DSPs’ Next Feat
Demand-side platforms (DSPs) have evolved tremendously since their earliest incarnations in the 1990s. Particularly in the past 18 months, the range of DSP capabilities has exploded. But these are still the early days in the evolution of this space. And, as someone who has been in the industry for over a decade, it’s exciting to know that while we’ve come a long way, we’ve only seen the tip of the iceberg.
To predict how DSPs will evolve, it’s helpful to step back from the acronym soup that we swim in daily (DSP, RTB, MRTB, etc. ) and reflect on why they were created in the first place. What fundamental problems are marketers trying to solve such that DSPs, as we know them today, have come to exist? . . .