Frost Radar™: Demand-Side Platforms, 2023

Frost Radar™: Demand-Side Platforms, 2023

The Frost Radar™ on the global demand-side platforms (DSPs) market assesses providers of software solutions that improve advertisers and agencies’ ability to plan, buy, measure, execute, and optimize their global advertising initiatives. DSPs are an essential component of the digital advertising supply chain. These platforms act as advertising demand aggregators that permit the acquisition of ad inventory from media supply sources such as ad exchanges, ad networks, content publishers, and supply-side platforms (SSPs). This study covers DSPs offered as a standalone tool as well as DSPs integrated into a broader stack of technologies for programmatic advertising, including both self-service and managed-service DSP solutions. This Frost Radar™ offers a perspective on key industry trends as well as an assessment of 13 leading companies based on qualitative and quantitative factors. The quantitative metric used to evaluate providers' performance in this space is DSP revenue through platform and service fees as well as the sale of complementary value-added services (e.g., data and add-ons). The inclusion criteria for DSPs are: - Functions for programmatic advertising buying from multiple media supply sources (i.e., ad exchanges, ad networks, content publishers, and SSPs) - Functions for implementing multichannel and cross-device advertising operations (i.e., buying and managing ad campaigns across diverse channels, audiences, and devices) - Functions for data-driven ad campaign optimization and effectiveness analysis - Annual revenues above $120 million in CY2022 - Commercial presence for at least 5 years Frost & Sullivan analyzes numerous companies in an industry. Those selected for further analysis based on their leadership or other distinctions are benchmarked across 10 Growth and Innovation criteria to reveal their position on the Frost Radar™. The publication presents competitive profiles of each company on the Frost Radar™ considering their strengths and the opportunities that best fit those strengths.