Demand Sources for Pubs
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TierDemand SourceTypeSupports Header Bidding?Supports Server-to-Server?Supports prebid.jshas unique demandMin. Mo. ImpsPub Managed TagsSSL?Async?contactEmailNotes
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Tier 1AdXexchangeNoNoa lot90,000,000YesYesYesanyone ever heard of this shop? Doesn't ring a bell.
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Tier 1AmazondspYesNoa lotA9 has unique demand, supports header bidding, volatile coverage and sub-par account management for pubs but worth having in the stack
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Tier 1AOL MarketplaceexchangeYesYesa lotYesYesYesmeagan.monroe@teamaol.comHas tons of unique demand from Advertising.com, Great account management, terrible, terrible UI and reporting. (You can get automated reports right to your inbox though to avoid the UI.) Good source for video demand.
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Tier 1AppNexusexchangeYesYesYesa lot30,000,000YesYesYespublishers@appnexus.comMain source of all demand for WPP. Filters out ad quality issues. Mostly desktop/mobile display, some video.
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Tier 1CriteodspYesYesa lot50,000,000Yesmore of a DSP than an exchange, criteo aren't happy about header bidding even though you can hack it to work. Does not provide bid prices back through Prebid.js, simply a yes/no response for ad. Low volume.
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Tier 1FacebookdspYesYesYesa lotFacebook does mobile web in addition to in-app. CPMs aren't stellar so far, but they don't disclose the rev share like adsense so maybe that can change over time and as they optimize. Updated HB and PBJS per the recent announcements and changes.
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Tier 1OpenXexchangeYesYesa lot100,000,000Yesthey now support prebid.js with newly developed adapter; account management is subpar
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Tier 1PubmaticexchangeYesComing SoonYessome100,000,000YesYesYesinfo@pubmatic.comclaims to be an ssp rather than an exchange but eventually they'll relent. strong analytics and account management.
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Tier 1Rubicon ProjectexchangeYesYessome10,000,000YesYesYesglobalsupport@rubiconproject.comUnique demand, confusing but robust pub platform, very poor account management
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Tier 1Index ExchangeexchangeYesComing SoonYessomeNoYesdoes some intermediating between other exchanges to bulk up their demand; their prebid adapter isn't 100% working, but they're fixing
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Tier 1Centro Brand ExchangeintermediaryYesYesa lot-BrandExchangeRTB@centro.netnews pub focused network; BUT they have their own demand in addition to intermediating
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Tier 1The Trade Deskdsp
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Tier 1Doubleclick Bid Manager (DBM)dsp
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Tier 1MediaMathdsp
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Tier 1Turndsp
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Tier 2AdSenseexchangeNoNoa lotYesYesYeshas Dynamic Allocation for DFP users
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Tier 2AdformintermediaryYesYessomeSSP which is strong in the Nordics/europe
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Tier 2PulsePointintermediaryYesYessome1,000,000YesYesEMEA contacts: pbennett@pulsepoint.com / tpage@pulsepoint.com US contact: jbrickman@pulsepoint.comEasy/Quick onboarding and integration. Account managers understand header bidding and are quick to respond, or assist with implementation. Solid partner all around. Good UI
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Tier 2Sovrn / Lijit / FederatedintermediaryYesYesnone1,000,000NoYesGreat UI, self managed tags, solid reporting and good API
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Tier 2YieldBotintermediaryYesYessomeNo
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Tier 2ExponentialintermediaryNoNoa lotYesYespublishers@exponential.comNow 'Exponential', mainly India based, very old UI & technology, good account management, solid eCPM and coverage, limited controls for pubs <- While their UI is still flash based, I found that the reporting is actually very handy. Way better than Mode / Glam for example. Also, the account management is responsive and at least somewhat knowledgeable. Glam's is laughable. I asked if they could support header bidding via prebid.js and they shared instructions for how to get tags from the control panel.
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Tier 2Evolve MediaintermediaryNononeFormerly Gorilla Nation
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Tier 2KomoonaintermediaryYesYesnoneThey now support prebid.js, they dont support safe frames
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Tier 2AdColony
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Tier 2Beeswaxdsp
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Tier 2Sitescout
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Tier 2RocketFuelintermediary
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Tier 3bRealtime (CPXi)intermediaryYesYesYesnoneNoYesYesbfleischman@brealtime.comNo longer part of CPXi
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Tier 3SonobiintermediaryYesYesnoneYesStrong implementation support, why tier 3? It's alot less sketchy than komoona
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Tier 3Sekindo (Universal McCann)intermediaryYesYesnonemfarber@sekindo.comPerforms well against other bidders but only because they run in banner video
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Tier 3DivisionDintermediaryNononeis this company legit or nah? (Had 95% tag loss a couple years ago on a campaign, never paid)(wondering the same thing-- constantly pinging me for inventory) (Ran single campaign few years ago, they had massive 'discrep' and only paid us 1/4 what they owed -kozy) (lied on the outstream/display products they sold me on and gave me only a generic video player tag and calls me daily to get it live)
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Tier 3CapslockintermediaryYesnonethis company looks sketch - response - yes we close them due to quality issues
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Tier 3AdKarmaintermediaryNonone
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Tier 3GlobalAdSpaceintermediaryNonone
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Tier 3AdaptiveMintermediarynone
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Tier 3MGIDintermediarynone
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Tier 3eBoundServicesintermediarynone
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Tier 3J Carter MarketingintermediaryYesYesnoneproprietary adserver, only 90% fill with 15-20% discrepancy on top of that. [pass on these jokers]
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Tier 3InsticatorintermediaryNononeThey claim they have HB, but it's just an incremental unit that they claim has HB.
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Tier 3ClickagyintermediaryNoNosomesales@clickagy.comFast growing startup with unique optimization controls ("Bid Adjustments") and detailed reporting. CEO on Reddit as "hmaugans"
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Tier 3YellowhammerintermediaryDecent Tier 3+ fill. Good account management, pay on time, growing.
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Tier 3District MintermediaryYesYessomeNo
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Tier 3SmartyAdsintermediaryYesYesa lotsvetlana@smartyads.com
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Tier 3AdSupplyintermediaryKind of sketchy, but good support, and bad implementation process
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Tier 3Media.netintermediary
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Tier 3Defy MediaintermediaryYesYessomeNo
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Tier 3152 MediaintermediaryYesYessomeNoalejo@152media.com
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Tier 3DataXuintermediaryYes
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Tier 3PocketMathintermediaryNo
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Tier 3Go2mobiintermediaryYes
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Tier 3BidtellectintermediaryYes
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Tier 3TubeMogulintermediaryYes
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Tier 3Platform.IOintermediaryYes
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Tier 3SortableintermediaryYes600,000Yes
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Tier 3AdButlerintermediaryYes
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Tier 3FreestarintermediaryYessome1,000,000Yesdavid.freedman@freestar.io
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Tier 3AdPushupintermediaryYesYesYesYes
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Tier 3AdThriveintermediaryYes
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Tier 3EzoicintermediaryYesruns through dns, often bungs up layout
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Tier 3MonetizeMoreintermediaryYes
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Tier 3RoxotintermediaryYesYesYessome@roxot_team; contact@roxot.comstrengths are analytics and data-driven dynamic price floors
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