The growth of Demand Side Platforms (DSP’s) and the potential, very powerful, relationship with search is something you will hear a lot about in the next few months.
I recently wrote an article for Econsultancy on the topic as it boasts a huge opportunity for digital and search marketers.
Over recent years the online display market has become more and more fragmented. This has presented numerous challenges for advertisers when it comes to buying display advertising. Buying media across multiple platforms can be a very complex matter.
Demand Side Platforms make this process a lot simpler, and offer advertisers and agencies the opportunity to buy across multiple platforms and inventory sources. In a nutshell, DSPs allow advertisers a new way to purchase and manage auction-based (display) media.
The drive for digital marketing efficiency is pushing agencies to change, adapt, and use technology that can attribute, and hence distribute, spend effectively across all of these channels and piece together ad inventory from numerous, fragmented sources.
Being able to purchase, optimise, measure, and combine display and search data is just about as exciting as it gets for many a digital/search marketer.
The development of these new technologies will help improve online media buying and the potential to be able to report across search and display is a potent one.
NOTE
The topic (relationship between search and display) is not a new one.
The topic has been talked about for at least 3 years.
During the last 3 years companies have taken huge strides to ‘fill the gap’ and report and de-dupe across PPC, SEO, Email, and Affiliates
Companies have made headway in developing DSP’s and are now integrating them with search reporting
Google saw the potential with the purchase of Invite Media
It will take another year of building, testing and refining to see who the clear winners are as companies buy, build, and develop and integrate these platforms
Watch this space!
http://econsultancy.com/blog/6280-what-does-the-rise-of-demand-side-platforms-mean-to-marketers
