Quick Overview
- 1#1: The Trade Desk - Leading independent demand-side platform for programmatic media buying across display, video, audio, and CTV with AI optimization.
- 2#2: Google Display & Video 360 - Google's enterprise DSP for scalable programmatic buying of display, video, and TV ads with deep integration to Google services.
- 3#3: Amazon DSP - Demand-side platform leveraging Amazon's first-party data for precise audience targeting and media buying across open web and in-app.
- 4#4: Adobe Advertising Cloud - Unified platform for planning, activating, and optimizing cross-channel media buys with creative and audience management.
- 5#5: Xandr - Microsoft-backed DSP providing transparent programmatic buying, advanced TV, and data-driven media investments.
- 6#6: StackAdapt - Performance marketing DSP specializing in native, display, video, and connected TV programmatic advertising.
- 7#7: Adform - Full-stack ad platform offering independent DSP, SSP, and DMP capabilities for global media buying.
- 8#8: Beeswax - Bidder-as-a-Service enabling customizable DSP builds for sophisticated media buyers seeking control and transparency.
- 9#9: Simpli.fi - Programmatic platform focused on hyper-local media buying for agencies and brands with household-level targeting.
- 10#10: Basis Technologies - Campaign management platform for planning, buying, and reporting on digital media across multiple channels.
These tools were selected based on a focus on robust features (including AI and cross-channel integration), user experience, and overall value, ensuring they deliver reliable, cutting-edge performance for both sophisticated and emerging media buying needs.
Comparison Table
This comparison table explores leading media buying software platforms, such as The Trade Desk, Google Display & Video 360, Amazon DSP, Adobe Advertising Cloud, Xandr, and more. It examines key features, targeting capabilities, and integration options to help users assess which tool aligns best with their campaign goals, from cross-channel optimization to audience engagement strategies.
| # | Tool | Category | Overall | Features | Ease of Use | Value |
|---|---|---|---|---|---|---|
| 1 | The Trade Desk Leading independent demand-side platform for programmatic media buying across display, video, audio, and CTV with AI optimization. | enterprise | 9.7/10 | 9.9/10 | 8.2/10 | 9.1/10 |
| 2 | Google Display & Video 360 Google's enterprise DSP for scalable programmatic buying of display, video, and TV ads with deep integration to Google services. | enterprise | 9.2/10 | 9.7/10 | 6.8/10 | 8.5/10 |
| 3 |  Amazon DSP Demand-side platform leveraging Amazon's first-party data for precise audience targeting and media buying across open web and in-app. | enterprise | 8.7/10 | 9.2/10 | 7.5/10 | 8.0/10 |
| 4 | Adobe Advertising Cloud Unified platform for planning, activating, and optimizing cross-channel media buys with creative and audience management. | enterprise | 8.7/10 | 9.4/10 | 7.8/10 | 8.2/10 |
| 5 | Xandr Microsoft-backed DSP providing transparent programmatic buying, advanced TV, and data-driven media investments. | enterprise | 8.7/10 | 9.2/10 | 7.8/10 | 8.3/10 |
| 6 | StackAdapt Performance marketing DSP specializing in native, display, video, and connected TV programmatic advertising. | specialized | 8.2/10 | 8.6/10 | 7.4/10 | 7.9/10 |
| 7 | Adform Full-stack ad platform offering independent DSP, SSP, and DMP capabilities for global media buying. | enterprise | 8.7/10 | 9.3/10 | 7.4/10 | 8.1/10 |
| 8 | Beeswax Bidder-as-a-Service enabling customizable DSP builds for sophisticated media buyers seeking control and transparency. | specialized | 8.4/10 | 9.5/10 | 6.8/10 | 9.2/10 |
| 9 | Simpli.fi Programmatic platform focused on hyper-local media buying for agencies and brands with household-level targeting. | specialized | 8.4/10 | 8.8/10 | 8.0/10 | 7.9/10 |
| 10 | Basis Technologies Campaign management platform for planning, buying, and reporting on digital media across multiple channels. | enterprise | 8.7/10 | 9.2/10 | 7.8/10 | 8.1/10 |
Leading independent demand-side platform for programmatic media buying across display, video, audio, and CTV with AI optimization.
Google's enterprise DSP for scalable programmatic buying of display, video, and TV ads with deep integration to Google services.
Demand-side platform leveraging Amazon's first-party data for precise audience targeting and media buying across open web and in-app.
Unified platform for planning, activating, and optimizing cross-channel media buys with creative and audience management.
Microsoft-backed DSP providing transparent programmatic buying, advanced TV, and data-driven media investments.
Performance marketing DSP specializing in native, display, video, and connected TV programmatic advertising.
Full-stack ad platform offering independent DSP, SSP, and DMP capabilities for global media buying.
Bidder-as-a-Service enabling customizable DSP builds for sophisticated media buyers seeking control and transparency.
Programmatic platform focused on hyper-local media buying for agencies and brands with household-level targeting.
Campaign management platform for planning, buying, and reporting on digital media across multiple channels.
The Trade Desk
enterpriseLeading independent demand-side platform for programmatic media buying across display, video, audio, and CTV with AI optimization.
Koa AI, an industry-leading machine learning engine that unifies real-time optimization across all channels for superior ROI.
The Trade Desk is a premier demand-side platform (DSP) designed for programmatic media buying, enabling advertisers and agencies to purchase digital ad inventory across channels like display, video, CTV, audio, and DOOH through real-time bidding. It offers advanced tools for audience targeting, campaign optimization, and analytics, powered by its proprietary AI platform Koa for predictive bidding and performance insights. Renowned for its transparency and independence from walled gardens, it provides full control over the buy-side process without supply-side biases.
Pros
- Unparalleled transparency and independence from media owners
- Comprehensive omnichannel support with advanced AI optimization via Koa
- Robust data management and clean room capabilities for privacy compliance
Cons
- Steep learning curve due to complex interface
- High cost with minimum spend requirements often in the millions
- Overkill for small-scale or beginner advertisers
Best For
Enterprise-level advertisers and agencies handling high-volume, multi-channel programmatic campaigns.
Pricing
Custom enterprise pricing based on ad spend; typically requires $5M+ minimum annual commitment with fees around 10-20% of media spend.
Google Display & Video 360
enterpriseGoogle's enterprise DSP for scalable programmatic buying of display, video, and TV ads with deep integration to Google services.
Leveraging Google's proprietary first-party data signals for precise, cross-channel audience targeting and real-time optimization
Google Display & Video 360 (DV360) is a powerful demand-side platform (DSP) designed for programmatic media buying across display, video, audio, native, and connected TV inventory. It provides advanced tools for real-time bidding, audience segmentation, creative management, and campaign optimization using machine learning. As part of the Google Marketing Platform, DV360 offers seamless integrations with Google Analytics, YouTube, and other tools for end-to-end campaign management and robust reporting.
Pros
- Unmatched scale and access to premium inventory across thousands of exchanges
- AI-driven optimization and automation for high-performance bidding
- Deep integrations with Google ecosystem for superior targeting and measurement
Cons
- Steep learning curve with a complex, enterprise-grade interface
- High minimum spend requirements and opaque pricing structure
- Limited suitability for small budgets or beginner users
Best For
Large enterprises and agencies handling high-volume, multi-channel programmatic ad buys.
Pricing
Custom pricing based on media spend (typically 0.12-0.25% fee) with minimum commitments often starting at $100,000+ annually.
Amazon DSP
enterpriseDemand-side platform leveraging Amazon's first-party data for precise audience targeting and media buying across open web and in-app.
Exclusive Amazon shopper cohort targeting using first-party purchase and browsing data
Amazon DSP is a demand-side platform that allows advertisers to programmatically buy display, video, audio, and connected TV ad inventory across Amazon properties, third-party publishers, and the open web. It leverages Amazon's extensive first-party shopper data for precise audience targeting, real-time bidding, and campaign optimization focused on outcomes like sales and site traffic. The platform supports self-service and managed services, with tools for creative management, frequency capping, and cross-device reach.
Pros
- Unmatched access to Amazon's first-party shopper intent data for superior targeting
- Advanced automation in bidding, budgeting, and optimization for ROAS
- Broad reach including premium CTV and audio inventory with strong measurement
Cons
- Steep learning curve and complex interface for new users
- High minimum spend thresholds (often $35K+ monthly)
- Less flexibility for non-ecommerce or brand awareness campaigns
Best For
E-commerce brands and agencies targeting high-intent Amazon shoppers across programmatic channels.
Pricing
Auction-based (CPM/CPC/vCPM) with self-service minimums starting at ~$35,000/month; managed service custom-priced.
Adobe Advertising Cloud
enterpriseUnified platform for planning, activating, and optimizing cross-channel media buys with creative and audience management.
AI-powered unified cross-channel optimization via Adobe Sensei
Adobe Advertising Cloud is an enterprise-grade platform designed for media buying and management across channels like search, display, video, social, and TV. It provides tools for planning, activation, optimization, and measurement, powered by Adobe Sensei AI for automated bidding, audience targeting, and performance insights. Seamlessly integrated with the Adobe Experience Cloud, it unifies data from creative, media, and analytics for holistic campaign management.
Pros
- Comprehensive cross-channel media buying and automation
- Advanced AI-driven optimization and predictive analytics
- Deep integrations with DSPs, SSPs, and Adobe ecosystem
Cons
- Steep learning curve for new users
- High cost unsuitable for small businesses
- Complex setup and customization requirements
Best For
Large enterprises and agencies handling high-volume, multi-channel ad campaigns with significant budgets.
Pricing
Custom enterprise pricing based on ad spend and features; typically starts at $50,000+ annually.
Xandr
enterpriseMicrosoft-backed DSP providing transparent programmatic buying, advanced TV, and data-driven media investments.
Xandr's full-stack platform with proprietary supply path optimization for unmatched transparency and control in programmatic buying
Xandr is a leading programmatic advertising platform that empowers media buyers to access premium ad inventory across display, video, mobile, CTV, and audio channels through real-time bidding, private marketplaces, and direct deals. It provides advanced audience targeting, AI-powered optimization, cross-channel campaign management, and detailed analytics for performance measurement. As part of Microsoft Advertising, Xandr offers seamless integration with Microsoft tools and a focus on transparency in the supply chain.
Pros
- Extensive global inventory access with strong PMP and direct deal options
- AI-driven optimization and predictive bidding for superior ROI
- High transparency and supply path optimization controls
Cons
- Steep learning curve and complex interface for non-experts
- Enterprise-level pricing requires high media spend to justify
- Setup and integration can be time-intensive
Best For
Large agencies and enterprise advertisers managing high-volume, multi-channel programmatic campaigns.
Pricing
Custom enterprise pricing based on media spend, typically starting at $100,000+ annually with volume discounts.
StackAdapt
specializedPerformance marketing DSP specializing in native, display, video, and connected TV programmatic advertising.
Unified access to premium CTV and DOOH inventory with AI-driven cross-channel optimization
StackAdapt is a self-serve programmatic demand-side platform (DSP) that enables advertisers to purchase digital ad inventory across channels like display, video, connected TV (CTV), digital out-of-home (DOOH), and audio. It leverages real-time bidding, advanced audience targeting, and AI-powered optimization to deliver efficient media buying and performance-driven campaigns. The platform emphasizes transparency with detailed reporting and supports both managed and self-service models for agencies and brands.
Pros
- Broad channel support including CTV, DOOH, and audio for diversified campaigns
- Advanced AI optimization and transparent reporting for performance insights
- Extensive audience data marketplace with cookieless targeting options
Cons
- Steep learning curve for non-expert users due to complex interface
- Custom pricing with high minimum spend thresholds unsuitable for small budgets
- Occasional delays in support response for self-serve users
Best For
Mid-to-large agencies and performance marketers seeking scalable programmatic buying across premium multi-channel inventory.
Pricing
Custom enterprise pricing based on ad spend; minimums often start at $10,000-$50,000/month with no public tiers.
Adform
enterpriseFull-stack ad platform offering independent DSP, SSP, and DMP capabilities for global media buying.
Independent DSP status with full transparency in bidding and no revenue share conflicts
Adform is an independent demand-side platform (DSP) designed for programmatic media buying across display, video, mobile, native, and connected TV inventory. It provides end-to-end tools for audience targeting, real-time bidding, campaign optimization, and advanced analytics, supporting complex strategies for brands and agencies. The platform emphasizes transparency, data privacy compliance (like GDPR and CCPA), and integration with first-party data sources for personalized advertising.
Pros
- Comprehensive cross-channel programmatic buying with real-time bidding and automation
- Robust data management platform (DMP) for advanced audience segmentation and lookalike modeling
- Strong reporting and attribution tools with machine learning-driven optimization
Cons
- Steep learning curve and complex interface requiring significant training
- Enterprise pricing with high minimum spends, less ideal for SMBs
- Occasional performance lags during peak bidding volumes
Best For
Large agencies and enterprise brands managing high-volume, multi-channel programmatic campaigns.
Pricing
Custom enterprise pricing based on media spend volume; typically starts at $100K+ annual commitment with no public tiers.
Beeswax
specializedBidder-as-a-Service enabling customizable DSP builds for sophisticated media buyers seeking control and transparency.
Bidder Builder, allowing users to upload and deploy custom machine learning models for bidding logic
Beeswax is a bidder-as-a-service (BaaS) platform that empowers advertisers and agencies to build and deploy custom programmatic demand-side platforms (DSPs) for media buying. It offers granular control over bidding strategies, data integrations, targeting, and optimization through a modular, API-driven architecture. Designed for high-scale RTB environments, it connects to major SSPs and ad exchanges while providing transparent, real-time reporting and performance analytics.
Pros
- Exceptional customization with support for proprietary bidding algorithms and data feeds
- Cost-transparent pricing with no revenue share or minimum spend
- High scalability for enterprise-level impression volumes and integrations
Cons
- Steep learning curve requiring engineering resources for setup and management
- Limited intuitive UI compared to full-service DSPs, relying heavily on APIs
- Initial integration time can delay quick campaign launches
Best For
Tech-savvy agencies and performance marketers with in-house developers seeking full control over programmatic bidding without vendor lock-in.
Pricing
Pay-per-bid-request model (~$0.20-$0.50 per 1,000 QPS) plus optional managed services; no media fees or minimums.
Simpli.fi
specializedProgrammatic platform focused on hyper-local media buying for agencies and brands with household-level targeting.
Self-serve programmatic access to DOOH and place-based inventory with seamless first-party data integration
Simpli.fi is a self-serve demand-side platform (DSP) specializing in programmatic media buying across channels like display, video, CTV, audio, DOOH, and digital place-based media. It provides advanced audience targeting using first-party data, real-time bidding optimization, and cross-device attribution to drive efficient ad campaigns. Media buyers appreciate its focus on local markets and privacy-compliant solutions in a cookieless world.
Pros
- Powerful omnichannel programmatic access including DOOH and CTV
- Advanced first-party audience targeting and optimization tools
- Strong performance analytics and local market expertise
Cons
- Steeper learning curve for beginners without agency support
- Pricing lacks full transparency and requires custom quotes
- More US-centric with limited global inventory depth
Best For
US-based media agencies and brands executing data-driven programmatic campaigns in local and omnichannel environments.
Pricing
CPM-based pricing tied to media spend; minimum monthly commitments start around $10,000, with custom enterprise quotes required.
Basis Technologies
enterpriseCampaign management platform for planning, buying, and reporting on digital media across multiple channels.
Fully transparent buying model with zero auction premiums and direct premium inventory access
Basis Technologies offers Basis DSP, a robust enterprise-grade demand-side platform designed for programmatic media buying across display, video, CTV, audio, and DOOH channels. It provides direct integrations with premium publishers, ensuring transparency with no hidden auction fees or markups. The platform excels in handling large-scale campaigns with advanced optimization, AI-driven insights, and comprehensive reporting tools.
Pros
- Exceptional transparency with direct publisher access and no auction fees
- Multi-channel support including emerging formats like CTV and DOOH
- Powerful AI optimization and detailed cross-channel reporting
Cons
- High enterprise-level pricing not suitable for small budgets
- Steep learning curve requiring dedicated training
- Limited self-serve options compared to lighter DSPs
Best For
Large agencies and brands managing multimillion-dollar media budgets that prioritize transparency and scale.
Pricing
Custom enterprise pricing with minimum spends typically starting at $100,000+ annually; no public tiers.
Conclusion
The 10 tools highlight the dynamic evolution of media buying, with top options offering cutting-edge features to enhance campaign performance. The Trade Desk leads as the top choice, boasting robust AI optimization across display, video, audio, and CTV, along with diverse channel reach. Google Display & Video 360 and Amazon DSP stand out as strong alternatives—Google for seamless integration with its ecosystem, and Amazon for precise first-party data targeting. Each tool caters to different priorities, from scalability to data depth, ensuring there’s a solution for varied needs.
Explore the top-ranked The Trade Desk to experience its innovative capabilities firsthand, and consider Google or Amazon for tailored strengths that align with your specific media buying goals.
Tools Reviewed
All tools were independently evaluated for this comparison