• by Erik Sass , Staff Writer @eriksass1, December 10, 2011

David Rodnitzky, CEO of PPC Associates painted a rather grim picture for the future of DSPs, principally because the same services can be offered at a lower price -- or even for free? -- by the "800-pound gorilla" that is Google, which Rodnitzky believes "hates middlemen." However after some remonstrances by Frost Prioleau, CEO of Simpli.fi, Rodnitzky moderated his position to predict that there will be a big shake-out of independent DSPs, leaving just a handful of companies versus the dozens in operation today.