Description
Programmatic ad buying redefined advertising and has contributed to the recent rise of demand side platforms (DSPs). But the opportunity this created appears short-lived. The DSP segment is now actively consolidating as data, media, and marketing technology companies chase Google, Facebook, and now Amazon.
Outsell’s Mapping the DSP Landscape report takes a close look at how DSP businesses are evolving and the forces driving this change. From $4.8 billion buys to smaller $10 million acquisitions, Outsell looks at this year’s notable DSP deals and reads the tea leaves to give you a better picture of how the DSP business will change, detailing potential buyers and the remaining independent players they’ll target.
This report is essential reading for those seeking to partner with or acquire demand side platform offerings, as well as investors and others who watch this space. Download it today for essential actions.
Methodology
The research for this report combines in-depth interviews with leading demand side platform and advertising technology providers with analysis of marketer spending from Outsell’s 2017 Advertising and Marketing Study. Further support comes from our daily interaction with executives in the information industry and through our analysis of advertising technology companies and publishers that Outsell tracks as part of our insights and advisory services. These activities, plus our daily dialogue with the market and key stakeholders, inform our opinions and views.
Contents
Why This Topic
Methodology
Demand Side Platforms Overview
Market Dynamics
DSP Consolidation
Adtech Empires
Competitive Landscape
Future M&A
Potential Buyers
Potential Targets
Essential Actions
Related Research
Reports
Insights
About the Authors
Figures
Figure 1. The Digital Advertising Technology Ecosystem
Figure 2. What does a DSP Do?
Tables
Table 1. Notable DSP Deals, 2016-2017
Table 2. The Rise of Empires
Table 3. DSP Types
Table 4. Top 10 Independent Adtech Vendors With DSPs and Other Businesses
Table 5. TAG Certified and MRC Accredited
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