The Changing Role Of DSPs
Segmented addressable audiences will become a bigger part of behavioral targeting across social media sites, and DSPs will take a bigger role when it comes to providing targeted data and audiences.
The Forrester analyst defines the most "powerful" DMP feature as the ability to create relevant audience segments from aggregated data and push it out to multiple digital media, such as display advertising and site-side targeting. She explains that while ecosystem remains "nascent, but rapidly evolving," brands and ad execs will reexamine new capabilities that partners can offer.
Late last week, for example, both DataXu and MediaMath released social platforms, based on their respective technologies, that uses social data from Facebook, and combine that data with display audience segments to more finely target ads to consumers in social sites. Facebook let advertises build a platform using member data to target and optimize ads on the site.
DSPs need to find their position in the advertising supply chain -- which should become to optimize media buys in real time. DataXu Product Marketing Director Shane Keats said his company will sit as the mediator to provide behavioral insights.
In the latest Forrester Research study, "The Future of Digital Media Buying," analysts explain how "successful buyers are 'always on' in monitoring and optimizing programs, through both automated and manual optimization processes." The study points to DataXu's and MediaMath's platforms, which continually assess available inventory, refining campaign optimization models, and making real-time bidding decisions.
These companies can look more and more like agencies, offering service and insight on top of the media buying tools available through their platforms. Yep, the DSP continues to evolve. What will it look like six months from now?