7 Top Demand-Side Platforms (DSPs) and Programmatic Ad Tools

Most B2B ad budgets disappear without moving pipeline. When you're targeting niche buyers across multiple channels, disconnected tools and vague attribution won't get you there.

The best demand-side platforms (DSPs) give B2B marketers what they actually need: control over audience, spend, and outcomes. This guide breaks down seven DSPs that support strong B2B performance when they're configured for your motion.

What Is a Demand-Side Platform?

A demand-side platform (DSP) is software that automates digital ad buying across multiple channels and publishers through programmatic bidding. For B2B marketers, it consolidates campaign management for display, video, connected TV (CTV), and native ads without juggling disconnected tools.

Instead of reacting to where ads land or how budget gets spent, you control the entire flow from targeting to placement to performance.

When configured well, a DSP operates inside your GTM motion, using real activity signals to tie ad performance to pipeline with more precision than channel-specific tools.

A DSP gives B2B teams controls they don't get from single-channel platforms. Instead of managing separate budgets in LinkedIn, YouTube, or programmatic networks, everything runs through one system that applies consistent audience logic and pacing rules.

That matters in B2B because buyers move across channels during long cycles, and fragmented tools create blind spots.

Core capabilities include:

• Programmatic ad buying: Automated bidding and media buying across ad exchanges and inventory sources

• Real-time bidding (RTB): Millisecond auctions that determine ad placement and cost per impression

• Multi-channel reach: Access to display, video, CTV, native, and mobile inventory through a single interface

• Audience targeting: Layering CRM data, intent signals, and firmographics to reach specific accounts and roles

• Campaign optimization: Automated pacing, frequency capping, and performance adjustments based on real-time data

A DSP consolidates that view so teams see which messages carry weight and where spend is actually moving accounts. DSPs are available as self-serve platforms where you manage campaigns directly, or managed services where a team runs execution for you.

DSP vs SSP: How Programmatic Advertising Works

DSPs and supply-side platforms (SSPs) operate on opposite ends of the programmatic advertising ecosystem. A DSP serves advertisers who want to buy ad inventory. An SSP serves publishers who want to sell it.

When you launch a campaign through a DSP, it sends bid requests to ad exchanges where SSPs have made publisher inventory available. The exchange runs a real-time auction, and the highest bid wins the impression.

This happens in milliseconds, every time an ad loads.

Data management platforms (DMPs) feed audience data into DSPs to sharpen targeting. In B2B, that usually means CRM segments, intent signals, and firmographic filters layered on top of the DSP's native capabilities. The DSP uses that data to decide which impressions to bid on and how much to pay.

Platform Comparison

Here's how the top demand-side platforms compare:

7 Best Demand-Side Platforms for B2B

Some of these platforms are general-purpose DSPs widely used in B2B, while others are built specifically for ABM and account-based advertising.

1. ZoomInfo Marketing

ZoomInfo Marketing includes a native DSP built specifically for B2B advertising and ABM programs. It uses ZoomInfo's proprietary data, including intent signals, firmographics, technographics, and real-time account insights, to deliver precise account-based targeting across display and social inventory. The platform draws from ZoomInfo's database of over 100 million company profiles and 500 million professional contacts to identify and reach decision-makers inside target accounts.

The platform connects directly to GTM Workspace, where teams manage prospecting, engagement, and pipeline activities in one environment. Campaign data syncs with Salesforce, HubSpot, and other CRMs in real time, so ad engagement shows up alongside other account activity.

The platform supports automated bidding, audience activation, and ongoing optimization, and can extend reach through workflows that activate audiences in external DSPs such as The Trade Desk.

ZoomInfo Marketing is trusted by thousands of B2B companies and maintains enterprise-grade compliance standards including GDPR, CCPA, and SOC 2 Type II attestation. The platform is recognized by Gartner and Forrester for its data quality and integration capabilities.

• Native account-based targeting powered by intent signals, firmographics, and real-time account insights

• Programmatic display and social buying inside the GTM Workspace workflow

• Automated bidding and campaign optimization for engaged accounts

• Direct CRM synchronization with Salesforce, HubSpot, and marketing automation platforms

• Integration paths to external DSPs such as The Trade Desk for expanded reach

• Custom audience segments built from CRM data, website visitors, and intent activity

• Multi-touch attribution that connects ad engagement to pipeline and revenue

• Buying committee identification to reach multiple stakeholders within target accounts

Learn More About ZoomInfo Marketing

2. The Trade Desk

The Trade Desk is built for scale and control. It provides B2B teams running omnichannel campaigns across long, complex buying journeys with clear visibility into how their campaigns are set up and how they perform. The platform offers access to display, video, CTV, native, audio, mobile, and DOOH inventory across thousands of publishers and ad exchanges.

While it isn't a B2B-only platform, teams achieve B2B precision by layering CRM data, intent signals, or partner segments on top of its targeting controls. The Trade Desk operates as a self-serve platform with transparent reporting that shows exactly where budget goes and how inventory performs.

It includes frequency capping, brand safety controls, and fraud detection features that help teams manage risk across global campaigns.

Campaign management capabilities include:

• Real-time pacing adjustments and automated optimization

• Custom audience uploads for first-party data activation

• Integration with major data providers for third-party segments

• Detailed attribution reporting across the full customer journey

Key Features:

• Broad inventory across display, video, CTV, native, audio, mobile, and DOOH formats

• Transparent optimization and reporting with granular campaign visibility

• Strong controls for multi-audience and multi-channel programs

• Self-serve platform with direct campaign management capabilities

• Custom audience activation using CRM data and first-party segments

• Frequency capping and pacing controls to manage ad exposure

• Brand safety and fraud detection tools for campaign protection

• Real-time bidding optimization based on performance data

• Integration with major data providers and DMPs

Learn More About The Trade Desk

3. Google Display & Video 360

Google Display & Video 360 (DV360) keeps Google-centric teams working inside one workflow for planning and buying media across the Google Marketing Platform. The platform provides unified access to YouTube, Google Display Network, and partner inventory through a single interface.

B2B audiences typically come from first-party data or external partners, which teams layer onto DV360's targeting capabilities.

DV360 connects directly to Google Analytics 4, allowing teams to build audiences from website behavior and conversion data. The platform includes campaign planning tools, creative management, and reporting that consolidates performance across Google properties and external inventory.

Teams can manage frequency, pacing, and budget allocation across multiple campaigns while maintaining visibility into how each channel contributes to outcomes.

The platform offers both self-serve and managed service options. It includes brand safety controls, viewability measurement, and fraud protection features. DV360 supports programmatic guaranteed deals alongside open auction buying, giving teams flexibility in how they secure inventory.

Key Features:

• Unified workflow for planning, targeting, and reporting across Google properties

• Deep integrations with GA4 and broader Google ecosystem

• Centralized visibility across YouTube, display, and video inventory

• Audience building from Google Analytics 4 conversion and behavior data

• Programmatic guaranteed deals and open auction buying options

• Creative management and dynamic creative optimization

• Brand safety and viewability measurement tools

• Frequency capping and cross-device reach management

• Integration with Google Ads for unified campaign execution

Learn More About Google Display & Video 360

4. Amazon DSP

Amazon DSP provides programmatic access to display, video, and audio inventory across Amazon properties and third-party publishers. The platform offers unique access to Amazon's audience data, including shopping behavior, product interests, and demographic segments that can sharpen targeting for commerce-adjacent B2B campaigns.

Teams can reach buyers on Amazon-owned sites, Fire TV, IMDb, and thousands of partner sites and apps.

The platform is available as both self-serve and managed service. Self-serve requires a minimum spend commitment and gives teams direct control over campaign setup, bidding, and optimization. Managed service includes dedicated support and campaign execution by Amazon's advertising team.

Amazon DSP supports multiple bidding strategies, including viewable CPM, video completion rate optimization, and conversion-based bidding.

Amazon DSP includes brand safety controls, third-party verification integrations, and detailed reporting that shows how campaigns perform across Amazon and non-Amazon inventory. The platform supports custom audience uploads and integrates with Amazon Marketing Cloud for advanced measurement and attribution analysis.

Key Features:

• Access to Amazon audience data including shopping behavior and product interests

• Display, video, and audio inventory across Amazon properties and third-party publishers

• Self-serve and managed service options with varying minimum spend requirements

• Reach on Fire TV, IMDb, and Amazon-owned digital properties

• Multiple bidding strategies including viewable CPM and conversion optimization

• Custom audience uploads for first-party data activation

• Brand safety controls and third-party verification integrations

• Amazon Marketing Cloud integration for advanced attribution

• Detailed reporting across Amazon and non-Amazon inventory

Learn More About Amazon DSP

5. StackAdapt

StackAdapt is a multi-channel DSP that provides access to native, display, video, CTV, audio, in-game, DOOH, and email inventory. The platform focuses on making programmatic advertising accessible to mid-market teams without requiring deep technical expertise, offering both self-serve tools and expert support services.

StackAdapt offers pre-built audience segments, contextual targeting, and account-based targeting capabilities that help B2B teams reach specific companies and roles.

The platform includes machine learning-powered optimization that adjusts bids and placements based on performance data. Teams can set up campaigns using templates, activate audiences from CRM uploads, and track performance through customizable dashboards.

StackAdapt supports multiple creative formats and includes dynamic creative optimization that tests variations to improve engagement.

StackAdapt provides brand safety tools, fraud detection, and viewability measurement. The platform integrates with major analytics and attribution tools, allowing teams to connect ad performance to downstream conversions. Reporting includes granular breakdowns by channel, audience, creative, and placement.

Key Features:

• Multi-channel access to native, display, video, CTV, audio, in-game, DOOH, and email inventory

• Platform designed for mid-market teams with both self-serve and expert support options

• Machine learning-powered bid optimization and placement selection

• Account-based targeting for reaching specific companies and roles

• Pre-built audience segments and contextual targeting options

• CRM audience uploads for first-party data activation

• Dynamic creative optimization with automated testing

• Brand safety, fraud detection, and viewability measurement

• Customizable dashboards and granular performance reporting

Learn More About StackAdapt

6. AdRoll ABM (formerly RollWorks)

AdRoll ABM is an ABM platform with integrated programmatic ad buying rather than a general-purpose DSP. It connects ad delivery with CRM data, intent signals, and social activation so teams can run full-funnel programs without shifting between systems.

The platform focuses specifically on B2B use cases, with targeting built around accounts and contacts rather than individual cookies.

AdRoll ABM syncs directly with Salesforce and other CRMs to pull account lists and push engagement data back into those systems. Teams can target accounts based on CRM stage, intent activity, website visits, or custom criteria.

The platform includes display, social, and email capabilities within a single workflow, allowing teams to coordinate messaging across channels.

The platform provides account-level reporting that shows which accounts engaged with ads, how engagement patterns changed over time, and how ad activity correlates with pipeline movement. AdRoll ABM includes frequency management, creative testing, and budget pacing controls designed for ABM campaigns where precision matters more than reach.

• Account and contact targeting grounded in CRM and intent data

• Cross-channel activation for display ads, social, and email

• Full-funnel visibility tied to account progression and pipeline stages

• Direct CRM synchronization with Salesforce and marketing automation platforms

• Intent signal integration for identifying in-market accounts

• Account-level reporting showing engagement patterns and pipeline correlation

• Frequency management and budget pacing for ABM campaigns

• Creative testing and optimization for account-based messaging

• Website visitor identification and retargeting capabilities

Learn More About AdRoll ABM

7. Demandbase One

Demandbase combines an ABM platform and B2B data with built-in DSP capabilities. It blends media execution with deeper buyer context so campaigns reflect where accounts are in the journey and show up clearly in pipeline.

The platform includes account intelligence, engagement tracking, and advertising in one system designed for enterprise GTM motions.

Demandbase uses proprietary account identification technology to recognize which companies visit your site, what content they consume, and how their behavior changes over time. That data feeds directly into ad targeting, allowing teams to adjust messaging based on account stage and engagement level.

The platform supports display, video, and social advertising across multiple channels.

The platform provides journey-aware targeting that shifts creative and frequency based on where accounts sit in the buying process. Demandbase includes detailed account analytics, attribution reporting, and integration with major CRMs and marketing automation platforms. It's built for teams managing complex deal structures with multiple stakeholders and long sales cycles.

Key Features:

• Journey-aware targeting based on account stage and engagement signals

• Deep account insights tied to media execution and campaign performance

• Account identification technology that recognizes website visitors by company

• Display, video, and social advertising across multiple channels

• Dynamic creative that adjusts based on account behavior and stage

• Attribution reporting that connects ad engagement to pipeline and revenue

• Integration with major CRMs and marketing automation platforms

• Account analytics showing engagement patterns and buying signals

• Frequency and messaging optimization for multi-stakeholder buying committees

Learn More About Demandbase One

How to Choose a B2B Demand-Side Platform

A good DSP needs to work inside your GTM motion without slowing your team down. Most DSPs offer basic reach and automation.

In B2B, the real differentiator is how well the platform fits your GTM process. It should reflect how your team actually works rather than forcing you to adapt to it.

When it doesn't, impact is hard to prove and the tool quickly becomes something your CFO will question.

Audience Targeting and Data Integrations

Your DSP should let you target accounts and roles that actually influence revenue. That means layering CRM data, firmographics, and buyer intent signals on top of standard demographic and behavioral targeting.

Look for platforms that sync with Salesforce, HubSpot, or your marketing automation platform in real time, so campaign engagement shows up alongside other account activity.

Key considerations:

• Does the platform support account-based targeting using your CRM segments?

• Can you activate intent data to prioritize accounts showing buying signals?

• Do integrations sync bidirectionally, pushing engagement data back into your CRM?

• Can you build custom audiences from website visitors, event attendees, or other first-party sources?

• Does the platform support exclusion lists to avoid wasting spend on existing customers or unqualified accounts?

Inventory Access and Channel Coverage

B2B buyers move across channels during long cycles. Your DSP should give you reach across the formats and channels your buyers actually use: display, video, CTV, native, and mobile.

Inventory quality matters more than volume. A DSP with access to premium publisher sites and verified placements will outperform one that prioritizes cheap impressions on low-quality inventory.

Key considerations:

• Does the platform provide access to display, video, CTV, native, and mobile inventory?

• Can you control which sites and apps your ads appear on?

• Does the platform include programmatic guaranteed deals for securing premium placements?

• Are there geographic limitations that affect your ability to reach international accounts?

• Can you layer contextual targeting to reach buyers based on content they're consuming?

Brand Safety and Fraud Protection

Compliance is foundational. If it's not built into your DSP workflow, you're opening the door to risk. Choose DSPs that support enterprise-level privacy requirements such as GDPR and CCPA, and provide independent attestations like SOC 2 when your security policies require it.

Brand safety controls should let you block categories, domains, or apps that don't align with your risk profile.

Key considerations:

• Does the platform include fraud detection and invalid traffic filtering?

• Can you customize brand safety settings beyond vendor defaults?

• Does the platform support GDPR, CCPA, and other privacy frameworks?

• Are there third-party verification integrations for viewability and brand safety?

• Can you audit where your ads appeared and block placements retroactively?

Measurement and Attribution

Attribution should reflect the full B2B journey so you can see how campaigns influence account movement. Look for platforms that support multi-touch attribution and connect ad engagement to pipeline and revenue outcomes.

Reporting should break down performance by account, campaign, creative, and channel without requiring manual data stitching.

Key considerations:

• Does the platform support multi-touch attribution across long sales cycles?

• Can you track account-level engagement rather than just individual clicks?

• Does reporting connect ad activity to pipeline stages and closed revenue?

• Can you measure incremental lift from campaigns using holdout groups?

• Are there integrations with analytics platforms for unified performance tracking?

Pricing Models and Minimum Spend

DSP pricing varies widely. Some platforms charge based on media spend (percentage of ad budget), while others use flat fees or CPM-based models.

Self-serve platforms typically have lower minimums but require internal expertise to manage. Managed services cost more but include dedicated support and campaign execution.

Factor in both platform fees and media costs when calculating total investment.

Key considerations:

• What are the minimum spend requirements to access the platform?

• Does pricing scale as a percentage of media spend or use a flat fee structure?

• Are there setup fees, creative production costs, or other one-time charges?

• Does the platform offer self-serve, managed service, or both?

• Can you start with a pilot budget before committing to larger spend levels?

Frequently Asked Questions

What is a demand-side platform?

A demand-side platform (DSP) is software that automates digital ad buying across multiple channels and publishers through programmatic bidding, consolidating campaign management, targeting, and optimization in one system.

What is the difference between a DSP and an SSP?

A DSP serves advertisers buying ad inventory while an SSP serves publishers selling it, with both connecting through ad exchanges that run real-time auctions to determine placement and price.

How do DSPs target audiences?

DSPs target audiences using CRM segments, intent signals, firmographics, website behavior, and third-party data, with B2B teams typically layering account-based targeting to reach specific companies and roles.

What are examples of demand-side platforms?

Examples of demand-side platforms include ZoomInfo Marketing, The Trade Desk, Google Display & Video 360, Amazon DSP, StackAdapt, AdRoll ABM, and Demandbase One. Some are general-purpose DSPs used across industries, while others are built specifically for B2B and ABM use cases.

Do B2B marketers need a DSP?

B2B marketers benefit from DSPs when running multi-channel campaigns, targeting specific accounts at scale, or needing better attribution than channel-specific tools provide. They make the most sense for teams with dedicated ad budgets and capacity to manage programmatic campaigns.

Final Thoughts

The wrong DSP drains spend without showing measurable impact. The right choice fits your systems and your data so you can see which buyers moved and why. Evaluate platforms based on these decision factors:

• Targeting precision that reflects how B2B buyers actually move through long cycles

• Integration depth with your CRM and marketing automation platform

• Channel coverage that matches where your buyers spend time

• Attribution that connects ad engagement to pipeline and revenue

• Compliance and brand safety controls that meet enterprise requirements

Evaluate platforms based on how well they operate inside your GTM motion, not on feature lists. Talk to our team to see how ZoomInfo Marketing connects ad performance to the accounts that matter most.