Sovrn is a leading supply-side platform (SSP) in the advertising industry.
However, they aren’t the only option.
As a Google Certified Publishing Partner (GCPP) and Google MCM Partner, Adnimation works with the best SSPs in the market.
In this article, we will explore the top 10 Sovrn competitors and alternatives.
Top 10 Sovrn Competitors
- Google Ad Manager
- Amazon
- Magnite (formerly Rubicon)
- Xandr (formerly AppNexus)
- OpenX
- Pubmatic
- TripleLift
- 33Across
- Sonobi
- Adyoulike
1. Google Ad Manager
It’s impossible to have a list of leading SSPs without including Google Ad Manager.
Google Ad Manager, or GAM, is the world’s largest SSP and was created by Google in 2018 as a merger of two of its ad management platforms, DoubleClick for Publishers (DFP) and DoubleClick Ad Exchange (AdX).
GAM provides publishers with a range of advertising solutions such as display ads, video ads, native ads, and more.
Its vast network of advertisers and publishers, notably Google AdX, makes it a popular choice for publishers looking to monetize their content.
Google Ad Manager’s vast reach and access to a large number of advertisers are one of its significant pros. However, Google Ad Manager has a complex interface, which can be challenging for beginners to navigate.
In addition, if you’re using GAM in order to access Google AdX, you might be disappointed to discover that most publishers can’t join AdX on their own. Instead, they can only access the premium exchange via an AdX partner.
2. Amazon
Amazon’s SSP, known as Amazon Publisher Services, is another prominent player in the digital advertising space.
Amazon has a massive network of advertisers and publishers, and its advertising solutions are known for their high conversion rates.
In addition, Amazon is unique because it gives publishers access to its demand-side platform (DSP) that is comprised of its own advertisers. These advertisers are unique because they’re not found on other DSPs and they offer e-commerce products.
However, Amazon has strict policies, making it challenging for some publishers to get approved.
3. Magnite (Formerly Rubicon)
Magnite, formerly known as Rubicon, boasts to be the largest independent SSP in the world.
Its solutions include display ads, video ads, audio ads, and more. Magnite’s vast network of advertisers makes it an excellent choice for publishers looking to monetize their content.
In addition to programmatic ads, Magnite provides publishers with a range of options, including a Private Marketplace (PMP), Programmatic Guaranteed (PG), and Auction Package features.
4. Xandr (Formerly AppNexus)
Xandr, formerly known as AppNexus, is a leading SSP that was purchased by Microsoft in 2021.
Its vast network includes display ads, video ads, native ads, and OTT/CTV ads.
Xandr’s focus on programmatic advertising enables publishers to tap into the industry’s top advertisers while utilizing efficient and smart ad placements
5. OpenX
OpenX is a 100% cloud-based exchange, which enables it to offer publishers an efficient tech stack.
Its ad platform, Open Audience, provides publishers the ability to leverage programmatic ads by matching your site visitors to third-party identifiers.
With OpenX, publishers can access traditional display ads and OTT/CTV ads.
6. Pubmatic
Pubmatic has been a major player in the advertising industry for years.
Their SSP offers publishers access to ads across all available platforms, including web, mobile apps, and CTV apps.
It also offers a unique Openwrap bidding solution that gives publishers custom management tools and performance insights.
Openwrap, together with its ID management tool, make it a strong SSP.
7. TripleLift
TripleLift is a top SSP as well as a native ad network and an ad placement and exchange provider.
Providing solutions for display, native, CTV, and online video, publishers can access a wealth of ads for their digital assets.
TripleLift also offers a unique data solution that enables publishers create customized audiences based on first-party data.
8. 33Across
33Across is a SSP that focuses on delivering relevant and engaging content to provide better user experiences.
It places a large focus on monetizing cookie alternative inventory while respecting consumer privacy. By doing so, it enables publishers to utilize their undervalued supply into strong programmatic revenue.
9. Sonobi
Sonobi offer a wide variety of monetization options for publishers.
It features a unique “Programmatic + Push” solution that blends programmatic ads with push notifications to increase user engagement.
Sonobi also offers a bevy of first-party identity solutions to create better relationships with users and serve them more relevant ads.
10. Adyoulike
Adyoulike is a SSP acquired by OpenWeb that has access to more than 50 DSPs across the US, EU and Asia.
It specializes on native ads, including native display and video. It also offers a unique “Native Stories” and “Native Social” option for publishers.
These solutions help increase user engagement which leads to higher revenue for publishers.
How to Choose the Best SSP?
The simple answer is: you don’t have to.
With header bidding, there is no need to choose one SSP over another.
You can have all of the top SSPs simultaneously competing for your ad space, increasing competition and driving revenue.
However, it’s important not to overburden the user’s browser with too many SSPs that will increase latency and lead to slow page loading times.
That is why we recommend implementing hybrid header bidding, which enables you to bring on as many top SSPs as possible, keep high CPMs, and not slow down the loading times.
For more information, or if you just want some advice, feel free to reach out to us today.
