DV360 vs The Trade Desk vs Amazon DSP vs Yahoo DSP: 2026 Comparison for India

Last verified: 16 October 2026

If you are choosing a demand-side platform (DSP) for programmatic advertising in India, there is no universal winner. DV360 is the strongest fit when YouTube and the Google Marketing Platform ecosystem are central to the media strategy; The Trade Desk is a strong fit for independent open-internet and omnichannel buying; Amazon’s former Amazon DSP capabilities are now part of Amazon Ads Agent and remain especially relevant to commerce, shopping and streaming signals; and Yahoo DSP is differentiated by Yahoo first-party data, identity, CTV/TV, commerce and omnichannel capabilities.

For Indian advertisers, the right choice depends less on the number of features and more on where the campaign needs to buy inventory, which audience signals matter, how measurement is connected, and how much platform control the media team requires.

Quick Comparison

Platform	Best starting point	Main differentiator	Particularly relevant when
DV360	Google-connected programmatic buying	YouTube + Google Marketing Platform ecosystem	YouTube, Google-connected measurement and enterprise programmatic workflows matter
The Trade Desk	Open-internet omnichannel buying	Independent DSP + open internet + CTV + supply-path options	CTV, publisher diversity, identity and open-internet control matter
Amazon DSP / Amazon Ads Agent	Commerce and omnichannel buying	Amazon shopping, browsing and streaming signals	Commerce, ecommerce, Amazon audiences or streaming inventory matter
Yahoo DSP	Omnichannel and data-led buying	Yahoo data + identity + CTV/TV + commerce	First-party data, CTV/TV, identity and omnichannel planning matter

Important 2026 terminology: Amazon DSP is no longer presented by Amazon as a separate standalone buying experience. Amazon announced Amazon Ads Agent in September 2026 as the new name for its unified advertising platform; the programmatic capabilities formerly used through Amazon DSP remain available through DVA+ advanced settings.

What Is a DSP?

A demand-side platform (DSP) is an advertising technology platform that allows advertisers to buy digital advertising inventory programmatically. A DSP uses campaign objectives, audience signals, inventory information and bidding technology to decide which ad opportunities to buy.

The four platforms in this comparison perform the same broad job but are built around different ecosystems and sources of differentiation.

• DV360 is part of Google’s advertising technology ecosystem.
• The Trade Desk operates as an independent DSP focused on the open internet.
• Amazon Ads Agent now incorporates the programmatic capabilities formerly associated with Amazon DSP.
• Yahoo DSP is Yahoo’s omnichannel demand-side platform.

The practical difference is therefore not simply “which DSP has more features?” The better question is which DSP gives your campaign the most useful combination of inventory, data, identity, measurement and operational control.

DV360 vs The Trade Desk vs Amazon DSP vs Yahoo DSP

1. Platform ecosystem

DV360 has the clearest Google ecosystem advantage. The Trade Desk has the clearest independent open-internet positioning. Amazon Ads Agent combines Amazon’s advertising ecosystem with programmatic capabilities and Amazon signals. Yahoo DSP combines Yahoo data, identity, CTV/TV and broader omnichannel capabilities.

DV360. Google Display & Video 360 (DV360) combines campaign management, audience management, creative management, inventory and insights in one platform. Google documentation also describes buying across display, video, audio and connected TV, while YouTube inventory can be purchased through YouTube & partners line items.

The Trade Desk. The Trade Desk describes itself as an independent demand-side platform and positions its platform around buying across the open internet. Its current product ecosystem includes omnichannel buying, CTV, identity solutions, supply-path tools and AI-powered optimization.

Amazon Ads Agent. Amazon Ads Agent is Amazon’s new unified advertising platform. Amazon says the platform brings together what were previously separate advertising experiences, while the programmatic capabilities previously available through Amazon DSP continue through DVA+ advanced settings.

Yahoo DSP. Yahoo DSP is an omnichannel buying platform with capabilities covering identity, commerce, CTV, native, audio, digital out-of-home and display. Yahoo also describes Blueprint as its AI engine and Backstage as its curated direct-to-publisher supply capability.

2. Inventory access

Inventory access is one of the biggest differences between the four platforms. DV360 has a major Google and YouTube advantage; The Trade Desk emphasizes open-internet and premium publisher access; Amazon combines Amazon-owned inventory with third-party supply; and Yahoo combines Yahoo properties with broader premium and curated supply.

Platform	Inventory perspective
DV360	YouTube, Google-connected inventory, publishers, deals, display, video, audio and CTV
The Trade Desk	Open internet, CTV, display, video, audio, native and other omnichannel inventory
Amazon Ads Agent	Amazon-owned inventory plus third-party inventory and streaming environments
Yahoo DSP	Yahoo inventory plus premium third-party and curated supply across multiple channels

• DV360’s inventory tools include publisher and deal inventory, open-auction inventory and YouTube inventory.
• The Trade Desk’s OpenPath provides direct connections to participating publishers, while its current platform supports inventory across the open internet and CTV.
• Amazon’s former DSP supported Amazon-owned inventory and third-party supply, and Amazon says those capabilities continue within Amazon Ads Agent.
• Yahoo Backstage provides curated direct-to-publisher supply and can include Yahoo-owned and third-party inventory.

3. YouTube: which DSP is best?

DV360 is the clear choice if direct programmatic access to YouTube inventory is a central requirement. Google’s Display & Video 360 documentation explicitly supports YouTube & partners line items for buying YouTube inventory. DV360 also supports YouTube video and audio campaign workflows. The Trade Desk, Amazon Ads Agent and Yahoo DSP should therefore not be presented as interchangeable substitutes for DV360 when the specific requirement is YouTube programmatic buying.

Practical example. If an Indian FMCG brand wants YouTube video reach, programmatic display, connected TV, audience targeting, frequency management and Google-connected campaign operations, DV360 should be one of the first platforms evaluated.

4. Connected TV and OTT

All four platforms can participate in CTV/streaming strategies, but their CTV propositions are different.

• DV360: supports connected TV inventory as part of its video buying capabilities. Google documentation distinguishes connected-TV buying from standard digital video and provides CTV-specific inventory and targeting workflows.
• The Trade Desk: CTV is a major part of its open-internet strategy. Its India CTV offering focuses on premium streaming content and cross-channel frequency and measurement. Its August 2026 report with WPP Media reported 207 million Indian CTV viewers in the study’s measured market and found substantial CTV usage outside metropolitan India. These are research findings from The Trade Desk/WPP Media, not an independent industry census.
• Amazon Ads Agent: Amazon’s former Amazon DSP offered streaming-TV inventory including Prime Video and Fire TV alongside third-party inventory. Amazon states that these programmatic capabilities continue through Amazon Ads Agent.
• Yahoo DSP: combines CTV with Unified TV, allowing advertisers to connect CTV and linear-TV planning, activation and measurement.

CTV decision:

• If the campaign is heavily dependent on YouTube, start with DV360.
• If the campaign is built around open-internet CTV and independent publisher access, evaluate The Trade Desk.
• If Amazon streaming and commerce signals are central, evaluate Amazon Ads Agent.
• If CTV + linear TV + Yahoo identity/data is important, evaluate Yahoo DSP.

5. Audience data and targeting

The most important data difference is the ecosystem behind each platform.

• DV360: can use available first-party, third-party and Google data for audience management and supports audience-building and frequency controls within the platform.
• The Trade Desk: focuses on audience-led buying across the open internet and supports first-party and partner data activation. Its identity ecosystem includes UID2 and related identity solutions.
• Amazon Ads Agent: its programmatic capabilities are particularly differentiated by Amazon’s shopping, browsing and streaming signals. Amazon documentation describes first-party shopping and streaming audience creation and targeting.
• Yahoo DSP: uses Yahoo’s consent-based data across areas such as search, content, commerce and other Yahoo properties, and supports combining Yahoo data, third-party data and advertiser first-party data.

Simple way to think about it:

• Google signals and YouTube → DV360
• Open-internet and partner data → The Trade Desk
• Shopping and commerce signals → Amazon Ads Agent
• Yahoo data, identity and omnichannel signals → Yahoo DSP

These are strategic differentiators, not claims that one platform has universally better audience quality.

6. Commerce and shopping data

Amazon has the strongest direct commerce-oriented positioning of the four because its advertising ecosystem is built around Amazon shopping and streaming signals. Amazon says its advertising platform uses shopping, browsing and streaming signals, and its India-specific advertising material describes Amazon DSP capabilities in the context of first-party shopping and streaming signals.

The Trade Desk also supports commerce-data activation through partners and describes commerce signals as part of its omnichannel strategy. Yahoo DSP has a commerce-media proposition built around first-party data from search, content, mail and other Yahoo interactions.

Best fit:

• For an ecommerce or retail advertiser where purchase and shopping signals are central, Amazon Ads Agent deserves early evaluation.
• For an advertiser seeking multiple commerce-data partners across the open internet, The Trade Desk may be more relevant.
• For Yahoo’s own commerce and first-party ecosystem, evaluate Yahoo DSP.

7. Identity and addressability

Identity should be evaluated as an architecture rather than a single feature. Each DSP uses a different combination of first-party signals, identity products, publisher integrations and privacy-aware addressability.

• DV360: operates within Google’s broader advertising and measurement ecosystem and supports audience management using available Google, first-party and third-party data.
• The Trade Desk: supports UID2 and other identity approaches designed for addressability across the open internet. The Trade Desk describes UID2 as an alternative to third-party-cookie-based advertising approaches.
• Yahoo DSP: Yahoo ConnectID is Yahoo’s identity solution for addressability across web and CTV environments. Yahoo documentation describes integrations including Prebid, server-to-server, Google Secure Signals, LiveRamp ATS and Amazon CxM.

Practical takeaway. Do not ask “which DSP has the best identity?” Ask: which identity approach fits my first-party data, publisher environment, consent model and measurement requirements?

8. AI and optimization

All four platforms now use AI extensively, so AI availability alone is not a useful differentiator. The useful question is what the AI optimizes, which signals it can use and how much control the trader retains.

• DV360: provides automated bidding and optimization tools and can generate recommendations and insights within the platform.
• The Trade Desk: its current platform is Kokai Zuma, the latest evolution of Kokai. Koa remains the AI engine supporting optimization, and The Trade Desk has introduced conversational and agentic capabilities around campaign creation, insights and troubleshooting. Some 2026 capabilities remain in beta.
• Amazon Ads Agent: explicitly built around agentic AI. Amazon says the platform can support planning, campaign creation, optimization and analytics through conversational workflows, while advanced settings retain the programmatic controls previously available through Amazon DSP.
• Yahoo DSP: Yahoo Blueprint is the AI engine within Yahoo DSP, and Yahoo added agentic AI capabilities to planning, activation, optimization and measurement during 2026.

Important caution. Do not compare AI using vendor-reported performance claims as if they were independent benchmarks. AI performance depends on campaign setup, conversion data, inventory, objectives and optimization settings.

9. Measurement and reporting

The best DSP depends on where your measurement stack already lives. DV360 is particularly attractive when an advertiser already uses Google’s marketing technology ecosystem because the platform connects campaign, audience, inventory and insight workflows within DV360. The Trade Desk emphasizes cross-channel measurement and has continued to expand measurement and reporting within Kokai Zuma. Amazon Ads Agent carries forward Amazon DSP campaign reporting and measurement while integrating programmatic buying into Amazon’s broader advertising platform. Yahoo DSP provides measurement across its omnichannel environment, including CTV/TV and broader campaign outcomes.

Before choosing a DSP, check:

• What conversion events can be imported?
• How is attribution handled?
• Can first-party data be activated?
• Can CTV and digital campaigns be measured together?
• What reporting dimensions are available?
• Can the platform integrate with the existing ad server or analytics stack?
• Which measurement vendors are supported?

10. Supply-path transparency

Supply-path optimization (SPO) matters when advertisers want to understand how their money reaches publisher inventory. The Trade Desk has a particularly visible supply-path proposition through OpenPath, which creates direct connections between the platform and participating publishers. The Trade Desk says OpenPath is designed to create a more direct and transparent path to publisher inventory. DV360 also provides inventory controls, deal management and inventory-transparency settings. Yahoo DSP provides supply-path visibility through its planning tools and Yahoo Backstage, which offers curated direct-to-publisher supply. Amazon provides inventory controls and supply-quality mechanisms across its advertising inventory, and also documents brand-suitability and third-party measurement capabilities.

Practical takeaway. SPO should be evaluated using actual campaign supply paths, publisher availability and auction economics—not simply by which platform has the strongest marketing language around transparency.

11. Best DSP for advertisers in India

There is no single best DSP for India. The best starting platform depends on the campaign’s inventory and data requirements.

Choose DV360 when:

• YouTube is a major channel.
• Google-connected campaign management matters.
• The advertiser already uses Google Marketing Platform products.
• Display, video, audio and CTV need to be managed in a Google-connected environment.
• Enterprise campaign controls and reporting are important.

Google’s documentation confirms YouTube buying through DV360 and supports display, video, audio and CTV workflows.

Choose The Trade Desk when:

• Open-internet buying is central.
• CTV and OTT are major channels.
• Publisher diversity matters.
• The advertiser wants an independent DSP.
• Supply-path and identity considerations are important.

The Trade Desk has an established India operation and publishes India-specific research and CTV capabilities.

Choose Amazon Ads Agent when:

• Ecommerce is central to the business.
• Amazon shopping signals are valuable.
• Amazon streaming inventory matters.
• The campaign needs Amazon’s commerce ecosystem alongside programmatic buying.

Amazon explicitly lists India among regions where Amazon DSP capabilities have been available, and its current Amazon Ads Agent platform retains those programmatic capabilities.

Evaluate Yahoo DSP when:

• Yahoo first-party data is strategically useful.
• CTV and linear TV need to be considered together.
• Identity is a major requirement.
• Commerce media is relevant.
• The advertiser wants an omnichannel DSP with Yahoo’s data and supply ecosystem.

Yahoo’s current DSP product documentation positions the platform around identity, CTV/Unified TV, commerce, premium supply and omnichannel activation. For Yahoo DSP specifically, Indian advertisers should confirm current local commercial access, inventory availability and account setup with Yahoo or its authorized regional representative before committing budget.

12. DV360 vs The Trade Desk

Choose DV360 when Google and YouTube are central to the media strategy. Choose The Trade Desk when independent open-internet buying, CTV and publisher/data diversity are more important.

Area	DV360	The Trade Desk
Core positioning	Google-connected DSP	Independent DSP
YouTube	Major strength	Not a substitute for DV360’s YouTube buying
Open internet	Strong	Core positioning
CTV	Strong	Core strategic area
Identity	Google + first-party/partner ecosystem	UID2 and broader identity ecosystem
Supply path	Inventory and deal controls	OpenPath and supply-path tools
AI	Google automation and optimization	Kokai Zuma / Koa
Best starting point	Google-first strategy	Open-internet-first strategy

The Trade Desk’s India CTV offering and open-internet positioning make it particularly relevant for advertisers seeking premium CTV and broader publisher environments.

13. DV360 vs Amazon DSP / Amazon Ads Agent

DV360 is generally the stronger starting point for YouTube and Google-connected programmatic workflows; Amazon Ads Agent is the stronger starting point when Amazon commerce and shopping signals are central.

Requirement	DV360	Amazon Ads Agent
YouTube	Strong	Not its core differentiator
Google ecosystem	Strong	No
Amazon shopping signals	No Amazon-owned equivalent	Core strength
Amazon-owned inventory	No	Strong
Third-party supply	Yes	Yes
Commerce	Strong through broader ecosystem	Core differentiator
Streaming	Strong	Strong Amazon ecosystem
Best fit	Google/YouTube-led	Commerce-led

Amazon’s current product should be called Amazon Ads Agent, while “Amazon DSP” remains useful as the search term and historical product name because Amazon itself explains that the former DSP capabilities continue inside the new platform.

14. The Trade Desk vs Amazon DSP / Amazon Ads Agent

The Trade Desk is a stronger starting point when the campaign is centered on the open internet and independent CTV buying; Amazon Ads Agent is a stronger starting point when Amazon shopping, commerce and Amazon-owned media are central. The Trade Desk supports open-internet CTV, publisher supply and identity solutions such as UID2. Amazon’s platform combines programmatic capabilities with Amazon’s shopping, browsing and streaming signals.

Example. For a consumer electronics brand, Amazon Ads Agent may be attractive for shopping-related audiences and Amazon commerce signals. The Trade Desk may be attractive for reaching audiences across independent CTV, publishers, audio and other open-internet environments. A large advertiser may evaluate both if each platform provides a distinct inventory or data advantage.

15. Yahoo DSP vs DV360

DV360 has the stronger Google and YouTube ecosystem connection; Yahoo DSP differentiates through Yahoo first-party data, identity, CTV/linear TV and commerce capabilities. Yahoo DSP’s current platform includes Yahoo Identity Solutions, Blueprint, Backstage, Unified TV and Commerce Media. DV360 provides integrated campaign, audience, creative, inventory and insight workflows and supports YouTube buying.

• Choose DV360 when: YouTube is essential, Google Marketing Platform integration matters and Google-connected measurement is important.
• Evaluate Yahoo DSP when: Yahoo first-party data is valuable, CTV and linear TV need to be connected, Yahoo identity capabilities are relevant and commerce media is important.

16. Yahoo DSP vs The Trade Desk

The Trade Desk has a stronger independent open-internet identity, while Yahoo DSP differentiates through Yahoo-owned data, identity, CTV/TV, commerce and its curated supply ecosystem. The Trade Desk’s OpenPath provides direct connections to participating publishers and its India operation has a specific focus on open-internet and CTV advertising. Yahoo DSP combines first-party data, identity, CTV/Unified TV, commerce and curated supply.

Decision question. If the key requirement is “I want an independent open-internet buying platform,” start with The Trade Desk. If the key requirement is “I want Yahoo’s data, identity, TV and commerce ecosystem,” evaluate Yahoo DSP.

17. Which DSP is best for each campaign objective?

Campaign requirement	DSP to evaluate first	Why
YouTube-heavy video	DV360	Native YouTube buying in DV360
Google-connected programmatic	DV360	Google ecosystem integration
Open-internet strategy	The Trade Desk	Independent open-internet positioning
Premium CTV/OTT	The Trade Desk / DV360 / Yahoo / Amazon	Compare actual inventory and audience requirements
Ecommerce/commerce signals	Amazon Ads Agent	Amazon shopping and streaming signals
Amazon ecosystem	Amazon Ads Agent	Amazon-owned media and data
Yahoo data/identity	Yahoo DSP	Yahoo first-party data and identity
CTV + linear TV planning	Yahoo DSP	Unified TV capabilities
Multi-publisher CTV	The Trade Desk	Open-internet CTV positioning
Google-first enterprise workflow	DV360	Google Marketing Platform ecosystem
Open-internet supply-path strategy	The Trade Desk	OpenPath
Commerce data beyond one retailer	Compare TTD and Yahoo	Both provide broader commerce/data propositions

This table is a decision framework, not a universal performance ranking.

18. Should you use more than one DSP?

A multi-DSP strategy can make sense when each DSP provides a distinct inventory, data or measurement advantage. Using multiple DSPs simply to “increase reach” can also create unnecessary operational complexity. A possible architecture could look like:

• DV360: YouTube + Google-connected buying
• The Trade Desk: open-internet CTV + publisher diversification
• Amazon Ads Agent: commerce and Amazon signals
• Yahoo DSP: Yahoo data + identity + CTV/TV + commerce

Potential problems with multiple DSPs:

• Duplicated audience exposure
• Fragmented reporting
• Different attribution methodologies
• Frequency-management challenges
• Additional contracts and platform costs
• Additional trader workload
• Overlapping inventory
• More complicated optimization

Decision rule. Use multiple DSPs only when each platform has a clearly defined role that cannot be efficiently replicated in the primary DSP.

19. How much does each DSP cost?

There is no reliable universal public price that should be presented as the standard cost for all advertisers across these four platforms. DSP economics can depend on advertiser type, agency or direct relationship, self-service versus managed service, market, media volume, platform fees, data costs, measurement costs, inventory costs and commercial agreement.

Therefore, avoid articles claiming a fixed percentage or universal minimum monthly spend unless the figure is tied to a current, authoritative source and clearly qualified. For Amazon specifically, current access and product structure have also changed because Amazon DSP is now part of Amazon Ads Agent.

What to ask the sales or platform team:

• Platform fee structure
• Data fees
• Verification fees
• Minimum spend requirements
• Managed-service fees, if applicable
• Self-service availability
• India-specific inventory access
• CTV inventory costs
• Measurement costs
• Contract and cancellation terms

20. What should Indian advertisers check before choosing a DSP?

The most important evaluation should happen before campaign launch, not after the first campaign underperforms. Use this checklist:

• Inventory: Does the DSP provide the Indian publishers and CTV environments you actually need? Can you access the specific deals or supply paths required?
• Audience: Which first-party signals can you use? Can your own first-party data be onboarded? Which third-party or commerce audiences are available?
• Measurement: Can the DSP connect to your existing measurement stack? Can you measure CTV and digital together? Which attribution model will be used?
• Operations: Does your team have the required programmatic expertise? Is self-service access available? What level of support is included?
• Commercials: What are the technology fees? What additional data or verification costs apply? Are there minimum commitments?
• India-specific validation: Which inventory is actually available in India? Which audience segments are usable in India? Which features are available to your specific account? Which CTV publishers or deals can your account access?

21. Final verdict: DV360 vs The Trade Desk vs Amazon DSP vs Yahoo DSP

The best DSP is determined by the advertiser’s ecosystem, inventory requirement, audience data and measurement architecture.

• Choose DV360 when YouTube, Google-connected advertising technology and enterprise programmatic workflows are central to the campaign.
• Choose The Trade Desk when independent open-internet buying, CTV, publisher diversity, identity and supply-path control are major priorities.
• Choose Amazon Ads Agent when commerce, shopping, Amazon-owned inventory and Amazon’s first-party shopping or streaming signals are central to the advertising strategy.
• Evaluate Yahoo DSP when Yahoo first-party data, identity, CTV/linear TV, commerce and omnichannel buying are important to the media strategy.

The simplest decision framework:

• YouTube → DV360
• Open internet + CTV → The Trade Desk
• Commerce + Amazon signals → Amazon Ads Agent
• Yahoo data + identity + TV/CTV + commerce → Yahoo DSP

That is a starting framework, not a performance guarantee. The final selection should be validated against actual Indian inventory, audience availability, measurement requirements, commercial terms and the capabilities of the media team.

Frequently Asked Questions