DSP Players Release Study on Platform's Benefits

Perhaps indicative of the urgent need to convince more publishers that data-centric real-time-selling is for them, four of the top demand-side platforms, MediaMath, [x+1], Turn, DataXu and PubMatic—a company which helps publishers manage their ad inventory across multiple channels—teamed up to create a study to help accomplish that.

Many top media companies, including the likes of Turner, CBS, MTV Networks and CBS, have shied away from selling Web ad inventory via DSPs—i.e. technology platforms which enable advertisers to buy specific audiences in real time.