Programmatic

OpenX

Free

OpenX is an independent, cloud-based supply-side platform and programmatic exchange serving publishers, advertisers, and agencies. It provides auction infrastructure, demand access, identity and audience solutions, deal and curation workflows, quality controls, and reporting across display, mobile, video, and connected television inventory. It is best suited to larger media owners seeking diversified programmatic revenue and buyers that want direct, measurable access to premium open-web supply, especially when sustainability, inventory quality, and custom marketplace arrangements are important selection criteria.

Monetizationsell-side platformad exchangepremium inventoryaudience targeting

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Concepts behind this tool

SSP

An SSP helps publishers sell and optimize advertising inventory.

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The Trade Desk

The Trade Desk is an independent demand-side platform built for advertisers and agencies buying media across the open internet. Its Kokai experience supports audience planning, first-party data activation, real-time bidding, campaign optimization, measurement, and access to channels including connected television, video, audio, display, native, mobile, and digital out of home. It fits sophisticated media teams that want cross-channel control and transparent decisioning outside the largest consumer platform advertising systems.

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Google DV360

Display and Video 360 is Google's enterprise demand-side platform within Google Marketing Platform. It combines campaign planning, creative management, audience and inventory controls, automated bidding, frequency management, reporting, and deal workflows across display, video, connected television, audio, digital out of home, and other supported inventory, including Google properties. It is designed for agencies and larger advertisers that need governed multi-user media buying, especially when Campaign Manager 360, Google Analytics, and broader Google advertising data are already central to operations.

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Amazon DSP

Amazon DSP is Amazon Ads' demand-side platform for programmatically buying advertising on Amazon properties and eligible external inventory. It uses Amazon shopping, streaming, and media signals for audience planning and measurement, while supporting display, video, audio, connected television, and other formats through self-service or managed arrangements depending on access. It is most useful to brands and agencies that need commerce-oriented reach and outcome analysis, whether or not the advertised products are sold directly on Amazon.

Programmatic