The rise of a few players to dominate the global DSP market has resulted in several advantages for marketers, including scale and standardization. But like towns where every high street has the same shops and cafés, it has left some people searching for more.
Until relatively recently, if there was something distinctive about your company – business models, performance goals, proprietary data assets or supply access – and you wanted to do something truly unique in programmatic, you needed purpose-built technology to enable it.
But a maturing market has made it incredibly challenging and expensive to launch a new platform into the Read full story ›
Source: The Drum