Amazon DSP vs The Trade Desk:Which is more popular?
In September 2026, The Trade Desk had more branded searches than Amazon DSP among digital ad buying platforms worldwide. The Trade Desk had about 50,500 branded searches, while Amazon DSP had 27,100. The Trade Desk made up 44.2% of all digital ad buying platform searches we track, and Amazon DSP accounted for 23.7%. When we asked ChatGPT and Google AI Overviews about digital ad buying platforms, The Trade Desk appeared in all five answers and Amazon DSP in three. The Trade Desk was mentioned before Amazon DSP in three out of four answers.
Who do people search for more?
The Trade Desk, about 86% more searches than Amazon DSP
Who does AI mention more?
The Trade Desk, mentioned in every answer we collected
Who does AI recommend more?
The Trade Desk, named ahead of Amazon DSP in 3 of 4 answers
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Top digital ad buying platforms in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, The Trade Desk appeared in all five answers. Amazon DSP was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. The Trade Desk was listed before Amazon DSP in three out of four answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- The Trade Desk5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Display & Video 3604 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Amazon DSP3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
StackAdapt3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Basis Technologies3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Quantcast0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
AdRoll0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about digital ad buying platforms
5 answers
Asked ChatGPT
“Which digital ad buying platform should I use?”
Asked ChatGPT
“What are the best digital ad buying platforms?”
Asked ChatGPT
“What's the best digital ad buying platform for programmatic campaigns?”
Searched Google, AI Overview
“programmatic buying platform”
Searched Google, AI Overview
“programmatic ad platform”
Brands are shown in the order each answer named them. The survey took place in the United States on October 20, 2026.
Is Amazon DSP or The Trade Desk more popular in search?
This chart shows how often people search Google for Amazon DSP and The Trade Desk by name. Each line represents a brand's share of searches for all seven digital ad buying platforms we track, month by month, from English-language searches worldwide.
Share of searches by month for The Trade Desk, Amazon DSP. The figures are in the table below the chart.
View monthly share of searches table
| Month | The Trade Desk | Amazon DSP | StackAdapt | Quantcast | AdRoll | Basis Technologies | Display & Video 360 |
|---|---|---|---|---|---|---|---|
| Oct 2025 | 38.6% | 31.3% | 14.2% | 5.2% | 6.3% | 3.4% | 1.1% |
| Nov 2025 | 41.4% | 27.4% | 15.2% | 5.5% | 6.7% | 2.4% | 1.3% |
| Dec 2025 | 39.2% | 31.5% | 14.3% | 5.2% | 6.3% | 2.3% | 1.3% |
| Jan 2026 | 45.2% | 24.4% | 16.6% | 4.9% | 6% | 1.8% | 1.1% |
| Feb 2026 | 48.9% | 21.5% | 14.6% | 5.3% | 6.5% | 1.9% | 1.3% |
| Mar 2026 | 50.3% | 22% | 14.9% | 4.4% | 5.4% | 1.6% | 1.3% |
| Apr 2026 | 41.2% | 26.6% | 18.1% | 5.3% | 5.3% | 2% | 1.5% |
| May 2026 | 42.4% | 26.8% | 18.3% | 5.4% | 4.4% | 1.6% | 1.3% |
| Jun 2026 | 42.5% | 26.8% | 18.2% | 5.4% | 4.4% | 1.6% | 1.2% |
| Jul 2026 | 42.1% | 26.3% | 17.7% | 5.3% | 5.3% | 1.9% | 1.4% |
| Aug 2026 | 49.3% | 21.6% | 17.9% | 4.3% | 4.3% | 1.5% | 0.96% |
| Sep 2026 | 44.2% | 23.7% | 19.6% | 4.8% | 4.7% | 1.7% | 1.3% |
How has the Amazon DSP and The Trade Desk comparison changed over the last 12 months?
3 findings
- The Trade Desk was ahead of Amazon DSP in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Amazon DSP’s share of searches among digital ad buying platforms worldwide moved from 31.3% to 23.7%, and its estimated monthly branded searches moved from 49.5K to 27.1K.
- Across the 12 months ending September 2026, The Trade Desk’s share of searches among digital ad buying platforms worldwide moved from 38.6% to 44.2%, and its estimated monthly branded searches moved from 61.1K to 50.5K.
How did search popularity change for digital ad buying platforms worldwide in September 2026?
2 changes
In September 2026, Amazon DSP gained share of searches among digital ad buying platforms worldwide, from 21.6% to 23.7%.
In September 2026, The Trade Desk lost share of searches among digital ad buying platforms worldwide, from 49.3% to 44.2%.
How are branded searches counted?
3 search terms
Brandwave collects information about searches that people make online using Amazon DSP’s and The Trade Desk’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
Amazon DSP
1 branded search term
- amazondsp
The Trade Desk
2 branded search terms
- the trade desk
- the trade desk dsp
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