Top 5 Demand-Side Platform (DSP) Companies and Comparison

Last Updated: March 16, 2021

A demand-side platformOpens a new window (DSP) helps advertisers purchase ad impressions in real-time, over the internet. Considering the competition among DSPs in the market, it can be daunting to pick a DSP that best suits your requirements. Here are five demand-side platform companies and a comparison of their key offerings to help you kickstart your search for the ideal DSP.

A demand-side platform (DSP) is a crucial component of the programmatic advertisingOpens a new window ecosystem. DSPs help brands, advertisers, and agencies with programmatic media buying by participating in real-time bidding (RTB) auctions. Advertisers can purchase ad impressions on publisher websites, mobile apps, and other digital properties through DSPs.

Advertisers can tap into the vast pool of ad inventory via programmatic advertising rather than being confined to a standalone advertising platform this is facilitated through DSPs. Refined targeting capabilities, anti-fraud measures, intuitive UI, and sophisticated reporting tools make demand-side platforms a crucial part of an advertisers adtech stack.

If youre in the market for a DSP, we have compiled a list of five demand-side platform companies. We have also evaluated their targeting capabilities, available inventory types, anti-fraud measures, etc. to help you get a clear view of each product.

Lets jump in!

1. dataxu TouchPoint

The dataxus TouchPoint DSP claims access to over three trillion global ad impressions through open and private ad exchangesOpens a new window .

dataxu allows advertisers to choose from a set of algorithms to help them reach campaign-specific impression-level goals. TouchPoints Cruise Control feature helps advertisers optimize their campaigns goals.

Lets look at the main features of the demand-side platform:

  • Types of Inventory: Display, native, mobile, social, audio, digital out-of-home (DOOH)Opens a new window , digital video, connected TV, addressable TV, and game consoles
  • Targeting Capabilities: Prospecting, third-party data, contextual and site targeting, dynamic retargeting, geofencing, geotargeting, IP targeting, and weather triggered delivery
  • Reporting: API access to dataxus ClearSight analytics platform
  • DMP Integration: API access to dataxus DMP – OneView
  • Anti-fraud Measures: Integration with DoubleVerify
  • Pricing: Quote-based pricing

2. Basis by Centro

With access to 11,000+ publishers, Basis lets advertisers run omnichannel programmatic ad campaigns. Basis is a media automation software application that enables advertisers to plan, buy, and optimize programmatic media as well as direct, search, and social media.

Here are the key features of the demand-side platform:

  • Types of Inventory: Display, mobile, video, native, audio, connected TV, search, and social
  • Targeting Capabilities: Geotargeting, geofencing, demographic, contextual, language, device, search/keyword, domain URL
  • Reporting: Available in the Basis suite
  • DMP Integration: Offers DMP solutions as part of their digital marketing services
  • Anti-fraud Measures: Integration with DoubleVerify
  • Pricing: Quote-based pricing

3. Adobe Advertising Cloud DSP

The Adobe Advertising Cloud DSP is the only omnichannel platform that supports all forms of TV campaigns. Advertisers get access to more than 50 publishers and TV broadcasters and can build a unified customer profile that goes beyond cookies and devices.

With the real-time reporting feature, advertisers can analyze and optimize campaign performance on the go.

Here are the key features of the demand-side platform:

  • Types of Inventory: Search, social, display, video, linear TV, addressable TV, connected TV, audio, and native
  • Targeting Capabilities: Geographic, audience segment, device type, manufacturer, OS, browser, connectivity, and inventory targeting (domain URL, apps, and categories)
  • Reporting: In-build dashboard. Can be integrated with Adobe Analytics for advanced reporting features
  • DMP Integration: Access to Adobe DMP (Audience Manager)
  • Anti-fraud Measures: In-built brand safety tools
  • Pricing: Quote-based pricing

Learn More: What Is an Ad Network? Definition, Types, and Examples Opens a new window

4. Pocketmath PRO

Pocketmaths self-serve mobile DSP allows brands to reach out to their audience on mobile devices such as smartphones, tablets, and wearable devices. Pocketmath PRO offers cost per mille (CPM)Opens a new window bidding and enables advertisers to target their audience on both mobile web and mobile apps. Brands can establish mobile app usage-based audience segments using Pocketmaths AppGraph feature.

It is to be noted that Pocketmath PRO is strictly a mobile DSP and doesnt offer desktop or cross-device functionality.

Here are the key features of the demand-side platform:

  • Types of inventory: Banner, video, native, rich media
  • Targeting Capabilities: Demographic, behavioral, hyperlocal, time-based, publisher/domain URL, carrier, device, OS, retargeting
  • Reporting: In-built dashboard
  • DMP Integration: Offers integrations with DMPs such as Lotame and Neustar AdAdvisor Audiences
  • Anti-fraud Measures: Integrations with Pixalate and Integral Ad Science (IAS)
  • Pricing: Charges a margin of 20% of the ad spend

5. Epom DSP

Epom is a self-service DSP that also provides a white label solution for brands looking to build their DSP. Currently, Epom has integrations with 36+ SSPs and serves ads in over 186 countries.

Through Epoms Bidding Autopilot, advertisers can set a click-through rate (CTR) or cost per action (CPA) goal and publishers that fulfill the goal will move to the whitelist. This way, advertisers are assured about achieving the end goals of their advertising efforts.

Here are the key features of the demand-side platform:

  • Types of inventory: Banner, video, native, push, and pop-up ads
  • Targeting Capabilities: Browser, OS, device model, language, time of day, carrier, geolocation, app name, domain URL, etc.
  • Reporting: In-built dashboard
  • DMP Integration: Offers DMP integrations
  • Anti-fraud Measures: Uses TAG registered anti-fraud tools and Forensiq to detect ad fraud
  • Pricing: Basic plan starts from $250/month and goes up to $2500/month and beyond

Learn More: What Is a Supply-Side Platform (SSP)? Definition, Features, Companies, and Examples Opens a new window

Demand-Side Platform Platform (DSP) Comparison

A glimpse into the features of these five demand side platform companies will ensure you are aware of the possibilities and capabilities of a DSP. Heres a demand-side platform comparison to help you make the right decision.

Criteria
Types of Inventory Display, native, mobile, social, audio, DOOH, digital video, connected TV, addressable TV, and game consoles Display, mobile, video, native, audio, connected TV, search, and social Search, social, display, video, linear TV, addressable TV, connected TV, audio, and native Banner, video, native, rich media Banner, video, native, push, and pop-up ads
Targeting Capabilities Prospecting, third-party data, contextual and site targeting, dynamic retargeting, geofencing, geotargeting, IP targeting, and weather triggered delivery Geotargeting, geofencing, demographic, contextual, language, device, search/keyword, domain URLGeotargeting, geofencing, demographic, contextual, language, device, search/keyword, domain URL Geotargeting, geofencing, demographic, contextual, language, device, search/keyword, domain URL Demographic, behavioral, hyperlocal, time-based, publisher/domain URL, carrier, device, OS, retargeting Browser, OS, device model, language, time of day, carrier, geolocation, app name, domain URL
Reporting API access to dataxus ClearSight analytics platform Available in the Basis suite In-build dashboard.
Can be integrated with Adobe Analytics
In-built dashboard In-built dashboard
DMP Integration API access to dataxus DMP – OneView DMP solutions part of digital marketing services Access to Adobe DMP (Audience Manager Integrations with DMPs like Lotame and Neustar AdAdvisor Audiences DMP integrations
Anti-fraud Measures Integration with DoubleVerify Integration with DoubleVerify In-built brand safety tools Integrates with Pixalate and Integral Ad Science (IAS) TAG registered anti-fraud tools and Forensiq
Pricing Quote-based Quote-based Quote-based 20% of the ad spend From $250/month

This list of demand-side platform companies is not meant to be exhaustive; it is merely meant to give you a glimpse into the DSP features available. Use these tools as a starting point in your quest of comparing DSPs to find one that works for you. Besides these platforms, companies such as SmartyAds, Amazon DSP, Verizon Media DSP (formerly Oath), Sizmek, Turn/Amobee DSP, and Choozle also offer competent DSPs.

Learn More: Top 5 Programmatic Advertising Platforms for 2020 and BeyondOpens a new window

By thoroughly researching each of these platforms, you understand the common and not so common features offered by these DSPs. You can use this knowledge to guide your purchase decision.

If you have any questions about choosing a demand-side platform, ask us on TwitterOpens a new window , FacebookOpens a new window , and LinkedInOpens a new window

Indrajeet Deshpande
Indrajeet is a Marketing professional with 6+ years of experience in managing different facets of Digital Marketing. After working with SpiderG - a Pune based SaaS startup, he is now ready to work as a freelance marketer with different SaaS startups helping them with marketing strategy, plan and execution. His love for old-school hard rock and metal music culminated in taking up guitar and starting www.guitargabble.com. He is studying Stoic philosophy, experimenting with productive habits and documenting the progress. Get in touch if you are keen to know how you can implement pro-wrestling tactics in your marketing, community building and storytelling
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