt continue to dominate the digital advertising industry with features ranging from retargeting and intent-based segmentation to private marketplace deals and mobile-first campaigns.

This guide, therefore, will break down the best demand side platforms that most successful advertisers are actually using for launching programmatic advertising campaigns. 

1. Blockchain-Ads

Blockchain-Ads is a demand side platform DSP that has been built specifically for advertisers in highly regulated industries. These include finance, gambling, adult, CBD, and crypto sectors. Often, these industries are blocked by mainstream ad platforms like Meta and Google. 

The platform boasts a unique media buying stack that allows compliant programmatic campaigns across native, display, smart video, and in-app formats. In addition, it supports self-serve access for media buyers and also offers managed services for larger campaigns.

On-chain behavior and wallet targeting are the standout features of Blockchain-Ads. They enables advertisers to reach the target audience based on their wallet activity, transaction history and smart contract.

Advertising inventory at Blockchain-Ads includes ad placements across over 10,000 sites and app partners. The DSP also includes real-time attribution for wallet conversions, supports pixel-based retargeting, contextual audience targeting and offers full support for PMP deals.

2. Google Display & Video 360 (DV360)

Google DV360 is a comprehensive DSP within Google Marketing Platform. It offers advertisers a smooth access to Google’s broad inventory across YouTube, Google Display Network and thousands of partner sites. The platform works better with end-to-end campaign management for large enterprises, media agencies and programmatic buyers in one tool.

It supports multiple ad formats, including display, video, native, and CTV to give a better omnichannel campaign execution. The platform stands out in integration with other Google tools like Google Advanced Analytics and campaign manager. This helps to offer strong attribution, conversion tracking and real time reporting.

DV360 also offers brand safety controls, fraud detection and viewability optimization. Its optimization tools use machine learning to auto-adjust bids based on performance. With one of the largest inventories globally, DV360 is used by thousands of enterprise advertisers across finance, retail, healthcare, and government.

3. The Trade Desk

Launched in 2009, The Trade Desk is one of the leading independent DSPs built for advanced buyers and agencies that want transparency, control and massive reach across open internet inventory. Through its self-service and cloud-based platform, advertising buyers can use the data-driven insights to structure, forecast and buy digital media more smoothly.

Digital marketers can power their campaigns across CTV, video, audio, native, display DOOH, and social on different devices. Besides, The Trade Desk’s Koa AI engine helps offer predictive insights and automated bidding strategies. You also get access to the best reporting, brand safety and integrations. And its API access allows custom workflows and data sync.

Another plus is the data management platform (DMP). The feature helps in onboarding and managing advertiser data, purchasing third-party data and customizing audience models for activation. 

The Trade Desk is distinguished by its transparency and objectivity. Although it does not own or operate media, it provides access to the industry’s largest marketplace of data, measurement, brand safety and ad inventory providers. 

4. Amazon DSP

Amazon DSP is a powerful programmatic advertising platform that uses Amazon’s broad first-party shopper data to help brands reach highly targeted audiences on and off Amazon. This means advertisers can target users based on what they searched, viewed, added to cart or purchased.

Amazon DSP also supports custom audience segments, cross-device tracking and brand safety. The ad formats include display, audio, and video ads with much emphasis on in-stream ads, TV placement and mobile retargeting.

The platform uses AI-powered optimization by leveraging first and third-party insights to automate campaigns and target the right audience on Amazon and across other apps, sites and devices. Once your ad is live, it will appear in first-party supply sources such as Amazon Originals and Amazon Freevee, Amazon.com and live streams on Twitch and live sports.

Unique reporting features include Amazon-proprietary metrics like detail page view rate (DPVR), add-to-list (ATL) counts and new-to-brand (NTB) metrics. For comprehensive programmatic advertising solution, it offers Omnichannel metrics (OCM) and Marketing Mix Modeling (MMM) with the option for custom analytics using event-level data sets in Amazon Marketing Cloud. 

5. MediaMath

This demand side platform DSP is one of the longest-standing in the programmatic digital ad space. It was launched in 2007 and is among the pioneers of RTB (Real-Time Bidding). Later, it transformed into DSP with a focus on data transparency, supply path optimization and ethical media buying.

The platform is built around its Brain algorithm. It uses machine learning to automate bidding and budget allocation in real time based on digital marketing campaign goals. With MediaMath, advertisers can optimize for things like viewability, reach, or conversion without manually tweaking every setting.

The platform also supports custom log-level data exports. This helps allow deep analysis and offline attribution modeling. It also has a direct integration with third-party verification tools such as Integral Ad Science and DoubleVerify. The site also does cookieless identity solutions via partnerships with LiveRamp and ID5. 

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You can also use different ad formats like display, native, video ads and CTV, including access to premium programmatic guaranteed inventory through private market (PMP) deals.

6. Xandr Invest

Formerly known as AppNexus, Xandr Invest is a DSP that has been integrated into Microsoft’s ad business. It’s one of the best demand side platforms that gives advertisers access to premium supply, deep customization and direct integration with major broadcasters, especially in the CTV and OTT digital ad space.

A remarkable feature for Xandr Invest is the TV-grade video inventory. Through deals with broadcast partners and integrations with major SSPs, business advertisers can run cross-channel campaigns across CTV, desktop and mobile, all managed from a single interface.

The platform also supports self-serve access and managed service options. It also has advanced audience targeting capabilities such as behavioral, contextual, and private marketplace (PMP) deals. You can also use its first-party data onboarding, cross-device tracking and real-time reporting.

Your campaign goals can be supported by display, video, native and audio formats, with real-time bidding powered by the OpenRTB standard. While the platform is loaded with unique features, it is best suited for teams with advanced programmatic experience or media buyers managing high-volume and multi-channel campaigns.

7. Criteo

Criteo is a well-established DSP known for its commerce-focused advertising solutions. Originally, it was created for retargeting in the retail and travel sectors. Today, it has evolved into a broader demand side platform DSP offering omnichannel programmatic ad buying with huge first-party commerce data.

Its Commerce Media Platform is one of the best, tapping into over 4.5 billion product SKUs, 225+ retailer partnerships, 17,000+ global clients trust, and thousands of global media publisher relationships. Another plus about Criteo is its AI-powered predictive bidding engine which uses real shopping behavior and intent signals to optimize bids and improve conversion outcomes. 

Criteo’s Shopper Graph helps connect shopper IDs and commerce data to enhance audience targeting precision. This allows advertisers to acquire new customers and drive repeat purchases effectively. Furthermore, Criteo supports multiple ad exchanges that include display, native, video, mobile and connected TV.

Its privacy-by-design architecture supports first-party data onboarding and activation. This helps ensure that your digital advertising campaigns are compliant with the changing data regulations. The Criteo Commerce Max DSP is widely used by brands and agencies that aim to bridge the gap between retail and programmatic media. 

8. StackAdapt

Vitaly Pecherskiy and co-founders Ildar Shar and Yang Han developed StackAdapt in 2013 with the aim of applying data, advanced analytics and machine learning to digital advertising. The self-serve demand side platform DSP later gained recognition for its intuitive interface and strong support for omnichannel programmatic campaigns.

It is often liked by many mid-sized agencies and brands looking for flexibility, transparency and access to a wide range of ad formats. With StackAdapt, advertisers can plan, execute and analyze campaigns across video, display, native, audio, in-game ad inventory and CTV, all from a single dashboard.

Another great feature is that it supports contextual targeting, behavioral audience building and retargeting. It also offers an added benefit of custom segment creation which is powered by third-party data integration. 

In addition, StackAdapt’s creative studio allows users to build native ads directly within the platform. This helps streamline production for teams without heavy design resources. Its real-time campaign pacing, brand safety controls and easy to read reporting dashboards also make it a great DSP platform. 

If you’re a performance-driven advertiser, agency managing multiple clients or brands looking for an easy-to-use DSP, then you should consider StackAdapt.

9. Bidease

Bidease is a fully transparent mobile-focused DSP that specializes in AI-driven programmatic advertising. It primarily targets app marketers who are aiming for user acquisition and in-app retargeting. 

The platform leverages machine learning and neural networks to optimize every impression in real time. This helps ensure ads reach the right users at the right moment for the maximum impact. You also have a variety of mobile ad formats you can select including video ad campaigns, native, playable, rewarded video, interstitials, and social ads.

Bidease basically operates on a managed service model. It integrates with major mobile programmatic exchanges like Unity, MoPub, and Google AdX. This allows access to premium mobile ad inventory globally. 

Furthermore, the platform emphasizes performance marketing and this is why it offers strong conversion tracking, deep linking and user acquisition analytics. Your campaign can be optimized based on LTV, ROI or retention metrics. It’s also best demand side platforms that support lookalike modeling and custom audience targeting based on in-app user actions.

10. Yahoo AdTech DSP

Yahoo AdTech DSP, formerly known as the Verizon Media DSP, is a programmatic platform that offers advertisers omnichannel programmatic ad buying and data integration. It also offers deep access to Yahoo’s owned and operated inventory. The DSP is also one of the few DSPs that combines native, display, CTV, DOOH and audio ad inventory under a single interface.

What makes Yahoo DSP worth it is its access to Yahoo’s first-party data that is gathered from platforms such as Yahoo Mail, Finance, Sports, and News. So, it gives advertisers access to real logged-in user data which allows powerful audience targeting even without relying on third-party cookies.

Business advertisers can also integrate custom CRM lists to allow lookalike targeting, contextual targeting and purchase intent segments. You also have access to private marketplace deals and open RTB. There is also Dynamic Creative Optimization (DCO) capabilities and integrations with major brand safety and fraud tools such as DoubleVerify and Integral Ad Science.

11. Choozle

Choozle is a self-serve demand side platform DSP that is designed for small to mid-sized businesses and agencies that want more control without the complexity of an enterprise DSP. It’s one of the best demand side platforms with a user-friendly interface that makes campaign setup, creative management and optimization even to those new to programmatic advertising.

Choozle comes integrated with contextual targeting, custom audience segments, IP-based targeting and third-party data partnerships. It also provides real-time reporting and basic conversion tracking, though it’s not as advanced in analytics depth as platforms like Blockchain-Ads and The Trade Desk.

Additional capabilities include real-time bidding (RTB), strong analytics and customizable reporting dashboard, smooth integration with data management and CRM platforms. Choozle also offers flexible pricing models (CPM or CPC) and exceptional customer support.

12. Simpli.fi

Founded in 2010, Simpli.fi is a DSP known for its hyperlocal targeting, strong support for multi-location campaigns and flexibility for localized programmatic advertising. Unlike other larger enterprise DSPs, Simpli.fi helps advertisers reach the target audience at the ZIP code, neighborhood or even GPS-coordinated level. 

One of its best features is geofencing. You can draw a virtual boundary around a physical location and serve ads to users who enter or exit that zone. This is great, especially for businesses running time-sensitive or store-specific promotions.

This programmatic advertising platform also allows keyword-level contextual targeting, sequential messaging, and retargeting. It helps 2,000+ agencies and brands maximize their relevance with measurable results. All the standard ad formats are supported, ranging from display, mobile and native to CTV/OTT and video advertising campaigns.

Factors to Consider When Choosing a DSP

Choosing the best demand side platforms isn’t just about picking the most popular ones. It is about selecting a tool that will actually work for how you run successful ad campaigns, what you’re selling and who you’re trying to reach. 

Below are the key factors that you can use to evaluate and compare DSPs.

Campaign goals and target audience

Are you running full-funnel profitable ad campaigns? Looking for installs? Driving traffic? Your campaign objective should guide the platform you pick.

• For awareness and reach, consider a DSP with CTV, video ads and premium publisher access.
• Performance and retargeting? Consider DSPs with lookalike modeling and behavioral targeting.
• For a restricted niche? Use a DSP like Blockchain-Ads that is fully compliant with the regulations.

Data requirements

If you want to upload first-party data, sync CRM segments or customer ID or need real-time data integration, then you’ll need a DSP that supports data onboarding and custom segments.

Budget and pricing models

Understand the DSP’s pricing structure. You need to know whether it charges a percentage of spend, a flat fee or includes hidden costs within CPM bids. Some DSPs also require a minimum spend or have tiered pricing based on the volume. Simply align the pricing model to match your budget and campaign scale and avoid unexpected expenses.

Channel preferences

You’ll want a DSP that actually aligns with your media mix. If you need mobile app installs, ensure that the DSP supports SDK-integrated mobile advertising inventory. Running connected TV ads? Consider a DSP with CTV/OTT exchanges. 

Reporting and analytics

Real-time reporting is a baseline nowadays. You need a DSPs that provide real-time reporting with a customizable dashboard and actionable insights. Look for features such as live dashboards, attribution tracking, and foot traffic or offline conversions as these will help optimize campaigns effectively.

Integration with third-party tools

Most brands and agencies already have a tech stack. Your DSP should, therefore, play well with it. It should integrate with your analytics tool, sync with your CDP or CRM. It also should allow API access for automation or reporting.

Ease of use and support

Some DSPs are built for media players with experience. Others are clean, visual and actually enjoyable to use. If you’re new or working with a small team, then go for intuitive platforms with great documentation. For a dedicated team, prioritize platforms with strong controls and workflow automation.

Understanding How Demand Side Platforms Work

A demand side platform DSP is a type of software that allows business advertisers buy digital ad inventory automatically. Rather than reaching out to dozens of publishers manually, you simply set your audience, budget and creative inside a DSP, which does the rest through programmatic bidding.

Where do Demand Side Platforms fit into Online Advertising?

DSPs are the main engines behind programmatic digital advertising. They usually sit on the buy side and represent advertisers and connect to multiple supply-side platforms (SSPs) which represent publishers.

Here is how the supply chain looks like:

Advertiser → DSP → Ad Exchange/SSP → Publisher

What are the features of DSPs?

DSPs typically offer a variety of features that help to optimize and manage campaigns, including:

• Real-time bidding across ad exchanges
• Integration with brand safety tools
• Support for first-party data and retargeting
• Access to various inventory types (banner, video, CTV, native)
• Targeting based on location, device, interest, or behavior
• Self-serve or managed service options 
• Private marketplace (PMP) deals
• Campaign performance optimization in real time

Are DSPs the same as DMPs and SSPs?

No, they’re completely different. A DSP is where you buy ads. A DMP is where you store, organize and activate audience data like customer lists, behavior segments or intent signals. Y

ou can actually plug a DMP into a DSP to even make targeting more accurate. SSPs (supply-side platforms) usually work on the publisher’s side. It helps them sell their inventory and maximize revenue.

How DSPs are different from ad exchanges and ad networks

Usually, the DSP buys, an ad exchange facilitates and an ad network bundles and resells. A DSP platform enables advertisers to bid on inventory across multiple exchanges and publishers. 

An ad exchange is more like a marketplace where those transactions take place. On the other hand, ad networks pre-buy inventory from publishers and resell it to advertisers as a packaged deal.

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