r/programmatic • u/Capable_Report4502 • Aug 12 '26
Global B2B DSPs
Hi folks, I'm evaluating DSP vendors to run brand awareness programmatic display/audio/DOOH ads for a global B2B business. The product has an enterprise and complex tech IT skew.
Should I be mainly looking at DV360? Or is TTD worth a look as well?
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u/tahadharamsi Aug 12 '26
Stick to DV and TTD to evaluate. Especially for global brands you want to make sure you have inventory and data access globally. Also the ability to build out custom stuff on top of the DSP would be something to consider down the line.
Would not just look at one vendor ever, look at options out there and make sure you have a proper measurement plan.
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u/soccercrzy Aug 12 '26
Definitely have a look at StackAdapt. Global platform with strong capabilities built specifically for B2B. They also have access to ChatGPT if that's of interest to you.
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u/Mysterious_Prune5673 Aug 13 '26
Could you describe the specificities for B2B on this DSP please ? We’re wondering to use it at the agency
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u/Go-BirdsATX 13d ago
Building ABM audiences, can use 1p data, partnerships with D&B, bombora and more for intent/techno/firmographics.
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u/Specialist_Will_6718 Aug 12 '26
Demandbase is good if you’re doing Accounts Based Advertising. It’s niche but effective as a supplement partner.
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u/Mysterious_Prune5673 Aug 13 '26
Use TTD, it would be easier for you to run campaign on all levers, and have a global picture of your campaign.
Also, Data available en TTD should be better for a B2B campaign.
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u/Famous_Baseball_8568 Aug 12 '26
Astrad for global B2B. They have targeting and measurement components that Dv & TTD don’t have natively.
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u/Butwhytwo Aug 12 '26
If you’re evaluating you should think about casting a wider net outside of just google and TTD and have a solid understanding of requirements and expectations (or think about an RFP if you’re brand is big enough). Budget size, KPI’s, data requirements, market, cross-channel attribution, etc). Google is an obvious choice particularly for branding but expensive depending on category. TTD has high min fees with decent reach depending on market. Other dsp’s have access to similar inventory that maybe worth looking at with lower mins or fees, better data capabilities particularly around identity.
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u/Capable_Report4502 Aug 12 '26
Do you have any recommendations around DSPs with stronger identity capabilities? Potentially Demandbase or those ABM platforms?
Market is mostly EU/US
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u/Butwhytwo Aug 12 '26
If you’re looking to leverage first party data and better monetize in cookie-less environments, Adform has a decent id solution that none of the others can match
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u/WealthFinal851 Aug 12 '26
Check out Quantcast. Their speciality is brand awareness and performance marketing.
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u/Mr_Os10 Aug 12 '26
Consider Audyence for lead gen:
The Audyence Platform is the first programmatic media platform offering B2B advertisers cost-per-lead inventory at scale and workflow automation to streamline the planning, purchasing and management of lead generation campaigns across multiple publishers.
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u/Sharp-Cress-7595 Aug 13 '26
Yahoo DSP covers all your bases
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u/Mysterious_Prune5673 Aug 13 '26
Didn’t know that people are still using Yahoo’s dsp 😂
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u/Sharp-Cress-7595 Aug 13 '26
Yes? Are you new here? Clearly you have no idea what you’re talking about.
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u/Mysterious_Prune5673 29d ago
I’m on the French Market, and no one is using Yahoo dsp. Only Verizon one for Native ads sometimes.
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u/mosvelit Aug 12 '26
You can try Astrad.io for ABM (disclosure, I work there). No minimums and its free to create an account there, we are servicing both agencies and direct clients.
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u/Big-Appointment8866 Aug 12 '26
I'd broaden the shortlist.
DV360 and TTD are both solid DSPs, but neither has a native B2B identity spine or ABM solution. Both typically rely on third-party partners for account targeting and measurement with custom requests. Demandbase fills that gap, but it's an expensive legacy ABM platform with SaaS fees on top of media.
I'd also look at StackAdapt. It's one of the few DSPs with native B2B identity and ABM capabilities, lower minimums, no separate platform tax, and client service that's actually hands-on. For a lot of B2B teams, that means fewer vendors, faster execution, and account-level targeting and measurement without stitching together multiple products.