DSP Pricing, Data Stir Up Inventory Pot
MTV Networks has yet to sell inventory via a “demand-side” platform. Neither has AOL, CBS Interactive or Weather.com. Meanwhile, 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 from publishers.
DSPs, such as Cadreon (IPG) and VivaKi (Publicis Groupe), were a hot topic last week at the Interactive Advertising Bureau annual confab in Carlsbad, Calif.,
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