Side-by-side on the criteria that actually move yield: header-bidding support, CTV inventory access, fee transparency, and reporting depth. Updated quarterly.
| Vendor | CTV | Header bidding | Take rate | Reporting | Notes |
|---|---|---|---|---|---|
| MagniteSSP — public | ✓ | ✓ | 10–15% | Log-level | Strong CTV, deep deal-curation tooling. |
| PubMaticSSP — public | ✓ | ✓ | 10–14% | Log-level | Open-Web focus, OpenWrap PB integration. |
| FreeWheelSSP — Comcast | ✓ | — | Negotiated | Aggregated | Premium CTV via MRSS; gated onboarding. |
| SpringServeSSP — Magnite | ✓ | ✓ | 8–12% | Log-level | Ad-server-shaped; popular with FAST. |
| EquativSSP — Smart merger | ✓ | ✓ | 12–15% | Aggregated | EU strength, GDPR-first posture. |
Magnite or FreeWheel for premium reach. SpringServe if you also run a FAST channel.
PubMatic or Magnite via header bidding; Equativ if EU traffic dominates.
Magnite, PubMatic, and SpringServe expose the deepest reporting in this set.