# Programmatic and display advertising for enterprise buyers: what AI models recommend, September 2026

Gane Index, September 2026 Edition. Asked as "programmatic advertising platform" and as "demand-side platform for display ads", six framings each, to twelve models with search on, on behalf of an enterprise B2B company. Page: https://www.gane.ai/index/gtm/marketing/programmatic-and-display-advertising/2026-09/enterprise

This is the permanent record of the September 2026 Edition, published September 15, 2026 and superseded since. The current standing: https://www.gane.ai/index/gtm/marketing/programmatic-and-display-advertising/enterprise/index.md

**Standing:** The Trade Desk leads with 43% of first choices; verdict clear leader. 46 first choices across the direct, paraphrase, budget and scale prompts.

## First-choice share

| Rank | Product | Share | Negative rate | Labels |
|---|---|---|---|---|
| 1 | [The Trade Desk](https://www.gane.ai/index/gtm/vendors/the-trade-desk/index.md) | 43% | 7% | 54 |
| 2 | [Demandbase Advertising](https://www.gane.ai/index/gtm/vendors/demandbase-advertising/index.md) | 17% | 0% | 17 |
| 3 | [StackAdapt](https://www.gane.ai/index/gtm/vendors/stackadapt/index.md) | 9% | 12% | 32 |
| 4 | [Adobe Advertising](https://www.gane.ai/index/gtm/vendors/adobe-advertising/index.md) | 7% | 16% | 19 |
| 5 | [Amazon DSP](https://www.gane.ai/index/gtm/vendors/amazon-dsp/index.md) | 7% | 27% | 33 |
| 6 | [Google Display & Video 360](https://www.gane.ai/index/gtm/vendors/google-display-video-360/index.md) | 4% | 24% | 46 |

Rank is by share of first choices among all 95 products named; products with the same share are tied, and the order among them carries no meaning. The table lists those with at least 10 labels.

## Each model's first choice on the direct prompt

- Claude Haiku 4.5: The Trade Desk; alternatives DV360, Demandbase Advertising, Google Marketing Platform, LinkedIn Campaign Manager
- GPT-5.4 mini: The Trade Desk; alternatives Amazon DSP, Google Display & Video 360
- Gemini 3.5 Flash: Demandbase Advertising; alternatives 6sense Revenue AI, Google Display & Video 360, The Trade Desk
- Perplexity Sonar: The Trade Desk; alternatives 6sense, Adobe Advertising, Demandbase Advertising, Google Display & Video 360
- Grok 4.20: The Trade Desk; alternatives 6sense, Demandbase Advertising, Google Display & Video 360, LinkedIn Campaign Manager
- Mistral Small: The Trade Desk; alternatives Amazon DSP, Google Display & Video 360, LinkedIn Campaign Manager, StackAdapt
- DeepSeek V4 Flash: The Trade Desk; alternatives 6sense, Demandbase Advertising, Google Display & Video 360
- Llama 4 Maverick: no first choice
- Qwen 3.7 Flash: Demandbase Advertising, Terminus; alternatives Criteo, Google Display & Video 360, LinkedIn Audience Solutions
- Kimi K2: 6sense, Demandbase Advertising, The Trade Desk; alternatives Google Display & Video 360, StackAdapt
- GLM 4.7 FlashX: The Trade Desk; alternatives 6sense, Google Display & Video 360, LinkedIn Campaign Manager, StackAdapt
- MiniMax M2.5: The Trade Desk; alternatives Amazon DSP, Google Display & Video 360

## Sources the answers cite

20 of 72 answers came back with a source list, from 4 of 12 models. Sites named in the most answers:

- improvado.io: 11 answers, 22 citations
- aidigital.com: 9 answers, 10 citations
- directiveconsulting.com: 8 answers, 9 citations
- 6sense.com: 7 answers, 9 citations
- getadlib.com: 7 answers, 9 citations
- epom.com: 7 answers, 7 citations
- vibe.co: 6 answers, 7 citations
- admanage.ai: 6 answers, 6 citations

Pages named in the most answers:

- https://improvado.io/blog/top-programmatic-platforms (9 answers)
- https://aidigital.com/blog/programmatic-advertising-platforms (8 answers)
- https://directiveconsulting.com/blog/the-top-5-programmatic-platforms-leading-the-way-in-2026 (8 answers)
- https://6sense.com/blog/best-b2b-programmatic-advertising-platforms (7 answers)
- https://admanage.ai/blog/programmatic-advertising-platforms (6 answers)
- https://epom.com/blog/dsp/top-dsp-platforms (5 answers)
- https://improvado.io/blog/b2b-programmatic-advertising-strategies (5 answers)
- https://demandbase.com/blog/6-b2b-advertising-platforms-worth-considering-for-2026 (4 answers)
- https://getadlib.com/blog/best-programmatic-advertising-agencies-and-platforms (4 answers)
- https://heysid.com/resources/best-programmatic-advertising-platforms-for-b2b (4 answers)

## Warned against

- Google Display & Video 360: 11 of 46 labels 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: 9 of 33 labels negative. "Named in Adalytics' 2024 MFA report and cited by U.S. senators for ads running on problematic sites. Amazon controls both demand and supply sides." (DeepSeek V4 Flash, negative prompt)
- Microsoft Invest: 5 of 7 labels negative. "Xandr/Microsoft Invest is being sunset (February 2026 completion)" (DeepSeek V4 Flash, comparative prompt)
- MediaMath: 4 of 8 labels negative. "Generally not recommended for large enterprises in 2024-2026" (MiniMax M2.5, negative prompt)

## Record

- Method: https://www.gane.ai/index/gtm/methodology
- License: CC BY 4.0. Cite as Gane Index, September 2026 Edition, www.gane.ai/index/gtm.