6 Top Programmatic Platforms and How to Choose One

Top Programmatic Platforms in 2025

1. Adobe Advertising Cloud
2. SmartyAds
3. Choozle
4. PubMatic
5. Simpli.Fi
6. Google Display & Video 360

More than 96.8% of digital display ad spending is going toward programmatic advertising this year, and that number is forecasted to continue growing in 2026. That goes to show the importance of using programmatic at your own business.

Programmatic advertising provides numerous benefits, such as increased efficiency, reduced ad costs, and improved performance through optimization, so it’s no wonder automated ad buying and management is so prevalent. Using the right platforms is the key to success with programmatic advertising, though.

That’s why in this post, we’ll go over the top programmatic platforms for your business, including:

1. Adobe Advertising Cloud
2. SmartyAds
3. Choozle
4. PubMatic
5. Simpli.Fi
6. Google Display & Video 360

Get more info about each one below!

1. Adobe Advertising Cloud

Pricing: Custom pricing

Platform type: DSP

Ad inventory options: Display, video, mobile apps, TV, audio, digital out of home (DOOH), native and more

Adobe is a huge name, and it’s not surprising the company runs one of the biggest, most popular programmatic platforms out there. Adobe Advertising Cloud includes numerous solutions that help you create, optimize, and track your campaigns.

Adobe’s tools can help you optimize your campaigns with marketing automation, A/B testing, and the Media Optimizer, which forecasts the ideal mix of display, search, and social ads for your goals.

2. SmartyAds

Pricing: Flat rate

Platform type: DSP, SSP, ad exchange

Ad inventory options: Video, native, display, rich media, mobile, and more

Another one of the top programmatic platforms is SmartyAds. SmartyAds offers a full programmatic advertising tech stack, with a DSP, SSP, ad marketplace, and white label solutions.

SmartyAd’s DSP lets you purchase ad space across nearly all channels through various ad networks. It also comes with precise targeting options and artificial intelligence-powered optimization, as well as features for brand safety, tracking, and more.

3. Choozle

Pricing: $99 per month, add-ons available

Platform type: DSP

Ad inventory options: Connected TV (CTV), audio, desktop, mobile, tablet, video, and more

Choozle is a DSP provider that emphasizes support in addition to its technology. You can work with a coach who will help you with onboarding, as well as planning and executing your campaigns.

The Choozle DSP lets you launch ad campaigns across numerous channels, offers numerous targeting capabilities, and comes with helpful tracking and reporting features.

4. PubMatic

Pricing: Custom pricing

Platform type: SSP

Ad inventory options: OTT, CTV, video, display, addressable, native, mobile, and more

PubMatic is a programmatic advertising company that focuses on the seller side of things. It offers an SSP and various other tools for both ad sellers and buyers.

PubMatic has various solutions that help publishers ensure ad quality and monetize their ad space. It offers a private marketplace, tools for reducing ad fraud, and analytics tools.

Advertisers can use PubMatic’s media buyer console to plan and manage their campaigns across various channels.

5. Simpli.fi

Pricing: Custom pricing

Platform type: DSP

Ad inventory options: CTV, addressable, mobile, video, display, social, and more

Simpli.fi is another top DSP that offers features for campaign management, targeting, audience expansion, analytics, and reporting.

In addition to its DSP, Simpli.fi offers accounting, media management, and project management software geared toward ad agencies. These features allow for easy integration of agency management and analytics.

6. Google Display & Video 360

Pricing: Custom pricing

Platform type: DSP

Ad inventory options: display, video, native, mobile, and more

Last on our list of the top programmatic platforms is Google Display & Video 360. Google Display & Video 360 is the premium, paid version of Google’s ad management tools. In 2018, Google combined its DoubleClick advertiser products and the Google Analytics 360 Suite of products into a single brand called Google Marketing Platform.

As part of the change, Google’s DoubleClick Bid Manager became Google Display & Video 360. Display & Video 360 enables you to plan campaigns, design ad creatives, manage your audience data, purchase ad inventory, and optimize your campaigns.

Which programmatic advertising platform should you choose?

Choosing a programmatic advertising platform can be challenging. The list of options is huge — we only covered a small portion of the available platforms in this post. And there are lots of factors that can play into your decision.

So, how do you evaluate programmatic advertising platforms and choose the right one for your business? Here are a few of the most important factors to evaluate:

• Interface: Is the interface easy to use? The best way to assess this information is to get a free trial or demo, since preferences differ when it comes to interfaces.
• Inventory options: Inventory options are a huge consideration. What channels and devices can you connect to with a given platform?
• Pricing and pricing structure: Cost is always an important consideration. So is the way that pricing is set up, whether it’s monthly, yearly, or another structure.
• Targeting options: Targeting can make or break your campaigns. Consider which targeting options are available and how precise you can get with your targeting.
• Brand safety and fraud protection: Any programmatic platform you use should contain features for preventing fraud and protecting your brand.
• Privacy and transparency: Make sure you choose a platform that emphasizes transparency so you know where your ads are appearing and what you’re getting for your money. Privacy for users is also a crucial consideration.
• Integrations: Does the platform you’re considering offer integrations with other tools you use or may start using in the near future?
• Support: Is the platform’s technical support helpful, efficient, and friendly? A strong support team can help you make the most of your digital advertising.

Get started with digital advertising

Programmatic platforms play a huge role in digital advertising today, so it’s important to understand them and choose the right ones for your needs.

If you’d like expert help setting up your digital advertising campaigns, consider working with WebFX. We have a team of more than 500 digital marketing professionals who can help plan, execute, and optimize your campaigns.

Our programmatic advertising agency has driven more than 24 million leads and $10 billion in revenue for our clients over the last five years. To learn more about our digital advertising services, contact us online or call us at 888-601-5359 today!