Frost Radar™: Supply-Side Platforms, 2024

Frost Radar™: Supply-Side Platforms, 2024

A Benchmarking System to Spark Companies to Action - Innovation that Fuels New Deal Flow and Growth Pipelines

The Frost Radar™ for the supply-side platform (SSP) market analyzes software solutions that allow publishers to effectively manage, sell, and optimize their advertising inventories through a set of programmatic tools. These programmatic platforms are part of the broader digital advertising supply chain and provide the sell-side (i.e., publishers, media owners, and app developers) with all the necessary technology to facilitate the monetization of their advertising space and maximize yield safely and competently.

This Frost Radar™ offers a perspective on key industry trends as well as an assessment of 10 leading companies based on qualitative and quantitative factors. The quantitative metric used to evaluate providers' performance in this space is revenue through platform and service fees.

The criteria for selecting SSP providers are:
- Programmatic advertising capabilities enabling the sale of ad inventory through diverse demand sources (i.e., ad exchanges, ad networks, and demand-side platforms)
- Tools for managing, aggregating, and optimizing ad inventory
- Ongoing commitment to developing innovative advertising technology
- Ability to support customers internationally
- Integrations with third-party applications
- Annual revenues above $90 million in CY2023

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.