Is A Demand-Side Platform The Future Of The Ad Network?
Demand Side Platforms (DSP) are hot! I can tell by the huge agency interest, and even more eager venture capitalists anxious to get in on the latest craze. Traditional ad networks and newfangled technology platforms are declaring themselves to be DSPs. Others who did much of the evangelical spadework for DSPs appear to be stung by the sudden rush. There is now an attempt to define a “true DSP”. At this stage, a “true DSP” as defined by a list of features serves little purpose and is as much a disservice to the industry, as it is disconnected from reality. In fact, many of the current DSP competitors—those with the most significant solutions already in-market—are successfully violating that definition of a “true DSP” to the benefit of their agencies partners. The truth is that a “fully self-service DSP” would be far too disruptive to most agencies at this early stage. There are far too many levers, knobs and buttons in a DSP robust enough to deliver the optimum cross-section of pacing, performance, and price for an agency to take on today. They range from mundane tasks like dealing with objectionable impressions and buys from non real-time sources to more arcane optimization tasks, RTB source integration, bidding strategies, discrepancy management, and post-campaign reconciliation.
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Watch The Videos From AdMeld’s Partner Forum
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VivaKi’s David Kenny On The Agency Challenge, Creative And Automation
AdExchanger.com: Everyone is talking about how agencies need to evolve media buying. Every major holding company has announced a media trading desk strategy. What areas of the workflow have not been addressed? What is the “not obvious” stuff?”
DK: When the industry talks about media trading, they generally talk about negotiating clout and leveraging investment strength to drive lower prices on inventory. The ability to do this is, of course, more important than ever given the economic crisis from which our clients are only just beginning to recover. But it’s really the price-of-entry. What we need to do more aggressively is leverage our scale to achieve advantages beyond price. For example, VivaKi faces the media owners and the networks to find new ways to add value to our agency brands and their clients. To aggregate data. To target people more accurately and effectively. We are building a smarter service model as an aggregator of scaled audiences that are identified for their passions, and we are building the pipelines like Audience on Demand that connect clients to those audiences in meaningful, relevant ways.
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