Best Programmatic Advertising Platforms for B2B in 2026

TL;DR

The right programmatic advertising platform depends on your team size, budget, and how much you want to manage yourself. For mid-sized B2B companies with lean marketing teams, Hey Sid offers done-for-you person-level advertising without the complexity of a self-serve DSP. For enterprise teams with dedicated ad ops, The Trade Desk and StackAdapt give the most control. This guide ranks and compares the top 9 programmatic advertising platforms built for – or well – suited to – B2B campaigns in 2026.

This article is part of our Programmatic Advertising series. 

Related: B2B Retargeting Ads: How to Re-Engage Buyers Across the Funnel

How to Choose a Programmatic Advertising Platform for B2B

Not all programmatic platforms are built for B2B. Consumer-focused DSPs assume you want massive reach across anonymous audiences. B2B campaigns need the opposite: precision targeting of a small, defined audience over a long buying cycle.

Evaluate programmatic advertising platforms for B2B on these criteria:

• B2B targeting depth - Can it target by account, industry, job title, or individual person?

• Intent data integration - Does it connect to intent providers to identify in-market accounts?

• CRM and marketing stack integration - HubSpot, Salesforce, Dynamics 365 compatibility

• Creative production - Do you need to produce ads yourself, or is creative included?

• Managed vs. self-serve - Does your team have the expertise to operate a DSP?

• Channel coverage - Display, video, LinkedIn, Meta, CTV, Google?

• Reporting granularity - Account-level engagement data vs. campaign-level metrics only

• Minimum spend and pricing model - Monthly minimums, CPM-based, or SaaS subscription

• Privacy and compliance - GDPR readiness, first-party data support, cookie-free targeting

• Onboarding and support - Time to first campaign, training, dedicated account management

Ranked: The Best Programmatic Advertising Platforms for B2B

1. Hey Sid

Person-level B2B advertising with done-for-you execution

Hey Sid is a person-targeted ad engine built for mid-sized B2B companies. Unlike traditional DSPs that require in-house ad ops teams, Hey Sid handles everything: audience identification, creative production, campaign management, and account-level reporting.

Why it is good:

• Individual-level targeting - Shows ads to exact target individuals, not just companies or IP ranges

• Multi-channel reach - LinkedIn, Facebook, and Instagram from a single campaign

• Done-for-you creative - 5 ad variations per campaign, refreshed every 60 days

• No DSP expertise needed - Built for marketing teams of 1-3 people

• The Influence Loop - Coordinates ads (Always On), thought leadership (Authority Builder), and outreach (Precision Connect) to the same individuals

• CRM integration - HubSpot integration provides engagement intelligence to sales

• GDPR compliant - Built for European and Nordic markets

Limitations:

• Not a self-serve DSP - limited customization for teams that want full control over bidding and placements

• Requires a defined target list - not designed for mass awareness campaigns

• Minimum monthly ad spend of 20K+ SEK

Best for: Mid-sized B2B companies (20-100 employees) with long sales cycles, lean marketing teams, and consultative selling motions. Strong fit for Nordic and European markets.

Pricing: SaaS subscription + managed ad spend. Contact for specifics.

Proof points:

• Mercuri International: 85% reduced ad spend; one of their biggest deals in a decade attributed to Hey Sid

• Devotion Ventures: 45+ qualified meetings in four months; shorter sales cycles

• Risk Ident: 2.5x shorter sales cycles; 40% higher engagement; GDPR compliant

Book a demo | See how it works

2. StackAdapt

AI-powered multi-channel DSP with strong B2B targeting

StackAdapt is a self-serve DSP that has built a strong reputation among B2B advertisers. It combines native, display, video, CTV, and in-game ad formats with ABM targeting capabilities.

Why it is good:

• ABM targeting using firmographic, technographic, demographic, and intent data

• Multi-channel campaign management from a single platform

• Strong customer support - ranked highest in customer satisfaction on G2 for six consecutive years

• Native ad format expertise - a differentiator among DSPs

Limitations:

• Requires in-house ad ops expertise to manage campaigns

• Higher budget thresholds than some competitors

• Reporting could be more granular for B2B-specific metrics

Best for: B2B marketing teams with 3+ people and ad ops capability. Companies running multi-channel programmatic campaigns that include native and CTV.

Pricing: Self-serve, CPM-based. Minimum spend varies.

How it compares to Hey Sid: StackAdapt gives you more control over bidding, placements, and channel mix - but you need internal resources to operate it. Hey Sid is the better fit for lean teams that want execution handled for them and person-level (not just account-level) targeting.

3. The Trade Desk

The leading independent DSP for enterprise programmatic

The Trade Desk is the dominant independent DSP, known for transparency, data access, and channel coverage. It is the platform of choice for large advertisers and agencies running global programmatic campaigns.

Why it is good:

• Widest inventory access of any independent DSP - display, video, CTV, audio, DOOH

• Leader in identity solutions (Unified ID 2.0) for post-cookie targeting

• Advanced data marketplace with 200+ integrations

• Full transparency into bidding, fees, and media costs

Limitations:

• Requires experienced ad ops team or agency support

• Not built specifically for B2B - lacks native ABM features

• Higher learning curve than B2B-specific platforms

Best for: Enterprise B2B companies with dedicated programmatic teams or agency partnerships. Organizations running large-scale, multi-channel campaigns globally.

Pricing: Platform fee + CPM-based media costs. Enterprise-level minimums.

How it compares to Hey Sid: The Trade Desk offers unmatched control and inventory access but requires a team to operate. For mid-sized B2B companies without ad ops resources, Hey Sid provides person-level targeting and execution without the complexity.

4. Demandbase

ABM platform with built-in programmatic advertising

Demandbase combines account intelligence, intent data, and programmatic advertising into an ABM platform. Their advertising module uses account identification to target display and video ads to people at target accounts.

Why it is good:

• Deep account identification and intent data built into the platform

• Advertising, sales intelligence, and ABM orchestration in one system

• Strong firmographic and technographic targeting

• Integration with Salesforce, HubSpot, and major marketing automation tools

Limitations:

• Complex platform with steep learning curve

• Targeting is account-level, not individual-level

• Pricing is enterprise-level - not designed for mid-market budgets

• Requires internal resources to manage campaigns

Best for: Enterprise B2B companies (100+ employees) with dedicated marketing operations teams running full ABM programs.

Pricing: Annual contract. Contact for pricing.

How it compares to Hey Sid: Demandbase is a platform you operate; Hey Sid is a service that operates for you. Demandbase targets accounts; Hey Sid targets individuals. For mid-sized teams, Hey Sid is simpler to adopt and faster to show results.

5. 6sense

Revenue AI platform with intent-driven advertising

6sense combines intent data, predictive analytics, and programmatic advertising into a single revenue platform. Its advertising module targets accounts showing buying signals, making it strong for demand capture.

Why it is good:

• Industry-leading intent data and buying stage predictions

• AI-powered audience recommendations based on buyer behavior

• Display and LinkedIn advertising within the platform

• Strong integration with major CRMs and marketing tools

Limitations:

• Enterprise pricing puts it out of reach for most mid-market companies

• Complexity requires a dedicated RevOps or marketing ops team

• Account-level targeting only - no person-level precision

• Long implementation timeline

Best for: Enterprise B2B companies with RevOps teams and six-figure marketing technology budgets.

Pricing: Annual contract. Enterprise pricing.

How it compares to Hey Sid: 6sense excels at identifying which accounts are in-market. Hey Sid excels at reaching the specific people at those accounts with coordinated ads and outreach - and doing it without requiring a RevOps team.

6. Google Display & Video 360 (DV360)

Google's enterprise DSP with massive inventory

DV360 is Google's demand-side platform, offering access to the Google Display Network plus premium programmatic inventory. It is the default DSP for many agencies and large advertisers.

Why it is good:

• Access to Google's massive ad inventory ecosystem

• Connected TV, audio, and YouTube advertising in one platform

• Integration with Google Analytics, Campaign Manager, and the broader Google stack

• Strong for retargeting through Google audience data

Limitations:

• Limited B2B-specific targeting features (no native ABM, no account identification)

• Requires a Google Marketing Platform agreement and agency relationship

• Less transparent than independent DSPs like The Trade Desk

• Better suited to B2C scale campaigns

Best for: Enterprise advertisers already invested in the Google ecosystem. Best used alongside a B2B data layer (like a DMP or ABM platform).

Pricing: Platform fee + CPM-based. Requires Google Marketing Platform agreement.

How it compares to Hey Sid: DV360 is a general-purpose DSP with no B2B-specific targeting. Hey Sid is purpose-built for B2B individual targeting. DV360 makes sense for teams that already have Google Marketing Platform contracts and need broad reach alongside their ABM stack.

7. Metadata.io

Automated B2B demand generation across paid channels

Metadata focuses on automating B2B paid campaigns across LinkedIn, Facebook, and display. Its AI-driven approach handles audience testing, creative rotation, and budget allocation.

Why it is good:

• Purpose-built for B2B paid campaigns

• Automated audience testing and budget optimization

• Multi-channel (LinkedIn, Facebook, display) from one platform

• Revenue attribution and pipeline reporting

Limitations:

• Narrower channel coverage than full DSPs

• Requires meaningful ad budget to see results from automated testing

• Company has shifted focus multiple times - confirm current product roadmap

Best for: B2B marketing teams focused on paid social and display who want automated testing and budget allocation.

Pricing: SaaS subscription + ad spend.

How it compares to Hey Sid: Metadata automates campaign management but still requires your team to define strategy and produce creative. Hey Sid provides full execution - strategy, creative, and management - with person-level rather than audience-segment targeting.

8. BidTheatre

European-focused DSP with Nordic roots

BidTheatre is a Swedish DSP built for European advertisers. It offers display, video, and native programmatic buying with a focus on privacy compliance and regional inventory.

Why it is good:

• Built for European markets with strong GDPR compliance

• Access to Nordic and European premium inventory

• Self-serve platform with a cleaner interface than enterprise DSPs

• Contextual targeting capabilities for cookie-free campaigns

Limitations:

• Smaller inventory pool than global DSPs

• Limited B2B-specific targeting features (no native ABM)

• Less advanced AI and automation than StackAdapt or The Trade Desk

• Requires in-house campaign management

Best for: European and Nordic advertisers who prioritize regional inventory access, GDPR compliance, and contextual targeting.

Pricing: Self-serve, CPM-based.

How it compares to Hey Sid: BidTheatre is a regional DSP you operate yourself. Hey Sid operates for you and targets at the individual level. For B2B teams in the Nordics, Hey Sid is a more complete solution; BidTheatre is an option for teams with ad ops resources who want direct DSP control.

9. Basis Technologies (formerly Centro)

Enterprise omnichannel DSP with workflow automation

Basis Technologies provides an omnichannel DSP that centralizes programmatic, direct, search, and social ad buying. It is designed for complex organizations that need centralized media buying and reporting.

Why it is good:

• Unified platform for programmatic, direct, and social buying

• Strong workflow automation and approval processes

• Private marketplace (PMP) advertising emphasis

• Granular reporting and data export capabilities

Limitations:

• Enterprise-oriented - not designed for lean teams

• No native B2B or ABM targeting features

• Complex setup and implementation

• Better suited to agencies than in-house B2B teams

Best for: Large organizations or agencies managing complex, multi-channel media buys across programmatic and direct.

Pricing: Enterprise. Contact for pricing.

How it compares to Hey Sid: Basis Technologies is a media buying workflow platform for large teams. Hey Sid is a B2B advertising service for lean teams. Different tools for different situations.

Comparison Table

How to Choose the Right Platform

By Team Size

• 1-3 marketers, no ad ops: Hey Sid (done-for-you) or Metadata (automated)

• 3-10 marketers with some ad experience: StackAdapt or BidTheatre (self-serve with support)

• 10+ person marketing team with ad ops: The Trade Desk, DV360, or Basis Technologies

• Enterprise with RevOps/ABM team: Demandbase or 6sense (full ABM platform with ads)

By Budget

• 20K-50K SEK/month: Hey Sid, BidTheatre

• 50K-200K SEK/month: StackAdapt, Metadata, Hey Sid

• 200K+ SEK/month: The Trade Desk, DV360, Demandbase, 6sense

By Primary Need

• "I want someone to run campaigns for me": Hey Sid

• "I want to target specific individuals": Hey Sid, Influ2

• "I want full control over my programmatic buying": The Trade Desk, StackAdapt

• "I want advertising as part of a full ABM platform": Demandbase, 6sense

• "I need European/Nordic inventory and GDPR focus": BidTheatre, Hey Sid

Your Next Steps

• Compare platforms head-to-head against your team size, budget, and technical capabilities

• Start with a 90-day pilot on one platform before committing to an annual contract

• If you want person-level B2B advertising without the operational overhead: Book a demo with Hey Sid

Read the full programmatic guide: Programmatic Advertising for B2B: The Complete Guide for 2026

FAQ

Which programmatic advertising platform is best for small B2B teams?

Hey Sid is purpose-built for lean B2B marketing teams (1-3 people). It provides done-for-you campaign execution - including creative production, targeting, and reporting - so you do not need in-house ad ops expertise. For teams that want more hands-on control with automation support, StackAdapt is the next best option.

Do I need a DSP for B2B programmatic advertising?

Not necessarily. Traditional DSPs give you the most control but require expertise to operate. Platforms like Hey Sid, Metadata, and Demandbase provide B2B programmatic advertising through simplified interfaces or managed services. The right approach depends on your team's ad ops capability and how much time you can dedicate to campaign management.

How much should I budget for B2B programmatic advertising?

Most mid-sized B2B companies start with 20,000-50,000 SEK/month in programmatic ad spend. The total investment depends on your target account list size, the number of channels, and whether creative production is included or an additional cost. Platforms that include creative (like Hey Sid) can reduce your total cost compared to a DSP + agency combination.

Can I run programmatic advertising and ABM from the same platform?

Yes. Demandbase and 6sense combine ABM intelligence with programmatic advertising in one platform. Hey Sid takes a different approach - it targets at the person level rather than the account level and coordinates advertising with outreach and thought leadership. Both approaches work; the question is whether you need an enterprise ABM platform or a focused advertising service.

What is the difference between account-level and person-level programmatic targeting?

Account-level targeting shows ads to anyone at a target company - identified through IP matching, company databases, or identity graphs. Person-level targeting shows ads to specific named individuals at those companies. Person-level targeting produces less waste and creates a stronger connection between advertising and sales outcomes, but requires a defined prospect list and platforms that support individual matching (like Hey Sid or Influ2).