Ad tech spend on self-serving DPSs projected to grow

New Ideas in MarketingEssential news for marketers, summarised by YouGov
October 14, 2021, 4:42 PM GMT+0

Advertisers Perception polled 336 brand and agency advertisers who spend at least $1 million per year on DSPs.

The ad tech industry is pivoting towards a self-serve ad model, as 46% of ad buyers reported logging into DSP platforms to manage their campaigns. 56% of buyers still entrust an agency or DSP to run their campaigns.

However, 52% of buyers plan to raise self-serve budgets in 2021, while 17% will increase managed services spending. Further, more than 50% of currently managed service buyers expect to increase self-serve spending. 12% of self-serve advertisers plan to add more managed service spending.

Google Display & Video 360, Amazon Advertising, The Trade Desk, and Yahoo Media are the biggest DSPs at the moment. “Buyers are more comfortable with DSPs and have the training and capabilities to go the self-serve route” notes, Lauren Fisher, VP of business intelligence, at Advertiser Perception.

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