Five years into the exchange-buying trend, attention tends to focus on what's broken in agency/network relationships. Black-box algorithms, opaque margins, impression fraud, and a tendency to overpromise and underdeliver have damaged trust in digital ads and the platforms that traffic them.
So the story goes. But for many agencies, these concerns are outweighed by the value being generated through display ad vendors.
Consider digital agency ROI DNA and Run DSP, its display ad platform of choice. The two companies have an alliance that dates back three years and continues to gain momentum.
San Francisco-based ROI DNA works with a number of clients and, as its name suggests, is focused on performance-driven marketing. Among its clients are Bay Area startups like DropBox, Ning and Apsalar. The firm offers search, mobile, site development and branding services. Most of its display ad solution outside of AdWords comes through Run DSP.
ROI DNA's Director of Paid Acquisition Julia Kung says not all clients work with Run, but the ones who do dedicate a significant portion of their spend to it. Often the display ad outlay is a complement to the search capability ROI DNA offers in-house.