{"page":"/blog/google-ad-manager-alternatives","modified":"2026-10-18","license":"https://creativecommons.org/licenses/by/4.0/","columns":["Item","Ad server","Owner (HQ)","Formats","Header bidding","AdX access after remedies","Pricing model","Self-hosting","Log-level data","Notable publishers (source)"],"rows":[["1","Google Ad Manager (baseline)","Google LLC (US)","D, V, App, CTV (\"Formats\", \"Video\", \"Apps\", \"TV & Broadcast\" on the product site (admanager.google.com, accessed 17 Oct 2026))","Yes: Open Bidding (server-side, Google tag, partners incl. Index Exchange, Magnite DV+, OpenX, PubMatic (Google Help, accessed 17 Oct 2026)); Header Bidding Trafficking to open to all DFP customers within 6 months of the Effective Date (PPC Land, 6 Oct 2026)","Native; must also pass AdX bids to Prebid and rivals on identical terms (Dkt. 1858, p. 74)","Free for more than 90% of publisher customers; Ad Manager 360 paid, price n/d; AdX 20% take rate (PPC Land, 17 Sep 2026; Dkt. 1858, p. 4)","No","Data Transfer files, hourly, at additional cost, purged after 60 days (Google Help, accessed 17 Oct 2026)","91% market share 2022 (Dkt. 1858, p. 26); 84% of ad servers on top 10K US sites (Kevel, 30 Apr 2026)"],["2","FreeWheel","Comcast, \"a Comcast company\" since 2014; founded 2007 (freewheel.com/about, accessed 17 Oct 2026); HQ n/d, offices in 12 cities incl. New York and Philadelphia (freewheel.com/locations)","CTV, V (premium video \"across all screens\") (freewheel.com)","n/d on vendor site","Not covered (video excluded)","Quote","No","n/d","Universal Ads launch partners A+E, AMC Networks, DIRECTV, Fox, NBCUniversal, Paramount, Roku, TelevisaUnivision, Warner Bros. Discovery, Xumo (PPC Land, 5 Nov 2025); Channel 4 (freewheel.com); FranceTV Publicité (FreeWheel news, 29 Jul 2026)"],["3","SpringServe","Magnite, Inc. (HQ n/d; 22 offices incl. New York (magnite.com/locations, accessed 17 Oct 2026))","CTV, V (ad server combined with Magnite Streaming SSP) (Mediaweek, 24 Apr 2025)","Own unified auction with SSP; Prebid n/d","Not covered (video excluded)","Quote","No","n/d","Disney Advertising, LG Ad Solutions, Paramount, Roku, Samsung, Warner Bros. Discovery (Mediaweek, 24 Apr 2025); reaches 99% of US streaming supply per Jounce Media, March 2025 (PPC Land, 5 Nov 2025)"],["4","Publica by IAS","Integral Ad Science, acquired Publica Aug 2021 for $220M; Novacap agreed to buy IAS for about $1.9B, announced 24 Sep 2025 (PPC Land, 5 Nov 2025); IAS first-listed office New York (integralads.com/contact-us)","CTV (SSAI, ad podding), V for web and app (getpublica.com, accessed 17 Oct 2026)","Yes: \"OTT Header Bidding\" unified auction across video SSPs and direct demand; Prebid not named (getpublica.com)","Not covered (video excluded)","Quote","No","Summary analytics; log-level n/d","Samsung Ads, Philo, Pluto, AMC, Crackle, MLB, Crunchyroll, FOX, Xumo, Hearst (company site, getpublica.com); Samsung TV Plus renewal 30 Sep 2025 (PPC Land, 5 Nov 2025)"],["5","Kevel (formerly Adzerk)","Private; began as Adzerk in 2010; founder and CEO James Avery; Durham first-listed office, remote-first (kevel.com/about, accessed 17 Oct 2026)","API-based decisioning for on-site, in-app and in-store; formats not enumerated (kevel.com)","Not mentioned on site","Eligible: Avery testified his \"only concern\" about Google sharing AdX real-time bids to Kevel's ad server was Google's \"incentive to bid unfairly\" (Dkt. 1858, p. 40)","Quote (pricing page returned 404 on 17 Oct 2026)","No (API SaaS)","n/d","Mostly retail media: Home Depot, Chewy, Dollar General, PayPal, Lyft, Edmunds, bol (company site, kevel.com); 35 ms response time claimed for Edmunds"],["6","Broadstreet","Broadstreet Ads, Inc., Red Bank, New Jersey (broadstreetads.com, accessed 17 Oct 2026)","D, sponsored content, newsletters; direct-sold focus","No programmatic auction advertised","Eligible in principle; vendor build n/d","Manual $299/mo (1 to 2 users, 3 premium formats); Automatic $399/mo; Enterprise \"call us\" (broadstreetads.com/pricing, accessed 17 Oct 2026)","No","n/d","Greater Long Island, Chicago Parent, CT News Junkie (testimonials, broadstreetads.com); \"thousands of local and B2B publishers\" (company claim)"],["7","Equativ (formerly Smart AdServer)","Private; \"born as Smart AdServer\"; Sharethrough operating under the Equativ brand since 2025 (equativ.com/about-us, accessed 17 Oct 2026); HQ n/d","D, V, CTV (\"CTV Ad Server\"; Serverside.AI CTV ad-serving 2022) (equativ.com)","n/d on vendor site; Equativ is a Google Open Bidding yield partner (Google Help)","Eligible; the court cites Equativ's testimony that no AdX access was the \"main reason\" it lost large ad server clients (Dkt. 1858, p. 66)","Quote","n/d","n/d","n/d (site logo wall labelled \"50K+ brands\")"],["8","Adform","Private, Copenhagen, Denmark (site.adform.com, accessed 17 Oct 2026)","Hosted ad server for programmatic publishers with forecasting and analytics (Kevel, 30 Apr 2026); format list n/d (publisher page redirected to a 404)","n/d","Eligible; Adform's CTO argues the remedies leave the buy side intact (Digiday, 18 Sep 2026)","Quote","No","n/d","n/d"],["9","Microsoft Monetize (formerly Xandr, AppNexus)","Microsoft (US)","D, native, V across web, mobile web, app, OTT, AMP (Microsoft Learn, 21 Oct 2025)","Yes: Prebid Server Premium runs on open-source Prebid Server Go with 200+ demand partners; \"not available to all customers\" (Microsoft Learn, 21 Oct 2025)","Eligible","Quote","No","PSP analytics and request/response sampler (Microsoft Learn, 21 Oct 2025)","n/d. Context: Microsoft Invest (DSP) closed 28 Feb 2026 (PPC Land, 22 Jun 2025); Monetize \"remains intact\" (MediaPost, 14 May 2025)"],["10","Prebid Server, self-hosted (auction layer, not a full ad server)","Prebid.org, Apache-2.0; Go v4.10.0 (13 Oct 2026), Java v4.3.0 (7 Oct 2026) (GitHub releases; Java releases)","Web, app, AMP, CTV, DOOH, audio (Prebid Server overview)","It is the header bidding server; \"230+\" server-side adapters per the overview, 394 entries on the bidder list (Prebid docs; bidder list)","Direct: Google must build an AdX adapter for Prebid (12 to 15 months) and a DFP to Prebid Server link (12 months) (Dkt. 1858, p. 58; PPC Land, 6 Oct 2026)","Free software; infrastructure and engineering, see Prebid Server self-hosting guide","Yes","Yes, via analytics adapters and your own logging","n/d by name; Prebid's president testified most members use supply-path optimization (Dkt. 1858, p. 16)"],["11","Managed Prebid Server hosts","21 providers listed by Prebid.org, incl. Magnite (\"Prebid-as-a-service\"), PubMatic (OpenWrap), Media.net, Microsoft Monetize, Freestar, Playwire, Aditude, Relevant Digital, Setupad (Prebid managed services, accessed 17 Oct 2026)","As Prebid Server","As Prebid Server","Same AdX adapter, hosted by the provider","Quote (revenue share or fee, n/d)","No","Varies by host","n/d"],["12","Revive Adserver","Open-source project, GPL-2.0, 1.5k GitHub stars (GitHub, accessed 17 Oct 2026)","D (banners for websites, apps, video players); v6.0.8, 25 Jun 2026, PHP 8.2 to 8.5 (revive-adserver.com)","No native Prebid; a header bidding bridge would be custom","Would need a custom receiving integration","Free; you pay hosting (Kevel, 30 Apr 2026)","Yes (self-hosted only)","Yes, own database","n/d"],["13","Aniview","Private; footer address 79 Madison Ave, New York (aniview.com, accessed 17 Oct 2026)","V, CTV, mobile, web (\"Video Ad Server\")","Yes: integrates \"via VAST, SSAI, oRTB and PreBid\" (aniview.com)","Not covered (video)","Quote","No","n/d","Times Internet, Plex, Time Out, CBC, Network18, La Nacion (company logo wall); \"200+\" customers (company claim) (aniview.com)"],["14","Adtelligent","Adtelligent Inc.; HQ n/d (adtelligent.com, accessed 17 Oct 2026)","D, native, V in-stream and out-stream, livestream, SSAI; CTV and app via its exchange (adtelligent.com)","Yes: \"Prebid-based wrapper\" (adtelligent.com)","Eligible for display","Quote (\"competitive pricing,\" no figures (PPC Land, 5 Nov 2025))","White-label SaaS; self-hosting n/d","n/d","n/d"],["15","Epom Ad Server","Epom; HQ n/d","D, mobile web, V, HTML5, native, rich media (epom.com pricing, accessed 17 Oct 2026)","n/d","Eligible for display","Light $250/mo (8.5M display + 250K video imps), Growth $1,000/mo (40M + 2M), Pro $2,500/mo (150M + 7M), Enterprise custom; white-label +$250/mo; SSP module $0.001 per 1,000 external requests; 15% off annual (epom.com)","n/d","n/d","n/d"],["16","AdButler","SparkLIT; HQ n/d","D, mobile, in-app (all tiers); V from Standard; CTV not mentioned (adbutler.com/pricing, accessed 17 Oct 2026)","n/d","Eligible for display","Essentials $179/mo (1M requests), Standard $682/mo (10M), Advanced $2,988/mo (50M), Enterprise custom with \"Dedicated Global Cloud\" (adbutler.com)","No (dedicated cloud on Enterprise)","n/d","n/d"],["17","AdGlare","AdGlare; HQ n/d, \"global presence in 4 countries,\" 6 data centers (adglare.com/pricing, accessed 17 Oct 2026)","D, redirect, VAST video; CTV, native and product catalog ads on Enterprise and Custom","n/d","Eligible for display","Lite and Professional $99/mo (1M requests), Enterprise $129/mo (1M), Custom up to 10B requests; data retention 1, 3 or 5 years by tier; 14-day trial (adglare.com)","No","Retained 1 to 5 years by tier","n/d"],["18","Project Limelight","n/d; described as privacy-first with open-source APIs and an OpenSSAI SDK, entering beta in 2025 (PPC Land, 5 Nov 2025)","CTV","n/d","Not covered (video)","n/d","n/d","n/d","Indie and European OTT targets; no named customers (PPC Land, 5 Nov 2025)"],["19","Self-hosted custom stack (own ad server + Prebid Server + log store)","You","D, V, CTV, App as you build them","Prebid Server as the auction; Prebid.js on page","Direct via the AdX adapter for Prebid and, if you build it, the rival-ad-server integration","Infrastructure plus engineering; see managed vs on-prem","Yes","Full, at event level","n/d; this is the model in the final section"]],"sourceUrls":[["https://admanager.google.com/home/","https://support.google.com/admanager/answer/7128453","https://ppc.land/doj-seeks-6-months-google-12-to-open-its-ad-exchange-to-rivals/","https://www.courthousenews.com/wp-content/uploads/2026/09/google-judge-memo.pdf","https://ppc.land/google-faces-six-year-worldwide-ad-tech-decree-instead-of-adx-sale/","https://support.google.com/admanager/answer/1733124","https://www.kevel.com/blog/gam-alternatives"],["https://www.freewheel.com/about","https://www.freewheel.com/locations","https://www.freewheel.com/","https://ppc.land/seven-video-ad-servers-compete-for-dominance-in-2025-ctv-marketplace/","https://www.freewheel.com/news"],["https://www.magnite.com/locations/","https://mediaweek.com.au/news/magnite-unveils-next-gen-springserve-platform-with-backing-from-streaming-giants","https://ppc.land/seven-video-ad-servers-compete-for-dominance-in-2025-ctv-marketplace/"],["https://ppc.land/seven-video-ad-servers-compete-for-dominance-in-2025-ctv-marketplace/","https://integralads.com/contact-us/","https://getpublica.com/"],["https://www.kevel.com/about","https://www.kevel.com/","https://www.courthousenews.com/wp-content/uploads/2026/09/google-judge-memo.pdf"],["https://broadstreetads.com/","https://broadstreetads.com/pricing/"],["https://equativ.com/about-us/","https://equativ.com/","https://support.google.com/admanager/answer/7128453","https://www.courthousenews.com/wp-content/uploads/2026/09/google-judge-memo.pdf"],["https://site.adform.com/","https://www.kevel.com/blog/gam-alternatives","https://digiday.com/media-buying/who-wins-and-loses-from-the-remedies-to-googles-ad-tech-monopoly/"],["https://learn.microsoft.com/en-us/xandr/monetize/prebid-server-premium","https://ppc.land/microsofts-xandr-dsp-closure-opens-doors-for-independent-players/","https://www.mediapost.com/publications/article/405873/microsoft-to-shutter-dsp-formerly-xandr-replace.html"],["https://github.com/prebid/prebid-server/releases","https://github.com/prebid/prebid-server-java/releases","https://docs.prebid.org/prebid-server/overview/prebid-server-overview.html","https://docs.prebid.org/dev-docs/pbs-bidders.html","https://www.courthousenews.com/wp-content/uploads/2026/09/google-judge-memo.pdf","https://ppc.land/doj-seeks-6-months-google-12-to-open-its-ad-exchange-to-rivals/"],["https://prebid.org/managed-services/"],["https://github.com/revive-adserver/revive-adserver","https://www.revive-adserver.com/","https://www.kevel.com/blog/gam-alternatives"],["https://www.aniview.com/"],["https://adtelligent.com/","https://ppc.land/seven-video-ad-servers-compete-for-dominance-in-2025-ctv-marketplace/"],["https://epom.com/ad-server/pricing"],["https://www.adbutler.com/pricing"],["https://www.adglare.com/pricing"],["https://ppc.land/seven-video-ad-servers-compete-for-dominance-in-2025-ctv-marketplace/"],[]]}