The Trade Desk. What Does ‘Demand-Side Platform’ Mean To You? Often, a question doesn't have an easy answer in the digital advertising business.
This is a column devoted to an answer to a single question or topic - and providing a bit of space for it. Today's participant is Jeff Green is Founder and CEO of The Trade Desk, a demand-side platform technology company. He recently answered one, make that two, questions in a conversation with AdExchanger.com beginning with... What does DSP (demand-side platform) mean to you? JG: Let me start by saying that one of the unfortunate things about ad technology is that we ruin words. Then suddenly, that idea took hold. So, in 2012 it is now 2006 all over again, except that instead of us squabbling about the term "ad exchange," we're diluting the term DSP, which has come to mean something other than a demand-side platform.
I’d argue that more often than not, most so-called DSPs are an outsourced agency, or they are a new type of ad network. As a buyer's platform, we operate transparently. By John Ebbert. A quick guide to demand-side platforms. Ad exchanges, the technology platforms that seek to bring efficiency to ad impression buying, are gaining popularity and interest with online marketers.
Much like paid search, ad exchanges offer advertisers transparency in an auction-based model where buyers and sellers let the technology play matchmaker based on the value of each and every impression. It's an industry shift to buying audiences, not sites or placements, and those who master their data can win in this stock market-like environment. Just as paid search management platforms arose to help users manage multiple engine accounts, so too was the need for tools to allow management of multiple ad exchange accounts.
Thus, the demand-side platform (DSP) was born. Stay informed. Like search management platforms, DSPs bring all accounts into one tool for centralized management and reporting, but demand-side platforms do more than simply bring efficiency to handling multiple ad exchange accounts. The Rise of the Demand Side Platform. Rob Graham | August 25, 2010 | 0 Comments inShare34 A close look at the evolution of automated bidding systems that place the right ads on the right pages for the best price.
Last in a three-part series. During the past few months, this column has briefly explored the history of digital ad serving. This month, we'll continue that journey as we look at recent ad serving developments that are creating significant changes throughout the industry. Digital advertising, unlike more traditional mass media marketing, doesn't rely on group exposure models for its success. Not only does this approach mean that consumers receive more relevant ads, but it also means that advertisers get better results and higher conversion rates for their campaign because they're reaching a higher percentage of consumers who may take future action in line with the advertiser's needs. The one thing that is certain about these emerging models is that they will continue to evolve. Social mentioned in Mediapost. DataXu Helps Advertisers Target Facebook Ads By: Laurie Sullivan Published: September 26, 2011 Link to original article DataXu will unveil DX Social Monday, expanding the role of the demand-side platform, the technology link between brands and ad networks.
The platform pulls in Facebook and display data to compare results and help advertisers more finely target ads in Facebook. The tool plugs into Facebook's new ads application programming interface (API). MediaMath, which works with Clickable, released a social platform -- MediaMath Social -- extending the concept of audience buying on Facebook. In AdAge "MediaMath Declared Winner, But Who's The Largest DSP In the Land?" Know Your DSPs: Forrester Issues New Ranking on Services, Volume and Revenue MediaMath Declared Winner, But Who's The Largest DSP In the Land?
By: Jason Del Ray Published: December 14, 2011 Link to original article More and more agencies and marketers are turning to so-called demand-side platforms, or DSPs, for real-time audience buying. It's a nascent market dominated by venture-funded startups, holding company technologies, and Google, which bought Invite Media in 2010 for $70 million. But Forrester Research is attempting to shed some light on this market with a new report released today. Since most DSPs are privately held, their operations are opaque; even the definition of a DSP is a moving target with some companies offering audience-buying capabilities in addition to other services. MediaMath, Turn and Dataxu were termed "clear leaders" based on their current offerings and strategy. But top-ranked doesn't mean largest. Impressions: On revenue, the rankings shift again. Net Revenue: Data, Insights & Events from MediaMath. What is a Demand Side Platform or DSP?