Advertisers are reducing the number of demand-side platforms (DSPs) they work with, as media agencies become more adept at programmatic buying. The shift is also a response to growing competition from digital ad tech companies like Google AdWords and Facebook. Agencies are increasingly running programmatic in-house, and seeing the benefits of consolidating on to fewer platforms that work best for their clients. Consolidation has led to greater workflow efficiency, lower fees and closer working relationships with partners.
Advertisers are reducing the number of demand-side platforms (DSPs) they work with, as media agencies become more adept at programmatic buying. Over the past two years, advertisers have reduced the DSPs they work with by 40% to about four on average. Agencies are increasingly running programmatic in-house, and seeing the benefits of consolidating on to fewer platforms that work best for their clients. Consolidation has led to greater workflow efficiency, lower fees and closer working relationships with partners.