Unsurprisingly, the largest DSPs were considered to be in the best position to navigate that shift—among them were Amazon (with 69% of marketers agreeing it was in a positive position), Google (63%), and Verizon (55%). And the dominance of these companies' DSPs extends beyond their capacity to shift to alternative trackers—those three are also the top-considered DSPs for connected TV (CTV) advertising, for example.

With CTV on the rise and the shift to third-party alternatives imminent, we could see these top players gain more market share in the coming year.