Integrate Adds DSP To Beef Up AdHQ Platform

Ad tech provider Integrate gave RTM Daily the inside scoop on the release of their new self-serve demand-side platform (DSP), which they announced today. The DSP will be added to Integrate's existing AdHQ platform. Bodhi Short, SVP operations & product development, Integrate, said that the new DSP is designed to be used by newcomers and seasoned vets alike. Short said that the DSP is Integrate's first digital product.

The addition of a self-serve DSP to the AdHQ platform has always been part of the plan, according to Short. He simply called it "the next step in terms of growth for the product and the ability for our clients to purchase media."

Short claimed that there are two things that differentiate Integrate's DSP from others. For one, he suggested that the company has lowered barriers to entry by removing some fees. He also believes that the interface is easier to use than some of the larger DSP's.

"It's meant to be more for a moderate to medium level media buyer," Short said of the DSP and its interface. "It basically has to serve the function of being used by someone that's just learning as well as someone that knows the system very well."

Those already using AdHQ will automatically have access to the DSP, but need to request access first. This is done so that Integrate can determine whether or not the DSP training wheels need to stay on for a particular company.

In terms of the real-time scene in general, Short said that a lot of companies are "very sharp" in their understanding, but he's also observed a good amount of chucking stuff at a wall just to see what sticks - "praying on algorithms," he called it. 

He avoided saying it outright, but the company's willingness to hold hands via their new DSP suggest that they believe the industry isn't as up to speed with RTB and its tech as it could be.

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