AMBASSADOR MARKETING

Top 12 Programmatic Advertising Platforms for 2025 (With Use Cases)

High CPMs. Inefficient targeting. Overcomplicated ad stacks that eat up time without delivering consistent results.

That’s what many performance teams are dealing with today. Programmatic platforms are evolving in response; beyond automating, they offer speed, control, and measurable outcomes across every major channel.

Programmatic advertising is projected to reach 90% of global digital display ad spending by 2026. With that kind of scale, choosing the right platform is a performance decision.

But that choice isn’t always straightforward. Some platforms prioritize reach. Others go deep on targeting, analytics, or cross-channel delivery. The differences matter, and so do the tradeoffs.

Next, we’ll break down 12 leading programmatic advertising platforms with real campaign examples, key strengths, and what to consider before diving in.

Let’s meet them.

TL;DR:

Here’s a fast read on who each platform is built for and what it does best:

• Adobe Advertising Cloud DSP: Built for enterprise-level teams managing cross-market campaigns, with advanced AI targeting, identity solutions, and unified data across channels.
• Google Display & Video 360 (DV360): Ideal for fast-paced media teams running complex, multi-format strategies across YouTube, CTV, and display, powered by tight GA4 integration and advanced targeting capabilities.
• StackAdapt: A strong pick for mid-size to large brands focused on ABM, contextual targeting, and agile programmatic campaigns, with pixel tracking and real-time control.
• Amazon DSP: Best for brands that rely on shopper intent and need access to high-converting audiences across Amazon-owned and external inventory.
• The Trade Desk: Used by agencies and scale-driven teams who want omnichannel reach, full transparency, and granular control over identity-based targeting. Built for digital marketing at volume.
• Criteo: Focused on ecommerce brands ready to move beyond basic retargeting, with predictive product ads and a custom audience engine backed by a massive retail-driven data set.
• Xandr (Microsoft): Designed for teams operating across both buy and sell sides, combining flexible deal types with strong analytics, inventory management, and identity tools.
• PubMatic: Preferred by publishers looking to scale PMP revenue and video inventory, with real-time insights and curated demand built in.
• SmartyAds: Well-suited for app marketers and ad networks that need white-label flexibility, deep targeting, and granular bid-level optimization.
• Outbrain: Optimized for brands running native campaigns at scale, where relevant audiences and global reach through premium publishers are a priority.
• Google Ad Manager (SSP): A robust choice for large publishers managing high traffic and complex monetization setups, with direct AdX access and yield tools.
• Publift: Tailored to mid-size and mission-driven publishers aiming to grow advertising revenue without harming UX, thanks to strategic layout testing and Prebid integration.

What is a Programmatic Advertising Platform?

A programmatic advertising platform streamlines automated buying of ads across websites, apps, CTV, and more. All while cutting out the long sales cycle.

So, how does it work? Here’s the short version:

• You upload creatives, set your budget, and define your precise audience.
• The platform finds placements that match your goals.
• It runs real-time auctions and bids for impressions based on your targeting.
• If you win the bid, the ad shows up instantly.

What makes these platforms effective is how fast they act and how much control you get back.

You don’t have to waste spend guessing what works. The system adjusts based on actual data, second by second. That’s what gives programmatic advertising capabilities a performance edge.

Different platforms serve different sides of the market. Some help advertisers buy smarter. Others help publishers sell better. Some do both. The good ones offer transparency, precision targeting, and real results without the bloat.

Why Do These Platforms Matter in 2025?

Digital campaigns aren’t slowing down, and the margin for error keeps shrinking.

Budgets are tighter. User behavior is harder to track. Third-party cookies are on the way out. And your campaigns need to work across more formats and platforms than ever before.

That’s where a solid programmatic advertising process gives you the edge. It brings structure, speed, and precision to campaigns that need to move fast without sacrificing performance.

A strong platform helps you:

• Launch campaigns without getting stuck in manual workflows. Considering that marketers spend up to 16 hours per week on routine tasks, automation here is a game changer.
• Access reliable, brand-safe inventory without needing external intermediaries.
• Monitor results live and cut underperforming placements on the spot.
• Target based on behavior, context, or intent, not just outdated audience segments. Why? Because behavioral targeting can be twice as effective as demographic targeting alone.
• Sync first-party data from GA4, CDPs, or CRM tools to sharpen segmentation. That’s critical when 88% of marketers say first-party data is more important than ever in a cookieless world.

Teams that operate this way don’t just run ads. They scale what works and avoid wasting budget while doing it.

That’s how you unlock valuable insights and real efficiency from the start.

Market Context: What the Data Tells Us

The shift to programmatic is already the standard, and platforms are only getting more automated, more mobile-driven, and more video-heavy.

This is where the industry is already headed:

• 90% of all display ad buying is now programmatic, up from just 51.7% a decade ago.
• Programmatic video ad spend in the U.S. will exceed $110B in 2025, making up nearly 75% of all new programmatic spend from 2024–2026.
• 72% of all mobile ad campaigns are now programmatic, driven by mobile’s 58% share of total digital ad dollars.
• Meta plans to fully automate campaign creation by 2026. How? Using AI to generate copy, visuals, and placements from a single product image and budget.

If your programmatic setup doesn’t adapt to this shift, your competitors’ will.

How to Choose the Right Programmatic Platform

There’s no perfect platform; only the right one for your stack, goals, and budget. What works for a high-volume agency probably won’t fit a DTC brand running lean.

Before comparing tools, get clear on what your campaigns need. Too many teams chase features they’ll never use or overpay for a name they don’t need.

Here’s how to narrow your shortlist.

Match Features to Your Objectives

Don’t start with what a platform offers. Start with what you need:

• Campaign type: Are you running display advertising, video, native, or CTV? Some platforms shine in one format but fall short in others.
• Targeting depth: Do you need first-party data sync, ABM features, or behavioral targeting powered by artificial intelligence (AI)?
• Omnichannel delivery: Will you run multiple placements across mobile, desktop, and CTV at once?
• Creative control: Can your team build and test variations directly in the platform?
• Attribution: Do you need pixel tracking, view-through conversion support, or integrations with your CRM or ecommerce platform?

Access means nothing if the platform slows you down. Prioritize features that keep your campaigns moving and your results measurable; campaign performance should never be an afterthought.

Budget, Scale, and Integration

Some platforms work great… if you’re spending $100K a month. Others offer full access with no minimums. Don’t waste time vetting tools that don’t fit your stage.

Keep these factors in mind:

• Budget thresholds: Managed service platforms often require $20K–$50K/month. Self-serve options offer more cost efficiency.
• Team size: Some tools need dedicated ad ops or technical support. Others are built for in-house teams that move fast.
• Tech stack compatibility: Does the platform offer seamless integration with your analytics tools, CDP, or ecommerce setup (GA4, Segment, Shopify, etc.)?

The best tech fits cleanly into what you already use. If it adds friction, skip it.

P.S.: Not every team wants to run it all solo. Here’s our list of top programmatic advertising agencies if you're leaning toward expert hands that already know how to drive performance.

Core Types of Programmatic Advertising Platforms

Programmatic is an ecosystem, and knowing the differences between each type helps you figure out where to focus.

Here’s a quick breakdown of the major platform categories:

Demand-Side Platforms (DSPs)

DSPs are used by advertisers to buy digital advertising campaigns across multiple publishers. They automate bidding, manage targeting, and allow you to launch and monitor campaigns at scale.

This is where most media buyers start. Examples include StackAdapt, DV360, and The Trade Desk.

Supply-Side Platforms (SSPs)

SSPs help publishers manage and sell their advertising inventory. These platforms connect to DSPs, run auctions, and optimize yield for the publisher. If you’re on the sell side, this is your zone.

Google Ad Manager, PubMatic, and Xandr operate heavily here.

Ad Exchanges

Ad exchanges are the marketplaces where the actual buying and selling happen. They connect DSPs and SSPs in real time, enabling the bidding process.

Some tools, like SmartyAds and Xandr, include their own advertising ad exchange platform as part of a broader stack. Meanwhile, options like OpenX serve as dedicated, independent exchanges.

Data Management Platforms (DMPs)

DMPs collect, store, and analyze audience data. They help teams segment users and feed those segments into DSPs for more accurate targeting.

Platforms like Lotame and Oracle BlueKai specialize in audience management and segmentation at scale.

While many DSPs now bundle in data tools, stand-alone DMPs still play a role for brands managing large first-party datasets.

Ad Networks

Ad networks bundle inventory from multiple sources and resell it as packages. They’re more curated and often come with targeting baked in, but offer less transparency than programmatic deals.

Criteo is a hybrid example that blurs the line between network and platform.

Ad Servers

Ad servers store and deliver the actual ad creative. They handle things like tracking impressions, measuring clicks, and serving the right version of an ad to each user.

Examples include Campaign Manager 360 and Flashtalking; both offer robust ad delivery and detailed reporting at scale. Some DSPs and SSPs also have integrated ad serving.

Top 12 Programmatic Advertising Platforms

No single platform does it all. But each one on this list does something exceptionally well.

Let’s break down what each platform is built for, who gets the most value from it, and what real-world results look like when it’s used right:

1. Adobe Advertising Cloud DSP

Adobe’s DSP is a full-stack solution built for scale. It runs across display, CTV, audio, native, and even search; all connected through Adobe Experience Cloud.

It gives enterprise teams one place to manage audiences, creative, attribution, and spend.

Why marketers use it

This platform is the go-to when campaigns involve multiple brands, teams, or markets.

Features like AI-powered targeting (via Adobe Sensei), real-time analytics, and predictive audience modeling make it ideal for large accounts running complex campaigns.

Watch out if…

You’re not already deep in the Adobe ecosystem, or don’t have multiple markets or teams to coordinate. The value multiplies with scale, but the platform is likely overkill for small setups.

Use case

Japan Airlines needed to unify fragmented campaigns across Southeast Asia. Adobe’s platform helped consolidate creative, audience segments, and spend across markets. The result?

• 81% lower CPC
• 2x higher CTR
• $32K saved from overlapping impressions

And because the team had visibility across everything, they scaled confidently without losing control over frequency or brand safety.

2. Google Display & Video 360 (DV360)

Built for serious media teams, DV360 is Google’s premium DSP. It offers unified planning and buying across YouTube, CTV, display, audio, and native.

But that’s not all: it also has direct integration with GA4, Campaign Manager 360, and Search Ads 360.

Why marketers use it

It gives teams full control over frequency, audience segmentation, and channel spend, all with the transparency and reach of Google’s network.

Also, centralized billing and real-time data sync make it ideal for teams moving fast.

Watch out if…

You don’t have access to a solid data layer (like GA4 or a CDP).

DV360 shines when it’s tightly integrated. But it can feel like a walled garden if you’re not connected across the stack.

P.S.: Thinking about scaling into CTV? Get sharp on what works (and what to avoid) with this breakdown of CTV advertising strategies..

Use case

Adidas used DV360 to relaunch their “Ready for Change” campaign during a moment when CTV was exploding.

With programmatic guaranteed deals and quick campaign setup, they reached over 24M viewers across Hulu, Roku, and ESPN.

They limited frequency, focused spend on the top 37.5% of relevant impressions, and reinvested what they saved into extended reach.

3. StackAdapt

Created for teams that prioritize precision and speed, StackAdapt brings everything under one roof: contextual AI, ABM tools, native formats, email capabilities, and pixel tracking.

In other words, this self-serve DSP makes execution sharper without dragging down your workflow.

Why marketers use it

It gives marketers full control, without reps or delays. You manage targeting, placements, and bidding directly.

This setup works best for mid-size to enterprise teams that need speed and measurable ROAS without dealing with bloated workflows.

Watch out if…

You expect campaign babysitting. StackAdapt delivers power, but it assumes you know what to do with it.

Use case

Popeyes was new to the UK market and needed results, not reach. StackAdapt helped them target fried chicken fanatics using Page Context AI and Browsing Audiences. The results?

• 678% ROAS
• 22M impressions
• £0.91 ($1.16 USD) CPC

And every click was traceable, straight from the ad to in-store orders.

4. Amazon DSP

Next on our list is Amazon DSP. This platform gives you direct access to intent-rich audiences based on what people buy.

It runs across Amazon sites and apps, plus third-party inventory, with targeting based on real shopping behavior.

Why marketers use it

No platform matches Amazon’s audience data. You can segment based on purchase history, product views, lifestyle, and in-market signals.

For brands that sell on Amazon or want to ride that halo effect, it hits hard.

Watch out if…

You’re not selling on Amazon and don’t want to spend $35K+ per month on a managed service.

Self-serve is possible, but the real magic happens when you’re plugged into Amazon’s full ecosystem.

Use case

Sika, a global B2B chemical brand, went after Spain’s DIY market… and Amazon DSP delivered. Their full-funnel video campaign, from awareness to conversion, drove:

• 62% video completion rate
• 9% lift in purchase intent
• 20% year-over-year jump in branded search volume

Instead of just running ads, it changed how people searched for the brand.

5. The Trade Desk

When reach, precision, and transparency all matter, The Trade Desk is on your side. This DSP connects you to premium inventory across display, CTV, audio, DOOH, and more.

It gives you full control, transparent reporting, and some of the sharpest identity tools available. That makes it ideal for brands that need reach without sacrificing precision.

Why marketers use it

This is the platform you pick when you care about clean data, real reach, and not wasting spend on duplicate impressions.

Agencies and big-budget brands use The Trade Desk to run coordinated omnichannel strategies while keeping full visibility into performance.

Watch out if…

Your team isn’t ready to handle advanced targeting or cross-channel planning. The platform is powerful, but you’ll get lost if you’re not using it intentionally.

Use case

Kraft Heinz needed to stop playing small in the Philippines. With The Trade Desk, they launched a full-funnel push across DOOH, OTT, and display, and crushed every metric that mattered:

• 4.7x cheaper cost per reach
• 65% higher CTR
• 48% YoY share of voice jump for ketchup

All backed by brand lift studies and deduplicated measurement that proved exactly what moved the needle.

6. Criteo

Let’s talk now about Criteo, a commerce-first ad platform focused on performance.

It runs on a massive first-party retail network and specializes in dynamic retargeting, product-level optimization, and outcome-driven bidding.

Why marketers use it

It doesn’t stop at retargeting. Criteo connects user signals across devices and publishers to help brands scale acquisition and drive ROAS.

Also, its AI makes sure every impression is tied to actual buying intent.

Watch out if…

You’re not in ecommerce or don’t need product-level personalization. Criteo shines for brands selling online, not for those pushing upper-funnel awareness plays.

Use case

La Redoute, a French fashion and home brand, had already been using Criteo retargeting for years.

But when they layered in Facebook Dynamic Ads and connected both systems, things exploded:

• 49% lower cost of sale
• 2x higher CTR
• 28% of total sales came from new product discovery

Beyond just cart recovery, this was full-funnel prospecting that paid off.

7. Xandr

Microsoft’s Xandr puts DSP, SSP, and ad exchange capabilities in one place.

This programmatic ad platform is designed for both buyers and sellers who want more control and scale across formats like display, CTV, and audio.

Why marketers use it

Xandr is built for flexibility. Teams can run campaigns, manage inventory, and activate identity-based targeting without jumping between tools.

It’s also known for advanced analytics and cross-platform delivery, making it a strong pick for publishers and media buyers alike.

Watch out if…

You’re not planning to manage both supply and demand. Xandr’s value is clearest when you’re operating across both sides of the ad stack or need granular control over how and where your media runs.

Use case

Microsoft wanted out of high-overhead direct sales, so they piloted Xandr in the Nordics.

Within six months, 57% of their regional revenue went programmatic. CPMs climbed, ops costs dropped, and eventually they went 100% programmatic in 10 EU markets.

That shift saved time and scaled revenue by 18% year over year.

8. PubMatic

For publishers looking to get more from their inventory, PubMatic is a good choice.

With strong video and CTV capabilities, plus PMP support, real-time analytics, and robust yield tools, it’s built to maximize every impression.

Why marketers use it

Publishers don’t want middlemen eating into margins. PubMatic gives them control over deals, better yield from every impression, and smarter access to audience data. All without giving up ownership.

On the buy side, advertisers get curated paths to premium, brand-safe inventory that performs.

Watch out if…

You’re a small publisher without high-value inventory or PMPs in motion. PubMatic works best when there’s already some demand; it doesn’t generate it from scratch.

P.S.: Want to run video ads at scale? Here’s a sharp breakdown of how to create programmatic video ads that actually get watched.

Use case

Future Plc, publisher to 300 M+ global readers, needed to scale PMP deals across EMEA. PubMatic helped onboard, troubleshoot, and optimize the entire portfolio. The results:

• 69% average lift in PMP revenue
• Streamlined UI and deal packaging with key buyers
• Strategic support that didn’t drain internal resources

Instead of just better tech, this was revenue growth with a partner who helped drive it.

9. SmartyAds

SmartyAds gives you the whole stack: DSP, SSP, ad server, and white-label tools, all in one modular setup.

It’s made for brands that want control, flexibility, and the freedom to run things their way without relying on outside vendors.

Why marketers use it

It’s built for teams that want to do things their way. You can target by device, OS, dayparting, frequency, geolocation… You name it.

Also, real-time optimization tools like AdaptiveCPM and Click Booster let you squeeze more out of every bid.

Watch out if…

You want plug-and-play. SmartyAds hands you the wheel and expects you to know how to drive.

Use case

Polina LLC was scaling a mobile app and needed installs, not vanity metrics. They switched to SmartyAds and got to work.

Within weeks, they had:

• 300K+ new users from Google Play
• 2.05% bump in conversion rate
• 4.28% CTR increase

In other words, a smart setup made every setting work harder.

10. Outbrain

Outbrain is native advertising done right. It delivers ad placements that look and feel like content, across a massive global network of premium publishers.

Why marketers use it

When you're after scale without the aggressive banner vibe, Outbrain is great. Think content recs on CNN, MSN, and top blogs, all backed by targeting that gets clicks.

Watch out if…

Your campaigns are strictly bottom-funnel. Outbrain drives awareness and traffic, not instant conversions.

But if your brand has a story to tell, it puts it in front of the right eyes.

Use case

Opera wanted more revenue from its browser and newsfeed, without destroying the user experience. Outbrain plugged in natively, bringing in:

• 400% jump in ad revenue
• 3.9 billion daily impressions
• Zero compromise on UX

Their focus was clear: monetization that made sense for the product and didn’t get in the way.

11. Google Ad Manager (SSP)

Next on our list is Google Ad Manager, the backbone SSP for high-traffic publishers. I

With AdX access, server-side header bidding, advanced yield tools, and full-stack integration, it’s built to handle complex monetization without breaking stride.

Why marketers use it

Because it doesn’t break under pressure. If your app or site runs serious traffic, Ad Manager gives you advanced tools to squeeze more revenue out of every impression. All without sacrificing speed, layout, or user trust.

Watch out if…

You’re not running enough volume to justify the complexity. GAM is a beast, but it’s not built for casual use.

Use case

Quarter Media runs kicker Fußball News. Huge audience, but Android ads weren’t rendering right.

They used GAM + Firebase logs to identify the bottleneck, fixed the ad refresh logic, and came out with:

• 79% lift in Android render rate
• 29% higher CPMs
• 18% more total ad revenue

One tweak, huge payout. All without redesign or ad clutter.

12. Publift

For publishers tired of messy setups and weak returns, Publift brings a smarter way to monetize.

It blends ad tech expertise with layout testing and UX-friendly strategies that actually move the needle.

Why marketers use it

Publift doesn’t just plug in tech. They test layouts, run yield experiments, clean up ad density, and handle the backend grunt work.

Fewer ads, better placements, and real revenue growth.

Watch out if…

You’re below 500K monthly pageviews or under $2K/month in revenue. Publift’s playbook needs scale to work its magic.

Use case

ShopGoodwill’s monetization setup was stuck in AdSense autopilot, and the UX was starting to take a hit. Publift came in with their Fuse tag and completely reset the game:

• 23% revenue growth in Q4
• 10% extra lift from A/B testing layouts
• 2M monthly visitors monetized with brand safety intact

Every placement had a job, and it delivered.

Ready to win with programmatic? This is where it starts

As you can see, programmatic is not a universal setup. Some teams need to scale across 10 markets. Others just want better targeting and clean reporting.

What matters is knowing what you need and picking the platform that gives you exactly that.

Because here's the truth: your audience is already getting hit with ads. The only question is: are they yours or your competitor’s?

If you're serious about cutting spending waste, moving faster, and turning clicks into revenue, your platform matters. Choose one that plays to your marketing strategy, not just your budget.

Want smarter campaigns? inBeat helps performance brands build influencer-powered media strategies that convert.

We also audit ad setups, identify wasted spend, and plug in creators to amplify what's already working.

Don’t wait any longer. Talk to our team today.

FAQs

What is a programmatic advertising platform?

It’s software that automates how digital ads are bought and placed. Instead of doing manual deals with publishers, the platform bids on ad space in real time. It does that based on audience data, targeting rules, and campaign strategy.

How does programmatic advertising work?

Your ad goes into an auction the moment a page loads. The platform checks targeting rules, runs the bid, and (if it wins) serves your ad instantly. This all happens in milliseconds, every time a user visits a site or app.

That’s the core of programmatic ad buying: efficient, fast, and automated.

Why is programmatic advertising important?

Because manual buying can’t keep up. Programmatic gives you speed, scale, and precision targeting, all at once.

You can run campaigns across multiple channels, test creatives, and optimize performance while the campaign is live. This level of automated buying makes it possible to adjust and scale efforts in real time.

What is an example of programmatic ads?

Think of that display ad you saw on a blog seconds after Googling something. Or a video content pre-roll that matched your shopping habits. Those are programmatic ads: bought, placed, and optimized without a single email or sales call involved.

Is Google Ads a programmatic platform?

Sort of. Google Ads automates ad buying, but it’s not a full programmatic platform like DV360.

If you’re running a basic search or display, you’re using automation. But true programmatic gives you access to broader inventory, data integrations, and real-time reporting across multiple publishers.

What’s the difference between a DSP and a programmatic advertising platform?

All DSPs are programmatic platforms, but not all programmatic platforms are DSPs.

A DSP (demand-side platform) is for buying ads. But some platforms (like Xandr or SmartyAds) also include SSPs, ad servers, or exchanges, so they cover both buying and selling.

The full programmatic advertising process often includes all these components working together.