Programmatic advertising companies in the US leverage technology to automate the buying and selling of advertising space in real-time. This sector is shaped by various players, including demand-side platforms (DSPs) and supply-side platforms (SSPs), which facilitate targeted and efficient ad placements. With the increased importance of data analytics, these companies are optimizing audience targeting and enhancing campaign effectiveness. As consumer behavior evolves and privacy regulations tighten, the industry is moving towards sustainable practices and responsible media usage, promising new opportunities for growth and innovation.

The companies featured in this list range in size from small startups to large corporate entities, primarily located in major cities like New York and San Francisco. Established from 2001 to 2012, these firms specialize in areas such as programmatic buying, display advertising, and video solutions. Many have significant employee counts and have garnered substantial funding, indicating investor confidence. Alongside technology, these companies leverage data-driven insights to deliver effective marketing solutions tailored to their clients' needs.

Continue reading to discover the top programmatic advertising companies in the US.

Top 17 Programmatic Advertising Companies in the US

1. AppNexus

• Website: appnexus.com
• Ownership type: Corporate
• Headquarters: New York, New York, United States (USA)
• Employee distribution: United States (USA) 65%, United Kingdom (UK) 10%, Brazil 10%, Other 15%
• Latest funding: $1.6B, June 2018
• Founded year: 2007
• Headcount: 1001-5000
• LinkedIn: appnexus

AppNexus, founded in 2007 and based in New York City, operates as a significant player in the programmatic advertising space. Initially an independent company, it has since been integrated into Microsoft Advertising, enhancing its capabilities and reach. AppNexus provides a robust demand-side platform that allows advertisers to effectively manage and optimize their digital advertising campaigns. The platform leverages advanced data analytics to improve targeting and performance, making it a valuable tool for businesses looking to engage their audiences effectively. With substantial funding of $1.6 billion received in 2018, AppNexus has positioned itself as a key technology provider in the advertising sector, focusing on data-driven solutions that cater to the evolving needs of advertisers.

2. AdRoll, a division of NextRoll

• Website: adroll.com
• Ownership type: Venture Capital
• Headquarters: San Francisco, California, United States (USA)
• Employee distribution: United States (USA) 56%, Ireland 22%, Australia 18%, Other 4%
• Latest funding: $70.0M, April 2014
• Founded year: 2007
• Headcount: 501-1000
• LinkedIn: adroll

AdRoll, a division of NextRoll, is a digital marketing agency based in San Francisco, California. Established in 2007, the company specializes in providing comprehensive advertising solutions tailored to businesses across various sectors, including ecommerce and finance. AdRoll's platform enables clients to run full-funnel ad campaigns that align with their marketing goals. The company offers a range of services, such as display ads, video ads, and marketing automation tools, which help clients engage effectively with their target audiences. AdRoll has successfully served over 140,000 brands, leveraging data-driven insights to optimize marketing strategies. The company has also received significant funding, with a reported last funding amount of $70 million in 2014, indicating investor confidence in its business model and growth potential.

3. Xandr

• Website: xandr.com
• Ownership type: Corporate
• Headquarters: New York, New York, United States (USA)
• Employee distribution: United States (USA) 70%, India 6%, United Kingdom (UK) 6%, Other 19%
• Latest funding: December 2021
• Founded year: 2006
• Headcount: 1001-5000
• LinkedIn: xandr

Xandr, Inc. is an advertising technology firm based in New York, founded in 2006. The company specializes in creating a digital platform that facilitates the buying and selling of consumer-centric digital advertising. Xandr serves businesses in the advertising and marketing sectors, providing solutions such as demand-side platforms, audience targeting, and video advertising. As a subsidiary of Microsoft, Xandr leverages the tech giant's data-driven insights to enhance the effectiveness of advertising campaigns. This partnership allows Xandr to access a vast pool of data, which is crucial for optimizing ad performance and targeting specific audiences. The company has a global employee distribution, with a significant presence in the United States, India, the United Kingdom, France, and Spain. Xandr's focus on innovative advertising solutions positions it as a relevant player in the programmatic advertising industry.

4. FreeWheel

• Website: freewheel.com
• Ownership type: Corporate
• Headquarters: New York, New York, United States (USA)
• Employee distribution: United States (USA) 60%, China 19%, United Kingdom (UK) 10%, Other 12%
• Latest funding: March 2014
• Founded year: 2007
• Headcount: 1001-5000
• LinkedIn: freewheel

FreeWheel, based in New York City, is an advertising technology company founded in 2007. It operates under the umbrella of Comcast and provides comprehensive platforms tailored for publishers, advertisers, and media buyers. The company offers a suite of products, including DemandSuite, SupplySuite, Strata, and Beeswax, which are designed to optimize advertising strategies and enhance revenue generation. FreeWheel's clients primarily consist of businesses in the advertising and media sectors, leveraging data-driven insights to navigate the complex advertising landscape. With a workforce of over 1,400 employees, FreeWheel has established a global presence, with offices in multiple countries. Their commitment to improving the advertising experience is evident through initiatives like the Viewer Experience Lab, which aims to enhance ad environments across video platforms. FreeWheel's technology enables seamless transactions and effective campaign management, making it a significant player in the programmatic advertising industry.

5. OpenX

• Website: openx.com
• Ownership type: Private Equity
• Headquarters: Pasadena, California, United States (USA)
• Employee distribution: United States (USA) 52%, Poland 36%, United Kingdom (UK) 3%, Other 9%
• Latest funding: June 2015
• Founded year: 2007
• Headcount: 201-500
• LinkedIn: openx

OpenX Technologies, Inc. is an advertising technology firm based in Pasadena, California, specializing in programmatic advertising solutions. The company operates a supply-side platform that empowers publishers to optimize their revenue while enabling advertisers to effectively connect with their desired audiences. Since its inception in 2007, OpenX has grown to employ between 201 and 500 individuals, with a significant presence in the United States and Poland. The company has developed a reputation for its advanced data and identity technology, which enhances advertising strategies for clients across various channels, including mobile, desktop, and connected TV (CTV). OpenX's commitment to sustainability is notable, as it was the first adtech company to achieve Net-Zero verification, reflecting its dedication to responsible media practices. The firm has not reported any recent funding, indicating a stable operational model since its last funding round in 2015.

6. Google Ads

• Website: ads.google.com
• Ownership type: Private
• Headquarters: Mountain View, California, United States (USA)
• Founded year: 1998
• Headcount: 10001+
• LinkedIn: google-ads-es

Google Ads, founded in 1998 and based in Mountain View, California, is a prominent advertising agency that specializes in online advertising solutions. The platform caters to businesses aiming to enhance their online visibility and engage customers through targeted advertising campaigns. Google Ads offers a range of services, including search ads, display ads, video ads, and shopping ads, all designed to meet various marketing objectives. The platform leverages advanced AI technology to optimize ad performance, ensuring that businesses can effectively reach their desired audience. Google Ads also provides tools such as Google Analytics and Keyword Planner, which help advertisers track performance and refine their strategies. With a workforce exceeding 10,000 employees, Google Ads remains a vital entity in the advertising industry, continuously evolving to meet the needs of its clients.

7. Choozle

• Website: choozle.com
• Ownership type: Private Equity
• Headquarters: Denver, Colorado, United States (USA)
• Employee distribution: United States (USA) 100%
• Latest funding: Series C, $15.0M, May 2021
• Founded year: 2012
• Headcount: 51-200
• LinkedIn: choozle

Choozle is a digital advertising agency based in Denver, Colorado, founded in 2012. The company specializes in programmatic advertising solutions, catering primarily to mid-market agencies and brands. Choozle's platform provides a comprehensive suite of tools that facilitate the planning, execution, and optimization of digital advertising campaigns across various channels, including display, video, audio, and social media. With a focus on user experience, Choozle aims to simplify the complexities of digital marketing for its clients. The company has successfully managed over 97,000 campaigns and served more than 10,000 agencies and brands since its inception. In May 2021, Choozle secured $15 million in Series C funding, which underscores its growth trajectory and the confidence investors have in its business model. This funding has likely contributed to enhancing its technology and expanding its service offerings, further solidifying its position in the programmatic advertising space.

8. Simpli.fi

• Website: simpli.fi
• Ownership type: Private Equity
• Headquarters: Fort Worth, Texas, United States (USA)
• Employee distribution: United States (USA) 98%, Other 2%
• Latest funding: June 2021
• Founded year: 2010
• Headcount: 501-1000
• LinkedIn: simpli.fi

Simpli.fi is an advertising technology company based in Fort Worth, Texas, founded in 2010. With a workforce of approximately 665 employees, the company specializes in programmatic media buying and software management solutions. Simpli.fi serves a wide range of clients, including advertisers and agencies, by providing targeted advertising services across multiple digital channels. Their platform supports various advertising formats such as addressable, CTV, mobile, video, display, native, and audio. Additionally, they offer tools for media planning, project management, and accounting, streamlining the workflow for their clients. Simpli.fi has not reported any recent funding, indicating a stable operational status since their last funding round in June 2021. The company is recognized for its innovative approach to programmatic advertising, leveraging unstructured data to enhance audience targeting and campaign effectiveness.

9. Yieldmo

• Website: yieldmo.com
• Ownership type: Venture Capital
• Headquarters: Nashua, New Hampshire, United States (USA)
• Employee distribution: United States (USA) 90%, United Kingdom (UK) 5%, India 5%
• Latest funding: Series C, $2.0M, July 2020
• Founded year: 2012
• Headcount: 51-200
• LinkedIn: yieldmo

Yieldmo is an advertising technology firm based in Nashua, New Hampshire, founded in 2012. The company specializes in programmatic advertising solutions, offering products like the Global Smart Exchange and Contextual Curation Engine. These tools are designed to improve the performance of digital advertising campaigns for both advertisers and publishers. Yieldmo leverages advanced machine learning techniques and real-time data processing to enhance ad inventory and optimize campaign outcomes. With a workforce of around 173 employees, the company has a significant presence in the United States, with a smaller footprint in the UK and India. Yieldmo has attracted venture capital funding, with its last round raising $2 million in July 2020, reflecting continued investor confidence in its business model and growth potential.

10. Mediaocean

• Website: mediaocean.com
• Ownership type: Private Equity
• Headquarters: New York, New York, United States (USA)
• Employee distribution: India 42%, United States (USA) 40%, United Kingdom (UK) 6%, Other 12%
• Latest funding: August 2021
• Founded year: 1967
• Headcount: 1001-5000
• LinkedIn: mediaocean

Mediaocean, founded in 1967 and headquartered in New York, is an advertising technology company that provides a critical platform for omnichannel advertising. The company specializes in ad serving, creative personalization, and media finance solutions, catering to advertisers and agencies aiming to manage and optimize their advertising campaigns effectively. Mediaocean's platform integrates various tools and services, allowing clients to streamline their advertising processes across digital, social, and connected TV (CTV) channels. With a workforce of over 1,160 employees, the company has a significant presence in key markets, including the United States and India. Mediaocean's commitment to innovation is evident in its use of AI to enhance advertising effectiveness, making it a relevant player in the programmatic advertising sector.

11. TripleLift

• Website: triplelift.com
• Ownership type: Private Equity
• Headquarters: New York, New York, United States (USA)
• Employee distribution: United States (USA) 60%, India 13%, United Kingdom (UK) 9%, Other 18%
• Latest funding: March 2021
• Founded year: 2012
• Headcount: 201-500
• LinkedIn: triplelift

TripleLift is an advertising technology firm based in New York City, specializing in programmatic advertising solutions. Since its inception in 2012, the company has focused on enhancing digital advertising strategies for both advertisers and publishers. They offer a range of innovative media formats and audience targeting services, which are particularly valuable in cookie-constrained environments. TripleLift's technology enables advertisers to maximize campaign performance while providing publishers with tools to improve monetization. The company has integrated with numerous top demand-side platforms, ensuring broad access to engaging advertising experiences. Additionally, TripleLift is recognized as a minority-owned business, certified by the National Minority Supplier Development Council, which underscores its commitment to economic inclusion in media. This focus on social responsibility, combined with their technological advancements, positions TripleLift as a significant player in the programmatic advertising space.

12. Vistar Media

• Website: vistarmedia.com
• Ownership type: Corporate
• Headquarters: New York, New York, United States (USA)
• Employee distribution: United States (USA) 54%, Netherlands 15%, Australia 11%, Other 20%
• Latest funding: $600.0M, January 2025
• Founded year: 2011
• Headcount: 51-200
• LinkedIn: vistar-media

Vistar Media, founded in 2011 and based in New York City, is an advertising technology company that specializes in out-of-home (OOH) advertising solutions. The company provides a programmatic marketplace and enterprise software designed to help marketers and media owners optimize their advertising campaigns. Vistar Media's platform integrates various data solutions, enabling precise targeting and effective campaign management. They cater to a global clientele, working with brands, agencies, and media owners to enhance the impact of OOH advertising. The company has received significant funding, totaling $600 million, which underscores its growth trajectory and the increasing importance of programmatic advertising in the OOH sector. Vistar Media's innovative approach and commitment to leveraging technology in advertising make it a notable player in the industry.

13. Smaato (Now part of Verve)

• Website: smaato.com
• Ownership type: Corporate
• Headquarters: New York, New York, United States (USA)
• Employee distribution: Germany 61%, United States (USA) 18%, India 10%, Other 10%
• Latest funding: $170.0M, July 2021
• Founded year: 2005
• Headcount: 51-200
• LinkedIn: smaato

Smaato, now part of Verve, is a digital advertising platform based in New York City, founded in 2005. The company provides comprehensive solutions for ad monetization, catering to both publishers and marketers. Smaato's platform allows users to manage ad placements across various formats, including mobile and video, while emphasizing transparency and control. With a focus on programmatic advertising, Smaato offers tools such as header bidding solutions and a customer data platform, enabling users to optimize their advertising strategies effectively. The company has a significant global presence, with a workforce distributed across countries like Germany, the United States, India, China, and Singapore. In July 2021, Smaato secured $170 million in funding, underscoring its relevance and potential in the competitive ad tech industry.

14. Flashtalking (Merged with Innovid)

• Website: flashtalking.com
• Ownership type: Corporate
• Headquarters: New York, New York, United States (USA)
• Employee distribution: United States (USA) 54%, United Kingdom (UK) 28%, Germany 6%, Other 12%
• Latest funding: $500.0M, July 2021
• Founded year: 2001
• Headcount: 201-500
• LinkedIn: flashtalking-inc-

Flashtalking, now part of Innovid, is an advertising technology firm based in New York City, founded in 2001. The company specializes in creative personalization and intelligence across various marketing channels. Flashtalking offers a suite of solutions that include AI-driven advertising, audience identity services, and creative production. These tools are designed to help global advertisers and agencies optimize their marketing efforts effectively. With a workforce of approximately 269 employees, Flashtalking has a significant presence in the United States, the United Kingdom, and other regions. The company has received substantial funding, with a notable amount of $500 million reported in July 2021, which underscores its growth potential and relevance in the competitive advertising technology sector.

15. SpotX (now part of Magnite)

• Website: spotx.tv
• Ownership type: Corporate
• Headquarters: Denver, Colorado, United States (USA)
• Employee distribution: United States (USA) 79%, United Kingdom (UK) 15%, Netherlands 3%, Other 3%
• Latest funding: $1.1B, February 2021
• Founded year: 2007
• Headcount: 501-1000
• LinkedIn: spotx

SpotX, now integrated into Magnite, is an advertising technology firm based in Denver, Colorado. Founded in 2007, the company specializes in programmatic video advertising solutions tailored for premium publishers and broadcasters. SpotX provides a platform that enables clients to effectively monetize their video content through targeted advertising strategies. The company operates primarily within the digital advertising industry, serving clients in the media and entertainment sectors. SpotX has made significant strides in the programmatic space, particularly with its focus on video and connected TV (CTV) advertising. Their technology facilitates seamless ad transactions, enhancing revenue opportunities for content creators. In February 2021, SpotX secured $1.14 billion in funding, underscoring its robust position in the market and the confidence investors have in its future growth.

16. Sharethrough

• Website: sharethrough.com
• Ownership type: Corporate
• Headquarters: New York, New York, United States (USA)
• Employee distribution: Canada 53%, United States (USA) 40%, United Kingdom (UK) 6%, Other 1%
• Latest funding: February 2021
• Founded year: 2008
• Headcount: 51-200
• LinkedIn: sharethrough

Sharethrough is an advertising technology company based in New York, specializing in programmatic advertising solutions. Founded in 2008, the company has developed a robust platform that enhances ad performance through innovative features such as CTV ad enhancements and a carbon emissions estimator. Sharethrough operates primarily in the digital marketing sector, aiming to improve user engagement while promoting sustainability in advertising practices. The company has a significant presence in North America, with a workforce that is predominantly based in Canada and the United States. Recently, Sharethrough announced a merger with Equativ, which positions them as one of the largest independent ad platforms globally. This merger is expected to enhance their capabilities and expand their market reach, further solidifying their role in the programmatic advertising industry.

17. RhythmOne

• Website: rhythmone.com
• Ownership type: Corporate
• Headquarters: Bellevue, Washington, United States (USA)
• Employee distribution: United States (USA) 100%
• Latest funding: $300.0M, February 2019
• Founded year: 2004
• Headcount: 501-1000
• LinkedIn: rhythmone

RhythmOne is a digital advertising technology company based in Bellevue, Washington, specializing in programmatic advertising solutions and publisher services. Founded in 2004, the company has developed tools that enhance targeting and engagement for effective advertising campaigns. RhythmOne operates through a technology-driven model, focusing on delivering innovative advertising solutions tailored for businesses and organizations in the digital advertising sector. The company has a workforce of approximately 501-1000 employees and has received substantial funding, amounting to $300 million in 2019. This financial backing reflects the confidence investors have in RhythmOne's capabilities and its potential for growth in the competitive landscape of digital advertising. Recently, RhythmOne integrated its premium publisher products into Unruly, a sister division under Tremor International, which further positions it within the programmatic advertising space.

Programmatic Advertising Insights: Key Companies in the US

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