Even though programmatic ad spend is increasing, marketers are becoming more cautious about how they use demand-side platforms (DSPs) to purchase inventory programmatically. This makes it difficult for small and fledgling DSPs to win new business.
DSPs promote all sorts of features in their sales pitches, but the one that is most likely to hook marketers is audience scale, according to Advertiser Perceptions. Its January survey of 395 US marketers found that reach outweighed other DSP capabilities like targeting and reporting when ad buyers were looking to sign deals with new platforms.