Directory

117 companies in the advertising technology supply chain, each described in one line. Inclusion is editorial. No company has paid to be listed, and none is ranked. Corrections and additions with a source go to info@agencyechelon.com.

Demand-side platforms Supply-side platforms and exchanges Ad servers and creative management Verification and measurement Identity and data Consent and privacy Contextual and curation Mobile measurement and app growth Connected TV and audio Retail media networks Agency and workflow tools

Demand-side platforms

Buying software for advertisers and agencies.

The Trade Desk: Largest independent DSP; strongest in CTV and retail data; runs Unified ID 2.0.
Google Display & Video 360: Google's enterprise DSP; the programmatic route to YouTube.
Amazon DSP: Amazon's DSP for on- and off-Amazon inventory with Amazon shopper data.
Yahoo DSP: Independent omnichannel DSP with Yahoo's own inventory and identity.
StackAdapt: Mid-market DSP popular with agencies; native, display, CTV, audio.
Viant (Adelphic): People-based DSP with a household identity graph; CTV focus.
Criteo: Commerce-focused DSP and retail media platform; began in retargeting.
MediaMath: Early DSP; acquired by Infillion in 2023 after bankruptcy.
Quantcast: DSP built around its own measurement and cookieless targeting.
Basis (Centro): Agency-oriented DSP and workflow platform.
Xandr (Microsoft Invest): Microsoft's DSP and SSP, from the AppNexus lineage.

Supply-side platforms and exchanges

Selling software for publishers and app developers.

Google Ad Manager (AdX): Dominant publisher ad server and exchange; subject of the 2025 US antitrust remedies.
Magnite: Largest independent SSP; CTV strength through SpotX and SpringServe.
PubMatic: Independent SSP with a direct-to-publisher and SPO emphasis.
Index Exchange: Independent exchange favored by premium publishers.
OpenX: Independent exchange; early mover in ads.txt enforcement.
FreeWheel (Comcast): Video and CTV ad server and marketplace for broadcasters.
Amazon Publisher Services: Amazon's header bidding wrapper (TAM/UAM) and CTV connections.
Prebid.org: Open-source header bidding wrapper maintained by an industry consortium.
Sovrn: SSP and commerce tools for mid-tier publishers.
Sharethrough (Equativ): Native-first SSP, merged into Equativ in 2024.
Kargo: Mobile-first SSP and creative platform for premium publishers.

Ad servers and creative management

Serving, trafficking, and building creative.

Google Campaign Manager 360: Advertiser-side ad server in the Google Marketing Platform.
Flashtalking (Mediaocean): Independent ad server with DCO and identity-independent measurement.
Innovid: Independent CTV and video ad server and measurement; merged with Flashtalking under Mediaocean in 2025.
Celtra: Creative automation and production at scale.
Bannerflow: Creative management platform for display production.
Smartly: Social creative and campaign automation across Meta, TikTok, Pinterest, Snap.
Clinch: DCO and personalization across channels including CTV.

Verification and measurement

Viewability, fraud, brand safety, attention, and outcomes.

DoubleVerify: Verification (viewability, IVT, brand suitability) and attention measurement; MRC accredited.
Integral Ad Science: Verification and contextual targeting; MRC accredited.
Human (formerly White Ops): Bot detection and fraud prevention across advertising and applications.
Pixalate: Fraud and compliance analytics for CTV and mobile apps.
Adloox: European verification and MFA detection.
Adelaide: Attention metrics (AU score) for planning and measurement.
Lumen Research: Eye-tracking based attention measurement.
Nielsen: Audience measurement (Nielsen ONE) across TV and digital; currency for US TV.
Comscore: Cross-platform audience measurement and content ratings.
VideoAmp: Alternative TV and streaming measurement currency.
iSpot: TV ad measurement and attribution.
Kantar: Brand lift and brand tracking research.
Lucid (Cint): Survey-based brand lift measurement platform.
Measured: Incrementality testing for direct-to-consumer brands.
Haus: Geo-experiment incrementality platform.
Recast: Bayesian marketing mix modeling.
Analytic Partners: Enterprise marketing mix modeling and commercial analytics.

Identity and data

Identity graphs, alternative IDs, data providers, and clean rooms.

LiveRamp: Identity resolution (RampID), data onboarding, and clean room (Habu).
Unified ID 2.0: Open-source email-based identifier initiated by The Trade Desk.
ID5: European-origin shared ID for the open web.
Experian Marketing Services: Consumer data, identity graph, and audience segments.
TransUnion (Neustar): Identity resolution and marketing data.
Acxiom (IPG): Consumer data and data management for enterprises.
Lotame: Data collaboration platform and Panorama ID.
Snowflake: Data cloud with native clean room capabilities.
InfoSum: Clean room with decentralized matching; acquired by WPP in 2025.
Google Ads Data Hub: Google's clean room for log-level Google ads data.
Amazon Marketing Cloud: Amazon's clean room across sponsored ads and DSP.
Segment (Twilio): Customer data platform.
mParticle (Rokt): Customer data platform, acquired by Rokt in 2025.
Hightouch: Composable CDP and reverse ETL from the warehouse to ad platforms.

Contextual and curation

Content classification and curated inventory.

GumGum: Contextual intelligence and attention-based formats.
Peer39: Contextual and page quality data, in-DSP.
Seedtag: Contextual AI targeting, European origin.
Comscore Predictive Audiences: Contextual audience proxies from Comscore data.
Jounce Media: Supply chain analysis and MFA identification.
Scope3: Emissions measurement for media and MFA-related supply analysis.

Mobile measurement and app growth

Attribution and analytics for apps.

AppsFlyer: Mobile measurement partner; largest by market share.
Adjust (AppLovin): Mobile measurement partner.
Singular: Mobile measurement and marketing analytics.
Branch: Deep linking and mobile attribution.
Kochava: Mobile measurement and identity.
AppLovin (AXON): Mobile ad network and monetization; major app UA source.
Unity Ads: In-game ad network and mediation.
Digital Turbine: On-device app preloads and mobile ad network.

Connected TV and audio

Platforms specific to streaming television and audio.

Roku: Streaming platform and Roku Advertising with OneView DSP.
Samsung Ads: Samsung TV Plus and ACR-based smart TV advertising.
LG Ad Solutions: LG smart TV advertising and ACR data.
Vizio (Walmart): Vizio smart TV advertising, acquired by Walmart in 2024.
Disney Advertising: Disney+, Hulu, ESPN programmatic and direct.
NBCUniversal One Platform: Peacock and NBCU streaming and linear.
Paramount Advertising: Paramount+ and Pluto TV.
Warner Bros. Discovery: Max and WBD networks.
Netflix Ads: Netflix ad tier, in-house ad tech since 2025.
Tubi (Fox): FAST service with large free audience.
SiriusXM Media: Pandora, SiriusXM streaming, and podcast network.
iHeartMedia: Broadcast, streaming, and podcast advertising.
Vistar Media: DOOH SSP and DSP.
Broadsign: DOOH content management and programmatic SSP.

Retail media networks

Retailers selling advertising on their properties and data.

Amazon Ads: Largest retail media network; see the platform profile.
Walmart Connect: Walmart's retail media, on-site and off-site, plus Vizio.
Target Roundel: Target's retail media network.
Instacart Ads: Grocery delivery retail media.
Kroger Precision Marketing: Kroger's retail media on 84.51° data.
Albertsons Media Collective: Albertsons retail media network.
Best Buy Ads: Consumer electronics retail media.
Home Depot (Orange Apron Media): Home improvement retail media.
Uber Advertising: Ads across Uber and Uber Eats.
DoorDash Ads: Delivery platform retail media.
Chase Media Solutions: Bank-owned media network on transaction data.

Agency and workflow tools

Planning, billing, and reporting.

Mediaocean: Agency operating system for planning, buying, billing, and ad serving.
Bionic: Media planning software for agencies.
Funnel: Marketing data aggregation and reporting.
Supermetrics: Marketing data connectors to spreadsheets and warehouses.
Adverity: Marketing data integration and analytics.
Looker Studio: Google's free reporting tool, common for dashboards.
Optmyzr: Search campaign management and automation.
Marin Software: Cross-channel paid media management (wound down in 2025).
Skai: Omnichannel platform for search, social, retail media.
Pacvue: Retail media management across networks.