April Battleboard

Publication date: 2025-05-04 | Source: PubMag

The April edition of the Battleboard is now available. The leaders remain the same, but their positions have shifted: Between Digital has once again surpassed myTarget, with 3360 domains compared to 3358. As usual, the margin is razor-thin.

There are still visible increases in the table — Between (+121), myTarget (+117), Buzzoola (+92) — but the pace of change is slowing. This is to be expected: HBTracker checks tens of thousands of sites monthly, and by now it has covered most of the active auction participants. Large shifts have become the exception rather than the rule.

📐 Why this is normal

The Russian programmatic advertising market has a clearly defined structure: publishers connect to several SSPs and don’t change them often. New data appears in waves — when a partner network is changed, a new ad slot is launched, or there’s a major technical migration.

My recent study showed that more than 50% of sites use 8 to 13 adapters simultaneously. This indicates a mature and saturated market where the main tech stack is already in place, and new integrations are deliberate and targeted. Once the Battleboard has sufficient coverage, it evolves from a “connection race” into a “market panorama.” Changes become analytical rather than merely statistical.

How many adapters are enough?

PubMag • 2025-04-10

🧭 Monthly Observations

For the first time since December 2024, Between Digital has claimed the top position outright. This reflects both its strong market presence and its ongoing technical efforts to expand its footprint.
Four SSPs have now surpassed the 3000+ domain threshold: Between Digital, myTarget, Adriver, and Buzzoola.
The market is shifting toward deeper analysis: Which platforms are competing for the same inventory? Should we add contextual data for each publisher and analyze their reach? These are questions I might explore in May.

Battleboard: Leadership Shift

PubMag • 2025-04-01

📉 Minus One — Still a Signal

The report also shows a slight decrease in the number of domains connected to certain SSPs. While a drop of one or two sites may seem insignificant, these minor fluctuations highlight the core strength of HBTracker: the system regularly checks every site and tracks changes almost in real time.

When an adapter is removed from a site, it’s not a guess — it’s a documented fact. Even minimal variations show that we are watching a living market, where publishers experiment, explore new options, and make changes. The Battleboard is not just a static table — it’s a tool for monitoring change.

🧪 Practice: Where is Between Present but myTarget is Not?

To wrap up this month’s edition, I’ve compiled a list of 408 websites where Between Digital is present but myTarget is not. This type of analysis helps identify inventory that your competitor is accessing — but your campaigns aren’t tapping into yet.

April Battleboard

📐 Why this is normal

🧭 Monthly Observations

📉 Minus One — Still a Signal

🧪 Practice: Where is Between Present but myTarget is Not?

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