Why Read This
The days of the fun — but not very efficient — three-martini lunch are waning. A new breed of technology-centric tools and processes, such as those found in demand-side platforms (DSPs), is revolutionizing the media-buying ecosystem. A host of media platforms, including MediaMath and DataXu, is now available to buyers looking for more transparent and operationally efficient ways to manage their digital media campaigns. Buyers should use Forrester's self-assessment tool to help them select the right partner or partners.