Just a few years ago, programmatic traders were content to employ just one or two Demand-Side Platforms (DSPs). But as happens in a fast-moving industry like digital advertising, times are once again changing.
In 2020, it’s no longer ideal to run all campaigns through the largest DSPs on the market. Instead, now is the right time to consider adding additional platforms and to evaluate the technology that can improve workflows and campaign performance.
In the U.S., 2020 kicked off with the introduction of the California Consumer Privacy Act (CCPA), which imposes new obligations on businesses that collect the data of California residents.
On top of government regulations like CCPA and General Data Protection Regulation (GDPR), web browsers Safari, Firefox and Chrome are instituting their own changes that limit how cookies can be used by advertisers.
There are plenty of benefits to working with large, well-resourced organizations; personalized assistance when it’s urgently needed isn’t one of them.
As the largest players on the DSP stage have grown, their ability to provide fast, personalized service has waned, especially for customers outside the Fortune 100.
When a programmatic trader has DSP options, it’s a way to ward off potential calamity in the event of a complication that leads to a lengthy wait for customer service.
In addition, a more flexible and agile DSP will be able to create customizations for its clients – something that can greatly benefit workflow and isn’t generally available to advertisers who use only the largest DSPs which focus on “one size fits all.”
Even as the popularity of CBD has increased and recreational marijuana has become legal in a number of states, certain DSPs decline to run advertisements for this and other sensitive categories like pharmaceuticals, political messaging or even alcohol. Advertisers looking to promote such categories have little choice but to look elsewhere.
This can be especially problematic for those who work with CPG brands, for example, which are now entering the CBD space with frequency.
In order to run campaigns promoting a CBD skin care product, an advertiser would have to stay away from the primary players on the DSP market, which all have policies against running CBD advertising.
As Chief Marketing Officer at Viant, parent company of people-based DSP Adelphic, Jon Schulz is a member of the executive leadership team and heads brand and product marketing, communications, strategic partnerships, research and creative services. Jon is a recognized industry thought leader in automotive marketing, digital advertising and advanced analytics. During his tenure as CMO, Jon has led a comprehensive company rebranding and repositioning initiative. As the lead marketer within a company focused on leveraging big data and analytics to drive efficient media spend, Jon oversees numerous research initiatives designed to provide actionable data to brand marketers using Viant’s people-based insights.
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