There is no single best DSP in 2026. The right demand-side platform depends on what you buy (web, app, CTV, retail), how much you spend, whether you run it yourself or through an agency, and whether you optimise for brand reach or for installs and purchases. Here are the platforms that matter, grouped by the job they do best.
Enterprise DSPs
The Trade Desk
The largest independent DSP, strong on open web and especially CTV, with deep inventory and transparency tools. Access usually requires significant spend or working through an agency; it is less suited to small self-serve budgets. Some performance marketers note it is built more for brand and omnichannel buying than for direct-response optimisation.
Google Display & Video 360 (DV360)
Google's enterprise DSP. Its main advantage is access to YouTube inventory and Google's audience signals alongside the open web. Best for advertisers already invested in the Google marketing stack.
Amazon DSP
Strongest for retail and purchase-intent audiences, with Amazon's first-party shopping data and CTV reach through Fire TV and Prime Video. In 2025 Microsoft named Amazon DSP as its preferred migration partner for buyers leaving Microsoft Invest.
What happened to Microsoft Invest (Xandr)?
Microsoft announced that it would stop supporting media buying through its Invest DSP — formerly Xandr, originally AppNexus — from 28 February 2026, focusing its buy-side investment on the Microsoft Advertising Platform. Buyers were directed to migrate, with Amazon DSP as the preferred partner. Check Microsoft's own announcements for the current status of any remaining services.
Mid-market and self-serve DSPs
- StackAdapt — frequently recommended for mid-market, self-serve buyers: native, display, video and CTV from one interface, with an entry tier that does not require a sales call.
- Basis — popular with agencies for multi-channel planning and buying.
- Other options — several independent DSPs serve specific regions or channels (for example DOOH, audio or regional inventory).
Mobile app DSPs
For app installs and in-app events, specialised DSPs buy in-app inventory and optimise on post-install events from your MMP:
- Moloco — a machine-learning DSP for app growth with a self-serve product (launched as Moloco Cloud DSP) and, reportedly from 2026, an agency partner programme.
- AppLovin (Axon) — frequently cited for mobile user acquisition at scale, with predictive targeting across in-app inventory.
- Other app DSPs — several independent DSPs (in-house programmatic platforms and managed app DSPs) specialise in mobile games, fintech and e-commerce apps.
App DSPs need conversion data from your MMP to optimise — connect them as integrated partners in AppsFlyer, Adjust or Singular and share the events you want optimised. See how AppsFlyer works.
Performance and affiliate-oriented platforms
Many affiliates buy push, pop, native and display through self-serve ad networks that run RTB behind the scenes, with low minimum deposits, CPM or CPC bidding and placement-level reporting. They are not DSPs in the enterprise sense, but they let small buyers bid programmatically. Our guide to push, pop and native traffic covers how to use them.
How to choose a DSP
| Question | Why it matters |
|---|---|
| Which inventory do you need? | Web, in-app, CTV, retail, audio — DSPs differ a lot |
| Self-serve or managed? | Some require minimum spend or agency access |
| What do you optimise for? | Brand reach vs installs, purchases, ROAS |
| Data and measurement | MMP integrations, conversion APIs, clean rooms |
| Transparency | Log-level data, fees, supply path visibility |
| Fraud and brand safety | Built-in filtering and third-party verification |
| Minimum budget | Ranges from hundreds to tens of thousands per month |
A practical budget guide often quoted in the industry: self-serve platforms for budgets under about $10,000 a month; enterprise DSPs through an agency in the tens of thousands; direct enterprise access above that. Treat it as a rough guide, not a rule.
FAQ
What is the difference between a DSP and an ad network?
A DSP lets you bid on individual impressions across many exchanges and SSPs in real time. An ad network sells inventory it aggregates, often at set prices or through its own auction. Many modern ad networks run RTB internally.
Which DSP is best for app installs?
Mobile-focused DSPs such as Moloco and AppLovin are commonly used for app user acquisition, optimised on events from your MMP. Test more than one on the same goals.
Can small advertisers use The Trade Desk?
Usually through an agency or reseller, since direct access typically requires significant spend.
Is Microsoft Invest still available?
Microsoft announced the end of buying through Invest from 28 February 2026 and pointed buyers to Amazon DSP. Check Microsoft Advertising for the current status.
Sources
- eMarketer — Microsoft's Invest closure (opens in a new tab)
- MediaPost — Microsoft leans on Amazon for its demand-side platform (opens in a new tab)
- Epom — Top DSP platforms in 2026 (opens in a new tab)
- Moloco — Moloco Cloud DSP launch (opens in a new tab)
- Segwise — Programmatic advertising and DSPs in 2026 (opens in a new tab)
Published 25 October 2026 by the ClickSpero Editorial Team. Platform features, fees and policies change often — check the provider’s current terms before you rely on a number. Third-party names are trademarks of their owners; no endorsement is implied.