Demand-Side Platforms, 2025: Frost Radar™ Report

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

The Frost Radar™ for the demand-side platform (DSP) market assesses providers offering software solutions that enable advertisers and agencies to plan, buy, measure, execute, and optimize their global advertising initiatives. 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. The analysis covers DSPs offered as a stand-alone tool as well as DSPs integrated into a broader stack of technologies for programmatic advertising and includes self-service and managed-service DSP solutions.

From an estimated 100 competitors, the publisher selected the top 12 DSP providers to plot in this Frost Radar™ analysis. Each has been operating in the DSP market for more than 5 years, has demonstrated a commitment to innovating in this ever-changing ecosystem, and had annual revenue at or above $170 million in 2024.

The publisher 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.