Programmatic Advertising Platforms: Complete List of DSPs in 2026

Last updated: October 16, 2026

If you are looking for the complete list of programmatic advertising platforms, start with the major demand-side platforms (DSPs): Google Display & Video 360 (DV360), The Trade Desk, Amazon Ads Agent, Yahoo DSP, StackAdapt, Adobe Advertising DSP, Adform, Basis, Quantcast, Viant and Nexxen.

For India, the list also needs mobile and regional platforms such as InMobi DSP and Xapads, while specialist platforms such as Moloco, Criteo Commerce Max, Outbrain DSP and mediasmart serve specific use cases. Current search results also show that older DSP lists can be misleading because platforms have been renamed, acquired or discontinued.

There is no single official global registry containing every DSP. Therefore, this guide defines a complete practical list as a structured list of notable active DSPs, specialist DSPs and India-relevant platforms that advertisers may evaluate in 2026.

Quick Answer: What Are the Main DSPs in 2026?

The major DSPs to know in 2026 are:

• Google Display & Video 360 (DV360)
• The Trade Desk
• Amazon Ads Agent, which now contains Amazon DSP’s programmatic capabilities
• Yahoo DSP
• StackAdapt
• Adobe Advertising DSP
• Adform
• Basis DSP
• Quantcast
• Viant DSP
• Nexxen DSP
• MediaMath by Infillion
• Simpli.fi
• Choozle
• InMobi DSP
• Moloco
• Xapads
• mediasmart
• Criteo Commerce Max
• Outbrain DSP
• Beeswax
• AdRoll

The correct platform depends on the advertiser’s market, inventory, campaign objective, audience data, channels, buying model and measurement requirements.

What Is a DSP in Programmatic Advertising?

A Demand-Side Platform (DSP) is advertising technology that allows advertisers and agencies to buy digital ad inventory programmatically across websites, apps, streaming services and other digital environments. A DSP typically handles:

• Audience targeting
• Real-time bidding
• Budget and bid management
• Inventory selection
• Frequency controls
• Campaign optimization
• Display, video, connected TV (CTV), audio, mobile and digital out-of-home (DOOH) advertising
• Private marketplace (PMP) deals
• Programmatic Guaranteed buying
• Reporting and measurement

A DSP operates on the buy side of the programmatic ecosystem. An SSP operates on the publisher side, while an ad exchange facilitates transactions between buyers and sellers. StackAdapt’s current DSP guide describes the same buyer-versus-seller distinction.

Simple example

An advertiser wants to reach 25–44-year-old consumers interested in travel. The advertiser can use a DSP to define the audience, select websites, apps, CTV or other inventory, set campaign objectives and bidding rules, evaluate available impressions, bid on suitable impressions, deliver the ad when the DSP wins, and measure campaign performance.

Major Enterprise and Omnichannel DSPs

1. Google Display & Video 360 (DV360)

Best fit: enterprise advertisers and agencies using Google’s advertising ecosystem. Main channels: display, video, CTV/TV, audio and programmatic deals. Key strength: integration with Google Marketing Platform and access to Google/YouTube-related inventory and workflows.

Google Display & Video 360 is Google’s enterprise demand-side platform. Google describes DV360 as a consolidated tool for managing reservation, programmatic and Programmatic Guaranteed campaigns across display, video, TV, audio and other channels. DV360 is particularly relevant when you need:

• Cross-channel media planning
• Automated bidding
• Audience management
• YouTube buying
• Programmatic Guaranteed deals
• Private marketplace buying
• Campaign Manager 360 integration
• Reach and frequency measurement

India relevance: DV360 is one of the core DSPs Indian agencies and enterprise advertisers commonly evaluate, especially when Google and YouTube inventory are important.

2. The Trade Desk

Best fit: enterprise advertisers and agencies buying across the open internet. Main channels: display, video, CTV, audio, mobile and other omnichannel inventory. Key strength: open-internet programmatic buying, data activation, identity and omnichannel optimization.

The Trade Desk describes its product as a demand-side platform for data-driven advertising across the open internet. Its platform supports audience targeting, premium omnichannel inventory, AI-driven decisioning and measurement. The Trade Desk also has offices in Gurgaon, Mumbai and Bengaluru, confirming a direct India presence. For Indian advertisers, The Trade Desk is particularly relevant for:

• Open-web campaigns
• CTV
• Premium video
• Commerce audiences
• Cross-channel campaigns
• Identity-based targeting

3. Amazon Ads Agent / Amazon DSP

Best fit: retail, commerce, shopper and Amazon-connected advertising strategies. Main channels: display, video, audio and streaming TV. Key strength: Amazon’s commerce, shopping and media ecosystem.

There is an important 2026 terminology change. Amazon DSP is now part of Amazon Ads Agent. Amazon says the programmatic capabilities previously available through Amazon DSP remain available through Amazon Ads Agent, including Display, Video and Audio campaigns. Existing campaigns, audiences, creative assets and reporting continue through the new platform. Amazon also confirms that Amazon Ads Agent is available in India.

For SEO, both terms matter: Amazon DSP = established search/entity term, Amazon Ads Agent = current 2026 platform name. That distinction prevents the article from becoming outdated while preserving the terminology users still search for.

4. Yahoo DSP

Best fit: omnichannel advertising using Yahoo’s first-party data, identity and supply relationships. Main channels: display, video, CTV, native, audio and DOOH.

Yahoo DSP provides planning, targeting, campaign creation, optimization and measurement from one platform. Yahoo highlights consent-based first-party data, predictive audiences, CTV, DOOH and cross-screen planning. Yahoo DSP is particularly relevant when an advertiser needs:

• First-party audience activation
• CTV
• Cross-screen planning
• Commerce audiences
• Identity solutions
• Direct supply relationships

5. StackAdapt

Best fit: agencies and mid-market advertisers seeking omnichannel programmatic activation. Main channels: native, display, video, CTV and other digital channels. Key strength: campaign execution across multiple channels with strong contextual and AI-driven capabilities.

StackAdapt defines its DSP as software that allows advertisers to automate digital advertising purchases across websites, apps and channels while managing targeting, budgets and optimization from one platform. StackAdapt is especially relevant for:

• Native advertising
• Contextual targeting
• Video
• CTV
• Agency campaigns
• Mid-market programmatic buying

6. Adobe Advertising DSP

Best fit: enterprise marketers already using Adobe’s marketing ecosystem. Main channels: display, video, CTV and other digital advertising formats.

Adobe Advertising DSP centralizes advertising inventory purchasing and optimization across channels, while connecting advertising activity with Adobe’s broader marketing technology. Important capabilities include first-party audience activation, cross-device targeting, CTV, display, video, measurement and AI-powered optimization.

7. Adform

Best fit: enterprise omnichannel programmatic campaigns. Main channels: display, video, CTV, audio, mobile and DOOH.

Adform’s DSP provides one workflow for planning, activating and optimizing campaigns across multiple channels. Its current product page highlights Adform IQ for automated optimization and campaign management.

8. Basis DSP

Best fit: agencies that want programmatic buying combined with broader media planning and workflow tools.

Basis describes its DSP as a platform that combines programmatic buying with search, social and site-direct media through a single interface. This makes Basis different from a pure programmatic execution interface because the platform also addresses media planning and operational workflows.

9. Quantcast

Best fit: advertisers focused on AI-powered audience discovery and optimization.

Quantcast’s platform combines its Audience Graph with AI-powered campaign optimization, audience activation and measurement. Quantcast is relevant for advertisers evaluating:

• Audience discovery
• Predictive targeting
• AI optimization
• Cross-device campaigns
• Cookieless advertising

10. Viant DSP

Best fit: omnichannel and CTV-focused advertisers.

Viant’s DSP is an enterprise advertising platform used for planning, buying and measuring campaigns across desktop, mobile, CTV, linear TV, streaming audio and digital billboards. Viant also positions its DSP around people-based advertising and offers DSP certification for marketers learning the platform.

11. Nexxen DSP

Best fit: advertisers that need CTV, omnichannel media, first-party data activation and measurement.

Nexxen’s current DSP supports AI-led optimization, measurement and full-funnel campaign management. In July 2026, Nexxen also announced a first-party-data onboarding capability within Nexxen DSP.

Specialist and Performance DSPs

12. MediaMath by Infillion

Best fit: enterprise programmatic infrastructure and advanced buying workflows.

MediaMath is no longer an independent company in the way older DSP lists often present it. Infillion acquired MediaMath’s assets in 2023, and MediaMath technology now forms part of Infillion’s advertising platform. This is a useful example of why a 2026 DSP list needs a platform-status section.

13. Simpli.fi

Best fit: local advertising, CTV, performance marketing and location-oriented campaigns.

Simpli.fi supports programmatic advertising across CTV, mobile, display and native environments. The company acquired Bidtellect, a contextual and native DSP, in 2023. Bidtellect should therefore be treated as part of Simpli.fi’s current platform ecosystem rather than as a separate major DSP.

14. Choozle

Best fit: audience activation and agency-focused programmatic buying.

Choozle is relevant for advertisers that need audience planning, activation and campaign management rather than a single-channel advertising solution.

15. InMobi DSP

Best fit: mobile app acquisition, mobile web and performance advertising.

InMobi DSP is particularly important for Indian advertisers because InMobi operates a dedicated DSP and provides India-specific advertiser documentation. The platform supports programmatic buying across mobile in-app inventory and integrates with multiple ad exchanges. InMobi also documents its India DSP, audience targeting, pricing and campaign onboarding processes. InMobi DSP is particularly useful for:

• Mobile app user acquisition
• Retargeting
• Mobile web
• In-app advertising
• Performance campaigns
• SKAN-based measurement

16. Moloco

Best fit: mobile app user acquisition and performance marketing.

Moloco positions its agency solution as a programmatic DSP for mobile performance campaigns, using machine learning for campaign optimization and ROAS-oriented buying. Moloco is therefore better classified as a mobile-performance DSP rather than a general-purpose enterprise DSP equivalent to DV360 or The Trade Desk.

17. Xapads

Best fit: India-focused and emerging-market omnichannel campaigns.

Xapads describes its technology as a demand-side platform supporting mobile, in-app video, audio, display, native, OEM and connected TV advertising. Xapads is particularly relevant to an India-focused DSP list because its positioning includes:

• Mobile
• CTV
• OEM advertising
• Video
• Native
• Rich media
• Performance campaigns

This is one of the key India-specific additions missing from many generic global DSP lists.

18. mediasmart

Best fit: mobile-first and cross-screen programmatic buying.

mediasmart has developed its own programmatic demand-side platform and has historically focused on mobile and cross-screen advertising. Its platform supports campaign management, audience targeting and RTB-based buying. For a global “complete list,” mediasmart belongs in the specialist DSP category rather than the top enterprise-DSP tier.

19. Criteo Commerce Max

Best fit: retail media, commerce audiences and shopper marketing.

Criteo Commerce Max is a self-service demand-side platform designed for enterprise marketers. It combines retail-media inventory with offsite display and video and uses retailer first-party data for audience activation. Commerce Max is important because retail-media DSPs solve a different problem from general open-web DSPs. A retailer may want to build an audience from shopper data, activate that audience onsite, extend the audience to the open web and measure product-level sales. Commerce Max is designed around that workflow.

20. Outbrain DSP

Best fit: native advertising and open-web performance campaigns.

Outbrain DSP was previously known as Zemanta. Outbrain officially rebranded Zemanta as Outbrain DSP on August 6, 2024. The platform supports programmatic buying across native, video and display formats.

21. Beeswax

Best fit: technical teams that need highly customizable programmatic infrastructure.

Beeswax is relevant when an advertiser, agency or technology company needs more control over bidding, optimization and programmatic infrastructure than a standard managed buying environment provides.

22. AdRoll

Best fit: SMB and mid-market advertisers focused on performance and retargeting.

AdRoll is positioned around performance advertising and retargeting rather than the large enterprise trading-desk use case associated with DV360 or The Trade Desk.

India-Relevant DSPs: Which Platforms Should Indian Advertisers Know?

India requires a separate view because a global DSP list does not fully describe the Indian programmatic ecosystem.

Core global DSPs with strong relevance to India

Platform	Why it matters in India
DV360	Google/YouTube ecosystem and enterprise programmatic
The Trade Desk	Open internet, CTV and omnichannel buying; India offices
Amazon Ads Agent / Amazon DSP	Amazon commerce and programmatic capabilities; available in India
Yahoo DSP	Omnichannel buying and first-party data
StackAdapt	Native, display, video and CTV
Adobe Advertising DSP	Enterprise advertising and Adobe ecosystem

The Trade Desk currently lists offices in Gurgaon, Mumbai and Bengaluru, while Amazon’s 2026 documentation lists India among the markets with Amazon DSP/Ads Agent access.

India-focused or India-relevant specialist DSPs

• InMobi DSP: particularly relevant for mobile performance and app advertising in India.
• Xapads: India-rooted programmatic technology covering mobile, video, CTV, OEM, native and rich media.
• AudienceConnect: an India-focused DSP operated by Datalogy Digital that describes its platform around Indian audience signals, programmatic buying and publisher supply. Because the company’s “leading” language is self-published, treat its leadership claims as vendor claims rather than independent rankings.

The practical lesson is simple: an India DSP shortlist should include both global enterprise DSPs and regional/mobile specialists.

DSP Comparison: Which Platform Fits Which Use Case?

DSP	Primary use case	Strongest differentiator
DV360	Enterprise omnichannel	Google/YouTube ecosystem
The Trade Desk	Open-web + CTV	Independent open-internet buying
Amazon Ads Agent	Commerce + programmatic	Amazon shopping/media signals
Yahoo DSP	Omnichannel	Yahoo data + identity
StackAdapt	Agency/mid-market	Native + omnichannel
Adobe Advertising DSP	Enterprise	Adobe marketing ecosystem
Adform	Omnichannel	Full campaign workflow
Basis	Agency media planning	Programmatic + search/social/site-direct
Quantcast	Audience intelligence	AI-powered audience modeling
Viant	CTV/omnichannel	People-based advertising
Nexxen DSP	CTV + data activation	Integrated media/data
MediaMath by Infillion	Enterprise programmatic	Customizable programmatic infrastructure
Simpli.fi	Local + performance	Location and omnichannel activation
InMobi DSP	Mobile performance	Mobile app acquisition
Moloco	Mobile UA	Machine-learning performance
Xapads	India/emerging markets	Mobile + CTV + OEM
mediasmart	Mobile/cross-screen	Mobile-first DSP
Criteo Commerce Max	Retail media	Shopper/retailer data
Outbrain DSP	Native/open web	Native programmatic
Beeswax	Custom infrastructure	Programmable DSP model
AdRoll	SMB performance	Retargeting/performance

Important: “best” depends on the campaign. A mobile-app acquisition campaign and a CTV awareness campaign can require completely different DSP capabilities.

What Happened to Older DSPs?

A current DSP list should separate active platforms from outdated names.

Older/current name	2026 status
Amazon DSP	Programmatic capabilities now integrated into Amazon Ads Agent
Microsoft Invest	Microsoft stopped media buying through the DSP after February 28, 2026
Zemanta	Rebranded as Outbrain DSP in 2024
MediaMath	Acquired by Infillion and incorporated into its advertising platform
Bidtellect	Acquired by Simpli.fi in 2023
Vibe.co	Acquired by Walmart in August 2026

Microsoft explicitly announced that it would stop supporting media buying through Microsoft Invest from February 28, 2026. Walmart completed its acquisition of Vibe.co on August 4, 2026. Vibe.co is therefore better described as part of Walmart Connect’s streaming-TV advertising business rather than as an independent DSP in a current 2026 list.

These status changes are not minor editorial details. They are exactly why an old “Top DSPs” list can give advertisers the wrong platform information.

DSP vs SSP vs Ad Exchange: What Is the Difference?

The simplest distinction is:

Technology	Side of ecosystem	Main purpose
DSP	Advertiser/buyer	Buys advertising inventory
SSP	Publisher/seller	Sells advertising inventory
Ad Exchange	Marketplace	Facilitates buying and selling
Ad Server	Delivery/measurement	Delivers and tracks ads
DMP/CDP	Data	Organizes and activates audience data

A DSP therefore should not be confused with a publisher monetization platform. For example, Google Ad Manager, Magnite and PubMatic are not DSPs simply because they participate in programmatic advertising. They primarily operate on the supply side.

Are Google Ads and Meta Ads DSPs?

Google Ads and Meta Ads Manager should not automatically be classified as traditional open-web DSPs. Google Ads is an advertising buying platform with access to Google’s advertising inventory and partner inventory, while Meta Ads Manager primarily operates across Meta’s owned advertising ecosystem. A traditional DSP is designed to help advertisers purchase programmatic inventory across multiple supply sources, exchanges, publishers or other digital environments.

The distinction matters because advertisers evaluating programmatic DSPs are usually comparing platforms such as DV360, The Trade Desk, Amazon Ads Agent, Yahoo DSP, StackAdapt and similar technologies.

How Do You Choose the Right DSP?

Do not choose a DSP because another article calls it “the best.” Use this six-step framework.

1. Start with the inventory. Ask which channels you actually need: display, mobile, video, CTV, audio, native, DOOH, retail media or in-app. A mobile DSP can be excellent for app acquisition but unsuitable for a large CTV strategy.
2. Check India availability. For Indian campaigns, verify India inventory, India audience segments, CTV/OTT access, local publisher relationships, agency or self-service access, minimum spend requirements, managed-service availability, deal access and measurement partners. Do not assume that global availability means identical access in India.
3. Evaluate audience data. Compare first-party data, contextual targeting, commerce data, mobile signals, CRM activation, geographic targeting, identity solutions and retargeting capabilities.
4. Check buying control. Ask whether you need self-service, managed service, agency trading-desk support, API access, custom bidding, private marketplace deals, Programmatic Guaranteed or supply-path controls.
5. Compare measurement. A DSP should be evaluated on more than impressions and clicks. Check whether the platform supports viewability, brand safety, fraud measurement, reach and frequency, conversion tracking, attribution, incrementality, sales measurement and CTV measurement.
6. Match the DSP to the campaign objective. Brand awareness: prioritize reach, premium inventory, CTV, frequency and measurement. Performance: prioritize optimization, conversion signals, retargeting and attribution. Mobile app acquisition: prioritize app inventory, MMP integrations, SKAN and post-install optimization. Retail media: prioritize shopper data, retailer audiences and closed-loop sales measurement. CTV: prioritize premium streaming inventory, frequency management, audience reach and measurement.

A Simple DSP Selection Framework for India

Use this decision path:

• Need Google/YouTube-heavy programmatic? Start with DV360.
• Need open-web and omnichannel scale? Evaluate The Trade Desk.
• Need Amazon commerce or Amazon media? Evaluate Amazon Ads Agent / Amazon DSP.
• Need mobile app acquisition? Evaluate InMobi DSP and Moloco.
• Need India-focused mobile, OEM or CTV capabilities? Evaluate Xapads alongside the global DSP shortlist.
• Need retail-media activation? Evaluate Criteo Commerce Max and relevant retail-media platforms.
• Need native/open-web performance? Evaluate Outbrain DSP, StackAdapt and other native-capable DSPs.
• Need highly customizable programmatic infrastructure? Evaluate Beeswax or enterprise-oriented platforms with API/customization capabilities.

What Should You Compare Before Buying a DSP?

Create a DSP evaluation sheet with these fields:

Evaluation criterion	What to check
Inventory	Display, video, CTV, audio, mobile, DOOH
Geography	India, APAC, global
Audience	1P, contextual, commerce, mobile, CRM
Buying model	Self-service, managed, hybrid
Deals	Open auction, PMP, Programmatic Guaranteed
Optimization	Rules, ML, AI, custom bidding
Measurement	Attribution, lift, incrementality
Brand safety	Verification and controls
Transparency	Supply path, fees, reporting
Integration	Ad server, analytics, MMP, CRM
Access	Direct, agency, sales-led
Commercial model	Minimums, platform fees, media costs

This framework is more useful than simply ranking DSPs from 1 to 10 because platform suitability changes with the campaign.

Frequently Asked Questions

Final Takeaway

The DSP market in 2026 is best understood as a portfolio of platforms rather than a single ranking. For broad enterprise programmatic buying, the core platforms to understand are DV360, The Trade Desk, Amazon Ads Agent, Yahoo DSP, StackAdapt, Adobe Advertising DSP and Adform. For specialist requirements, add platforms such as InMobi DSP, Moloco, Xapads, Criteo Commerce Max, Outbrain DSP, Simpli.fi, Viant and Nexxen.

For India, the strongest evaluation framework is: Global enterprise DSP + India/mobile specialist + required inventory + audience data + measurement + commercial access.

The most important 2026 lesson is to check platform status before relying on an old DSP list. Amazon DSP has moved into Amazon Ads Agent, Microsoft Invest stopped media buying, Zemanta became Outbrain DSP, MediaMath became part of Infillion, Bidtellect became part of Simpli.fi, and Vibe.co was acquired by Walmart.