GTM AI Index
Index › Marketing › Programmatic › Enterprise › September 2026 Edition

Programmatic and display advertising for enterprise buyers

Asked as “programmatic advertising platform”, and as “demand-side platform for display ads”, on behalf of an enterprise B2B company. 46 first choices recorded across the direct, paraphrase, budget and scale prompts, twelve models each.
Standing
The Trade Desk
Clear leader
43% of first choices, clear leader.
ShowinginAll 73 categories →

By buyer segment

The same question asked on behalf of a different buyer. Each standing is computed within its segment; they sit side by side and are never added together.
Small businessStackAdapt32%ContestedStanding →Mid-marketStackAdapt61%Clear leaderStanding →EnterpriseThe Trade Desk43%Clear leaderThis page

01The standing

Share is the count of first choices across the direct, paraphrase, budget and scale prompts, over all twelve models, for an enterprise B2B company. Ordered by share.
ProductFirst-choice shareNegative rateLabelsQuadrant
01The Trade Desk43%7%54endorsed leader
02Demandbase17%0%17accepted challenger
03StackAdapt9%12%32accepted challenger
04Amazon DSP7%23%31accepted challenger
05Google Display & Video 3604%23%44accepted challenger
06Adobe Advertising4%19%16accepted challenger
Bars are the share of first choices, 0 to 100Every product with at least 10 labels here. Every product name links to its vendor page.
Head to head
StackAdapt vs AdRollStackAdapt vs The Trade DeskAdRoll vs The Trade Desk

Recommended versus criticized

Every product with at least 10 labels here, on both axes. The 30% line names a quadrant, not the verdict above: that one needs more than 40%.

Criticized challengerCriticized default
Negative label rate →
01
02
03
04
05
06
Accepted challengerEndorsed leader
0%First-choice share → · lines at 30% share and 25% negative60%
Key
01The Trade Desk43%
02Demandbase17%
03StackAdapt9%
04Amazon DSP7%
05Google Display & Video 3604%
06Adobe Advertising4%

02What they warned about

Five of twelve models held their first choice under the paraphrase. GPT-5.4 mini, Gemini 3.5 Flash, Perplexity Sonar, Llama 4 Maverick, Qwen 3.7 Flash, Kimi K2 and MiniMax M2.5 changed. A high negative share on a product with few labels is a warning. A low share on a product with many labels is salience, not sentiment.
Google Display & Video 360
23%
10 of 44 labels negative · 7 of 12 models · 1 hard negative
“a U.S. federal court found Google illegally monopolized the publisher ad server and ad exchange markets... The platform can be opaque about fees and can favor its own supply.” DeepSeek V4 Flash, negative prompt
Amazon DSP
23%
7 of 31 labels negative · 5 of 12 models
“Google DV360 and Amazon DSP require teams already embedded in their ecosystems - Significant lock-in effects” GLM 4.7 FlashX, negative prompt
MediaMath
50%
4 of 8 labels negative · 4 of 12 models · 2 hard negative
“Generally not recommended for large enterprises in 2024-2026” MiniMax M2.5, negative prompt
Microsoft Invest
67%
4 of 6 labels negative · 4 of 12 models · 2 hard negative
“Xandr/Microsoft Invest is being sunset (February 2026 completion)” DeepSeek V4 Flash, comparative prompt

03What they cite

Citations exist only for the models that return a source list: four of the twelve in this edition, and all six flagship models on the expanded tier.

Sites the answers cite

20 of 72 answers in this category came back with a source list, from 4 of 12 models: citations where the model returns them, or the search results it consulted. 5 of those lists are Google grounding redirects that name no site and are left out of the counts. 201 links across 106 sites, every framing counted. Ranked by the number of answers carrying the site or page. The other 8 models searched through a gateway that returned no source list on this edition.

improvado.io
vendor site · Improvado8 answers · 16 citations · 2 models
aidigital.com
7 answers · 8 citations · 2 models
admanage.ai
vendor site · AdManage6 answers · 6 citations · 2 models
vibe.co
vendor site · Vibe.co5 answers · 6 citations · 2 models
directiveconsulting.com
5 answers · 5 citations · 2 models
syntermedia.ai
5 answers · 5 citations · 1 model
reddit.com
vendor site · Reddit4 answers · 5 citations · 1 model
6sense.com
vendor site · 6sense4 answers · 4 citations · 2 models
inbeat.co
vendor site · inBeat4 answers · 4 citations · 2 models
taqtics.com
4 answers · 4 citations · 1 model
marketingplatform.google.com
vendor site · Google Search3 answers · 6 citations · 1 model
blasto.ai
3 answers · 3 citations · 2 models

Pages the answers cite

The ten pages named in the most answers, by full address. A page here is one the models returned with a recommendation, not one the index endorses.

improvado.io/blog/top-programmatic-platforms
7 answers · 2 models
admanage.ai/blog/programmatic-advertising-platforms
6 answers · 2 models
aidigital.com/blog/programmatic-advertising-platforms
6 answers · 2 models
directiveconsulting.com/blog/the-top-5-programmatic-platforms-leading-the-w…
5 answers · 2 models
6sense.com/blog/best-b2b-programmatic-advertising-platforms
4 answers · 2 models
improvado.io/blog/b2b-programmatic-advertising-strategies
4 answers · 1 model
inbeat.co/articles/top-programmatic-advertising-platforms
4 answers · 2 models
taqtics.com/answers/programmatic-advertising/programmatic-advertising-platf…
4 answers · 1 model
vibe.co/blog/how-to/programmatic-advertising-platforms
4 answers · 1 model
heysid.com/resources/best-programmatic-advertising-platforms-for-b2b
3 answers · 1 model

04How they answered

Six framings of the same buying question, each sent to every model in a fresh session with search on. One row per model, so a row shows whether it held its answer under rewording, what it named when cost was the constraint, and what it argued against. Computed from the raw judge labels.
ModelDirect“What is the best programmatic advertising platform for an enterprise B2B company?”Paraphrase“Which demand-side platform for display ads would you recommend to a large B2B company with thousands of employees?”Comparative“What are the top enterprise-grade programmatic advertising platforms and how do they differ?”Budget-constrained“What is the best programmatic advertising platform for a large company that needs predictable total cost across thousands of users?”Scale-constrained“We are a 5,000 person company with SSO, SOC 2 and procurement review requirements evaluating a programmatic advertising platform. What should we look at?”Negative“Which programmatic advertising platforms should a large enterprise avoid or be cautious about?”
Claude Haiku 4.5The Trade Desk
Four alternativesDV360, Demandbase, Google Marketing Platform, LinkedIn Campaign Manager
The Trade DeskHeld
Four alternativesAdobe Advertising, Amazon DSP, Criteo, DV360
Google Display & Video 360, The Trade Desk
Two alternativesAdobe Advertising, StackAdapt
against: Amazon DSPAdobe Advertising Cloud DSPno first choiceagainst: Amazon Advertising, Meta Ads, TikTok Ads, X
GPT-5.4 miniThe Trade Desk
Two alternativesAmazon DSP, Google Display & Video 360
Google Display & Video 360Changed
Two alternativesStackAdapt, The Trade Desk
Google Display & Video 360
Four alternativesAdform, Adobe Advertising, Amazon DSP, The Trade Desk
against: Xandr / Microsoft Monetize ecosystemThe Trade Desk
One alternativeGoogle Marketing Platform's Display & Video 360
no first choicenothing named
Gemini 3.5 FlashDemandbase
Three alternatives6sense Revenue AI, Google Display & Video 360, The Trade Desk
6sense, DemandbaseChanged
Three alternativesGoogle Display & Video 360, StackAdapt, The Trade Desk
The Trade Desk
Four alternativesAdobe Advertising, Amazon DSP, Google Display & Video 360, Yahoo DSP
against: Xandr Invest DSPAdSovereign, Basis
Three alternativesAdLib, Epom, Simpli.fi
against: Google's DV360, The Trade Deskno first choicenothing named
Perplexity SonarThe Trade Desk
Four alternatives6sense, Adobe Advertising, Demandbase, Google Display & Video 360
Demandbase, The Trade DeskChanged
One alternativeStackAdapt
The Trade Desk
Five alternativesAdform, Adobe Advertising, Amazon DSP, Google Display & Video 360, StackAdapt
StackAdapt
Two alternativesDV360, The Trade Desk
no first choiceagainst: Amazon DSP, Basis, Simpli.fi, StackAdapt, The Trade Desk
Grok 4.1 FastThe Trade Desk
Five alternatives6sense, Demandbase, Google Display & Video 360, LinkedIn Campaign Manager, StackAdapt
The Trade DeskHeld
One alternativeGoogle Display & Video 360
no first choiceGoogle Display & Video 360
Two alternativesAmazon DSP, The Trade Desk
against: StackAdaptDV360, The Trade Deskagainst: Acuity, Admixer, Amazon DSP / Amazon Ad Tech, Connatix, Equativ, FreeWheel, Google Ad Exchange (AdX) / DV360 / Google Ad Manager, House of Pubs, Index Exchange, LoopMe, Magnite, Microsoft Xandr, Nexxen, OpenX, Opera Ads, PulsePoint, SmartyAds, Unity Technologies, cadent.tv
Mistral SmallThe Trade Desk
Four alternativesAmazon DSP, Google Display & Video 360, LinkedIn Campaign Manager, StackAdapt
The Trade DeskHeld
One alternativeLinkedIn Campaign Manager
against: Amazon DSP, Google Display & Video 360, Magnite, PubMaticGoogle Display & Video 360, The Trade Desk
Two alternativesAdobe Advertising Cloud DSP, Amazon DSP
against: Microsoft InvestAmazon DSP
Two alternativesGoogle Display & Video 360, The Trade Desk
no first choiceagainst: AdTheorent, Amazon DSP, Google Display & Video 360, Roku OneView
DeepSeek V4 FlashThe Trade Desk
Three alternatives6sense, Demandbase, Google Display & Video 360
The Trade DeskHeld
Three alternatives6sense, Demandbase, Google Display & Video 360
against: StackAdaptGoogle Display & Video 360, The Trade Desk
Three alternativesAdobe Advertising Cloud DSP, Amazon DSP, StackAdapt
against: MediaMath, Microsoft InvestAdobe Advertising
One alternativeBasis
against: Google Display & Video 360, The Trade Deskno first choiceagainst: 33Across, AdTheorent, Amazon DSP / Amazon Publisher Services, Colossus, Criteo, DoubleVerify, Epsilon Conversant, Google Display & Video 360, GumGum, Index Exchange, Integral Ad Science, Magnite, Microsoft Xandr, Nexxen, Ogury, OpenWeb, OpenX, PubMatic, Roku OneView, Sharethrough, Smart AdServer, Sonobi, Sovrn, Teads, TripleLift, Zeta Global
Llama 4 Maverickno first choiceDemandbase, StackAdaptChangedThe Trade Desk
Four alternativesAdobe Advertising, Amazon DSP, Google Display & Video 360, StackAdapt
no first choiceno first choiceagainst: Adobe Advertising, Google Display & Video 360
Qwen 3.7 FlashDemandbase, Terminus
Three alternativesCriteo, Google Display & Video 360, LinkedIn Audience Solutions
The Trade DeskChanged
One alternativeGoogle Display & Video 360
The Trade Desk
Three alternativesAdobe Advertising, Amazon DSP, Google Display & Video 360
StackAdapt
Two alternativesAmazon DSP, Google Display & Video 360
no first choiceagainst: 33Across, AdTheorent, Adobe Advertising, Amazon DSP, Amobee, Appier, Cognitiv, Colossus, Criteo, DeepIntent, Epsilon Conversant, Google Ad Manager, Google Display & Video 360, GumGum, InMobi, Index Exchange, Magnite, Microsoft Xandr, Nexxen, Ogury, OpenWeb, OpenX, PubMatic, PulsePoint, Quantcast, RTB House, Roku OneView, Sharethrough, Simpli.fi, Smart AdServer, Sonobi, Sovrn, StackAdapt, Teads, TripleLift, Yahoo DSP, Zeta Global, molocoads
Kimi K26sense, Demandbase, The Trade Desk
Two alternativesGoogle Display & Video 360, StackAdapt
Demandbase, The Trade DeskChangedagainst: Google Display & Video 360The Trade Desk
Four alternativesAdform, Amazon DSP, Basis, Google Display & Video 360
against: MediaMath, Microsoft InvestAdobe Advertising
Two alternativesStackAdapt, The Trade Desk
no first choiceagainst: Amazon Advertising, Cox Media Group, Google Display & Video 360, Google/Alphabet, Meta Ads, The Trade Desk
GLM 4.7 FlashXThe Trade Desk
Four alternatives6sense, Google Display & Video 360, LinkedIn Campaign Manager, StackAdapt
against: Amazon DSPThe Trade DeskHeld
One alternativeGoogle Display & Video 360
Google Display & Video 360, The Trade Desk
Four alternativesAdobe Advertising, Amazon DSP, MediaMath, StackAdapt
Amazon DSP
Two alternativesGoogle Display & Video 360, The Trade Desk
no first choiceagainst: Amazon DSP, Google Display & Video 360, MediaMath, Microsoft Invest
MiniMax M2.5The Trade Desk
Two alternativesAmazon DSP, Google Display & Video 360
DemandbaseChanged
Two alternativesStackAdapt, The Trade Desk
The Trade Desk
Three alternativesAmazon DSP, Google Display & Video 360, StackAdapt
against: Adobe AdvertisingAmazon DSP, StackAdapt
Two alternativesDV360, The Trade Desk
The Trade Desk
Three alternativesAdobe Advertising, Google Marketing Platform, Microsoft Advertising
against: Google Display & Video 360, MediaMath
Bold is the first choiceAlternatives are counted; the count opens them.What the answer argued against

05The record

One row per call: the version string exactly as returned, whether the model searched, sources cited, and latency. Full answer text is in the free responses file. Download the record
Seventy-two rows: every prompt, every model, every answer.
PromptModelVersion stringTime (UTC)SearchedSourcesLatency
Direct recommendationClaude Haiku 4.5claude-haiku-4-5-202510012026-09-15 02:42no05 s
Direct recommendationGPT-5.4 minigpt-5.4-mini-2026-03-172026-09-15 02:43yes35 s
Direct recommendationGemini 3.5 Flashgemini-3.5-flash2026-09-15 00:50yes2024 s
Direct recommendationPerplexity Sonarsonar2026-09-15 02:46yes204 s
Direct recommendationGrok 4.1 Fastspacexai/grok-4.1-fast-non-reasoning via vertex2026-09-14 23:25yes08 s
Direct recommendationMistral Smallmistral/mistral-small via mistral2026-09-15 00:54yes08 s
Direct recommendationDeepSeek V4 Flashdeepseek/deepseek-v4-flash via deepinfra2026-09-14 22:59yes041 s
Direct recommendationLlama 4 Maverickmeta/llama-4-maverick via bedrock2026-09-15 02:22yes02 s
Direct recommendationQwen 3.7 Flashalibaba/qwen3.7-flash via alibaba2026-09-14 23:45no028 s
Direct recommendationKimi K2moonshotai/kimi-k2 via novita2026-09-15 01:36yes032 s
Direct recommendationGLM 4.7 FlashXzai/glm-4.7-flashx via zai2026-09-15 00:51yes0104 s
Direct recommendationMiniMax M2.5minimax/minimax-m2.5 via minimax2026-09-15 00:33yes018 s
ParaphraseClaude Haiku 4.5claude-haiku-4-5-202510012026-09-15 01:37no05 s
ParaphraseGPT-5.4 minigpt-5.4-mini-2026-03-172026-09-15 00:32yes34 s
ParaphraseGemini 3.5 Flashgemini-3.5-flash2026-09-14 23:20yes824 s
ParaphrasePerplexity Sonarsonar2026-09-15 00:05yes208 s
ParaphraseGrok 4.1 Fastspacexai/grok-4.1-fast-non-reasoning via vertex2026-09-15 01:30yes07 s
ParaphraseMistral Smallmistral/mistral-small via mistral2026-09-15 04:20no04 s
ParaphraseDeepSeek V4 Flashdeepseek/deepseek-v4-flash via fireworks2026-09-15 00:25yes013 s
ParaphraseLlama 4 Maverickmeta/llama-4-maverick via bedrock2026-09-14 23:44yes01 s
ParaphraseQwen 3.7 Flashalibaba/qwen3.7-flash via alibaba2026-09-15 01:50no051 s
ParaphraseKimi K2moonshotai/kimi-k2 via novita2026-09-15 01:17yes042 s
ParaphraseGLM 4.7 FlashXzai/glm-4.7-flashx via zai2026-09-14 23:31yes019 s
ParaphraseMiniMax M2.5minimax/minimax-m2.5 via minimax2026-09-15 02:15yes023 s
ComparativeClaude Haiku 4.5claude-haiku-4-5-202510012026-09-14 23:00yes1410 s
ComparativeGPT-5.4 minigpt-5.4-mini-2026-03-172026-09-15 03:34yes48 s
ComparativeGemini 3.5 Flashgemini-3.5-flash2026-09-15 02:46yes1926 s
ComparativePerplexity Sonarsonar2026-09-15 01:51yes2011 s
ComparativeGrok 4.1 Fastspacexai/grok-4.1-fast-non-reasoning via vertex2026-09-15 04:16yes07 s
ComparativeMistral Smallmistral/mistral-small via mistral2026-09-14 23:09yes08 s
ComparativeDeepSeek V4 Flashdeepseek/deepseek-v4-flash via deepinfra2026-09-15 04:54yes065 s
ComparativeLlama 4 Maverickmeta/llama-4-maverick via bedrock2026-09-14 23:34yes02 s
ComparativeQwen 3.7 Flashalibaba/qwen3.7-flash via alibaba2026-09-14 23:16yes041 s
ComparativeKimi K2moonshotai/kimi-k2 via novita2026-09-15 01:28yes053 s
ComparativeGLM 4.7 FlashXzai/glm-4.7-flashx via zai2026-09-15 02:15yes046 s
ComparativeMiniMax M2.5minimax/minimax-m2.5 via minimax2026-09-15 01:29yes034 s
Budget constrainedClaude Haiku 4.5claude-haiku-4-5-202510012026-09-15 00:35yes1810 s
Budget constrainedGPT-5.4 minigpt-5.4-mini-2026-03-172026-09-15 03:46yes46 s
Budget constrainedGemini 3.5 Flashgemini-3.5-flash2026-09-15 02:59yes2137 s
Budget constrainedPerplexity Sonarsonar2026-09-14 23:06yes206 s
Budget constrainedGrok 4.1 Fastspacexai/grok-4.1-fast-non-reasoning via vertex2026-09-15 03:22yes06 s
Budget constrainedMistral Smallmistral/mistral-small via mistral2026-09-15 01:43yes06 s
Budget constrainedDeepSeek V4 Flashdeepseek/deepseek-v4-flash via deepinfra2026-09-15 04:40yes043 s
Budget constrainedLlama 4 Maverickmeta/llama-4-maverick via bedrock2026-09-15 00:47yes02 s
Budget constrainedQwen 3.7 Flashalibaba/qwen3.7-flash via alibaba2026-09-15 00:20yes042 s
Budget constrainedKimi K2moonshotai/kimi-k2 via novita2026-09-15 01:10yes060 s
Budget constrainedGLM 4.7 FlashXzai/glm-4.7-flashx via zai2026-09-15 03:33yes015 s
Budget constrainedMiniMax M2.5minimax/minimax-m2.5 via minimax2026-09-14 23:26yes015 s
Scale constrainedClaude Haiku 4.5claude-haiku-4-5-202510012026-09-15 02:56yes1712 s
Scale constrainedGPT-5.4 minigpt-5.4-mini-2026-03-172026-09-15 03:01no08 s
Scale constrainedGemini 3.5 Flashgemini-3.5-flash2026-09-15 03:02no019 s
Scale constrainedPerplexity Sonarsonar2026-09-15 02:17yes2010 s
Scale constrainedGrok 4.1 Fastspacexai/grok-4.1-fast-non-reasoning via vertex2026-09-15 03:24yes010 s
Scale constrainedMistral Smallmistral/mistral-small via mistral2026-09-15 02:07no07 s
Scale constrainedDeepSeek V4 Flashdeepseek/deepseek-v4-flash via fireworks2026-09-15 03:28yes033 s
Scale constrainedLlama 4 Maverickmeta/llama-4-maverick via bedrock2026-09-15 04:13yes02 s
Scale constrainedQwen 3.7 Flashalibaba/qwen3.7-flash via alibaba2026-09-15 04:08yes048 s
Scale constrainedKimi K2moonshotai/kimi-k2 via novita2026-09-15 03:14yes047 s
Scale constrainedGLM 4.7 FlashXzai/glm-4.7-flashx via zai2026-09-15 00:10yes045 s
Scale constrainedMiniMax M2.5minimax/minimax-m2.5 via minimax2026-09-15 04:12yes023 s
Negative framingClaude Haiku 4.5claude-haiku-4-5-202510012026-09-15 04:40yes1411 s
Negative framingGPT-5.4 minigpt-5.4-mini-2026-03-172026-09-15 04:22yes49 s
Negative framingGemini 3.5 Flashgemini-3.5-flash2026-09-15 04:33yes1729 s
Negative framingPerplexity Sonarsonar2026-09-15 03:15yes208 s
Negative framingGrok 4.1 Fastspacexai/grok-4.1-fast-non-reasoning via vertex2026-09-15 02:20yes09 s
Negative framingMistral Smallmistral/mistral-small via mistral2026-09-15 02:01yes013 s
Negative framingDeepSeek V4 Flashdeepseek/deepseek-v4-flash via fireworks2026-09-15 04:31yes023 s
Negative framingLlama 4 Maverickmeta/llama-4-maverick via bedrock2026-09-15 04:13yes02 s
Negative framingQwen 3.7 Flashalibaba/qwen3.7-flash via alibaba2026-09-14 23:10yes063 s
Negative framingKimi K2moonshotai/kimi-k2 via novita2026-09-14 23:20yes042 s
Negative framingGLM 4.7 FlashXzai/glm-4.7-flashx via zai2026-09-15 04:37yes076 s
Negative framingMiniMax M2.5minimax/minimax-m2.5 via minimax2026-09-14 23:39yes036 s

Normalization in this category

Every judgment call made between the raw labels and the numbers above, listed so it is visible and reversible.

Category-scoped readings
Google (DV360 / Google Ad Manager / AdX) read as Google Display & Video 360
Meta read as Meta Ads
TikTok read as TikTok Ads
Unresolved, counted raw
AdSovereign
Admixer
Advantage Software
Amazon DSP / Amazon Ad Tech
Amazon DSP / Amazon Publisher Services
Amobee
Appier
Basis DSP
Cognitiv
Connatix
DeepIntent
DeepSee.io
FreeWheel
Google Ad Exchange (AdX) / DV360 / Google Ad Manager
Google Marketing Platform's Display & Video 360 (DV360)
Google's DV360
GroupM
House of Pubs
Jounce Media
LinkedIn Audience Solutions
Opera Ads
RTB House
Target Roundel
Unity Technologies
Viant DSP
Walmart DSP
Xandr / Microsoft Monetize ecosystem
Xandr Invest DSP
Xaxis
Zion Network
cadent.tv
molocoads
Discontinued, still offered
No shut-down product was recommended here.

Also in marketing

The other categories of this function, with the leader in each.
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