DSPs and the Ad Network Shakeout

I’m thrilled about the overwhelming response we’re getting about our “DSPs and the Ad Network Shakeout” presentation at the iMedia Agency Summit last week. Our goal was to provide market perspective on a subject many in the industry have been talking about, but few networks have dared touch: Demand-side platforms (DSPs) and what it means for the ad network industry.

In 2008, I blogged about the “Ad Network Shakeout.” Like many, I believed that the crowded network space was due for consolidation, largely due to the fact that many networks provided little in value to agencies beyond aggregating commoditized inventory and processing insertion orders.At the time, I thought it was the declining U.S. economy that would be the impetus.

Unfortunately, there is no official ad network tracking list (perhaps John Ebbert of AdExchanger.com could pull something like this together?), so it’s tough to say whether there are actually fewer networks today. At times, it sure feels like there are as many or more.

However, we believe that when we look back at 2010, it will be seen as the year the ad network space changed dramatically, with the DSPs being the main catalyst. In our iMedia presentation, we addressed reasons why, plus other thought-provoking topics like:

• Why DSPs will be the reason for the ad network shakeout
• What the next bubble in online display advertising will be
• How to evaluate ad networks in the face of rapidly emerging buy-side tools
• What the ad network of the future must do to remain relevant

Since then, we’ve received many requests to present this at agencies, and plan to do so over the coming months. But you don’t have to wait for us to come to you!

On Wednesday, June 9, 2010 at 2 p.m. ET, I’ll be hosting a webinar on Undertone's take on DSPs and ad networks. I’m thrilled to say that Adam Kmiec, VP and Director Interactive Marketing Innovation from MARC USA will join me to provide the agency perspective. You can register here.

Make sure to add this to your calendar. We’re looking forward to the discussion!