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DSPs, Consolidation and Creative Production

Forester reports all DSPs are the same- well almost

The Forrester 2017 DSP Wave was released last week.

To be considered for the list, the platform must have $100 million in revenue and 300 or more employees and must return bids in 100 milliseconds or less.

Six platforms were ranked as market “leaders”: MediaMath, DataXu, Trade Desk, Turn, Adobe and Rocket Fuel.

Three others sat between “leaders” and “strong performers”: Appnexus, Google, and AOL. AdForm fell into the “strong performers” category. Time Inc. owned Viant, trailed the rest of the group in the “contenders” category.

Forrester analyst Richard Joyce said: “All the vendors represent the same kind of clients, and the differentiation is subtle. Everyone is building their own version of the same thing that clients want.”

How does all this relate to creative production?

Focus on creative
With all of the DSPs selling the same product, advertisers can now focus on execution. High quality, dynamic creative is a big part of that.

Stay nimble
DSP’s know that this consolidation is coming. Some have launched their own creative production solutions in an effort to become more sticky. That’s handy if you are staying put, but it doesn’t work if you want to shop around.

In order to make the most of the impending DSP consolidation, advertisers should invest in an agnostic creative production solution and get prepared to move around.

Advertisers that make the most of this consolidation whilst nailing their execution look likely to have a great couple of years ahead. Contact us today to find out more.

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