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Best SSPs for Publishers 2025: Top 20 Supply-Side Platforms for Maximizing Ad Revenue

Federico BuciakFederico Buciak
Best SSPs for Publishers 2025: Top 20 Supply-Side Platforms for Maximizing Ad Revenue

Picking the best SSP for publishers in 2025 is a critical decision in a post-cookie, omni-channel world. The right supply-side platform can mean the difference between under-monetized inventory and record ad revenues. Below, we’ll rank the top SSPs of 2025 and explain what sets them apart, so you can make an informed choice for your monetization stack.

Methodology

We analyzed industry reports (like the 2024 Forrester Wave), real publisher feedback, and recent case studies. We weighted Auction Transparency and Omnichannel Demand most heavily, followed by Identity/Privacy and Service/Trust.

Top 20 SSPs for Publishers in 2025 – Expanded Ranking

(Each SSP includes a one-sentence rationale based on strengths across evaluation pillars.)

  1. Amazon Publisher Services (APS) – "Retail media kingpin with innovative header-bidding tech and huge unique advertiser demand."
  2. Magnite – "Largest independent SSP, excelling in CTV and video yield (but still improving payment speed)."
  3. PubMatic – "Publisher-first platform offering omnichannel demand, superior support, and robust data tools."
  4. Index Exchange – "Technically solid and transparent SSP with balanced demand across all major markets."
  5. Equativ (Smart) – "End-to-end SSP/ad server with strong video expertise and a reputation for hands-on publisher service."
  6. Microsoft Advertising (Xandr) – "Scale and premium deals (e.g. Netflix) in a full-featured SSP, albeit with slower innovation post-acquisition."
  7. Adform – "Privacy-focused European SSP with full-stack capabilities and strong support for IDs and unique formats."
  8. OpenX – "Legacy SSP reinvented via cloud infrastructure and an identity graph – solid demand especially in US."
  9. Criteo Commerce Grid – "Commerce media specialist connecting publishers to thousands of retail & brand advertisers directly."
  10. TripleLift – "Innovator in native and CTV ads, providing high-impact formats and growing programmatic demand."
  11. InMobi – "Mobile-first SSP powerhouse rapidly expanding into CTV and in-app header bidding."
  12. Sovrn – "Effective monetization for mid-tier publishers with header bidding simplicity and commerce data integration."
  13. Nexxen (Tremor/Unruly) – "Video and CTV-focused SSP leveraging attention-based metrics to enhance advertiser engagement."
  14. Teads – "Global SSP leader in premium outstream video and contextual AI solutions for a cookie-less future."
  15. Sharethrough – "Pioneer in native ad exchanges, strong focus on sustainable advertising and innovative GreenPMPs."
  16. Yieldmo – "Advanced curation capabilities using attention signals to optimize supply paths and boost yield."
  17. GumGum SSP – "Leader in contextual in-image and in-video advertising powered by robust AI technology."
  18. Taboola – "Major native ad network with extensive reach and enhanced cookieless capabilities through Unified ID 2.0."
  19. Outbrain – "Renowned native SSP with global presence, strong curation capabilities, and effective recommendation tools."
  20. Bidstack – "Innovative SSP specializing in immersive in-game advertising, notably partnered with major sports leagues."

Why SSP Choice Matters in 2025 (and Key Evaluation Factors)

In 2025, publishers face an evolving programmatic landscape. Header bidding is standard, third-party cookies are nearing their end, and privacy regulations are tightening. Meanwhile, new channels like CTV and retail media are exploding. Choosing the best supply-side platform means finding a partner that excels on multiple fronts. Here are the pillars we considered in our evaluation:

  • Auction Dynamics & Transparency
  • Yield Optimization with AI/ML
  • Identity & Privacy Readiness
  • Omnichannel Demand (Display, Mobile, CTV, etc.)
  • Service & Support
  • Take Rate and Payout Terms

Ones to Watch

  • AdColony (Digital Turbine)
  • Unity LevelPlay
  • SeenThis

Key Takeaways for Publishers in 2025

  • Mix & Match for Optimal Yield: Combine large platforms and high-performing independents.
  • Prioritize Transparency and Control: Choose SSPs with clear auctions and no hidden fees.
  • Leverage Identity Solutions: Opt for SSPs ready for a cookieless future with unified IDs.
  • Seek Omnichannel Demand: Ensure SSPs monetize across all inventory types.
  • Monitor Performance & Adjust: Regularly review and adjust SSP usage based on performance data.

By focusing on these strategies, publishers can successfully navigate 2025's evolving ad landscape.

Are you an SSP not on this list? Reach out to us, we're always evaluating new partners and may include you in our next edition.

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