Yet despite that, or maybe because of it, demand-side platforms seem to be saturating the market – each seeking to distance itself from the competition.
"The market is getting new DSPs every month," Vladimir Klimontovich, CTO of Russian DSP GetIntent, told AdExchanger. "Or, at least, new people claiming to have their own DSPs. But DSPs are also disappearing every month."
With the constantly changing demand-side landscape in Russia, certain differences are starting to arise among DSPs. Does a vendor have local knowledge? Was the technology developed in-house? Is the vendor independent or connected to a holding company or agency?
"RTB has a small share and it isn't always effective," Klimontovich added, noting that many marketers don't have enough money to properly invest in the technology. "Russian marketers care about KPIs and things like conversion rates. They are always asking what kind of technology you use and how effective it is."