Amazon DSP vs The Trade Desk:Which is more popular by branded search?
In August 2026, The Trade Desk had more branded searches than Amazon DSP among programmatic advertising platforms worldwide. The Trade Desk was estimated to have 62K branded searches compared to Amazon DSP’s 27.1K, and held a 66.1% Share of Search versus Amazon DSP’s 28.9%. These are worldwide searches for English-language branded terms.
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Which is more popular in search, Amazon DSP or The Trade Desk?
Compare the demand side platforms used to buy programmatic ads. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.
Share of Search by month for The Trade Desk, Amazon DSP. The figures are in the table below the chart.
View monthly share of search table
| Month | The Trade Desk | Amazon DSP | Xandr | MediaMath | Display & Video 360 |
|---|---|---|---|---|---|
| Oct 2025 | 51.5% | 41.6% | 4.5% | 1.6% | 0.84% |
| Nov 2025 | 55.5% | 36.7% | 4.9% | 1.8% | 1.1% |
| Dec 2025 | 51% | 40.8% | 5.4% | 1.6% | 1.1% |
| Jan 2026 | 60.5% | 32.6% | 4.3% | 1.6% | 0.98% |
| Feb 2026 | 64.4% | 28.3% | 4.6% | 1.7% | 1% |
| Mar 2026 | 65.2% | 28.5% | 3.8% | 1.4% | 1.1% |
| Apr 2026 | 56.7% | 36.2% | 3.9% | 1.8% | 1.4% |
| May 2026 | 57.6% | 36% | 3.9% | 1.4% | 1.1% |
| Jun 2026 | 57.5% | 36.2% | 3.9% | 1.4% | 0.96% |
| Jul 2026 | 57.9% | 35.8% | 3.8% | 1.3% | 1.2% |
| Aug 2026 | 66.1% | 28.9% | 3.1% | 1.1% | 0.77% |
| Sep 2026 | — | — | — | — | — |
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 11 months ending August 2026.
- Across the 11 months ending August 2026, Amazon DSP’s estimated Share of Search among programmatic advertising platforms worldwide moved from 41.6% to 28.9%, and its estimated monthly branded searches moved from 49.5K to 27.1K.
- Across the 11 months ending August 2026, The Trade Desk’s estimated Share of Search among programmatic advertising platforms worldwide moved from 51.5% to 66.1%, and its estimated monthly branded searches moved from 61.3K to 62K.
How did search popularity change for programmatic advertising platforms worldwide in August 2026?
2 changes
In August 2026, The Trade Desk gained estimated Share of Search among programmatic advertising platforms worldwide, from 57.9% to 66.1%.
In August 2026, Amazon DSP lost estimated Share of Search among programmatic advertising platforms worldwide, from 35.8% to 28.9%.
How each brand is measured
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
- amazon dsp
The Trade Desk
4 branded search terms
- the trade desk
- the trade desk dsp
- the trade desk programmatic advertising
- thetradedesk.com
Put your own brand in this comparison
Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.