As first-party data becomes more scarce, advertisers should recalibrate their DSP relationships

New Ideas in MarketingEssential news for marketers, summarised by YouGov
February 28, 2020, 2:27 PM UTC

Bigger players in the DSP industry have come-up short while providing personalised services.

This article notes as regulators and web browsers limit the collection of data and cookies, advertisers should revaluate their relationships with Demand-Side Platforms (DSPs). Advertisers can effectively improve their customer services with enhanced workflow by working with agile and flexible DSPs.

Small advertisers need to find DSPs that have access to first-party data and are not entirely reliant on cookies. An agile and flexible DSP can help advertisers create customised services for its clients and increase personalisation.

CPG brands can also benefit from DSPs that are spread out in terms of their offerings, as some larger DSPs decline to run ads for sensitive categories. The author contends advertisers looking to promote sensitive categories should avoid primary players in the DSP market.

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[4 minute read]