What’s the Best Software for Programmatic Advertising?

Programmatic advertising has transformed how brands buy media. Instead of relying on manual negotiations and fixed placements, it automates the ad buying process using real-time data, targeting precision, and AI-driven decision-making.

But with several platforms available in the market, a common question is:
What’s the best software for programmatic advertising?

The answer depends on your business goals, target audience, and preferred channels. In this blog, we’ll explore three of the most widely used platforms: Display & Video 360 (DV360), The Trade Desk (TTD), and Amazon DSP, and break down what makes each of them powerful in its own way.

1. Display & Video 360 (DV360)

DV360 is Google’s programmatic platform and part of the Google Marketing Platform. It offers a unified solution for running campaigns across display, video, YouTube, audio, and connected TV.

Key Strengths

• Access to YouTube inventory
  DV360 is the only DSP with exclusive access to YouTube's full inventory, making it essential for video-heavy strategies.

• Deep integration with Google ecosystem
  Easily integrates with Google Ads, Campaign Manager, and Analytics 360 for a seamless reporting and attribution workflow.

• Audience targeting
  Leverages Google's rich audience data for precise targeting based on intent, behavior, and demographics.

• Brand safety and fraud protection
  Built-in controls and third-party verification support ensure ads appear in safe, viewable environments.

Ideal For

Brands that already use Google tools and want access to YouTube along with a powerful, centralized media buying system.

2. The Trade Desk (TTD)

The Trade Desk is a leading independent DSP known for its reach, transparency, and powerful data integrations. It’s designed for marketers who want control, flexibility, and multi-channel capabilities outside of the walled gardens.

Key Strengths

• Omnichannel access
  Run programmatic campaigns across display, CTV, native, audio, and digital out-of-home from a single dashboard.

• Unified ID 2.0
  TTD supports identity-based targeting as third-party cookies decline, offering more accurate and privacy-conscious audience targeting.

• Data integrations
  Seamlessly connects with leading DMPs, CDPs, and measurement platforms for custom targeting and attribution.

• Granular control and transparency
  Marketers can see exactly where ads are served, how bids are made, and what’s driving performance.

Ideal For

Advertisers seeking maximum reach across the open internet with full control over strategy, bidding, and data usage.

3. Amazon DSP

Amazon DSP enables programmatic ad buying across Amazon’s properties as well as external sites and apps. It’s tailored for advertisers looking to tap into Amazon’s rich shopper data and high-intent audiences.

Key Strengths

• Exclusive access to Amazon audiences
  Leverages Amazon’s first-party data from purchase history, search behavior, and browsing to target high-intent users.

• Inventory on and off Amazon
  Serve ads on Amazon-owned properties like Fire TV, IMDb, and Prime Video, plus third-party publishers.

• Full-funnel performance
  Run awareness, consideration, and remarketing campaigns all within the same platform.

• Retail insights and attribution
  Access to purchase data and retail performance metrics helps bridge the gap between media spend and actual conversions.

Ideal For

Ecommerce brands and CPG companies looking to reach shoppers across the buying journey, both on and off Amazon.

So, Which One Is the Best?

There’s no single answer. Each platform brings unique strengths to the table:

• DV360: Best for brands focused on video, YouTube, and tight integration with Google tools
• The Trade Desk: Ideal for marketers wanting flexibility, transparency, and reach beyond walled gardens
• Amazon DSP: Perfect for ecommerce and retail brands targeting ready-to-buy audiences with precise shopper data

The best software depends on where your customers are, what your campaign goals are, and how you plan to measure success.

Need Help Choosing the Right Platform?

Selecting the right programmatic tool requires a clear understanding of your media strategy, data stack, and customer behavior. Whether you're new to programmatic or scaling existing campaigns, expert guidance can help you make the right decision.

How DWAO Can Help You Run Smarter Programmatic Campaigns

DWAO helps brands navigate the programmatic landscape with confidence. We work with leading platforms like DV360, The Trade Desk, and Amazon DSP to design high-performance media strategies.

With DWAO, you can:

• Choose the right DSP based on your goals
• Set up full-funnel programmatic campaigns across channels
• Use first-party and behavioral data to fuel targeting
• Analyze performance and optimize in real time
• Integrate with analytics and attribution tools for deeper insights

Want to find the best programmatic advertising platform for your brand? Connect with the experts at DWAO and take the guesswork out of media buying.