Head to head · Best Ad Networks for Publishers
PubMatic vs Raptive (AdThrive)
PubMatic and Raptive (AdThrive) score within 0.2 of each other, so the decision comes down to fit rather than quality.
| Criterion | PubMaticStrong Choice | Raptive (AdThrive)Strong Choice |
|---|---|---|
| Overall score | 3.8 | 3.9 |
| Capability45% of composite | 3.6 | 3.7— higher score for Raptive (AdThrive) |
| Publisher fit40% of composite | 4.5 | 4.5 |
| Total cost of ownership15% of composite | 2.3 | 2.7— higher score for Raptive (AdThrive) |
| Best for | Mid-Market, Enterprise | Small, Mid-Market |
| Pricing | Revenue share, taken from auction proceeds | 75/25 revenue share model (75% to publisher); requires 25,000+ monthly pageviews for entry (lowered from 100,000). |
PubMatic
- Owns infrastructure rather than renting cloud capacity
- Publicly traded with disclosed financials
- Broad CTV and mobile format support
- Smaller demand pool than some larger competitors
- Advanced features may need dedicated account support
Raptive (AdThrive)
- Publisher payment guarantee independent of advertisers' non-payment
- Strong performance and high RPMs for lifestyle content
- Strong user experience that strengthens credibility
- Best for lifestyle niches; may underperform in other verticals
- Geographic restrictions favour Tier 1 countries
- Demands users to exhibit commitment by exclusively sticking to their ads
Common questions
Is PubMatic or Raptive (AdThrive) better?
PubMatic and Raptive (AdThrive) score within 0.2 of each other, so the decision comes down to fit rather than quality. PubMatic scores 3.8/5 and Raptive (AdThrive) scores 3.9/5 on Benchmark Grid's independent assessment. Scores are set editorially by SODP against published criteria and cannot be purchased.
Which is cheaper, PubMatic or Raptive (AdThrive)?
On total cost of ownership — which covers pricing transparency, entry cost, implementation, hidden-fee risk and ongoing cost — PubMatic scores 2.3/5 and Raptive (AdThrive) scores 2.7/5. A higher score means better value, not a lower sticker price.
How are these scores calculated?
Each tool is assessed across 12 criteria grouped into Capability (45% of the composite), Publisher Fit (40%) and Total Cost of Ownership (15%). Assessment is carried out by SODP's editorial team against a published methodology. Vendors cannot pay for inclusion, scores or rankings.
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Both tools are scored in Best Ad Networks for Publishers. See alternatives to PubMatic or alternatives to Raptive (AdThrive).
