5 Top Programmatic AdTech Companies You Should Know in 2025

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In 2025, the digital ad world rests on three pillars — personalization, automation, and data-driven storytelling. Programmatic advertising taps into these three aspects and has become an engine that powers campaigns to reach the right audience with the right message.

In this article, we highlight five top programmatic AdTech companies to watch in 2025, showing how they blend automation, creativity, and intelligence to connect brands with people.

Top 5 Programmatic AdTech Companies

To help you find your perfect match, we’ve put together a handy list of the best programmatic advertising platforms that meet the following criteria:

  • AI capabilities
  • Key features
  • Pricing model
  • Targeting
  • Data safety
  • Efficiency & value

Some companies on our list are global leaders in B2B marketing automation, while others rank among the top SSP platforms. Thus, you can select the right fit depending on your needs, and our overview is here to make the choice easier!

1. The Trade Desk

The Trade Desk is the go-to choice for marketers who want precision targeting and measurable results. What makes it one of the best ad networks for publishers is its privacy-first approach with Unified ID 2.0 and advanced AI tools. The Koa™ AI engine delivers real-time bid optimization and predictive planning to estimate reach and outcomes. Its AI assistant, Kokai, keeps a “human touch” by surfacing insights at every stage.

Pricing is based on a platform fee, a percentage of advertising spend covering media, data, and optional features. For custom audience segments, The Trade Desk uses a hybrid rate combining a percentage of media cost with a CPM cap.

Key Features:

  • AI-driven optimization and pacing
  • Cross-channel capabilities
  • Integration with the Microsoft ecosystem
  • Access to premium CTV and video inventory
  • Advanced audience segmentation
  • Brand safety tools and fraud protection via partners like HUMAN Security (White Ops) and IAS

Backed by full media-buying control and recognition by the S&P 500 index, The Trade Desk has helped numerous companies. For example, one U.S. food and beverage brand boosted ROAS by 103% using Kokai during its campaign.

2. SmartyAds

SmartyAds is an end-to-end programmatic advertising platform offering a rich toolkit for advertisers, publishers, and SMBs. It’s a cost-effective alternative to complex enterprise solutions, featuring a user-friendly interface, responsive support, and seamless integration with leading AdTech stacks, including Google MCM.

The demand side platform of SmartyAds makes it easy for brands to launch smarter campaigns without overspending. Recognized among the top DSP platforms, it has earned global awards, such as Red Herring and Stevie.

Powered by AI, SmartyAds delivers highly relevant ads, targeting audiences by lifestyle and interests to drive higher sales. For example, if AI detects a user interested in travel, it might serve ads for flights, hotels, or even a cozy coffee spot in a quaint Italian town. 

The programmatic demand-side platform by SmartyAds uses a flat-rate pricing model with transparent rates. It lets advertisers set preferred bid prices, with current floors at $0.50 for banner, $0.70 for native, $3.00 for in-app video, and $10 for CTV. 

Key Features:

  • Full-stack ecosystem (DSP, SSP, Ad Exchange)
  • AI-driven bid optimization 
  • Cross-device and cross-platform reach
  • Advanced targeting: contextual, geographic, demographic, and behavioral
  • Curated deals from top direct publishers
  • Traffic verification and fraud protection
  • Flexible API and third-party integrations
  • Customizable reporting dashboards

SmartyAds delivers full-funnel campaign solutions and competitive pricing, while partnerships with Rakuten Advertising, Reface, and Xiaomi prove its global reach as a top programmatic ad platform.

3. MediaMath

MediaMath DSP is a top 10 ad exchange company, trusted by over one-third of the Fortune 500. At its heart is Brain, an AI engine, which drives real-time bidding, attribution, and predictive performance. Brain analyzes historical data to estimate the likelihood of each impression — all within an ethical AI framework.

Designed for large-scale global campaigns, this platform makes it easy to deliver hyperlocal creatives. With strict privacy compliance, it supports media buying across highly regulated sectors like alcohol, pharma, politics, and kids’ content.

Key Features: 

  • Omnichannel campaign management
  • AI-powered optimization with Brain 
  • Hyperlocal and personalized targeting
  • Real-time bidding and predictive performance
  • API-first, modular architecture for custom tech stacks
  • Privacy compliance for regulated industries

MediaMath is ideal for advanced users, offering a feature-rich interface that provides flexibility and customization, but requires some technical expertise.

4. Amazon DSP

Amazon DSP lets advertisers buy display, video, audio, and connected TV ads across Amazon’s ecosystem and beyond. By leveraging Amazon’s first-party shopper data, this product stands out as one of the best supply-side platforms worldwide.

Amazon DSP uses a cost-plus-fees pricing model, allowing advertisers to add optional services such as advanced targeting or measurement. The platform also supports fee-based offerings from third-party providers and manages billing between the advertiser and the service provider.

Key Features:

  • First-party Amazon data access
  • Cross-channel campaign management
  • AI-powered audience targeting
  • Real-time bid optimization
  • Brand awareness and conversion campaign management
  • Premium placements on Amazon properties (Prime Video, Twitch, IMDb)

In 2025, Amazon DSP continues to expand alongside Amazon’s advertising revenue, which recently surpassed $17 billion in a single quarter, fueled by strong programmatic adoption.

5. Equativ

Equativ is a French advertising technology company, committed to making advertising “better and smarter” and positioning itself as an alternative to the best demand-side platforms in the industry.

Formerly known as Smart AdServer, Equativ rebranded in 2022 after acquiring LiquidM and DynAdmic, transforming itself into a comprehensive platform. This move provides both supply- and demand-side clients with a unified suite of solutions, all within its platform called Maestro.

Equativ’s pricing is flexible, tailored to the needs of each client rather than a one-size-fits-all approach.

Key features:

  • Omnichannel reach (mobile, in-app, CTV, DOOH)
  • AI-powered campaign optimization
  • Server-side ad insertion (SSAI)
  • Transparent reporting and supply path insights
  • Robust fraud protection
  • Data integration with 30+ providers (LiveRamp, Lotame, Audigent, etc.)

With a strong global presence across Europe, the US, Canada, and Australia, Equativ strengthened its position in North America through the Sharethrough merger, and it expanded into Japan in 2025.

Conclusion

Programmatic advertising is no longer just about placing ads, it’s about orchestrating personalized, real-time experiences at scale. Tap into rich AI data and unlock an omnichannel approach with the platform from our list that best fits your business needs.