Trends Report

Demystifying The DSP

How Demand-Side Platforms Will Optimize Online Media Buying

March 2nd, 2010
Shar VanBoskirk, VP, Principal Analyst
Shar VanBoskirk VP, Principal Analyst
With contributors:
Angie Polanco , Michael Greene

Summary

Current market conditions complicate the already difficult process of online media buying. But new technologies in the form of demand-side platforms (DSPs) are appearing to streamline and improve online media buying. DSPs allow marketers to discover, aggregate, and optimize biddable display media. With marketers and agencies already eagerly adopting DSPs we think DSPs are ripe to upset the current online advertising ecosystem.

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