Great post and points made by Keith Gooberman (give him a follow) but We do NOT need anymore DSP's. Traders, Agencies & Brands have spent the last 10+ years screening platforms that did not deliver differentiation, performance value, customization and time savings. As you have laid out in your video, the server costs associated with listening to large swaths of quereies/requests is almost unattainable for 90% of vendors. Given this, I'd like AdTech startups to focus on enhancing and further standardizing oRTB. We need more players willing to lend a helping hand in other key areas of our ecosystem, rather than trying to recreate the wheel of price discovery for buyers. Two more points: 1. Should we allow partners to classify themselves as DSP's if they are actually white labeling an existing bidder? If the platform they've built is really an API driven platform connected to Beeswax or Xandr, should they be considered a DSP? Not sure. 2. Although cookies have complicated the process in filtering through requests to ensure targeting precision. Isn't it true, that cookie-less approaches will also require complex lookups which require matching via alternative IDS's anyway?
How many DSP options are there for advertisers and agencies? Not as many as there were 5 years ago. I believe we are about to see an influx of competitors enter the market and I explain why in this video. Building a DSP is hard. And, there are still scale issues and other difficult barriers to building a DSP, but the cookies are an enormous factor. Happy Monday. =)
