Though they aren't big numbers in terms of the Internet's hottest, three-word phrases, "demand-side platform" has come from nowhere to relative, online display advertising fame since January 1, 2010.
Consider, if you will, the recent momentum for organic search traffic to AdExchanger.com when a phrase containing "demand side platform" is entered into a search engine (primarily Google's).
It still feels like "early days."
great chart
Don't you need to de-average this with information about where you were ranking? Incidentally, as I am sure you noticed, Google Trends says there is not enough data to display a chart, so that is pretty early and small.
Thanks for your comment, Brent. Not sure I need to de-average but it would be interesting. In that AdExchanger.com has been uniquely focused on the DSP space among other areas, still seems like it's something to take a look at. Off the top of my head, "demand side platform" has always been a term which AdExchanger.com has ranked well for on the search engine result pages. It helps that the phrase never really existed before last year.
Interesting views - look at the trends chart for "dsp" (obviously a lot of other, more established uses of this TLA like digital signal processing!) - constant DOWNWARD trend in searches and slightly upward in news...
http://google.com/trends?q=dsp&ctab=0&geo=all&date=all
And of course, that term oft used in our industry: "game changer / game changing"!
http://google.com/trends?q=game+changer%2C+game+changing&ctab=0&geo=all&date=all&sort=0
If you filtered out queries from VC's by network provider I wonder how many visits would be left? 😉