According to Pixalate's research, Google Ad Exchange held the largest web SSP market share in the United Kingdom (39%), Germany (44%), Spain (31%), and the Netherlands (24%)
LONDON, October 29, 2025 -- Pixalate, the market-leading fraud protection, privacy, and compliance analytics platform for Connected TV (CTV) and Mobile Advertising, today released the Q1 2025 EMEA Supply-Side Platform (SSP) Market Share Reports for the United Kingdom, France, Spain, Israel, Ukraine, Netherlands, and Germany. The reports reveal SSP market share across CTV, Mobile Apps, and Web.
The report rankings incorporate sellers within the SupplyChain Object (SCO), meaning all sellers involved in the sale of an impression receive market share credit (i.e., in the case of reselling).
In addition to the United Kingdom, France, Spain, and Germany reports, Pixalate released SSP market share rankings for the U.S., Canada, Mexico, Brazil, China, Japan, Singapore, and India.
| Rank | UK | Germany | Spain | France | Netherlands | Israel | |
| 1 | Google Ad Exchange (39%) | Google Ad Exchange (44%) | Google Ad Exchange (31%) | Xandr Monetize (36%) | Google Ad Exchange (24%) | Magnite (23%) |
Media.Net (55%) |
| 2 | Xandr Monetize (25%) | Media.Net (20%) | Xandr Monetize (18%) | Google Ad Exchange (25%) | Media.Net (23%) | Open X (18%) | Criteo Commerce Grid (30%) |
| 3 | Sharethrough (14%) | Xandr Monetize (19%) | Optima Network (11%) | Criteo Commerce Grid (12%) | Xandr Monetize (11%) |
Valuad Advertising Technologies Ltd (18%) |
Publift (11%) |
| Rank | UK | Germany | Spain | France | Ukraine | Netherlands | Israel |
| 1 | Verve (30%) | Magnite (32%) | Bidmachine (27%) | Verve (25%) | Google Ad Exchange (31%) | Digital Turbine (39%) | Verve (46%) |
| 2 | Bidmachine (25%) | Google Ad Exchange (26%) | Google Ad Exchange (13%) | Bidmachine (22%) | Verve (31%) | Google Ad Exchange (21%) | Google Ad Exchange (26%) |
| 3 | Google Ad Exchange (11%) | Verve (19%) | Bigo Ads (11%) | Google Ad Exchange (8%) | TripleLift Inc. (30%) | OpenX (18%) | OpenX (15%) |
| Rank | UK | Germany | Spain | France | Netherlands | Israel | Ukraine |
| 1 | Bidmachine (32%) | Bidmachine (32%) | Bidmachine (35%) | Bidmachine (33%) | Google Ad Exchange (62%) | Verve (56%) | Google Ad Exchange (38%) |
| 2 | Verve (20%) | Verve (25%) | InMobi (16%) | InMobi (15%) | InMobi (14%) | Mintegral (20%) | OpenX (21%) |
| 3 | Bigo Ads (15%) | Google Ad Exchange (14%) | Google Ad Exchange (13%) | Verve (12%) | Verve (12%) | Bigo Ads (12%) | Verve (17%) |
To compile the research in this series, Pixalate's data science team analyzed 368M CTV impressions across 4.6K+ Roku, Amazon Fire TV, Samsung Smart TV, and Apple TV Store apps, over 10B+ mobile impressions across over 235K+ apps from the Apple App Store and Google Play Store (including apps deemed delisted by Pixalate), and approximately 2.6B+ impressions on desktop and mobile web traffic in August 2025 to reveal the regional ranking of SSPs for open programmatic ads sold.
About Pixalate
Pixalate is a global platform specializing in privacy compliance, ad fraud prevention, and digital ad supply chain data intelligence. Founded in 2012, Pixalate is trusted by regulators, data researchers, advertisers, publishers, ad tech platforms, and financial analysts across the Connected TV (CTV), mobile app, and website ecosystems. Pixalate is accredited by the MRC for the detection and filtration of Sophisticated Invalid Traffic (SIVT). pixalate.com
Disclaimer
The content of this press release, and the Supply-Side Platform (SSP) Market Share Reports, reflects Pixalate’s opinions with respect to the factors that Pixalate believes can be useful to the digital media industry. Any data shared is grounded in Pixalate’s proprietary technology and analytics, which Pixalate is continuously evaluating and updating. Any references to outside sources should not be construed as endorsements. Pixalate’s opinions are just that, opinions, which means that they are neither facts nor guarantees. Pixalate is sharing this data not to impugn the standing or reputation of any entity, person or app, but, instead, to report findings and trends pertaining to the time period studied.
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Disclaimer: The content of this page reflects Pixalate’s opinions with respect to the factors that Pixalate believes can be useful to the digital media industry. Any proprietary data shared is grounded in Pixalate’s proprietary technology and analytics, which Pixalate is continuously evaluating and updating. Any references to outside sources should not be construed as endorsements. Pixalate’s opinions are just that - opinion, not facts or guarantees.
Per the MRC, “'Fraud' is not intended to represent fraud as defined in various laws, statutes and ordinances or as conventionally used in U.S. Court or other legal proceedings, but rather a custom definition strictly for advertising measurement purposes. Also per the MRC, “‘Invalid Traffic’ is defined generally as traffic that does not meet certain ad serving quality or completeness criteria, or otherwise does not represent legitimate ad traffic that should be included in measurement counts. Among the reasons why ad traffic may be deemed invalid is it is a result of non-human traffic (spiders, bots, etc.), or activity designed to produce fraudulent traffic.”
