The Top four DSP players corner an estimated 90% of the market.
Multiple challenges like the pandemic, privacy challenges and structural industry issues can lead the DSP (demand-side platform) market being consolidated under a single player. In order to survive, independent DSPs must provide clearly-defined differentiating propositions to advertisers.
Independent DSPs can differentiate themselves by forging partnerships that give access to increased amounts of data and improve programmatic efficiency. Further differentiation can be achieved through tech integrations; data deals with e-commerce firms and exclusive access to publisher inventory.
Offering technical solutions like unique bid-filtering algorithms and better queries per second can help independent DSPs standout. The capacity to cater to advertiser requirements, like multiscreen reach optimisation and reporting along with personalisation capabilities, can play a pivotal role in the future of the DSP landscape.
[5 minute read]