Commentary

Optimism Grows For Tech Spending, Less So For Trading Desks

Remember the piece we published a few weeks ago on Advertiser Perceptions Inc.’s findings that there is still a lack of awareness and unfamiliarity around some real-time advertising services, especially agency trading desks? Well that was the bad news. The good news is that there is a tremendous amount of optimism among ad executives planning to increase their spending through such technologies.
 
Using API’s optimism index -- a number derived from the difference of those respondents planning to increase spending in a medium vs. those planning to decrease it over the next 12 months -- all of the ad technology sectors are on a positive upswing, especially “data, targeting and/or platforms,” which generated an optimism index of 29, just ahead of DSPs (demand-side platforms), which had a 27.
 
Data management platforms (22), ad exchanges (21), and ad networks (19), were all solidly optimistic too. But agency trading desks and supply-side platforms (SSPs) don’t fare as well, possibly because of their continuing lack of awareness and familiarity. While growing in spending optimism, trading desks only had an index of 7, while SSPs had a 4.
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About the Author

Joe Mandese is the Editor in Chief of MediaPost. You can reach Joe at joe@mediapost.com.