Plethora of players: A host of ad tech partners make the programmatic marketplace click. Here’s a brief look at just a few.
- Ad verification firms can integrate with demand-side platforms (DSPs) to ensure ad placements meet desired criteria on metrics such as brand safety and filter out invalid traffic. Then, once a purchase is made, these players can measure it to confirm that advertisers received what they thought they would.
- Measurement and attribution partners tag ads and ingest data from various sources to ascertain unique reach and frequency, and to connect media exposures to actions taken by consumers.
- Clean rooms are also on the rise. These secure digital environments allow multiple parties to share first-party data to produce audience and campaign insights. They allow for anonymized data collaboration without exposing raw data to any other party.
The lines between these players are increasingly less defined, and many ad tech partners don’t fit exclusively into one place or another. Google, for example, has many ad tech products across the buy and sell sides.
Go further: For more information on how programmatic advertising works and our most recent ad spending forecast, read our Programmatic Advertising Explainer report.