Top Supply-Side Platform (SSP) and Ad Exchange Companies [Updated in 2021]

AdTech Platforms

Top Supply-Side Platform (SSP) and Ad Exchange Companies [Updated in 2021]

Published on January 19, 2021, Updated on May 12, 2021 by ,

Ever since the first ad was displayed in 1994, the programmatic industry has enjoyed a rapid increase in new tech and processes to help publishers monetize their websites and mobile apps.

The first tools publishers used to sell their available ad space were ad networks. Then, supply-side platforms (SSPs) came along. Then came ad exchanges and real-time bidding (RTB). 

Nowadays, there are many pieces of technology and services that help publishers manage their inventory and monetize their websites, mobile apps, and other properties. 

Below we list the main SSPs and ad exchanges used by publishers and app developers.

What Is a Supply-Side Platform (SSP) and How Does It Work?

A supply-side platform (SSP) is an advertising technology (AdTech) platform that helps publishers monetize their websites and mobile apps by managing, selling and optimizing their available inventory (aka ad space). SSPs are a key player in real-time bidding (RTB) media transactions, whereby publishers sell display, video and native ad space to advertisers on an impression-by-impression basis.

While they are mainly used to sell inventory on websites and in mobile apps, SSPs are now used in many other channels, such as DOOH and CTV, to sell ad space for publishers.

What Is an Ad Exchange and How Does It Work?

An ad exchange is a marketplace where buyers and sellers come together to trade digital media. The buyers (i.e. advertisers and agencies) use demand-side platforms (DSPs) to bid on individual impressions. These impressions are put up for sale by sellers (i.e. publishers) via supply-side platforms (SSPs). 

This buying and selling process is handled by real-time bidding (RTB). 

Ad exchanges were once standalone platforms, and many still are today, but over the past few years many AdTech companies have incorporated ad exchange functionality into their SSPs, and vice versa. This allows publishers to manage their inventory and sell it via RTB from one platform. 

The Main Components of an Supply-Side Platform (SSP)

Below are the main components of an SSP.

You can view the full infographic here.

The main components of an SSP.

The Criteria

We define an SSP as a platform that helps publishers monetize and manage their inventory. We define an ad exchange as a platform that allows publishers and app developers to sell inventory on an impression-by-impression basis on real-time bidding (RTB) auctions.

As we mentioned above, many SSPs incorporate ad-exchange functionality and vice versa. 

The Top Supply-Side Platform (SSP) Companies in 2020

AdColony

AdColony is one of the largest mobile advertising platforms in the world with a reach of more than 1.5 billion users globally. 

Type: SSP

Founded: 2011

HQ: Los Angeles, California

Public or private: Public

Adform

Adform is the only global, independent and fully integrated advertising platform built for modern marketing. Its unique enterprise technology – Adform FLOW – harnesses superior user experience and a scalable, modular and open architecture, to enable seamless management of the whole campaign life cycle.

Type: SSP

Founded: 2012 

Headquarters: Copenhagen, Denmark

Private or public: Private

Admix

Admix empowers game developers to monetize their content through interactive, programmatic brand placements and putting player’s experience first to reach higher revenue, retention, and happy users. 

Type: SSP

Founded: 2017

Headquarters: London, UK

Private or public: Private

Admixer

Admixer is an independent adtech company that develops an ecosystem of full-stack programmatic solutions with 
customizable technology, in-depth expertise, and a personal approach help businesses turn programmatic advertising into a scalable revenue channel.

Type: SSP

Founded: 2008

Headquarters: London, UK

Private or public: Private

Adspruce

AdSpruce has created the technology and platform to make video advertising work on all mobile devices by enabling publishers to monetise their video ad inventory through the delivery of rich media video campaigns on more mobile devices than anyone else in the industry. 

Type: SSP

Founded: 2011

Headquarters: West Glamorgan, UK 

Private or public: Private

Adthink

Adthink addresses the B2C market by developing a global digital and physical distribution platform and the B2B market by providing advertisers with its trading desk and affiliate platform to develop their customer acquisition.

Type: SSP

Founded: 2001

Headquarters: Tassin La Demi Lun, France

Private or public: Public

Axonix

Axonix is a Telefónica-owned mobile first data expert and ad exchange that specializes in audience trading and mobile advertising exchange that delivers the highest quality, unique 1st party telco verified data sets. 

Type: Ad exchange

Founded: 2014

Headquarters: London, UK

Private or public: Private

Bidstack

Bidstack empowers brands to place advertising into spaces that sit naturally within video games by designing contextually relevant ads that fit to the eastestics of the game and protect the gaming experience in the form of trackside banners, cityscape billboards, pitchside LED boards wand other native spaces within the virtual world. 

Type: SSP

Founded: 2015

Headquarters: London, UK

Private or public: Public

Cedato

Cedato is a programmatic operating system for modern video, offering publishers and advertisers a comprehensive SaaS-based video technology stack, enhancing value and viewing experience

Type: Video player with header bidding capabilities

Founded: 2015

Headquarters: New York, US

Private or public: Private

Chocolate

Chocolate is a global leader in programmatic digital video advertising. Chocolate Premium, is the world’s first video SSP with 100% server-side auctions. With 7700+ websites & apps and 20+ billion impressions per month, Chocolate Premium is one of the leading video SSPs connecting premium brands with premium publishers.

Type: SSP

Founded: 2007

Headquarters: San Francisco, US

Private or public: Private

District M

District M is a full-service advertising exchange that creates open, transparent marketplaces through which publishers and advertisers can quickly and easily connect to maximize today’s digital advertising demand. 

Type: Ad exchange

Founded: 2013

Headquarters: Montreal, Canada

Private or public: Private

Exoclick

ExoClick platform API allows to create 20+ different ad formats, optimized targeting and behavioural retargeting, access to big data statistics and strategic analysis tools to further improve ROI, data refresh every 60 seconds, day parting and 24/7 customer service. 

Type: SSP

Founded: 2006

Headquarters: Barcelona, Spain

Private or public: Private

Fyber

Fyber is a global technology company, developing a next generation monetization platform for mobile publishers that combines proprietary technologies and expertise in mediation, RTB, video and audience segmentation to create holistic solutions that shape the future of the app economy.

Type: SSP

Founded: 2009

Headquarters: San Francisco, US

Private or public: Public

Genesis Media

Genesis Media is the first company to connect user behavior, content analytics and programmatic advertising in one platform that  leverages data to create viewable video ad experiences that are best suited for each page and each device. 

Type: SSP

Founded: 2010

Headquarters: New York, US

Private or public: Private

Geniee

Geniee is a Japan’s top-tier ad platform for maximizing revenue with the usage of largest intetories to gather a high quality audience at low cost and achieve both stable management and revenue maximization for ads. 

Type: SSP

Founded: 2010

Headquarters: Shinjuku, Tokyo

Private or public: Public

Getintent

Getintent is an adtech company that offers a highly customizable AI-powered programmatic suite for agencies, publishers, broadcasters and content owners empowering them to grow programmatic revenue. 

Type: SSP

Founded: 2013

Headquarters: New York, US

Private or public: Private

Glispa

Glispa is a mobile ad tech company dedicated to empowering our partners with sophisticated solutions that make it simple for agencies and brands to connect with target audiences and for publishers to monetize their apps. 

Type: SSP

Founded: 2013

Headquarters: New York, US

Private or public: Private

Google Ad Manager is a complete platform to grow all of your digital ad revenues and protect your brand in all the new ways and places people are watching, playing, and engaging. 

Type: Ad exchange

Founded: 2018

Headquarters: Mountain View, US

Private or public: Private

GumGum

GumGum is a global technology and media company specializing in contextual intelligence that comprehends the meaning of text, images and video online, allowing marketers to safely and precisely place ads where people are most engaged. 

Type: SSP

Founded: 2007

Headquarters: Santa Monica, US

Private or public: Private

Hivestack

Hivestack’s is a marketing technology company that helps marketers target consumers based on where they are and places they’ve been with the full ad tech stack platform that includes an SSP for DOOH media owners, an ad exchange with APIs to monetize unsold inventory, a geotemporal DOOH ad server, and a DSP used by digital agencies to buy DOOH programmatically. 

Type: SSP

Founded: 2017

Headquarters: Montreal, Canada

Private or public: Private

Improve Digital

Improve Digital is the leading European Programmatic Advertising Platform with the mission to build smart, efficient, and responsible digital businesses for its customers by providing solutions to help owners optimize their programmatic advertising strategy and maximize revenue. 

Type: SSP

Founded: 2008

Headquarters: Schiphol-Rijk, Netherlands

Private or public: Private

Index Exchange

Index Exchange is a global advertising marketplace where premium digital media companies transact ad impressions with accountability.

Type: Ad exchange

Founded: 2003 

Headquarters: New York, New York, USA

Private or public: Private

Magnite

Magnite is the world’s largest independent sell-side advertising platform that combines Rubicon Project’s programmatic expertise with Telaria’s leadership across all screens and formats—including desktop, mobile, audio and CTV.

Type: SSP 

Founded: 2007

Headquarters: Los Angeles, US

Private or public: Private

Marfeel

Marfeel is an ad tech platform that revolutionizes the way publishers create, optimize and monetize mobile websites 
by analyzing publishers’ unique audience – user habits, behavior and usage patterns- and dynamically adjusts the mobile site layout, engagements, pageviews, loading time and ultimately- ad revenue.

Type: SSP

Founded: 2011

Headquarters: Barcelona, Spain

Private or public: Private

Mintegral

Mintegral is a leading global mobile advertising platform driven by AI technology and full-stack programmatic products that provide user acquisition, monetization, and creative solutions for mobile app publishers worldwide.

Type: Ad exchange

Founded: 2016

Headquarters: Beijing, China

Private or public: Private

MoPub

MoPub, a Twitter company, is the leading ad server and programmatic exchange for smartphones that  offers a comprehensive monetization platform for mobile app publishers that combines real-time bidding, ad serving, cross-promotional capabilities and ad network mediation into one easy-to-use platform. 

Type: Ad exchange

Founded: 2010

Headquarters: San Francisco, US

Private or public: Public

Netric

Netric provides the largest sell side solution for premium publishers with the leading ad exchange which maximizes the value of every impression through service, analysis and advice.

Type: SSP

Founded: 2008 

Headquarters: Stockholm, Sweden

Private or public: Private

OpenX

OpenX solves a fundamental issue for brands: how to reach consumers, at scale, in a fragmented media environment, powering  highly relevant advertising and delivering quality and value to consumers, publishers and marketers across all ad formats globally. 

Type: Ad exchange

Founded: 2007

Headquarters: Pasadena, US

Private or public: Private

PowerLinks Media, Ltd. is the advertising industry’s leading relevance automation platform, powering growth for some of the world’s largest brands by distributing personally and contextually relevant advertising to their audiences. 

Type: Ad exchange

Founded: 2013

Headquarters: New York, US

Private or public: Private

PubMatic

The PubMatic platform empowers independent app developers and publishers to control and maximize their digital advertising businesses by enabling advertisers to reach and engage their target audiences in brand-safe, premium environments across ad formats and devices.

Type: SSP

Founded: 2006

Headquarters: Redwood, US

Private or public: Private

PubNative

PubNative, now part of Verve Group, is a mobile publisher platform and programmatic ad exchange, providing advanced monetization solutions for mobile app developers and enabling mobile publishers to maximize their  programmatic advertising revenue via flexible integrations (API, SDK, JavaScript).

Type: SSP

Founded: 2014

Headquarters: Berlin, Germany

Private or public: Private

PulsePoint

PulsePoint is an advanced data and technology company that is breaking new ground with programmatic solutions for healthcare organizations, to personalize information and improve outcomes. 

Type: SSP

Founded: 2011

Headquarters: New York, US

Private or public: Private

Roxot

Roxot provides quality publishers with a full-service programmatic monetization solution by growing ad revenue and increasing the impression value for Advertisers.

Type: Monetization services

Founded: 2016

Headquarters: New York, US

Private or public: Private

Setupad

Setupad helps publishers to find the way to join a programmatic ecosystem without compromising the current revenue streams, but vastly increasing them.

Type: Header bidding tech

Founded: 2015

Headquarters: Riga, Latvia

Private or public: Private

Smart

Smart is a fully transparent ad monetization platform built for premium publishers to serve demanding buyers and provide full control back to publishers by driving performance and value of their loyal audience.

Type: SSP

Founded: 2001

Headquarters: Paris, France

Private or public: Private

SmartyAds

SmartyAds is a global programmatic advertising company offering innovative advertising and monetization solutions for digital advertisers and publishers. Its innovative products help businesses to achieve impressive results across all channels, devices and ad formats.

Type: SSP

Founded: 2013 

Headquarters: Kyiv, Ukraine

Private or public: Private

Sonobi

Sonobi is an independent, consumer-focused technology company that provides a fair and equitable media marketplace to connect advertisers directly with individuals and transforms the business of traditional impression-based advertising to individual-based advertising. 

Type: SSP

Founded: 2011

Headquarters: Winter Park, US

Private or public: Private

Sovrn

Sovrn provides products and services to tens of thousands of online publishers that help them grow, operate their business, understand their readership, and manage consumer data.

Type: SSP and header bidding

Founded: 2014

Headquarters: Boulder, US

Private or public: Private

SpotX

SpotX is the leading global video advertising platform that enables media owners and publishers to monetize premium content across desktop, mobile and connected TV devices. 

Type: SSP

Founded: 2007

Headquarters: Denver, US

Private or public: Private

Tappx

Tappx is a fast-growth AdTech company that delivers state-of-the-art digital advertising solutions for multiple platforms including mobile, OTT/CTV and desktop.

Type: SSP

Founded: 2014

Headquarters: Barcelona, Spain

Private or public: Private

Unruly

Unruly is one of the leading video ad platforms with the self-service tools, global relationships with premium demand partners, user-friendly ad formats and dedicated support team to maximise their revenue across a range of different screens, including CTV, mobile and desktop.​

Type: SSP

Founded: 2006

Headquarters: London,  UK

Private or public: Public

Verizon Media

Verizon’s media group helps people stay informed and entertained, communicate and transact, while creating new ways for advertisers and partners to connect with technologies like XR, AI, machine-learning, and 5G. 

Type: SSP

Founded: 2017

Headquarters: New York, US

Private or public: Public

TheViewPoint

The view point logo

TheViewPoint is an ad monetization platform that helps CTV publishers to build, manage, and grow their own ad exchange, so they can sell more, earn more, and succeed more. 

Type: Ad exchange

Founded: 2019

Headquarters: New York, US

Private or public: Private

WideOrbit

WideOrbit platform helps media companies do more business by making it easier to buy and sell advertising in a rapidly evolving media landscape, doing more business means doing less paper-chasing, less chair-swiveling, and less data re-re-entry.

Type: Ad exchange

Founded: 1999

Headquarters: San Francisco, US

Private or public: Private

Wider Planet

Wider Planet provides new solutions for the mobile and online advertising markets with an online targeting advertising platform that creates real values for vitalizing the global economy. 

Type: SSP and ad exchange

Founded: 2010

Headquarters: Seocho-gu, China

Private or public: Private

Xandr

Xandr

With one of the world’s largest collections of digital, film, and TV properties, Xandr provides a premium option for advertisers and publishers looking to reach specific audiences at scale in brand-safe environments all through a powerful, unified platform.

Type: SSP

Founded: 2018

Headquarters: New York,US

Private or public: Public

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