Comments on: Everybody’s a DSP, wait, what’s a DSP?

By: Initial iAd Numbers Broken Down; When A DSP Is Not A DSP | ExchangeWire.com

Initial iAd Numbers Broken Down; When A DSP Is Not A DSP | ExchangeWire.com — Mon, 12 Jul 2010 08:01:15 +0000

[...] of the Invite or AppNexus platforms. Granted there are some with proprietery technology but they can’t call themselves platforms in the truest sense. They’re effectively an optimisation layer that delivers better campaign performance for [...]

By: Behavioural Targeting » Everybody’s a DSP, wait, what’s a DSP?

Behavioural Targeting » Everybody’s a DSP, wait, what’s a DSP? — Thu, 15 Apr 2010 14:43:13 +0000

[...] Let’s start with some history. I’m not quite sure who coined the term originally but it was prim… [...]

By: John Shomaker

John Shomaker — Mon, 29 Mar 2010 20:20:34 +0000

Agree with confusion over DSP. I do, however, believe that demand-side serving, digital agencies, demand-focused networks, demand analytics companies, and RTB platforms are melding into “DSPs”, where the “P” is more general as “Provider”. This mirrors a belief on the supply side that the optimizers, supply-side networks, publisher ad servers, etc. will meld into a few SSPs, again, where the “P” is provider not platform. On the demand-side, I echo Mike’s comments but with a simple metaphor – advertising effectiveness vs. efficiency. The effectiveness players are experts in connecting advertisers to target audiences, integrating a wealth of third-party data, proprietary customer data, research, and campaign expertise. They will focus on engagement, yield, and pipeline value. The platform folks are providers to the former, but their primary proposition – IMO – is one of efficiency: once the campaign is targeted and defined, go purchase the impressions at the lowest-overall cost that achieves the target yield. It will be near impossible to do both well, so both components will need each other in strategic partnership.

By: Paysage Français de l'e-Publicité Comportementale » Everybody’s a DSP, wait, what’s a DSP?

Tue, 23 Mar 2010 21:59:59 +0000

[...] Let’s start with some history. I’m not quite sure who coined the term originally but it was prim… [...]

By: Ciaran

Ciaran — Fri, 05 Mar 2010 00:08:34 +0000

Mike

Intelligent commentary as ever. Always good to see someone knee-deep in the ad tech sector not hiding behind the hype.

Ciaran

By: Mike

Mike — Thu, 04 Mar 2010 15:51:28 +0000

Testing a new comment, does it work now?

By: CPA Offers

CPA Offers — Wed, 03 Mar 2010 08:01:23 +0000

It was a very interesting post thanks for writing it!

By: Dan Reich

Dan Reich — Tue, 02 Mar 2010 21:08:11 +0000

You are spot on. Great post!

I propose a new term – ASSININE DM(Another Seriously Stupid Irrelevant Name In a New Era of Digital Marketing)

By: Rob Leathern

Rob Leathern — Mon, 01 Mar 2010 18:49:02 +0000

I agree wholeheartedly; I’ve never accepted the term DSP for our company in any manner other than grudgingly because it doesn’t mean anything.

But Mike (with respect) I have to ask, if AppNexus is not a cloud hosting company, not an ad exchange, and now, apparently not a DSP, then are you guys an agency, an ad network or something else?

By: Jerry Neumann

Jerry Neumann — Sat, 27 Feb 2010 00:59:54 +0000

Mike,

Agree wholeheartedly. I was calling them “marketer’s agents”, being anyone who represented a marketer in buying media.

http://reactionwheel.blogspot.com/2010/02/duck-duck-goose-on-demand-side.html

DPSs will have to choose whether they want to be a marketer’s agent or a technology that marketer’s agents use.

Jerry