Last holiday season, retailers with e-commerce sites went bigger on marketing technologies than in 2011, according to data gathered from Evidon and analyzed by kbs+ Ventures. The study analyzed 20 retail brands including Best Buy, Old Navy, Disney, Target, and Walmart. Of these retail sites, 75% used Google AdWords as an ad network, while 50% used Burst Media. But retailers used 51% fewer advertising networks during the holiday season, while there was a 44% spike in DSP (demand-side platform) use. Turn was used by 55% of retail sites, with Invite Media and MediaMath close behind, deployed by 50% and 40% of the sites analyzed, respectively.