Programmatic advertising platforms are now essential for publishers looking to boost their revenue. They help sell ad space automatically and give access to premium demand without extra manual work.
The challenge is choosing the right one. The market is full of options; many claim to be the best. Still, publishers often deal with hidden fees, unclear reports, or low fill rates.
According to Business Research Insights, the programmatic market is expected to be valued at over $100 billion by 2025. It is expected to double by 2034, growing at a rate of 12.5 percent per year. For publishers, this means more ad budgets are shifting into programmatic, and the choice of platform matters more than ever.
This guide will simplify things. We will compare the top platforms in 2025, explain their strengths and weaknesses, and provide you with a clear framework for selecting the one that best fits your strategy.
Table of contents
What Is a Programmatic Advertising Platform?
A programmatic advertising platform automates the buying and selling of digital ads. Instead of relying on manual negotiations, these platforms utilize software to match advertisers with publishers in real-time.
There are several main types:
- DSP: used by advertisers to buy ad space across multiple sites.
- SSP: used by publishers to sell their ad inventory and maximize yield.
- Ad Exchanges: open marketplaces where DSPs and SSPs connect and trade inventory.
- Hybrid platforms combine features of both sides, often adding tools such as CRM and sales management.
Additionally, please note that DMP and CDP are utilized by both publishers and advertisers to collect, organize, and activate audience data, enabling programmatic platforms to target ads with greater precision.
For publishers, the difference matters.
A buy-side tool, like a DSP, gives advertisers control, while a sell-side platform, like an SSP, provides more power to the publisher. Hybrids, such as Sevio Ad Manager, take it a step further by offering not only SSP functionality but also direct sales and reporting in one stack.
Choosing the right type of platform affects:
- How much control you keep over pricing and demand.
- The level of transparency you have into fees and auction data.
- How efficiently you can grow revenue without adding more tech complexity.
This sets the stage for the next step: determining which type of programmatic platform best aligns with your publishing strategy.
How to Choose the Right Platform as a Publisher
Not every programmatic platform is built with publishers in mind. Before committing, ask yourself three simple questions:
Who Controls the Demand?
- A DSP puts demand in the advertiser’s hands.
- An SSP gives publishers more influence over pricing and yield.
- A hybrid platform, like Sevio Ad Manager, combines both, offering direct sales and programmatic demand in one place.
Do I Need Hands-on Support or Self-Service?
Some platforms are fully self-serve, but you’ll need in-house expertise to set up and run them. Others provide dedicated support, onboarding, and even sales assistance. Additionally, understanding the differences between self-service and managed service models helps publishers determine how deeply they want to be involved in optimization and reporting.
What Kind of Transparency and Control Do I Get?
- Can you set floor prices yourself?
- Do you see exactly how revenue is shared?
- Are auction logs and bid-level data accessible?
One publisher, WhatToMine, increased revenue by 178 % after switching to Sevio Ad Manager and gaining complete inventory visibility. It proves that the right platform can combine higher earnings with the transparency and clarity publishers need.
Also, learn how addressable media expands on programmatic principles by enabling audience-level precision and consent-based targeting.
Top Programmatic Advertising Platforms in 2025 by Category
DSP-Focused Platforms
The Trade Desk
The Trade Desk is often the go-to DSP for global advertisers. It offers advanced targeting, massive scale across CTV and display, and integrations with major data providers. On G2, users praise the platform’s powerful reporting but also note that it can feel overwhelming for smaller teams.
- Supported Inventory: Display, video, CTV, native, DOOH;
- Audience Targeting: Contextual, cross-device, lookalike modeling; uses both first-party data and third-party marketplace data;
- Safety: Ads.txt and sellers.json compliance, inventory quality policies, and invalid traffic (IVT) protection.
StackAdapt
StackAdapt is a self-serve DSP recognized for its ease of use and advanced targeting capabilities. It’s popular with advertisers and agencies who want flexibility without a complex setup. The platform optimizes campaigns using machine learning algorithms and integrates third-party audiences.
- Supported Inventory: Display, native, video, CTV;
- Audience Targeting: Contextual, behavioral, retargeting; persistent-ID tracking for logged-in users; ABM (account-based marketing) for B2B audiences;
- Safety: Certified inventory standards, content quality controls, and transparent best-practice guides.
MediaMath
MediaMath is a demand-side platform that Infillion relaunched in April 2024 after acquiring its assets. It is positioned as a composable omnichannel DSP designed to give advertisers and publishers more transparency, control, and performance.
- Supported Inventory: Display, video, mobile, CTV, audio (omnichannel).
- Audience Targeting: This involves integrating first-party and third-party data, partnering with verification vendors like DoubleVerify to ensure targeting accuracy.
- Safety: Inventory policies adhere to privacy, quality, and brand safety standards, incorporating features that protect against fraud and ensure compliance with privacy regulations.
SSP & Publisher-Focused Platforms
Sevio Ad Manager
Sevio Ad Manager is a publisher-first monetization platform that combines three key layers in a single solution:
- SSP: connect to premium programmatic demand with full auction transparency and a clear revenue share.
- Sales CRM: build branded sales pages, set up offers, manage direct deals, and monitor detailed revenue insights.
- Sales Representative Service: Sevio’s team handles direct ad sales from start to finish, including prospecting, pricing, invoicing, and deal execution.
By merging these tools, Sevio allows publishers to manage programmatic and direct demand in one place, eliminate hidden fees, and simplify their ad tech stack.
A clear example is Blockchain.com, which partnered with Sevio to strengthen its ad monetization. The team optimized programmatic setups and introduced the Sales Representative service to manage direct sales.
This reduced operational complexity, freed internal resources to focus on growth, and generated significant revenue gains.
Publisher’s point of view:
“With Sevio’s expertise in ad optimization and their professional Sales Representative service, we were able to streamline our ad operations and focus on growth. The results exceeded our expectations! Sevio’s team has proven to be reliable, proactive, and committed to our success.” Michael Rodriguez, Senior Engineering Manager.
The partnership resulted in a 300% increase in website revenue, underscoring the value of consolidating monetization under a comprehensive solution.
PubMatic
A global sell-side platform focused on publisher control and transparent monetization, with growing CTV and commerce media offerings. Recently, PubMatic introduced an AI-powered monetization platform to help publishers optimize yield and manage data more effectively.
- Supported Inventory: Display, video, CTV, mobile, commerce media.
- Audience Targeting: First-party data activation and commerce media solutions.
- Safety: Ads.txt/sellers.json compliance, invalid traffic protection, brand safety partnerships.
Magnite
Magnite is the largest independent SSP and is powerful in CTV/OTT advertising. It owns SpringServe, a dedicated video ad server that complements its programmatic offerings.
- Supported Inventory: CTV, OTT, video, display, mobile.
- Audience Targeting: Contextual, audience-based, and private marketplace deals.
- Safety: IVT detection, brand safety controls, supply path optimization.
Ad Exchanges
Google AdX
Google AdX is the largest global ad exchange, tightly integrated with Google Ad Manager. It provides unparalleled scale and demand access but is often criticized for its lack of transparency.
- Supported Inventory: Display, video, app, mobile web.
- Audience Targeting: Powered by Google Ads data and DV360 connections.
- Safety: Automated creative review, real-time policy enforcement.
InMobi
A mobile-first exchange with strong in-app and gaming monetization capabilities. Recognized for its depth in mobile formats and identity solutions.
- Supported Inventory: In-app video and banners are supported, as well as interstitial and native ads.
- Audience Targeting: App-level data, identity graphs, contextual targeting.
- Safety: SDK compliance, fraud detection, transparent mediation.
OpenX
A premium exchange that leads in sustainability initiatives, being the first to achieve CarbonNeutral® certification.
- Supported Inventory: Display, video, mobile, PMPs.
- Audience Targeting: Contextual and PMP-based targeting.
- Safety: Fraud prevention, quality supply filters, and transparency standards.
Data Management Platforms
Lotame
Lotame is best known for its cookieless identity solutions and audience enrichment tools, which help publishers and marketers remain addressable even after the demise of third-party cookies.
- Supported Inventory: Data activation across web, mobile, and CTV.
- Audience Targeting: Panorama ID for cookieless targeting, audience building, and cross-device resolution.
- Safety: Privacy-first design, GDPR/CCPA compliance, transparent identity management.
Snowflake
Snowflake is a cloud data platform that helps companies unify, analyze, and activate first-party data. It’s not a traditional DMP but is widely used for audience segmentation and activation across marketing channels.
- Supported Inventory: First-party data is stored in the cloud, and activation is performed across web, mobile, and connected platforms.
- Audience Targeting: Build and segment audiences in real time, connect data from multiple sources, and send segments into ad and marketing tools.
- Safety: Privacy-friendly data clean rooms, governed sharing, and compliance with global data standards.
IBM
IBM offers enterprise-grade data management and governance tools. Its platforms help companies securely organize, protect, and use customer and business data across hybrid or cloud environments.
- Supported Inventory: Master data (customers, products), metadata, and analytics through IBM Cloud Pak for Data.
- Audience Targeting: Provides a “single source of truth” for clean and accurate data, which can be used for segmentation in marketing and advertising tools.
- Safety: Strong compliance and security features, including GDPR/CCPA support, data lineage, and protection for sensitive information.
Ad networks
Media.net
Media.net is recognized for its contextual and native ads, utilizing the Yahoo-Bing network to deliver targeted placements.
- Supported Inventory: Native, contextual display, and mobile.
- Audience Targeting: Contextual targeting without cookies, keyword-based matching.
- Safety: Quality filtering and policy compliance for brand safety.
Adsterra
Adsterra stands out for its performance-driven ad formats and global publisher reach, serving both mainstream and alternative inventory.
- Supported Inventory: Popunder, push, display, social bar, and interstitial.
- Audience Targeting: Geo, device, and behavioral targeting.
- Safety: Zero-tolerance policy for malware, anti-fraud monitoring.
PropellerAds
PropellerAds is recognized for its massive scale of push and pop traffic and is often used by performance advertisers and affiliates.
- Supported Inventory: Push notifications, in-page push, popunder, and interstitial.
- Audience Targeting: Automated optimization, CPA goal bidding, audience segmentation.
- Safety: Anti-fraud tech, creative moderation, compliance monitoring.
Ad servers
Epom
Epom is distinguished as a white-label ad server and DSP solution, letting companies launch branded ad platforms.
- Supported Inventory: Cross-channel (display, mobile, video, native).
- Audience Targeting: Customizable audience settings, RTB integrations, analytics.
- Safety: Real-time monitoring, fraud prevention, private infrastructure hosting.
Kevel
Kevel is an API-first ad server for companies building custom ad products, such as sponsored listings or in-app promotions.
- Supported Inventory: Native, sponsored listings, internal promotions, custom formats.
- Audience Targeting: Developer-controlled targeting, user databases, and content-based APIs.
- Safety: Brand-safe infrastructure, privacy compliance, server-side delivery for speed.
Why Publishers Choose Sevio in 2025
For many publishers, monetization is more complex than it should be. There are too many platforms to manage, hidden fees that eat into profits, and little control over what happens with their inventory. Sevio was created to change that.
It is a publisher-first monetization platform that puts control back where it belongs, in the hands of content owners. Built around the real challenges publishers face, it combines programmatic demand, direct sales management, and expert support in one transparent system.
As Tiberiu Stingaciu, CBDO & Co-founder at Sevio, puts it:
“You own the inventory. That means you should decide the priority, not your SSP. If your SSP is making decisions about your inventory without your input, that’s not a partner. That’s a liability. The major platforms should operate with full transparency. If they don’t, ask why.”
The takeaway is clear: real growth comes from platforms that act as partners, not gatekeepers. Sevio’s model is designed to maximize yield while eliminating the hidden costs and black-box practices that hinder publishers.
FAQ
Yes. Sevio allows publishers to set and test floor prices across placements, using real-time performance data to optimize yield. Floors and demand sources can be adjusted quickly, giving publishers full control over pricing strategies.
Yes. Sevio allows publishers to set and test floor prices across placements, using real-time performance data to optimize yield. Floors and demand sources can be adjusted quickly, giving publishers full control over pricing strategies.
Yes. Sevio Ad Manager provides real-time reports with a clear overview of impressions, revenue, eCPM, and fill rates. Publishers can filter data by date, placement, or demand source, making it easy to spot trends and underperforming units. Reports are exportable, so teams can share insights quickly and make data-driven decisions transparently.
Sevio’s CRM is built specifically for publishers to simplify direct sales. It enables you to create branded sales pages, package offers, manage deal pipelines, and track revenue from a single, intuitive dashboard. Combined with Sevio’s Sales Rep service, publishers can conduct direct sales professionally without incurring additional overhead.
No. Sevio’s implementation adheres to performance best practices, utilizing lightweight ad tags and asynchronous loading. The platform is designed to minimize impact on user experience while maximizing monetization.
Sevio provides hands-on support from onboarding through daily operations. The team helps with setup, ad unit testing, floor pricing strategy, and troubleshooting. Dedicated account managers ensure publishers always have expert guidance to optimize revenue.
Yes. Sevio complies with GDPR, CCPA, and other privacy laws by respecting user consent signals and handling data responsibly. It is also part of IAB Europe’s Transparency and Consent Framework (TCF 2.0), ensuring that consent is managed in a standardized and transparent manner. This helps publishers monetize effectively while staying fully compliant.
In 2025, programmatic is expanding rapidly, fueled by connected TV (CTV), AI-driven optimization, and cookieless identity solutions. Publishers are demanding more transparency and control, while advertisers prioritize premium, fraud-free inventory. Hybrid platforms and data-driven strategies are now setting the new standard in monetization.
The biggest advantage is automation. Programmatic platforms connect publishers with global demand in real time, boosting fill rates and CPMs. They also give access to advanced targeting, making ad placements more relevant and profitable.
“Display” refers to the format: banners, videos, and native ads. “Programmatic” refers to the buying method, which involves automated, real-time auctions that match advertisers with publisher inventory. In short, display refers to the visual appearance of the ad, and programmatic refers to how it’s bought and sold.
Final Thoughts
In 2025, the most effective programmatic advertising platforms are distinguished by their transparency, control, and efficiency. Publishers who rely on outdated, black-box systems risk losing both revenue and flexibility. A publisher-first solution, such as Sevio Ad Manager, demonstrates how unifying programmatic and direct sales can simplify operations and unlock higher yields.
The takeaway is clear: growth stems from platforms that empower publishers to take control and offer full visibility into performance. Choosing transparent, data-driven partners is the key to building sustainable monetization in today’s competitive market.
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