Display Advertising – State of the Union. Just some high level thoughts on where things are at and where things are going in digital display advertising… We may look back and call 2010 the year of the “DSP.”
It was the year when agencies recognized they could leverage ad network technology and fundamentally change the way their businesses operated. In an instant, buyers had scalable, centralized access to auction-priced display inventory. This new shift realigned agency resources, buying habits and media planning workflow because now, display media could be bought and sold instantaneously. A commodity was now being bought, traded, and sold as if it were the stock market.
Data Industry Reaction: What Is The Biggest Challenge With The Demand-Side Platform Model? With the demand-side platform (DSP) model continuing to propagate, data sellers and data management providers are seeing up-close how the DSP is applying data to the targeting of users in display, mobile and video ad inventory today.
From their data-centric point-of-view, AdExchanger.com wanted to know... how is the DSP model doing? In particular, we asked a selection of ad industry participants in data-related specializations the following question: "What is the biggest challenge with the DSP model right now as it relates to online ad targeting? " Digital Advertising Technology Landscape. This schematic has become my cheat-sheet of choice for making sense of the digital advertising technology landscape...
Source: Terence Kawaja, LUMA Partners via Slideshare From my perspective, the take-away here is that the digital marketing ecosystem continues to fragment by the day as innovative firms find new ways to create value. In turn, the challenge is that each bucket that pops up adds another layer between the advertiser and the consumer (and another potential point of confusion for marketers getting hip, or trying to stay hip, to digital). Terence Kawaja's IAB Networks and Exchanges Keynote.