DSPs Stir Up Drama
MTV Networks has yet to sell inventory via a “demand-side” platform. Neither has AOL, CBS Interactive, NYTimes.com or Weather.com. Meanwhile, for now Turner and Dow Jones are officially saying no thanks to DSPs, i.e., the divisions or stand-alone businesses run by agency holding companies designed to purchase online ad inventory using technology and data—rather than directly.
DSPs, such as VivaKi (Publicis) and Cadreon (IPG), were a hot topic last week at the Interactive Advertising Bureau annual confab in Carlsbad, Calif.,
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