Quick Overview
- 1#1: The Trade Desk - Leading independent demand-side platform for programmatic buying of display, video, audio, and connected TV ads with advanced AI targeting.
- 2#2: Display & Video 360 - Google's scalable enterprise platform for managing display, video, and cross-channel advertising campaigns with real-time bidding.
- 3#3: Amazon DSP - Demand-side platform leveraging Amazon's first-party data for precise display and video ad targeting across the open web.
- 4#4: Adobe Advertising Cloud - Comprehensive advertising platform integrating display, search, social, and video with AI-driven optimization and creative tools.
- 5#5: Criteo - AI-powered performance marketing platform excelling in personalized retargeting and dynamic display advertising.
- 6#6: StackAdapt - Self-serve programmatic platform for display, video, connected TV, and native ads with machine learning optimization.
- 7#7: Adform - Full-stack independent adtech platform providing DSP, SSP, and ad serving for global display campaigns.
- 8#8: Simpli.fi - Programmatic platform specializing in hyper-local targeting and household-level precision for display advertising.
- 9#9: Beeswax - Customizable bidder-as-a-service platform for building high-performance display and video programmatic solutions.
- 10#10: Kevel - Flexible ad server and API platform for creating and managing personalized display ad experiences.
These tools were chosen based on advanced features (AI targeting, cross-channel capabilities), scalability, user-friendliness, and measurable value, ensuring they deliver robust performance across dynamic advertising landscapes.
Comparison Table
Display advertising software is essential for crafting and executing impactful digital campaigns, with a diverse range of tools to suit various needs. This comparison table explores top options like The Trade Desk, Display & Video 360, Amazon DSP, Adobe Advertising Cloud, Criteo, and more, outlining key capabilities and strengths to help users identify the best fit for their goals.
| # | Tool | Category | Overall | Features | Ease of Use | Value |
|---|---|---|---|---|---|---|
| 1 | The Trade Desk Leading independent demand-side platform for programmatic buying of display, video, audio, and connected TV ads with advanced AI targeting. | enterprise | 9.5/10 | 9.8/10 | 7.8/10 | 9.2/10 |
| 2 | Display & Video 360 Google's scalable enterprise platform for managing display, video, and cross-channel advertising campaigns with real-time bidding. | enterprise | 9.1/10 | 9.6/10 | 7.2/10 | 8.4/10 |
| 3 |  Amazon DSP Demand-side platform leveraging Amazon's first-party data for precise display and video ad targeting across the open web. | enterprise | 8.7/10 | 9.5/10 | 7.2/10 | 8.3/10 |
| 4 | Adobe Advertising Cloud Comprehensive advertising platform integrating display, search, social, and video with AI-driven optimization and creative tools. | enterprise | 8.6/10 | 9.3/10 | 7.4/10 | 8.1/10 |
| 5 | Criteo AI-powered performance marketing platform excelling in personalized retargeting and dynamic display advertising. | enterprise | 8.6/10 | 9.2/10 | 7.8/10 | 8.1/10 |
| 6 | StackAdapt Self-serve programmatic platform for display, video, connected TV, and native ads with machine learning optimization. | enterprise | 8.6/10 | 9.2/10 | 7.8/10 | 8.3/10 |
| 7 | Adform Full-stack independent adtech platform providing DSP, SSP, and ad serving for global display campaigns. | enterprise | 8.7/10 | 9.2/10 | 7.8/10 | 8.4/10 |
| 8 | Simpli.fi Programmatic platform specializing in hyper-local targeting and household-level precision for display advertising. | specialized | 8.4/10 | 8.7/10 | 8.2/10 | 8.3/10 |
| 9 | Beeswax Customizable bidder-as-a-service platform for building high-performance display and video programmatic solutions. | specialized | 8.2/10 | 9.1/10 | 6.4/10 | 7.9/10 |
| 10 | Kevel Flexible ad server and API platform for creating and managing personalized display ad experiences. | other | 8.4/10 | 9.0/10 | 7.2/10 | 8.3/10 |
Leading independent demand-side platform for programmatic buying of display, video, audio, and connected TV ads with advanced AI targeting.
Google's scalable enterprise platform for managing display, video, and cross-channel advertising campaigns with real-time bidding.
Demand-side platform leveraging Amazon's first-party data for precise display and video ad targeting across the open web.
Comprehensive advertising platform integrating display, search, social, and video with AI-driven optimization and creative tools.
AI-powered performance marketing platform excelling in personalized retargeting and dynamic display advertising.
Self-serve programmatic platform for display, video, connected TV, and native ads with machine learning optimization.
Full-stack independent adtech platform providing DSP, SSP, and ad serving for global display campaigns.
Programmatic platform specializing in hyper-local targeting and household-level precision for display advertising.
Customizable bidder-as-a-service platform for building high-performance display and video programmatic solutions.
Flexible ad server and API platform for creating and managing personalized display ad experiences.
The Trade Desk
enterpriseLeading independent demand-side platform for programmatic buying of display, video, audio, and connected TV ads with advanced AI targeting.
Total transparency in the buy-side process, including full visibility into fees, inventory sources, and auction dynamics without platform conflicts.
The Trade Desk is a leading demand-side platform (DSP) that enables advertisers to buy digital ad inventory programmatically across display, video, audio, and connected TV channels. It provides advanced tools for audience targeting, real-time bidding, and campaign optimization using first-party data and AI-driven insights. As an independent platform, it emphasizes transparency, data ownership, and omnichannel execution to maximize ROI in display advertising.
Pros
- Unmatched transparency with no conflicts of interest or hidden fees
- Powerful AI optimizations like Koa for predictive bidding and creative decisions
- Robust omnichannel support including CTV, audio, and retail media
Cons
- Steep learning curve requiring experienced users or training
- High cost structure unsuitable for small budgets
- Complex setup for data integrations and custom reporting
Best For
Enterprise-level advertisers and agencies managing large-scale programmatic display campaigns with sophisticated data strategies.
Pricing
Custom enterprise pricing based on media spend, typically starting at $100K+ annually with no fixed tiers.
Display & Video 360
enterpriseGoogle's scalable enterprise platform for managing display, video, and cross-channel advertising campaigns with real-time bidding.
Unified access to Google's premium inventory via real-time bidding and private marketplace deals
Display & Video 360 (DV360) is Google's enterprise demand-side platform (DSP) designed for programmatic buying of display, video, audio, and connected TV ads across premium inventory. It provides advanced tools for real-time bidding, audience targeting, creative optimization, and cross-channel campaign management, leveraging Google's vast data assets. Advertisers benefit from robust reporting, A/B testing, and integrations with tools like Google Analytics and BigQuery for scalable, data-driven advertising.
Pros
- Extensive omnichannel support including display, video, and CTV
- Deep integrations with Google Marketing Platform tools
- AI-powered bidding, optimization, and audience segmentation
Cons
- Steep learning curve and complex interface
- High costs with minimum spend requirements
- Less suitable for small budgets or beginners
Best For
Large enterprises and agencies running high-volume, multi-channel programmatic display campaigns.
Pricing
Custom enterprise pricing based on ad spend; typically requires $100K+ monthly minimums and setup fees.
Amazon DSP
enterpriseDemand-side platform leveraging Amazon's first-party data for precise display and video ad targeting across the open web.
Proprietary Amazon shopper data and purchase intent signals for unmatched targeting precision
Amazon DSP (Demand-Side Platform) is a programmatic advertising solution that allows advertisers to buy display, video, audio, and CTV ad inventory across Amazon's properties, third-party sites, and apps. It leverages Amazon's vast first-party shopper data for precise audience targeting, including purchase intent and behavioral signals. The platform provides advanced tools for campaign management, real-time bidding, creative optimization, and cross-device attribution to drive e-commerce results.
Pros
- Exclusive access to Amazon's first-party data for hyper-targeted advertising
- Seamless integration with Amazon ecosystem for full-funnel optimization
- Advanced AI-driven automation and real-time bidding capabilities
Cons
- Steep learning curve and complex interface for non-experts
- High minimum spend requirements (often $500K+ annually)
- Limited transparency on fees and third-party inventory quality
Best For
Enterprise e-commerce brands and agencies needing scalable, data-rich programmatic display campaigns tied to purchase intent.
Pricing
Auction-based pricing (CPM/CPC/CPA models) with no fixed tiers; self-serve minimums around $100K quarterly, managed services from $500K+ annually plus media spend.
Adobe Advertising Cloud
enterpriseComprehensive advertising platform integrating display, search, social, and video with AI-driven optimization and creative tools.
Adobe Sensei AI for predictive optimization and dynamic creative personalization across display formats
Adobe Advertising Cloud is an enterprise-grade platform that unifies management of display, video, search, and social advertising across multiple channels. It leverages Adobe Sensei AI for automated optimization, precise audience targeting, dynamic creative assembly, and cross-device campaign performance. The tool excels in programmatic buying through its DSP capabilities and seamless integration with Adobe Experience Cloud for data-driven decisions.
Pros
- Powerful AI-driven optimization with Adobe Sensei for bidding and targeting
- Deep integration with Adobe Analytics, Audience Manager, and Creative Cloud
- Comprehensive cross-channel reporting and real-time analytics
Cons
- Steep learning curve and complex interface for new users
- High enterprise-level pricing not suitable for SMBs
- Customization requires significant setup and expertise
Best For
Large enterprises and agencies managing high-volume, multi-channel display campaigns with advanced data needs.
Pricing
Custom enterprise pricing upon request; typically starts at $100,000+ annually based on spend volume.
Criteo
enterpriseAI-powered performance marketing platform excelling in personalized retargeting and dynamic display advertising.
Deep learning-powered dynamic retargeting that serves individualized product ads based on browsing history
Criteo is a commerce media platform specializing in AI-driven display advertising, particularly retargeting and performance marketing for e-commerce. It uses machine learning to analyze user behavior and deliver personalized dynamic ads across display, video, apps, and connected TV. The platform optimizes campaigns in real-time to maximize conversions and ROI, leveraging vast proprietary data for audience targeting and suppression.
Pros
- Advanced AI and machine learning for hyper-personalized retargeting
- Proven high ROI through real-time optimization and global scale
- Robust cross-device and cross-channel ad delivery
Cons
- Complex setup and integration requiring technical expertise
- High minimum ad spend commitments for enterprise pricing
- Limited customization options for smaller campaigns
Best For
Large e-commerce brands and retailers aiming to scale personalized retargeting across multiple channels globally.
Pricing
Custom enterprise pricing based on ad spend; typically requires $100K+ monthly commitments, contact sales.
StackAdapt
enterpriseSelf-serve programmatic platform for display, video, connected TV, and native ads with machine learning optimization.
Court-side programmatic technology for direct access to premium publisher inventory without intermediaries
StackAdapt is a programmatic demand-side platform (DSP) specializing in display advertising, enabling advertisers to purchase high-impact ads across display, video, native, connected TV (CTV), audio, and digital out-of-home (DOOH) formats. It leverages advanced machine learning through its Aura platform for real-time bidding optimization, audience targeting, and performance-driven campaign management. The self-serve interface provides court-side access to premium inventory from publishers, ensuring transparency and efficiency in programmatic buying.
Pros
- Advanced AI and machine learning for precise targeting and bid optimization
- Broad channel support including emerging formats like CTV and DOOH
- Transparent reporting with court-side inventory access for better control
Cons
- Steep learning curve for beginners due to complex interface
- Custom pricing lacks transparency and requires sales contact
- Customer support can be slower for non-enterprise users
Best For
Mid-to-large agencies and performance marketers seeking scalable, multi-channel programmatic display campaigns with strong ROI focus.
Pricing
Custom pricing based on media spend; no fixed plans, minimum monthly spends typically $10K+, contact sales for quotes.
Adform
enterpriseFull-stack independent adtech platform providing DSP, SSP, and ad serving for global display campaigns.
Adform FLOW for AI-driven creative personalization and optimization at scale
Adform is an independent demand-side platform (DSP) designed for programmatic advertising, enabling brands and agencies to purchase display, video, native, audio, and connected TV inventory in real-time. It provides comprehensive tools for audience targeting, data management, creative optimization, and performance analytics to deliver scalable campaigns. With a focus on transparency and independence from walled gardens, Adform supports omnichannel strategies while ensuring compliance with global privacy regulations like GDPR and CCPA.
Pros
- Comprehensive programmatic capabilities across display, video, and CTV with real-time bidding
- Advanced DMP integration and audience segmentation for precise targeting
- High transparency and independence, avoiding walled garden biases
Cons
- Steep learning curve and complex interface requiring technical expertise
- Enterprise pricing with high minimum spend thresholds
- Occasional reports of slower customer support response times
Best For
Large agencies and enterprise brands managing high-volume, multi-channel display advertising campaigns with significant budgets.
Pricing
Custom enterprise pricing based on ad spend volume; typically requires minimum monthly commitments starting at $50,000+.
Simpli.fi
specializedProgrammatic platform specializing in hyper-local targeting and household-level precision for display advertising.
Patented Location Graph for precise, privacy-compliant hyper-local targeting
Simpli.fi is a programmatic demand-side platform (DSP) specializing in display, video, connected TV (CTV), and audio advertising, with a strong emphasis on hyper-local and audience-based targeting. It offers a self-serve interface for agencies and brands to build custom audiences, execute cross-channel campaigns, and optimize in real-time using proprietary data like its Location Graph technology. The platform excels in delivering precise ad placements across desktop, mobile, and out-of-home inventory, making it a go-to for localized marketing efforts.
Pros
- Superior hyper-local targeting via patented Location Graph
- Comprehensive self-serve DSP with strong cross-device capabilities
- Robust real-time reporting and optimization tools
Cons
- Pricing lacks full transparency and often requires custom quotes
- Steeper learning curve for non-agency users
- Fewer advanced AI-driven bidding options compared to top-tier DSPs
Best For
Agencies and mid-market brands executing targeted local and programmatic display campaigns.
Pricing
Custom pricing based on ad spend with platform fees (typically 10-20%); minimum monthly commitments often start at $5,000+.
Beeswax
specializedCustomizable bidder-as-a-service platform for building high-performance display and video programmatic solutions.
Headless bidder-as-a-service architecture for fully programmable, custom DSP builds
Beeswax is a bidder-as-a-service (BaaS) platform designed for programmatic display advertising, enabling advertisers to build custom demand-side platforms (DSPs) with full control over bidding logic via APIs. It supports real-time bidding (RTB) across display, video, mobile, and connected TV inventory from major exchanges. The platform emphasizes transparency, low latency, and scalability, making it ideal for sophisticated programmatic strategies without vendor lock-in.
Pros
- Highly customizable bidding algorithms and decisioning logic
- Transparent pricing and no black-box opacity
- Scalable infrastructure with low-latency performance
Cons
- Steep learning curve requiring engineering expertise
- Lacks a user-friendly GUI, relying heavily on APIs
- Higher setup costs and time for smaller teams
Best For
Enterprise advertisers and agencies with in-house technical teams seeking maximum control over programmatic display campaigns.
Pricing
Custom enterprise pricing based on media spend volume and bid requests; typically starts at higher tiers with sales consultation required.
Kevel
otherFlexible ad server and API platform for creating and managing personalized display ad experiences.
Decision API for server-side, sub-millisecond ad personalization and A/B testing
Kevel is an API-first ad server platform specializing in display advertising, enabling publishers, brands, and agencies to manage, target, and optimize ad delivery across websites, apps, and CTV. It provides advanced personalization through its Decision API, A/B testing, frequency capping, and real-time analytics for maximizing ad revenue. Designed for scalability, it handles high-volume traffic with custom integrations, making it ideal for complex ad tech stacks.
Pros
- Highly flexible API-first architecture for custom integrations
- Powerful Decision API for real-time personalization and optimization
- Proven scalability and 99.99% uptime for enterprise traffic
Cons
- Steep learning curve requiring developer expertise
- Custom pricing lacks transparency and free tier
- Basic dashboard compared to more UI-focused competitors
Best For
Developer-led teams at mid-to-large publishers or agencies needing customizable, high-performance ad serving.
Pricing
Custom enterprise pricing based on ad requests/impressions (starts ~$500/month for small volumes); contact sales for quotes.
Conclusion
The reviewed display advertising software span diverse strengths, from AI-driven targeting to enterprise scalability. At the pinnacle is The Trade Desk, leading with advanced AI and independent management, making it the standout choice. Display & Video 360 and Amazon DSP follow closely, excelling in enterprise campaign management and Amazon's first-party data reach, respectively. Each tool offers unique value, ensuring there’s a fit for varied advertising objectives.
Take the first step in enhancing your display advertising—try The Trade Desk to unlock its powerful AI targeting and programmatic capabilities, and discover how it can elevate your campaign performance.
Tools Reviewed
All tools were independently evaluated for this comparison