Decide

Emerging specialist in ML-driven ad decisioning for the open web, differentiated from walled gardens and traditional DSPs

Decide, operating at decide.co and formerly known as LockerDome, is a machine-learning-powered ad-decisioning platform purpose-built for the open web. The company leverages advanced AI and predictive modeling to optimize ad delivery decisions in real time, enabling advertisers to reach audiences more efficiently and publishers to maximize yield across programmatic channels. The rebranding from LockerDome to Decide reflects the company's strategic pivot toward decisioning intelligence as its core value proposition. The platform sits at the intersection of demand-side optimization and supply-side intelligence, processing large volumes of bid-stream data to make smarter, faster decisions about which ads to serve, to whom, and at what price. This positions Decide as a differentiated player in the increasingly competitive programmatic advertising landscape, where millisecond-level decisioning and data-driven targeting are critical competitive factors. Decide serves a range of customers including advertisers, agencies, and publishers seeking to improve campaign performance and monetization outcomes on the open web — as distinct from walled garden environments like Google and Meta. The company is headquartered in St. Louis, Missouri, and has built its technology stack around machine learning infrastructure designed for high-throughput, low-latency ad decisioning.