Among the 25 leading demand side programmatic advertising providers serving the advertising-supported media business, only 14 have been identified as business partners by a sufficient base of media agency partners to appear to have sustainable business growth potential, based on an analysis by The Myers Report. The analysis is based on data provided by 662 media agency programmatic professionals responding to the 2023 Survey of Media Agency Decision-Makers and Influencers and is based on the percent of respondents identifying as being in an active established relationship with each company. The companies, in order of active professional relationships, are listed below including the percent of additional respondents stating their interest in learning more about each company. The Trade Desk and Google dominate the programmatic marketplace, with Amazon DSP and Yahoo DSP the primary contenders for growth. DoubleVerify, as a security resource, is positively valued.
Programmatic Advertising Consolidation Looms as Agency Partnerships Solidify
