Battleboard: February 2025 — Two Kings and Their Court

Publication date: 2025-03-02 | Source: Pubmag

February did not bring any drastic changes in the ranking of adapters operating under the header bidding technology from Yandex Yandex.

Between Digital and myTarget continue to dominate, but competition among second-tier adapters is intensifying. Battleboard has been tracking adapter distribution for the third consecutive month (December 2024, January 2025), and trends are becoming increasingly clear.

Overview of the Header Bidding Library by Yandex

PubMag • 2025-02-13

🏆 Market Leaders: Strengthening Positions

The two leading adapters, Between Digital and myTarget, continued expanding their number of sites, bringing their count close to 3,000 (2,957 and 2,956 respectively). Both added over 600 new sites, reaffirming their dominant position. Buzzoola and Adriver Adriver also demonstrated strong growth: +597 and +572 sites respectively, though their market share remains slightly lower.

🔥 Top 10 Competition: Shifts and Growth

RTBSape RTBSape and OTM OTM swapped places once again. RTBSape reclaimed 5th place by adding 507 sites. OTM, despite growing, remained in 6th place. A similar shift happened between MediaSniper and Bidvol Bidvol: now, MediaSniper holds 8th place.

In the mid-tier segment, AstraLab, Solta Solta, and Hybrid Hybrid continue to grow but without drastic jumps. GetIntent added 545 sites, solidifying its 7th place in the race for leadership.

🔽 Outsiders and Newcomers

DigitalBox dropped out of the rankings, while a new entrant to the top 30, NameName, appeared with 26 sites. Among smaller adapters, Adtelligent, MediaToday, and Adwile Adwile showed slight but steady growth.

📊 Key Trends

Strengthening of leaders: The top four adapters continue to widen the gap.
Mid-tier competition is getting tougher, with several adapters actively competing for rankings.
The collected data is now sufficient to understand each participant's market share, and no major shifts are expected.
We are watching to see if Bidvol and AstraLab as well as Hybrid and Alfasense will switch places in March. Given the growth rates, such shifts seem likely.