| Starting Price | Not publicly listed (quote-based typical) | Fees vary by contract; Google has publicly discussed a display buying revenue share context | Not publicly listed; commonly priced as percentage of media spend plus fees (varies by contract) |
| Typical use case | Brands/agencies seeking in-flight brand/outcome optimization and measurement; mobile/CTV focus; publisher monetization via Chartboost | Enterprises/agencies seeking Google ecosystem integration and broad Google inventory access | Agencies/brands seeking an independent, omnichannel DSP with large marketplace access |
| Noted capabilities | Vendor describes in-flight brand optimization and survey-driven measurement; expanded mobile in-app footprint via Chartboost | Scale, ecosystem integration, and broad inventory/access to Google services | Broad omnichannel reach, strong agency adoption, and a large data/identity ecosystem |
| Noted limitations | Limited public disclosure of pricing and security attestations; limited independent public review volume | Dependency on Google ecosystem may limit some buyer preferences; perceived fee structures can be a concern | Can require substantial spend and implementation effort; pricing can vary materially |