Top 10 Programmatic Advertising Platforms in 2025
Top 10 Programmatic Advertising Platforms in 2025
Programmatic advertising continues to dominate the digital marketing landscape, with yearly spending projected to grow from $546 billion in 2023 to $779 billion by 2028. In this article, we examine the top 15 programmatic advertising platforms in 2025, evaluating their features, requirements, pricing, supported ad inventory, and best use cases.
If you're an advertiser, marketer, or publisher, you must include programmatic advertising in your 2025 strategy or risk falling behind the competition!
What is Programmatic Advertising?
Programmatic advertising automates the transaction of digital ad space using sophisticated algorithms and real-time bidding (RTB) processes. Advertisers define their target audience parameters, and the system bids for ad impressions that match these criteria in milliseconds. This automation ensures that ads are displayed to the most relevant audiences, optimizing campaign performance and budget utilization.
1. The Trade Desk
Website: thetradedesk.com
Pros:
Omnichannel reach (display, video, audio, CTV)
Advanced audience targeting and AI-powered bidding
Extensive third-party data partnerships
Strong retail media integrations
Cons:
Requires expertise to maximize ROI
Costs can be high for smaller advertisers
Requirements: Have an account with The Trade Desk
Pricing: Pay-as-you-go model with no long-term commitments; flat fee pricing for larger campaigns; volume discounts for high-volume buyers; customized pricing plans for enterprise clients.
Reporting metrics: CPM, CPC, CPA, ROI.
Supported Ad Inventory: Display, video, audio, mobile, connected TV.
Key Features: Omnichannel reach, advanced audience targeting, extensive data partnerships, integration with retail data, and support for identity solutions like European Unified ID.
Best For: Advertisers seeking a comprehensive, data-driven advertising solution with extensive reach.
2. Google Ad Manager
Website: admanager.google.com
Pros:
Seamless integration with Google Ads and AdSense
Powerful analytics and reporting tools
Automated revenue optimization for publishers
Cons:
Limited customization compared to standalone DSPs
High competition for premium ad placements
Requirements: Have a Google account and active AdSense account; meet a $100 minimum balance requirement for monthly payments.
Pricing: Customizable pricing rules based on CPM, CPC, CPA models; Google Ad Manager (free) and Google Ad Manager 360 (paid).
Supported Ad Inventory: Display, video, mobile apps, games, connected TVs, audio content.
Key Features: Integrated with the Google ecosystem, extensive reporting tools, automated revenue optimization.
Best For: Publishers aiming for maximum monetization through Google's extensive network.
3. Amazon DSP
Website: advertising.amazon.com
Pros:
Access to Amazon’s first-party consumer data
Effective cross-device targeting
Strong e-commerce retargeting capabilities
Cons:
High minimum ad spend requirement
Limited third-party integrations outside Amazon’s ecosystem
Requirements: Open to advertisers with significant budgets.
Pricing: Customized based on campaign objectives.
Supported Ad Inventory: Display, video, audio, mobile, connected TV.
Key Features: Access to Amazon's first-party data, cross-device targeting, extensive retail insights.
Best For: Brands looking to leverage Amazon’s vast data for highly targeted campaigns.
4. Display & Video 360 (DV360)
Website: marketingplatform.google.com
Pros:
Enterprise-grade omnichannel advertising platform
Integrated with Google’s ecosystem for seamless execution
AI-driven campaign optimization
Cons:
Steep learning curve for new users
High costs for small businesses
Requirements: Enterprise-level advertisers and agencies.
Pricing: Percentage of ad spend.
Supported Ad Inventory: Display, video, mobile, connected TV, audio.
Key Features: Integrated with Google’s ecosystem, cross-channel planning and optimization, end-to-end campaign management, and intelligent automation.
Best For: Large enterprises requiring integrated and scalable campaign management.
5. Blasto
Website: blasto.ai
Pros:
Ml-powered ad optimization for improved performance
Flexible pricing and transparency
Wide support for ad formats, including CTV
Cons:
Still growing compared to industry giants
Requirements: Open to both publishers and advertisers.
Pricing: Customizable pricing rules based on CPM.
Supported Ad Inventory: Display, video, native, in-app, mobile web, desktop, Connected TV.
Key Features: Proprietary AI and ML algorithms, advanced targeting capabilities.
Best For: Small and medium advertisers and publishers seeking innovative, flexible AI-driven solutions.
6. Xandr
Website: xandr.com
Pros:
Advanced real-time bidding algorithms
Global scale and high-quality premium inventory
Strong focus on privacy-first solutions
Cons:
Complex setup process
Less accessible for small advertisers
Requirements: Adhere to Xandr's Advertising Terms & Conditions, set up a Network-level Ad Quality Profile.
Pricing: Custom pricing models based on CPM, CPC, CPA.
Supported Ad Inventory: Display, video, native, mobile.
Key Features: Advanced bidding algorithms, extensive global reach, comprehensive analytics, political advertising with additional regulations in the US.
Best For: Large enterprises and publishers looking for a premium, data-rich environment.
7. Adform
Website: adform.com
Pros:
Privacy-focused with cookieless ID Fusion technology
Full-stack capabilities for omnichannel campaigns
Transparent pricing model
Cons:
Not as widely adopted as Google or The Trade Desk
Requires deep technical expertise
Requirements: Adform's platform is built for a first-party ID world.
Pricing: Performance-based pricing model.
Supported Ad Inventory: Display, video, native, mobile, connected TV.
Key Features: Omnichannel reach, advanced data security, and a focus on the cookieless future with ID Fusion.
Best For: Advertisers seeking an open platform with transparency and data protection.
8. PubMatic
Website: pubmatic.com
Pros:
Emphasis on high-quality content and brand safety
Strong reporting and analytics for publishers
Supports diverse ad formats (video, display, CTV)
Cons:
Limited self-serve capabilities for advertisers
Requires high user engagement for approval
Requirements: Publisher properties must attain a minimum combined NewsGuard score of 60, and demonstrate user engagement.
Pricing: Tailored plans to suit specific needs.
Supported Ad Inventory: Websites, mobile apps, video content, connected TVs.
Key Features: Emphasis on quality content, extensive reporting tools, and robust user engagement metrics.
Best For: Publishers focusing on high-quality content and audience engagement.
9. Magnite
Website: magnite.com
Pros:
Extensive inventory across premium publishers
Transparency in bidding and ad placements
Strong support for CTV and video ads
Cons:
Higher pricing compared to other SSPs
More suitable for large-scale advertisers
Requirements: Adherence to Inventory Quality Guidelines, no promotion of illegal content.
Pricing: Variable based on services and solutions required.
Supported Ad Inventory: Display, video, audio, mobile, connected TV.
Key Features: Transparency in inventory quality, extensive reach across platforms, partnerships with premium publishers.
Best For: Advertisers seeking high-quality inventory and compliance with strict content guidelines.
10. Criteo
Website: criteo.com
Pros:
Leading retargeting capabilities with AI-driven optimization
Performance-based pricing (CPC, CPM)
Strong personalization features
Cons:
Retargeting focus limits flexibility for broader campaigns
Performance can vary based on industry and audience
Requirements: No minimum traffic requirements; avoid deceptive incentives.
Pricing: Performance-based model (CPC, CPM).
Supported Ad Inventory: Display, video, native, in-app, social.
Key Features: AI-driven recommendations, dynamic retargeting, comprehensive audience insights.
Best For: Advertisers looking for a performance-focused approach with strong retargeting.
Benefits for Advertisers and Publishers
Advertisers: Programmatic advertising offers precise audience targeting, real-time analytics, and cost efficiency. Advertisers deliver personalized content to users, enhancing engagement and conversion rates.
Publishers: For publishers, programmatic platforms provide a streamlined process for selling ad inventory, maximizing revenue through efficient demand matching. Access to a broad pool of advertisers increases competition for ad space, driving up prices and fill rates.
As the programmatic advertising landscape continues to evolve, selecting the right platform is crucial for achieving optimal campaign results. The platforms we've highlighted for 2025 each bring unique strengths, catering to various business needs and advertising goals. Whether you're looking for sophisticated targeting options, extensive network reach, or privacy-focused solutions, there's a platform to match your requirements.
At Blasto, we understand the dynamic nature of digital advertising and are excited to announce that we will soon be launching our very own programmatic advertising platform. Designed with innovation and performance in mind, our platform aims to offer advertisers and publishers cutting-edge tools to maximize their impact in the ever-competitive adtech space.
For more information or to express your interest in our upcoming launch, please feel free to reach out to Oleksandr, Head of Business Development Management.
