Will Scully-Power

Investigation: Google, “The Rise Of DSPs,” And What’s Really Fueling Its Display Ad Growth
November 25, 2010, 6:08 am
Filed under: Ad Exchange, Behavioural Targeting, Datarati

Want to really understand what’s going on at your media agency?

Google is blowing the doors off with its display advertising business, which is doing so well that the company bragged about that it is on a $2.5 billion annualized revenue run-rate just in display.

A big part of that growth is coming from YouTube and Google’s own sites. But another big driver of display advertising growth both for Google and across the industry is coming from a less well-understood source: the big advertising agencies themselves and their so-called trading desks and demand side platforms (DSPs).

By one estimate, these DSPs already account for 10 percent of online ad spending, and could grow to as much as 50 percent over the next few years.

Full Story: http://techcrunch.com/2010/11/24/oogle-publicis-display-dsp


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