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For B2C Marketing Professionals

The Forrester Wave™: Sell-Side Platforms, Q1 2012

AppNexus and Admeld Lead, With Multiple Vendors Close Behind

January 3, 2012

Primary author headshot


  • By Michael Greene
  • with Emily Riley,
  • David Truog,
  • Jennifer Wise,
  • James McDavid

Why Read This Report

In Forrester's 34-criteria evaluation of sell-side platform vendors, we found that AppNexus and Admeld led the pack because of their highly granular controls for publishers and proven ability to support a diverse array of sales opportunities. These leads, however, are far from insurmountable, and they face strong competition from other leading vendors — notably PubMatic and Rubicon Project — which are aggressively ramping up their development efforts and turning once-distinguishing platform features into table stakes. Customize this Forrester Wave™ to determine which sell-side platform partner suits your needs best.

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Table of Contents

  • Sell-Side Platforms: A Vital Part Of The Publisher Tech Stack
  • SSP Evaluation Overview
  • SSP Vendors Are Putting More Control Into The Hands Of Publishers
  • Vendor Profiles
  • Supplemental Material
  • Related Research Documents