During the past two years, advertisers have incrementally reduced how many platforms they use to buy inventory programmatically.
Ad tracking firm Pathmatics analyzed the top 100 advertisers on its platform and found that the number of demand-side platforms (DSPs) these advertisers use declined about 40% between January 2016 and April 2018. Two years ago, on average, advertisers ran at least 1% of their ad spend through about seven different DSPs each month. Now, however, they only use about four DSPs per month, according to the study.