The Dynamics in ad tech, particularly in the demand-side platform (DSP) sector, show significant flux that has media agency practitioners actively reevaluating their DSP partnerships. The demand for transparency is rising, with participants from a recent summit expressing a keen interest in leveraging more favorable platforms amidst challenges like Microsoft's impending closure of Xandr DSP. The event highlighted concerns about the impact of market players like Amazon and revealed how Microsoft's partnership with Netflix might impede its ad tech improvements. Townhall discussions emphasized the need for consolidation in the DSP market.
I spoke with somebody at Xandr recently, and they told me the whole initiative was a massive fail for a variety of reasons.
There were also a lot of issues for those that did activate, and that ultimately reflected most negatively on Xandr, not on Netflix.
Collection
[
|
...
]