You Down With DBE?
There’s a new type of DSP
But it’s hard to put a finger on what exactly distinguishes the DSP category.
It encompasses startups like Pontiac Intelligence and products like Comcast-owned Universal Ads, not to mention pureplays like Viant – all platforms that operate at dramatically lower take rates than The Trade Desk or Google DV360, which pay to scan the full universe of RTB impressions.
By that definition – low take rates and direct supply access – even Amazon DSP could fit the bill, although it’s an old-school DSP at heart, writes Pontiac CEO Keith Gooberman in an ExchangeWire editorial. He also lumps in direct-to-advertiser SSP businesses. Magnite has ClearLine, after all, PubMatic has Activate, and Index Exchange just launched Index Cloud.
