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Demand Side Platform (DSP) reviews by real, verified users. Find unbiased ratings on user satisfaction, features, and price based on the most reviews available anywhere.

Best Demand Side Platform (DSP) for Small Businesses

    Products classified in the overall Demand Side Platform (DSP) category are similar in many regards and help companies of all sizes solve their business problems. However, small business features, pricing, setup, and installation differ from businesses of other sizes, which is why we match buyers to the right Small Business Demand Side Platform (DSP) to fit their needs. Compare product ratings based on reviews from enterprise users or connect with one of G2's buying advisors to find the right solutions within the Small Business Demand Side Platform (DSP) category.

    In addition to qualifying for inclusion in the Demand Side Platform (DSP) category, to qualify for inclusion in the Small Business Demand Side Platform (DSP) category, a product must have at least 10 reviews left by a reviewer from a small business.

    Top 9 Demand Side Platform (DSP) for Small Businesses

    • Basis
    • StackAdapt
    • Criteo
    • Verizon Media DSP
    • Choozle
    • Roku OneView (formerly Dataxu)
    • Google Marketing Platform
    • MediaMath

    Compare Small Business Demand Side Platform (DSP)

    G2 takes pride in showing unbiased reviews on user satisfaction in our ratings and reports. We do not allow paid placements in any of our ratings, rankings, or reports. Learn about our scoring methodologies.
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    (242)4.5 out of 5
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    Everything you need to plan, buy, analyze and streamline your best-performing digital media campaigns. Basis by Centro is more than just streamlined media buying—Basis is the most comprehensive and automated digital media platform on the market. Using Basis means you can manage direct, programmatic, search & social through a single interface. With robust business intelligence, workflow automation, search & social integrations, and the #1 rated DSP powered by artificial intelligence, it’

    (300)4.7 out of 5
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    StackAdapt is the #1 Programmatic Advertising Platform helping brands accelerate customer engagement and acquisition. This state-of-the-art platform is where some of the most progressive work in machine learning meets cutting-edge user experience. Ranking the highest in customer satisfaction and performance by G2 Crowd in the DSP category for the fourth time, StackAdapt is one of G2's Top 100 Software Companies, with a top 10 rating on the Highest Satisfaction list for 2020. StackAdapt is one of

    (211)3.8 out of 5
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    MAXIMIZE SALES. SEE AN AVERAGE OF 13X ROAS. Trusted by over 20,000 marketers around the globe, Criteo Dynamic Retargeting utilizes the world's largest open shopper data set and machine learning to serve up the most relevant ads in real-time. We see 75% of the world’s active online shoppers every month and $800B in annual ecommerce sales. We combine that big data with super-smart, shopping-focused AI. 15 years of research and testing have resulted in state-of-the-art AI that delivers hyper-relev

    (169)3.6 out of 5

    Built for the way you buy, the Verizon Media DSP* provides exclusive access to Verizon Media's wealth of data and insights from nearly one billion users. Our advanced DSP combines machine learning optimization with enhanced productivity features that give marketers the flexibility and control to manage omni-channel programmatic strategy, effectively hit complex branding and performance goals, and reach precise audiences with premium inventory across every device. *Formerly BrightRoll DSP, Oath

    (161)4.2 out of 5
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    Entry Level Price:$99.00 per month

    Choozle – Digital Advertising Made Easy®—provides a digital advertising software platform that leverages detailed consumer data to power programmatic advertising campaigns across display, video, mobile and other mediums—all from a single, intuitive interface.

    (57)3.9 out of 5 is the leader in programmatic advertising built for the precision and scale of CTV, addressable, and mobile advertising. works with the world’s largest buyers of localized advertising, including multi-location brands, agencies, local media groups, networks, and trading desks. With over 130,000 active daily campaigns run by more than 30,000 active advertisers,’s clients are able to deliver performance on high volumes of campaigns and provide deep insights into their

    (85)3.8 out of 5
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    A single platform for marketers and content owners to reach more cord-cutters of any platform and measure performance using TV identity data from the No. 1 TV streaming platform in the US to manage to advertise. Advertisers can manage their entire campaigns – including OTT, linear TV, omnichannel, and more – all in one place, and can reach four in five homes in America with OneView Ad Platform.

    (277)4.1 out of 5

    Google's DoubleClick™ provides ad management and ad serving solutions to companies that buy, create, or sell digital advertising. The world's top marketers, publishers, ad networks, and agencies use DoubleClick platforms as the foundation for their digital marketing. With deep expertise in ad serving, media planning, search management, rich media, video, and mobile, DoubleClick platforms help customers execute digital media strategies more effectively.

    (118)3.9 out of 5
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    MediaMath is a global technology company that is leading the movement to revolutionize traditional marketing and drive transformative results for marketers through its TerminalOne Marketing Operating System™. A pioneer in the industry introducing the first Demand-Side Platform (DSP) with the company's founding in 2007, MediaMath is the only company of its kind to empower marketers with an extensible, open platform to unleash the power of goal-based marketing at scale, transparently across the e

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    Check out the G2 Grid® for the top Demand Side Platform (DSP) products. G2 scores products and sellers based on reviews gathered from our user community, as well as data aggregated from online sources and social networks. Together, these scores are mapped on our proprietary G2 Grid®, which you can use to compare products, streamline the buying process, and quickly identify the best products based on the experiences of your peers.
    High Performers
    Google Marketing Platform
    Roku OneView (formerly Dataxu)
    Verizon Media DSP
    Market Presence

    Learn More About Demand Side Platform (DSP)

    What is a Demand Side Platform (DSP)?

    Demand side platforms (DSPs) act as a central hub to manage all the data related to advertising campaigns. A DSP is used by advertisers to buy different types of ads (mobile, social, video, etc.) from a marketplace where publishers list advertising inventory. To be efficient, advertising teams need to target the right audience, at the right time, on the right channel. Since many companies compete to get their ads on the same channels, they have to bid on impressions to ensure they can reach their goals. 

    DSPs enable automated ad buying or programmatic ad buying. This type of software is integrated into multiple ad exchanges to enable advertisers to automate buying ads that may include banner ads on websites or mobile ads on apps. The automated bidding process, where ad placements are auctioned off within microseconds, is called real-time bidding (RTB). While DSPs help companies with all media-buying activities, it is also important to have personnel with advanced expertise in this field or work with external consultants or agencies. 

    What Does DSP Stand For?

    DSP stands for demand side platform, and the term “demand” can be seen as synonymous with “buying”. These platforms help companies identify advertising opportunities across multiple ad networks and helps find the best prices for the targeted audience. 

    What Types of Demand Side Platform (DSP) Exists?

    Mobile DSP

    When searching for a DSP, some companies may want a specific DSP for mobile ad-buying capabilities. A mobile DSP is not a standalone product, but is part of and integrated with any robust DSP and is responsible for buying mobile ad inventory. A mobile DSP is focused on buying ads across varying apps, browsers, locations, and devices and also ensures that the advertiser’s creatives are displayed correctly and are optimized for mobile screens. These types of DSPs assist app publishers and app developers in offering available mobile impressions. That being said, buyers don’t need to purchase a separate DSP for desktop and mobile programmatic ad-buying.

    Omnichannel DSP

    Omnichannel DSPs enable companies to manage ads across multiple channels, like desktop, video, audio, OTT, etc. These types of DSPs help companies manage ad campaigns without having to switch between platforms. 

    Single-channel or niche DSP

    These types of DSPs can serve the needs of businesses that only want to send ads on a specific channel. Single-channel DSPs can help small businesses that may have a lower budget or a more focused advertising strategy. 

    What are the Common Features of Demand Side Platform (DSP)?

    The following are some core features within DSPs that can help users in a variety of ways:

    Campaign management: Omnichannel campaign management is used to target audiences across multiple channels, from traditional media such as TV and newspapers to online and social media channels.

    Ad retargeting: Retargeting allows companies to resume media assets for new campaigns and to target different audiences without starting from scratch. 

    Buy management: DSPs help manage different types of programmatic buys such as preferred deal, programmatic guaranteed, or private marketplace. 

    Ad variety: This feature provides different types of advertising such as native ads and mobile or cross-device promotions to target broader audiences.

    Audience segmentation: Audience segmentation allows media companies to choose whom to target based on multiple types of criteria (demographics, technology platforms used, etc.).

    Asset management: Asset management helps manage creative assets to allocate them to each campaign, based on the audience and its characteristics such as region, language, age, and so on.

    Bidding: Bidding allows companies to acquire advertising inventory or impressions that are used to place ads on various channels. DSP software usually provides access to multiple sources of inventory.

    Reporting: Reporting and analytics features assist in tracking key performance indicators such as effective cost per click (eCPC) and effective cost per action (eCPA).

    Brand safety: The software integrates with or provides brand protection or brand safety features to monitor and block fraudulent ad-buying activity. 

    What are the Benefits of Demand Side Platform (DSP)?

    Key benefits of DSPs include accelerating the process of buying online advertisements through direct interaction with web publishers, reducing spend on impressions that are not part of a target audience, gaining transparency in the advertisements that are purchased by knowing the demographics of every impression, and increasing ad conversion rates by putting ads in front of people who are more likely to click on ads, in turn increasing the return on ad spend (ROAS). 

    Some of the challenges advertisers face nowadays that can be addressed by DSP software are:

    Omnichannel: Omnichannel is both a challenge and an opportunity for media companies. On the bright side, they now have more options than ever to target audiences, but this also makes it harder for them to find the right audience segments and promote content on their preferred channels. Companies cannot afford to invest in advertising on all possible channels and need to focus on the ones that are the most efficient.

    Real-time tracking: Real-time performance tracking is critical to determine what content works on which channels. It also helps companies adjust their campaigns to make them more efficient or cancel advertising that is costly and brings little or no revenue. Since companies invest a lot of time and money in advertising, it is difficult for them to cancel campaigns even when they don’t seem to be very successful. Real-time data is therefore essential to determining when campaigns can be considered successful; it also enables companies to quickly react to any changes that may jeopardize their advertising efforts.

    Brand safety: Brand safety is more challenging than ever, mostly due to technologies like social media which can disseminate information very quickly. Individuals and institutions also scrutinize brands, and it is very common that controversial advertising becomes viral and has a negative impact on the brand. The challenge with brand safety is that advertising content can be shared outside of the channels used by the company, which makes it almost impossible to retract.

    Who Uses Demand Side Platform (DSP)?

    DSP is used by advertisers employed by a company to help with its advertising strategy or agencies that manage advertising activities on behalf of the customer.

    Marketing departments: Advertising teams or departments use DSP software to create advertising campaigns and implement them to target or retarget different types of audiences. They also need to track the performance of each advertising campaign and address any issues that may impact their performance.

    Advertising agencies: Advertising agencies use DSP software to implement strategies defined with the customer. Agencies usually manage most advertising activities but may also collaborate with customers on some operations. They also provide customers with reports on the performance and costs of advertising campaigns.

    Software Related to Demand Side Platform (DSP)

    Related solutions that can be used together with DSPs include:

    Supply side platform (SSP): SSP allows publishers to make money from their websites by creating and selling ad inventory to marketers on an impression-by-impression or visitor-by-visitor basis. SSPs are used in conjunction with publisher ad servers—either as a single product or two separate integrated products—that provide the functionality to manage ad inventory and traffic incoming ads. SSPs, in turn, give publisher ad servers the ability to sell their advertising inventory in real time through advertising exchanges or directly to advertisers’ DSPs.

    Ad network software: Ad networks aggregate ad inventory from websites and apps and match it with advertiser demand to facilitate the digital advertising buying process. For advertisers, ad networks show them the inventory that is available to buy. For publishers, ad networks package together inventory to be useful to advertisers and yield the highest profit. Ad networks serve as a bridge between advertiser campaign management and publisher ad management software, with both sets of software needing to integrate with ad networks.

    Creative management platforms: A creative management platform (CMP) combines a variety of display advertising tools utilized by marketing and advertising professionals into one cohesive, cloud-based platform. These tools include ad design builders capable of making dynamic creative in bulk, cross-channel publishing, and marketing data collection and analysis. While most CMPs can be used to create and deploy full marketing campaigns on their own, many provide functionality or integrations that allow users to concurrently utilize another DSP to provide extra channel coverage.

    Challenges with Demand Side Platform (DSP)

    DSP can be complicated and expensive to implement and maintain. The structure of this type of software can vary from one vendor to another, as well as the way products are sold. Furthermore, vendors provide services to increase DSP adoption and integrations with other software solutions, which can make their offerings even more complicated.

    Bid duplication: DSPs are starting to work against bid duplication, but this takes place when SSPs send more than one bid request for a single impression. This represents a single user as two separate users and removes the ability for DSPs to set a capacity for ads served at the requests of the advertiser. In short, bid duplication results in advertisers unknowingly bidding against themselves, driving up the price they pay.

    Data privacy: As more and more data privacy regulations are created, DSPs are under more pressure to adapt as this type of software relies on audience data to target ads. Due to privacy regulations, personal data can only be collected and used with explicit permission from consumers. 

    How to Buy Demand Side Platform (DSP)

    The first step in evaluating DSPs, like a lot of software, is to determine the particular company goals and what outcomes are expected to be achieved. 

    Requirements Gathering (RFI/RFP) for Demand Side Platform (DSP)

    When evaluating DSP software options, it’s important to ask a few qualifying questions that may be important to the business and end goals. Some of these questions can include:

    • How does the DSP maintain data privacy? Does it comply with the CCPA and GDPR?
    • What software does the DSP integrate with (e.g., CDP software, ERP systems, etc.)
    • How is the data collected for targeting ads?
    • Can the DSP buy ads across a variety of channels (i.e., is it an omnichannel DSP)?
    • Does the DSP offer artificial intelligence (AI) capabilities for ad bidding?

    Compare Demand Side Platform (DSP) Products

    When comparing DSPs, businesses should compare targeting capabilities, available inventory types, data privacy maintenance, anti-fraud measures, pricing, available integrations i.e., with a data management platform (DMP), and ad reporting capabilities. 

    Conduct demos

    When conducting demos, buyers must make sure to narrow it down to only a few DSP options, the ones that align with the specific company goals. For example, if the company only wants to advertise on one channel, it may not be necessary to evaluate and demo omnichannel DSPs. Also, it is important to ensure all internal stakeholders are involved in the demos to provide feedback. 

    Implementation of Demand Side Platform (DSP)

    Who is Responsible for Demand Side Platform (DSP) Implementation?

    Internal marketing or advertising teams can work with the software vendor they have selected to implement a DSP to start programmatically buying ads. If a company doesn’t have an internal advertising team, or marketing team that oversees digital advertising, it can hire a digital advertising agency to implement, and also manage, a DSP. 

    What Does the Implementation Process Look Like for Demand Side Platform (DSP)?

    For a DSP to start working, it must integrate with varying supply sources (i.e., SSPs and ad exchanges). The internal teams or ad agency implementing this software must ensure that the DSP can natively integrate with all desired ad exchanges and SSPs to serve ads on the channels that the company has identified.