Best Demand Side Platform (DSP)

Demand side platforms (DSPs) are advertiser campaign management products that provide advertisers features for buying ad placements online in real time. Buying ad placements in real time through DSPs gives advertisers the ability to target their desired audiences as they are actually browsing websites. DSPs are typically managed by in-house marketing teams, advertising agencies, or agency trading desks that specialize in real-time advertising. By providing clarity into impressions and conversions, DSPs help advertisers spend their digital advertising budgets more effectively. DSPs are nearly always packaged into advertiser campaign management products that can manage ads across display, mobile, social, search, and video advertising channels. To purchase ads in real time, DSPs integrate with ad exchanges, which serve as a marketplace for ad inventory. Supply side platforms (SSPs) parallel DSPs. Publishers use SSPs to sell their advertising inventory in ad exchanges. Some DSPs can also integrate directly with SSPs to foster direct buys.

To qualify for inclusion in the DSP category, a product must:

  • Integrate with or be included in advertiser campaign management products
  • Integrate with ad exchanges or directly with SSPs to buy ads in real time
  • Allow users to make bids on ad inventory on an impression-by-impression basis (in real time)

Demand Side Platform (DSP) Grid® Overview

The best Demand Side Platform (DSP) products are determined by customer satisfaction (based on user reviews) and market presence (based on products’ scale, focus, and influence) and placed into four categories on the Grid®:
  • Products in the Leader quadrant are rated highly by G2 Crowd users and have substantial Market Presence scores. Leaders include: DoubleClick Digital Marketing, MediaMath TerminalOne Marketing OS™, and Basis DSP
  • High Performers are highly rated by their users, but have not yet achieved the Market Presence of the Leaders. High Performers include: The Trade Desk, StackAdapt, and Choozle
  • Contenders have significant Market Presence and resources, but have received below average user Satisfaction ratings or have not yet received a sufficient number of reviews to validate the solution. Contenders include: Amobee DSP, AppNexus Console, and BrightRoll DSP
  • Niche solutions do not have the Market Presence of the Leaders. They may have been rated positively on customer Satisfaction, but have not yet received enough reviews to validate them. Niche products include: dataxu and Rubicon Project, For Buyers
G2 Crowd Grid® for Demand Side Platform (DSP)
High Performers
Doubleclick digital marketing
Mediamath terminalone marketing os
Amobee dsp
Appnexus console
Brightroll dsp
The trade desk
Rubicon project for buyers
Basis dsp
Market Presence
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