Demand Side Platforms or (DSPs) are networks that allow
digital ad buyers to manage multiple ad exchange and data exchange accounts
through one interface. Real-time bidding for online ads through companies such
as AppNexus occurs on the ad exchanges, and by utilizing a DSP, marketers can
manage their bids for the banners and the pricing for the data that they are
layering on to target their audiences.
Whereas in the past, ads were sold on a manual basis,
through DSPs and real time bidding platforms, DSPs allow for specific targeting
tracking and optimization. As this industry evolves, the ability to not only
buy display ads, but also video and mobile ads is key. According to the Display
LUMA Partners, a boutique tech investment banking firm chart, key DSP players include MediaMath, InviteMedia (Google), Turn
and Efficient Frontier (Adobe).
Consolidation and property-grabs within this sector are
indicative of the growing importance of DSPs in the display ad universe
No comments:
Post a Comment