Overcrowded and Overhyped! When Everyone's a DSP, No One Stands Out

Taken from ADOTAT but could not find a way to share

The DSP (Demand-Side Platform) market is a bloated, chaotic frenzy, with every player jockeying for attention and claiming to “revolutionize” programmatic advertising. The reality? Most platforms are merely adequate, offering incremental updates disguised as groundbreaking innovation. It’s like wandering through an endless tech expo where every demo looks eerily similar and promises a future that’s perpetually “just around the corner.”

Writing this felt like untangling holiday lights in the middle of July—frustrating, unnecessary, and occasionally electrifying when I stumbled upon a shocking truth. It’s not that the DSP space is devoid of value; it’s that it’s overrun with sameness, noise, and an unrelenting hype machine that overshadows real progress.

I didn’t dive into this to single anyone out (though let’s be honest, a little tough love never hurts), but to provoke some much-needed reflection. Are we genuinely building sustainable solutions for the future, or are we just stacking more digital sandcastles on foundations that are inherently unstable?  I almost didn’t publish this. Not because I’m afraid of being a truth-teller, but because being even partially wrong these days feels like walking into a firing squad.

 And yes, as my wife often reminds me, I’m not always right (apparently, that’s “my brand”).   

That said, I’ve spent months talking to people across the industry—dozens of interviews, countless conversations. I’m not here to sell you anything, pitch a service, or play favorites. I’m here to work with anyone who genuinely wants to make this industry better. This is also one guy’s opinion, and I’m open to the idea that I’m not right. This isn’t the end of the discussion it’s the start. 

If you’re in it for change, not just profit, my advice is yours to take or leave.

 Let’s talk. Won’t cost you a dime to be on my show and really have a conversation.   

Oh, also— as I’ve been told by expert after expert time and time again: If we don’t start addressing the cracks in the system, the high tide of market shifts and evolving consumer demands will wash it all away. 

Ad budgets are on a diet and every cent is under a microscope, and  most DSPs talk a big game about being “revolutionary.” 

 Spoiler alert: only a handful can actually back it up. The rest are like bad dating profiles—full of buzzwords and promises they clearly can’t keep. 

And look, this isn’t about the folks behind these platforms. I’m sure (and know) they’re lovely people—brilliant, hard-working, and probably way more patient than me. But the platforms? They’re like overpriced gym memberships: flashy, underutilized, and ultimately disappointing.   

So, what separates the heavyweights from the wannabes?  It’s not rocket science. Think seamless cross-platform and cross-device capabilities, fraud prevention that actually works, ad formats that don’t feel like they’re from 2012, analytics that make sense of the chaos, and privacy compliance so airtight it could pass an EU audit.  This isn’t the deluxe package; it’s the bare minimum.  Anything less, and you’re shelling out for a glorified PowerPoint deck with a buy button slapped on it.

Now that we know the basics, let’s call it like it is. Who’s actually delivering results, and who’s just putting on a fancy dog-and-pony show? 

Google DV360: The Reliable Workhorse

Google DV360 is the heavyweight champ of DSPs, the industry’s utility player that everyone relies on, even if they’re secretly dreaming of something flashier. It’s a powerhouse that seamlessly connects to Google’s vast ecosystem: YouTube, Search, Analytics, and beyond. With DV360, you can run campaigns across display, video, CTV, DOOH, and even audio. It’s like an all-you-can-eat buffet of ad inventory—if your taste leans heavily toward Google-flavored dishes.

The real magic of DV360 is its scale. Want to reach millions of users across every screen they own? Done. Need precise targeting and attribution metrics that justify your ad spend to even the most skeptical CFO? DV360 has you covered. It’s dependable, robust, and exactly what you’d expect from the company that practically invented digital advertising.

But here’s the thing: it’s also boring. DV360 doesn’t inspire awe; it inspires borg-like compliance.  You use it because you have to, not because you’re excited to. Its walled garden approach keeps you locked into Google’s ecosystem, and while the tools are great, they’re not exactly built for creative risk-taking. DV360 is tnot unlike the beige minivan of DSPs—practical and reliable, but nobody’s putting a bumper sticker on it.

Advice? Inspire Creativity with Flexible Tools: DV360 is functional, but it doesn’t encourage creative risk-taking. Adding tools for dynamic creative optimization or seamless integration with creative teams could help campaigns stand out while keeping the workflow efficient. Also: Highlight Innovation Beyond Scale: Everyone knows DV360 is massive. But focusing on features like AI-driven insights, better CTV tools, or advancements in DOOH could showcase Google’s ongoing commitment to innovation in advertising.

The Trade Desk: The Smart Kid Everyone Cheats Off

The Trade Desk is the DSP equivalent of the valedictorian who also happens to be the class president and captain of the debate team. It’s the platform everyone admires but also secretly resents because it makes the rest look lazy. Known for its precision targeting, advanced optimization tools, and crystal-clear analytics, The Trade Desk is where serious programmatic buyers go to play. Its Unified ID 2.0 initiative is practically a love letter to the future of cookieless advertising, and its cross-channel capabilities are unmatched.

What makes The Trade Desk stand out is how deeply it empowers advertisers. Want to target parents of toddlers who recently searched for eco-friendly diapers? Done. Need to measure how a CTV campaign impacts in-store foot traffic? They’ve got that too. It’s not just a DSP—it’s a data-driven dream factory.  And before I forget, everyone likes Jeff Green. 

But brilliance comes with baggage. The Trade Desk is powerful, yes, but it’s also intimidating. This isn’t a platform you casually dabble in; it’s a full-time relationship. The learning curve feels like scaling Mount Everest, and for small-to-mid-sized advertisers, the complexity can be paralyzing. And confused. Also, let’s not forget the price tag. This is a DSP for advertisers with deep pockets and big ambitions. If you’re not ready to invest heavily—in time, money, and talent—you’re better off sticking with something simpler.

Advice? Tailor Solutions for Smaller Budgets: Many advertisers associate The Trade Desk with enterprise-level spending. Introducing scaled pricing or campaign templates designed for smaller budgets could open doors for a broader range of clients. And also, Expand Unified ID 2.0 Awareness: While Unified ID 2.0 is groundbreaking, it’s still underutilized by many. A focused campaign to educate the industry about its benefits—along with clear guidance for implementation—could drive adoption and solidify its leadership in the cookieless future.

Amazon DSP: The Retail Beast

Amazon DSP is a juggernaut. If you’re in the business of selling anything remotely retail, this is your go-to platform. Its access to first-party purchase data is nothing short of legendary, allowing advertisers to target users at every stage of the buying journey. Want to hit people who added a blender to their cart but didn’t check out? Amazon DSP can do that. Need to retarget users who browsed your product but bought from a competitor? Easy.

But Amazon DSP isn’t just about e-commerce anymore. It’s expanded to include third-party inventory, making it a viable option for campaigns beyond Amazon’s walls. Whether you’re looking to dominate display, video, or even CTV, Amazon DSP has the tools to get you there.

Still, this platform isn’t for everyone. If you’re not part of Amazon’s ecosystem, you’ll feel like an outsider peeking through a frosted window. Its focus on retail campaigns leaves service-based advertisers out in the cold. And then there’s the interface—it’s about as user-friendly as a 90s-era fax machine. Reporting is clunky, requiring a level of patience most advertisers don’t have. It’s a DSP that’s immensely powerful but far from intuitive. Maybe it’s me. 

Advice? Redesign the User Interface: Advertisers shouldn’t need a PhD in patience or a treasure map to figure out your DSP. Streamline the clunky mess into something even a sleep-deprived intern could navigate, and watch adoption soar—not just among enterprise giants, but the little guys too.

Yahoo Ad Tech: The Underdog Trying to Stay Relevant

Yahoo Ad Tech is like the band you loved in high school that’s still releasing albums. Sure, they’ve got a few hits left, but they’re not exactly headlining Coachella. The platform offers programmatic solutions across display, video, and native ads, with access to Yahoo’s premium inventory and decades of audience data.

On paper, it’s a solid offering. Yahoo Ad Tech is functional, reliable, and occasionally innovative. It’s the kind of DSP you can trust to deliver the basics without any nasty surprises. It’s the community college of DSPs. But in a world dominated by Google and The Trade Desk, “trustworthy” isn’t enough. The platform feels dated, its tools lack the polish of its competitors, and its innovation pipeline seems more like a trickle. Yahoo Ad Tech is fine if you’re nostalgic for the days when Yahoo was a tech giant, but it’s not going to win any awards for cutting-edge performance. Advice? Revitalize the Innovation Pipeline: A trickle of updates won’t cut it. Yahoo needs a steady stream of bold, forward-thinking features that make advertisers take notice. Focus on AI-driven targeting, advanced analytics, and cutting-edge formats to stand out.  Beeswax: The Tinkerer’s Dream with a Plug-and-Play Twist

Beeswax built its reputation as the DSP for advertisers who want to get their hands dirty. Its “Bidder-as-a-Service™” model still lets you customize bidding strategies, algorithms, and workflows to suit your exact needs, making it the ultimate playground for programmatic power users. But since its acquisition by FreeWheel in 2021, Beeswax has smartly expanded its offerings to include a more user-friendly DSP.

Now, in addition to being the DIY enthusiast’s dream, Beeswax caters to advertisers who prefer plug-and-play solutions, thanks to pre-built tools and streamlined workflows. It’s still brilliant for a niche audience of data-driven tinkerers, but with these updates, it’s no longer just for the PhDs and Python enthusiasts. Advice? Keep building out those out-of-the-box solutions. Pre-built templates for common use cases such as geo-targeting lower the barrier to entry and help you capture even more of the market, without losing your edge as the go-to platform for customization.

Xandr: The Veteran DSP Re-inventing itself

Xandr, formerly known as AppNexus, remains a formidable name in programmatic advertising, offering a robust DSP in Xandr Invest. It provides access to premium inventory across display, video, and CTV, making it a strong contender for cross-channel campaigns. Its targeting capabilities shine, with options for detailed audience segmentation based on demographics, behavior, and contextual insights. Advanced features like frequency capping and budget pacing make it a versatile tool for advertisers who need both scale and precision.

However, Xandr isn't without its flaws. Users frequently cite a clunky and unintuitive user interface that comes with a steep learning curve, slowing down workflows. Reporting limitations, particularly around reach and frequency metrics, frustrate those who demand granular insights. Under Microsoft's ownership, Xandr has the potential to address these shortcomings by integrating with Microsoft's first-party services and leveraging its expansive data resources. Advice? To truly stand out, Xandr should prioritize streamlining its UI for accessibility and improving its reporting tools to meet the high expectations of modern advertisers. Strengthening these areas could solidify its position as a leader in the evolving DSP market.

StackAdapt: The Specialist for the Underdogs

StackAdapt is the underdog champion of DSPs, built with mid-market advertisers and scrappy agencies in mind. It’s designed for marketers who want to punch above their weight without drowning in complexity. While the big-name DSPs cater to enterprise-level clients with deep pockets, StackAdapt leans into user-friendly features and a self-serve interface that actually delivers.

StackAdapt shines with its native advertising capabilities, which are often overlooked by competitors. Its platform is streamlined, intuitive, and doesn’t overwhelm you with unnecessary bells and whistles. You get all the essentials—video, native, and display—with some smart AI-driven insights to back it up. The platform also boasts solid targeting capabilities, especially for niche audiences that might not be easy to capture on broader DSPs.

That said, StackAdapt’s simplicity can sometimes feel like a limitation. It’s not going to match the firepower of something like The Trade Desk when it comes to customization or cross-channel integration. But for advertisers looking for a straightforward, no-nonsense solution, it’s an ideal fit. Think of it as the artisanal craft beer of DSPs—niche, approachable, and quietly effective. Advice? Lean Harder Into Native: Native advertising is StackAdapt’s strength, so double down. Offer advanced creative tools, dynamic optimization, and case studies that prove why you’re the go-to for native campaigns. InMobi: The Mobile-First Powerhouse

InMobi built its reputation as a global leader in mobile app advertising, and it hasn’t lost its edge. For brands looking to acquire users, drive installs, or engage mobile audiences, InMobi is a powerhouse. Its inventory is vast, with global reach that’s especially strong in emerging markets like India, Southeast Asia, and Latin America. Add to that their creative optimization tools, and you’ve got a platform that can deliver mobile campaigns with flair.

One of InMobi’s key strengths is its focus on programmatic CTV and video. While its core remains mobile, the platform has evolved to cover video inventory and OTT with impressive efficiency. It’s not just about app installs anymore—it’s about creating cohesive, cross-device experiences that make sense in a fragmented digital landscape.

However, InMobi’s reliance on mobile-first strategies can feel limiting for brands looking for full omnichannel solutions. While its move into video and CTV is promising, it’s still playing catch-up to platforms like DV360 in that space. But for mobile-heavy campaigns, especially in global markets, InMobi is a juggernaut that delivers. Advice? Leverage Emerging Market Leadership: InMobi’s reach in emerging markets is a major strength. Position yourself as the go-to platform for advertisers targeting these regions, with tailored insights, audience data, and culturally relevant creative tools.

Simpli.fi The Geo-Wizard

Simpli.fi has cemented itself as the geo-fencing darling of programmatic advertising, turning hyper-local targeting into an art form. From retail to healthcare, advertisers can tie digital campaigns to real-world foot traffic like a heat-seeking missile. Its low barrier to entry makes it ideal for scrappy advertisers and mid-market players who want results without hemorrhaging their budgets. If precision targeting and measurable ROI are your priorities, Simpli.fi is a top contender.

But even the best wizards have their weaknesses. While the platform has made strides with a customer-facing dashboard and better reporting tools, some users still find the reporting overly simplistic for advanced campaigns. Additionally, campaign setup can feel clunky, especially for those managing complex multi-location strategies. And while Simpli.fi shines in geo-fencing, its broader programmatic capabilities—like CTV and display—aren’t as advanced as competitors like The Trade Desk. Simpli.fi has the tools, but fine-tuning these areas could take it from being a geo-fencing powerhouse to a more versatile DSP for all campaign types. Advice?Streamline the campaign setup process. For a platform that caters to advertisers of all sizes, clunky workflows can be a dealbreaker, especially for users managing multi-location or complex campaigns. Simplify, automate, and make it intuitive—your customers will thank you. Simpli.fi has proven it knows how to execute; now it just needs to prove it can innovate across the board.

Adform: Europe’s Quiet Innovator

Adform is one of the few DSPs born and bred in Europe, and it shows. With a sharp focus on privacy-first advertising, Adform is a favorite for brands grappling with GDPR and other data protection laws. It’s the rare DSP that doubles as an ad server, meaning advertisers get a fully integrated platform with a level of control that’s hard to find elsewhere.

Adform’s strength lies in its adaptability. It supports a wide range of ad formats—video, CTV, native, mobile—and offers robust reporting tools that let you dig deep into campaign performance. Its compliance-first approach is a huge draw for industries like healthcare and finance, where data security isn’t just a buzzword but a legal necessity.

That said, Adform isn’t the most user-friendly platform. It’s built for enterprise clients who know their way around a DSP, so smaller advertisers might find the learning curve a bit steep. But for those who can handle it, Adform delivers a seamless, privacy-compliant advertising experience that sets it apart from the pack. Advice? Leverage Privacy as a Selling Point: GDPR compliance is no small feat, and Adform should shout it from the rooftops. Position yourself as the gold standard for privacy-compliant advertising, especially for industries like healthcare and finance.

Criteo: The Retargeting King That Wants More

Criteo built its empire on retargeting, and it’s still the undisputed leader in that space. If you’ve ever looked at a pair of shoes online and then seen them follow you across the internet, chances are Criteo was behind it. Its dynamic product ads are finely tuned to e-commerce, making it a top choice for retail brands looking to drive conversions.

But Criteo is no longer content with being “just” the retargeting king. In recent years, it’s expanded into broader programmatic solutions, including video, display, and CTV. The platform is leaning heavily into first-party data to future-proof itself in a post-cookie world, which is a smart move given its historical reliance on third-party cookies.

Despite its ambitions, Criteo’s reputation still ties it closely to retargeting. For advertisers looking to run full-funnel campaigns or branch out beyond e-commerce, it might not feel like a natural fit. But if driving conversions is your primary goal, Criteo remains a force to be reckoned with.Advice? Embrace the Full-Funnel Narrative: Criteo is trying to break out of its retargeting niche, but advertisers still see it as the “chase-you-around-the-internet” platform. Push case studies and product innovations that show how Criteo can drive upper-funnel awareness and mid-funnel engagement—not just bottom-funnel conversions.

Basis Technologies: The Quiet Powerhouse

Basis Technologies, formerly Centro, is the DSP that doesn’t make much noise but quietly gets the job done. Its platform is part of a larger advertising ecosystem that combines programmatic, direct, and search buying into one streamlined interface. For mid-sized advertisers who want a little bit of everything without managing multiple tools, Basis Technologies is a lifesaver.

What sets Basis apart is its emphasis on workflow automation. The platform simplifies the ad-buying process, making it easy to manage multiple channels without drowning in spreadsheets and logins. It’s particularly popular with agencies that need to juggle dozens of campaigns at once.

The downside? Basis doesn’t have the same firepower as the bigger players. Its targeting and analytics are solid but not groundbreaking, and its inventory options, while diverse, don’t reach the same scale as something like DV360 or The Trade Desk. But for advertisers looking for a platform that balances ease of use with solid performance, Basis Technologies delivers. Advice?Push Workflow Automation as a Hero Feature: Automation is Basis’ secret weapon. Market it aggressively as a time-saver and stress-reliever for agencies and advertisers managing complex, multi-channel campaigns. Highlight how it simplifies processes better than competitors. Easy button it. 

MediaMath: The Rise, The Fall, and the Risky Pitch

MediaMath was once the golden child of programmatic advertising, a platform that promised precision targeting, slick optimization, and tools that made marketers feel like they were steering a Formula 1 car through the chaos of ad tech. Its TerminalOne platform was celebrated for its transparency and performance-driven approach, giving advertisers the confidence to chase big goals without losing sight of their budgets. For a while, MediaMath was the cool kid at the DSP table, showing everyone else how it was done.

And then, well, the wheels fell off—spectacularly. Declaring bankruptcy in 2023 was the inevitable crash after years of shaky foundations. For all its tech genius, MediaMath was plagued by accusations of mismanagement and operational inefficiency. Its payment terms reportedly frustrated publishers, and its lack of clear differentiation in a crowded market made it hard to stand out. Add to that the rising "ad tech tax" concerns and a shift towards platforms with better transparency and cleaner supply chains, and the cracks started to show. Advice? Prove It Works (Again):MediaMath needs to drown the industry in proof—case studies, testimonials, hard data, the works—to show it’s not just limping along but delivering real results. And while they’re at it, clean up those murky supply chains because no one’s sticking around for another round of “trust us, it’s fine.”

SmartyAds: The Affordable All-Rounder

SmartyAds is the budget-friendly DSP for advertisers who want to dip their toes into programmatic without blowing their budget. It offers a little bit of everything—mobile, video, native, and even CTV—all wrapped up in a user-friendly interface that doesn’t require a PhD to navigate. It’s a global platform with reach across multiple devices and formats, making it a versatile option for smaller advertisers or those in emerging markets.

What makes SmartyAds stand out is its emphasis on automation. The platform’s AI-driven tools handle a lot of the heavy lifting, from optimizing bids to targeting audiences. It’s also known for transparent pricing, which is a breath of fresh air in a space often criticized for hidden fees and murky markups.

However, SmartyAds doesn’t have the same depth as its pricier competitors. Its analytics, while decent, don’t offer the granular insights you’d get from platforms like The Trade Desk. And while it supports a variety of ad formats, it’s not breaking new ground in any of them. Still, for advertisers on a budget, SmartyAds is a solid choice that delivers reliable performance without breaking the bank. Advice? Elevate Analytics for Deeper Insights: SmartyAds’ AI-driven automation is a strength, but its analytics need a boost. Introduce more granular, actionable reporting that helps advertisers not just run campaigns but truly understand and optimize them.

Viant: the Quiet Powerhouse.  Viant, formerly known as SpecificMedia (yes, the Myspace guys—remember that disaster?), has transformed itself from an old-school ad network into a formidable player in the DSP world. Its Adelphic platform leans heavily on people-based targeting and deterministic data, making it a go-to for advertisers who value precision. And it’s not just lip service—Viant’s been scooping up companies to enhance its capabilities and stay competitive in a market that doesn’t forgive mediocrity. This isn’t a pivot; it’s a calculated overhaul.

What stands out? Viant’s focus on deterministic data and integrations with U.S. household and commerce signals make its targeting capabilities impressive, to say the least. Cross-channel functionality—from CTV to digital display—positions it as a versatile option for brands chasing audiences across screens. Add to that a clear commitment to a cookieless future through first-party data solutions, and you’ve got a company that’s not just keeping up but showing signs of leadership.

Sure, there are whispers about clunky UI and reporting that could be sharper, but Viant seems to know where it’s headed. Between strategic acquisitions and steady technological improvements, the company’s not just surviving—it’s building something substantial. Frankly, it’s hard to offer advice when they seem to already have a clear game plan. When do we not see them in the news?Maybe just keep doing what you’re doing, but louder.

AdLib: Trying, But Missing the Mark

It’s hard not to like AdLib as a company. The owner is at every conference, tirelessly plugging his platform while rocking a branded baseball cap like a proud parent at a Little League game. Yes, it’s a selling point that the owner is also the tech support. You’ll never be lost in a plethora of larger customers.  The enthusiasm is there, but the platform itself? That’s another story. Built on MediaMath’s infrastructure, and they suffered when it went bankrupt. Doesn’t inspire stability.  AdLib offers basic functionality but struggles to stand out. It’s serviceable for entry-level advertisers, but the inability to perform fundamental tasks— complaints about excluding specific domains come to mind—raises some concerns. 

Even worse, reviews claim that users lose access to their data as soon as contracts end. Intentional or not, it’s a bad look and leaves users feeling burned, like a weird ex.  AdLib also feels more like it’s fighting to survive than positioning itself to thrive. Even when you google what they do, you get a dozen pages that seem to have completely diffeent descriptions of what the company does. Adexchanger doesn’t even think it’s a DSP but a “media buying platform.” Advice? Embrace Differentiation: Find a niche that AdLib can own. Whether it’s hyper-targeting a specific vertical like gaming, introducing innovative optimization tools, or focusing on privacy-first solutions, carving out a unique value proposition is essential. I’m also secretly rooting for this company to take their obviously amazing work ethic and be something huge. 

Zeta DSP: Overpromising, Underperforming

Zeta DSP talks a big game about proprietary data and advanced targeting, but the reality doesn’t live up to the hype. Reports of low-quality inventory and poor engagement rates are common, and its targeting tools lack the precision needed for high-impact campaigns. While Zeta undoubtedly has talented people behind it, the platform feels like it’s still searching for its footing. 

 Zeta DSP has the ingredients for success—talented teams, proprietary data, and advanced targeting tools—but the execution isn’t matching the promise. Advice? Zeta needs to focus on aligning its messaging with real, measurable results. Advertisers need to know what they’re paying for. Zeta should double down on transparency in reporting and performance metrics, making it easier for clients to see the value and impact of their campaigns. 

Jampp: Stuck in the Past

Jampp’s laser focus on mobile app advertising feels like a relic in a post-iOS 14.5 world where app tracking transparency has upended the game. Sure, it’s serviceable for app installs and retargeting, but that’s where the appeal ends. The platform struggles to adapt to the evolving mobile ad landscape, with transparency and innovation lagging far behind industry leaders.

As advertisers shift toward omnichannel solutions and privacy-first approaches, Jampp risks being left behind. It’s a tool that works—if you’re stuck in a 2019 playbook. But in today’s fast-moving market, “decent” just isn’t good enough to stay competitive. Advice? The days of mobile-only strategies are over. Jampp should develop features that appeal to brands looking for cross-device solutions, blending mobile’s agility with broader digital advertising strategies.  

AdCritter: The DSP You’ve Never Heard Of (And Maybe Neither Has Anyone Else)

AdCritter is a curious enigma in the world of DSPs—a platform that promises to bring programmatic advertising to small businesses but seems to operate in a vacuum of recognition. Despite its bold claims of offering access to streaming TV ads, digital billboards, and programmatic campaigns for just $149 a month, it’s as though the brand exists in an alternate advertising dimension. You’d be hard-pressed to find any chatter from major advertisers or even smaller brands singing its praises. It’s the DSP equivalent of a pop-up diner that no one in town has heard of—intriguing but suspiciously low-profile.

And that lack of visibility raises questions. Is AdCritter genuinely flying under the radar as a scrappy disruptor, or does its anonymity hint at a platform that hasn’t yet found its footing? While it claims to democratize advanced ad tech for mom-and-pop shops, its simplicity might not be enough to attract attention in a market where bigger players dominate with deeper tools and better-known results. Ultimately, it’s a platform that’s trying to do a lot for a little, but when even advertising insiders struggle to place its name, you have to wonder if AdCritter has what it takes to climb out of the shadows.Advice? Build a Stronger Brand Presence: If no one’s talking about AdCritter, that’s a problem. Invest in marketing and PR to raise awareness among small businesses and advertising insiders. Highlight success stories and showcase real-world results to prove the platform’s value. Frankly, I don't know if that will help, since the name is also horrid. And creepy. 

Honorable Mention: Smaato, now part of Verve Group, remains a key player in mobile and in-app advertising, leveraging its extensive global inventory and real-time monetization tools to deliver targeted, scalable ad campaigns—but integrating into Verve's ecosystem is its chance to redefine its relevance in a fiercely competitive market. I however don't know much about the company, nor their architecture to make an educated comment. My sincere apologies for that. 

Did I miss some? Probably. Oh Most definitely. But that might be the point, with so many folks basically creating the same technology, but often worse, why so many DSPs?

Here’s a thought: DSPs, remember that you’re stuck in a game of "fine," and "fine" isn’t going to cut it anymore.

 If you want to survive in this crowded, cutthroat arena, you need to do more than exist—you need to wow.  

Here’s some fresh ideas how to stop being background noise:

Fix Your Reporting Chaos Advertisers don’t have time to stitch together fragmented metrics like they’re solving a murder mystery. Even if it feels like it. Build a dashboard that works across every channel, in real time, with analytics so sharp they practically whisper, “Here’s your ROI.” Not your corpse.   

Teach Your Users, Don’t Lose Them Most DSPs feel like you need a PhD to log in. Add tutorials, live support, or even a friendly chatbot. Help advertisers feel smart, not like they’ve just joined the world’s least fun escape room. There are literally dozens of companies that exist to help people figure out how to use your systems.  That’s absurd.    

Kill the Ad Fraud Zombies Ad fraud is still rampant, and no one wants to pay for phantom clicks from bots in a basement. Invest in fraud detection so airtight it makes scammers sweat. I’m picturing tanks with barbed wire cannons.   

Diversify, or Die Trying Relying on one trick—like mobile or retargeting—is so 2015. Expand into CTV, DOOH, and audio if you want to stay relevant in a world where everyone’s jumping screens like it’s a new sport. 

Actually Use AI for Good We get it, you’ve “got AI.” But let’s see smarter algorithms that predict, optimize, and target like a psychic on Adderall. Show advertisers how much money they’re saving with it—or they’ll assume it’s just marketing fluff. Because it often is. 

Unclutter Your Interface If your UI looks like a cockpit, we have a problem. Streamline, simplify, and for the love of metrics, make campaign setup take fewer clicks than ordering coffee. Or include making coffee. 

Bet Big on First-Party Data Cookies are going the way of DVDs. Build pathways for advertisers to plug in their first-party data so smoothly they’ll forget third-party tracking even existed. Bye boyfriend. 

Pricing That Doesn’t Scare SMBs Not everyone has enterprise-level pockets. Or rich dads. Offer transparent, flexible pricing models so smaller advertisers can join the party without selling a kidney. 

Be Loud, Not Obscure If no one’s heard of you, you’re not mysterious—you’re invisible. Invest in PR, case studies, and industry events to remind everyone why you deserve to be in the room. 

Want one big idea for all of you?

Revolutionize the Creative Process

DSPs need to stop treating creative as an afterthought and make it the centerpiece of their offerings. 

Build an integrated suite of tools that empowers advertisers to create, test, and optimize dynamic, data-driven ads in real time.

 Think AI-assisted personalization, interactive formats that adapt to user behavior, and cross-channel creative consistency—all within the DSP interface.  Some DSPs have made strides in integrating creative tools, but none have fully nailed making creative the centerpiece of their offering. The tools feel like add-ons rather than a core driver of the platform.  Also, they are often only focused on simplicity and doesn’t push creative boundaries. Good for straightforward campaigns but lacks wow factor.

By making creativity as seamless as bidding, DSPs can not only differentiate themselves but also deliver campaigns that feel less like ads and more like experiences.

 After all, no one remembers the banner ad that “performed okay”—they remember the one that made them stop scrolling. I am ready for that. 

Do We Even Need More DSPs?

No.  The market doesn’t need more DSPs; it needs better ones.

 What the industry truly lacks is innovation—platforms that prioritize transparency, quality inventory, and real solutions to advertisers’ problems. 

Until then, we’re stuck with a bloated field of platforms that mostly look the same, sound the same, and deliver the same. 

It’s time for the DSP world to evolve, because right now, the adtech circus has too many clowns and not enough ringmasters.