Demand-side platforms (DSPs) are essential tools for digital ad campaigns in 2025. These programmatic advertising platforms allow marketers and advertising agencies to efficiently purchase ad inventory across multiple publishers from a single, centralized location. 

Before DSPs, implementing comprehensive advertising campaigns was a daunting process, requiring manual gathering of publishers and individual deal management for digital ad space. 

It was, in a word, exhausting. 

The good news is that this model didn't last long. Before long, DSPs entered the ad tech ecosystem. Suddenly, media buyers had a simple and effective way to purchase impressions across many premium publishers in a single, centralized location. 

These days, DSPs have become even more sophisticated, offering advanced marketing capabilities that streamline programmatic ad buying and enhance campaign success. 

This guide will explore the top demand side platforms available, helping you navigate the complex world of digital advertising and choose the right platform for your ad strategy needs.

 

 

What is a Demand-side platform (DSP)?

A demand side platform (DSP) is a programmatic advertising platform that connects advertisers with valuable digital ad inventory. Advertisers can submit their ad creative to the DSP and use the platform to purchase impressions with websites, mobile apps, over-the-top (OTT) channels, and more. 

These robust platforms enable advertisers to:

  • Access multiple ad exchanges and networks
  • Target specific audiences using advanced data capabilities
  • Optimize ad campaigns in real-time
  • Manage various ad formats, including display ads, video ads, and mobile ads
  • Track campaign performance with detailed analytics

Since the early days of DSPs, countless entrepreneurial and tech-minded people have created their own, hoping to get their cut of each programmatic ad spend dollar. But which ones have made their way to the front of the pack? The best demand side platforms can be tough to determine, but with this list of the top DSPs for 2025, you won't have to worry about that. 

Note: this article is regularly reviewed and updated to keep the guidance current and the list up to date. If you feel something is missing from this list, please don't hesitate to contact us with your feedback or request.

The Top Demand-Side Platform examples are:

  1. Display & Video 360 (DV360)

DSPs are just one part of the large digital advertising ecosystem, but managing them can be tough. That's why Playwire works tirelessly to connect publishers and advertisers inside a managed digital ad environment that's optimized to benefit both sides. Contact us to learn more.

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Top 10 DSPs of 2025

DSPs are a huge time-saver for anyone who buys advertising on the internet. But they don't just save time — they make ad campaigns more effective. That is, as long as you're using a good one. 

Here is Playwire's list of the best demand side platforms of 2025:

1. Display & Video 360

Display & Video 360 (DV360) is the DSP arm of Google Marketing Platform. It's a comprehensive programmatic advertising solution that enables advertisers to manage and execute campaigns across multiple channels and formats.

This DSP gets top billing because it integrates with tons of sources of impressions outside of Google's sphere. In other words, you get access to Google's massive ad network and that of the major third-party networks. 

Key features of DV360:

  • Google ecosystem integration: Seamless connection with other Marketing Platform tools.
  • Cross-network reach: Access to Google's ad network and major third-party networks.
  • Advanced audience insights: Leverages Google's extensive first-party data for targeting.
  • Comprehensive format support: Manages display, video, audio, and TV ad campaigns.

DV360's strength lies in its ability to manage cross-channel advertising campaigns efficiently, allowing advertisers to create cohesive strategies across display, video, and audio ad formats. This makes it an excellent choice for advertisers looking to maximize their reach and optimize their digital advertising efforts.

Learn More About DV360

2. The Trade Desk

The Trade Desk bills itself as a media buying platform built for the open internet, focused on increasing transparency and data availability. It offers a robust suite of tools for programmatic advertising, allowing advertisers to plan, buy, and measure digital campaigns across various channels.

In short, their platform is built to help you leverage first-party data for successful ad campaigns. 

Key features of The Trade Desk:

  • Open internet focus: Built for transparency and data availability across the web.
  • Koa AI technology: Drives intelligent campaign optimization and decision-making.
  • First-party data utilization: Helps advertisers leverage their own customer data effectively.
  • Emerging channel expertise: Strong performance in connected TV and other new ad formats.

The Trade Desk excels in helping advertisers navigate the complexities of programmatic advertising. Its focus on transparency and data-driven decision-making makes it a popular choice for advertisers looking to maintain control over their campaigns while benefiting from advanced optimization technologies.

Learn More About The Trade Desk

3. Amazon DSP

Amazon DSP is a demand-side platform that facilitates the purchase of display, video, and audio ads across Amazon's vast network and beyond. It leverages Amazon's rich consumer data to enable highly targeted advertising campaigns both on and off Amazon's properties. 

The platform also provides templates for video and display ads that you can customize as you build out your creative. And no, you don't have to sell anything on Amazon to get access to this top DSP. 

Key features of Amazon DSP:

  • Exclusive Amazon data: Access to rich consumer insights and shopping behaviors.
  • On and off-Amazon advertising: Reaches customers across Amazon and third-party sites.
  • Retail-aware targeting: Includes options like product targeting and lifestyle segments.
  • Full-funnel measurement: Tracks customer journey from ad impression to purchase.

What makes Amazon DSP particularly powerful is its ability to leverage Amazon's rich consumer data. This allows advertisers to create highly targeted campaigns based on shopping behaviors and interests, making it an attractive option for both Amazon sellers and brands looking to tap into Amazon's vast ecosystem.

Learn More About Amazon's DSP

4. Yahoo! Ad Tech

Yahoo! Ad Tech (previously called the Verizon Media DSP) is a comprehensive demand-side platform that offers access to a broad range of ad inventory. It provides advertisers with advanced tools for campaign management, targeting, and optimization across multiple channels and formats.

Key features of Yahoo! Ad Tech:

  • Yahoo Identity Solutions: A privacy-centric approach to audience targeting that works across addressable and non-addressable inventory.
  • Unified TV: Connects linear TV and connected TV (CTV) campaigns for a seamless cross-channel strategy.
  • Yahoo Blueprint AI: An AI engine that simplifies ad buying and optimizes performance.
  • Yahoo Backstage: Direct access to premium MFA-free (Made-for-Advertising-free) inventory.
  • Yahoo Academy Learning Center: Provides education and training for effective DSP usage and digital advertising strategies.

Yahoo! Ad Tech also supports a variety of ad formats, including native ads, video ads, audio, and digital-out-of-home (DOOH), making it a versatile choice for advertisers looking to reach audiences across multiple channels.

Learn More About the Yahoo DSP

5. Beeswax

Beeswax is a unique DSP built on transparency, customizability, and control. It offers a "Bidder-as-a-Service" (BaaS) model, allowing advertisers to create tailored programmatic strategies with unprecedented flexibility and control over their ad buying process. 

Key features of Beeswax:

  • Custom Optimization: Advertisers can create bespoke bidding algorithms tailored to their campaign goals.
  • Log-Level Data Access: Provides granular insights into campaign performance for better decision-making.
  • Single-Tenant Architecture: Each advertiser's bidder operates in its own cloud instance for maximum control and security.
  • Extensible APIs: Allows for seamless campaign management and integration with proprietary tools and workflows.

Beeswax is ideal for advertisers with technical resources who want full control over their programmatic advertising strategies while leveraging advanced optimization tools.

Learn More About Beeswax


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6. Xandr Invest

Xandr Invest, owned by AT&T, is a comprehensive demand-side platform (DSP) designed for advanced TV and digital advertising. While it specializes in connecting advertisers with premium video inventory across multiple channels, with a particular focus on connected TV (CTV) advertising and digital video ad campaigns, it also supports various other ad formats and channels.

 Key features of Xandr Invest:

  • Cross-channel reach: The platform offers access to a wide range of inventory, including mobile and website content, with participating TV networks reaching 90% of all households in the United States.
  • Advanced analytics: Xandr provides in-depth data forecasting and reporting tools to improve campaign performance.
  • Proprietary technology: The platform uses proprietary technology to drive monetization, offering both buy-side and sell-side ad tech solutions.
  • Header bidding and video monetization: Advertisers can access Prebid header bidding and video monetization capabilities.
  • Yield optimization: Sophisticated yield analytics and advanced auditing tools allow for manual adjustment of ad placement.
  • Flexible auction types: Xandr supports both open exchanges and private marketplaces, as well as server-side auctions that don't compromise page load speeds.

According to the platform, its participating TV networks reach 90% of all households in the United States, making it a powerful tool for programmatic campaigns targeting a wide audience.

Xandr Invest is particularly suited for advertisers looking to leverage advanced TV advertising capabilities and those seeking a comprehensive solution for cross-channel campaigns. Its forecasting capabilities and advanced analytics allow advertisers to plan and execute more effective campaigns across various digital platforms.

Learn More About Xandr Invest

7. Epsilon Digital

Epsilon Digital is a comprehensive demand-side platform (DSP) that's part of Epsilon, a global marketing company owned by Publicis Groupe. It evolved from the former Conversant platform, focusing on delivering personalized ad experiences by leveraging advanced data and technology solutions across various digital channels. Key features of Epsilon Digital:

  • Full-funnel visibility: Offers visibility across all customer interactions and purchases on the open web.
  • Advanced attribution: Addresses attribution challenges in digital advertising, providing more accurate insights into campaign performance.
  • Personalization at scale: Leverages Epsilon's extensive consumer data to deliver highly personalized ad experiences.
  • Cross-channel reach: Enables advertisers to reach audiences across multiple digital touchpoints.
  • Identity resolution: Utilizes Epsilon's identity solution to maintain consistent targeting across devices and platforms.
  • AI-driven optimization: Employs artificial intelligence to enhance campaign performance and efficiency.

Epsilon Digital positions itself as a unique DSP due to its integration with Epsilon's broader suite of marketing solutions and its access to Epsilon's extensive first-party data. This combination allows for more precise targeting and personalization compared to traditional DSPs.

Learn More About Epsilon Digital

8. Quantcast

Quantcast is more than just a DSP—it's an intelligent audience platform that combines programmatic advertising with powerful audience insights. It uses AI and machine learning to help brands not only buy ad inventory but also gain a deeper understanding of their target audiences.

Key features of Quantcast:

  • AI-Powered Campaign Optimization: Uses machine learning to improve campaign performance in real-time.
  • Integrated Audience Insights: Provides actionable data about audience behavior to inform targeting strategies.
  • Simplified Campaign Management: Streamlines planning, setup, execution, and reporting in one platform.
  • Privacy-Centric Design: Built with privacy compliance in mind to address evolving market trends.

Overall, Quantcast's next-generation DSP capabilities make it a strong choice for advertisers looking to simplify their workflows while gaining deeper insights into their target audience.

Learn More About Quantcast

9. Basis

Basis, developed by Basis Technologies (formerly Centro), is an advanced DSP that integrates AI-powered bidding technology with comprehensive campaign management tools. It offers a unified platform for programmatic buying, workflow automation, and cross-channel planning. 

Key features of Basis:

  • SmartBid AI: Automatically adjusts bids to improve performance metrics such as conversions, viewability, and click-through rates.
  • Omnichannel Capabilities: Supports programmatic buying across all major channels and devices.
  • Workflow Automation: Simplifies campaign planning and execution with unified reporting and actionable insights.
  • Cross-Channel Planning: Enables seamless integration of programmatic and direct media buys into one strategy.

Basis is particularly well-suited for agencies and enterprises looking to enhance efficiency while maximizing campaign performance through automation and advanced analytics.

Learn More About Basis

10. Modix Digital Advertising (Cox Automotive)

Modix Digital Advertising, a part of Cox Automotive, is a specialized demand-side platform (DSP) designed specifically for the automotive industry. It offers a comprehensive suite of digital advertising solutions to help automotive retailers and manufacturers reach their target audiences effectively across multiple channels. 

Key features of Modix Digital Advertising:

  • Industry-specific targeting: Utilizes automotive-specific data and insights to reach in-market car buyers and service customers.
  • Multichannel advertising: Supports advertising across various channels, including TV, video, display, social media, paid search, and digital audio.
  • Audience segmentation: Offers advanced segmentation capabilities to target specific automotive customer groups based on behavior, preferences, and purchase intent.
  • Inventory-based advertising: Allows dealers to automatically create and update ads based on their current vehicle inventory.
  • Performance tracking: Provides detailed analytics and reporting to measure campaign effectiveness and ROI.
  • Local market expertise: Offers insights and strategies tailored to specific geographic markets and local automotive trends.

Modix Digital Advertising is particularly well-suited for automotive dealerships, manufacturers, and related businesses looking to optimize their digital advertising efforts. The platform's specialization in the automotive sector allows for more precise targeting and messaging compared to general-purpose DSPs. 

By leveraging Cox Automotive's extensive data and industry knowledge, Modix Digital Advertising enables advertisers to create highly targeted campaigns that resonate with automotive consumers at various stages of the purchase journey. This industry-specific approach, combined with multichannel capabilities, makes it a powerful tool for automotive advertisers looking to maximize their digital marketing effectiveness.

Learn More About Modix Digital Advertising

How to Choose the Right DSP For Your Advertising Strategy

Selecting the ideal Demand-Side Platform (DSP) can be challenging, but it's crucial for your programmatic advertising success. 

Here's a step-by-step guide to help you make an informed decision:

  1. Define your objectives: Clearly outline your advertising goals, whether it's increasing brand awareness, driving website traffic, or boosting sales. Your objectives will guide your DSP selection process.
  2. Evaluate integration capabilities: Look for a DSP that seamlessly integrates with your existing marketing stack, including CRM systems, analytics platforms, and Data Management Platforms (DMPs).
  3. Assess targeting and segmentation options: A good DSP should offer robust targeting features, including behavioral, demographic, geographic, and contextual targeting. Advanced options like lookalike modeling can enhance targeting accuracy.
  4. Consider ad inventory and reach: Evaluate the DSP's access to various ad exchanges and networks, including premium and niche inventory sources. A wide range of options provides more opportunities to reach your target audience.
  5. Analyze the user interface: Choose a DSP with an intuitive and user-friendly interface that aligns with your team's technical capabilities. This simplifies campaign management and optimization.
  6. Examine reporting and analytics features: Ensure the DSP offers comprehensive reporting with real-time data, customizable dashboards, and in-depth performance metrics for data-driven decision-making.
  7. Review cost structure and transparency: Understand the DSP's pricing model, including platform fees, media costs, and any additional charges. Transparency in pricing is crucial for budgeting and assessing ROI.
  8. Test through demos or trials: Many DSPs offer demos or trial periods. Take advantage of these to get hands-on experience with the platform and assess its suitability for your needs.
  9. Evaluate customer support: Assess the level of customer support offered by each DSP provider. Good support is essential for a smooth and successful advertising experience.

By considering these factors, you'll be well-equipped to choose a DSP that aligns with your advertising goals and helps you run effective programmatic campaigns. Remember, the right DSP is out there – it's just a matter of finding the one that fits your unique needs.

Playwire: Optimized Online Advertising

Playwire puts publishers in the right position to generate maximum ad revenue. With that simple mission, we have built an enormous network of premium publishers and creators across a variety of verticals. Our publishers' audiences are the people advertisers like you want to reach. 

We make that happen. With brand-safe, high-performing campaigns in a simple, centralized platform, Playwire gets advertisers the most bang for their buck every time. 

Are you interested in working with us? We're interested in hearing from you. Contact us today. 

Learn more about all the players and tools available across the ad tech landscape with our new Ad Tech Ecosystem page, which is updated regularly, and includes information on ad networks, native ad solutions, consent management partners, data management platforms, and everything in between!

 

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More on the Ad Tech Ecosystem

Are you interested in reviewing all your ad tech options but unsure where to begin given the complexity of the industry? Don't fret, Playwire has your back!

Start by checking on the video below, which explains the unique capabilities of SSPs and DSPs, and walks you through how the two platforms interconnect within the ad tech ecosystem.

 

Learn more about all the players and tools available across the ad tech landscape with our new Ad Tech Ecosystem webpage, which is updated regularly, and includes information on ad networks, native ad solutions, consent management partners, data management platforms, and everything in between!