Advertiser Perceptions: Independent DSPs Find Pockets Of Growth Despite Google’s Dominance

Google and Amazon still dominate the demand-side platform category, but next-tier players have opportunities to win market share and for the first time there are signs that Google’s iron grip may be softening, according to the half-yearly Advertiser Perceptions DSP Wave released Wednesday (?). The report is based on surveys of almost 500 brand andContinue reading »

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Fraudsters Are Masquerading As Real DSPs

The first rule of ad fraud: If it can be spoofed, it will be spoofed. Bad actors are pretending to be legit, demand-side platforms to fool exchange partners and blend in with real ad calls as a way to purvey malware and litter the web with forced redirects. “They weasel their way onto the exchanges,”Continue reading »

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Four Reasons Why Agencies Are Working With Fewer DSPs

As media agencies become more skilled at programmatic buying, they’re working with fewer demand-side platforms (DSPs) than ever before. According to Pathmatics, advertisers have cut the number of DSPs they work with by 40% over the past two years, to about four per month on average. In part, that’s because the market is consolidating. Big-nameContinue reading »

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Advertiser Perceptions: Non-Walled Garden DSPs Struggle To Get Ahead

Aside from the Trade Desk, which outstrips competitors among agencies, independent DSPs still struggle to differentiate or break out from the pack behind the category killers, Google’s DoubleClick Bid Manager (DBM) and Amazon’s ad platform, in Advertiser Perceptions’ latest demand-side platform benchmark report released Monday. The report, based on a survey of more 700 execsContinue reading »

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How M&A Impacts The Remaining DSPs

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For the independent demand-side platform (DSP) market, it is the best of times, it is the worst of times. On the one hand, it’s unlikely any new scaled DSPs will enter the market. The costs to build a competitive platform – nine digits off the bat and another eight digits per year in operational costsContinue reading »

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