"Ad Agents" is a column written by the agency-side of the digital media community.
Adam Cahill is SVP, Director of Digital Media at Hill Holliday, a full-service communications agency.
Last week I gave the presentation embedded below on DSPs and exchanges at ad:tech in NY.
The premise of the presentation was that information is hard to come by in the category, because:
- Publishers obviously don’t want to talk about how much inventory makes its way into the secondary market
- Google has become the most important exchange, and they aren’t discussing the progress Adx is making
- Agencies are making announcements that make it sound like they have more going on than is probably the case
To try to get toward some real data I spoke to a handful of very smart, connected people who know what’s going on, and where things are headed including Turn's Bill Demas, Zach Coelius of Triggit, DataXu's Mike Baker, Tony Katsur of MediaMath, Sarah Fay from x+1 and Iggy Fanlo of Adrite.
I made four observations based on those discussions, as well as my own experience.