Why Do Companies Want to Build Their Own RTB Bidder or DSP
Summary
• Key market drivers for DSPs are the demise of third-party cookies, new and emerging digital channels, the development of new ad formats, a focus on contextual and content-driven advertising, and regulatory compliance. • Reasons for companies wanting to build their own RTB bidder or DSP include capitalizing on first-party data assets, cutting costs on media, gaining autonomy, and addressing measurement challenges. Building a DSP also allows companies to optimize the demand path, avoid exchange bias, occupy niche verticals, and gain new clients with ad fraud detection and other security mechanisms. In other words, DSPs facilitate the intricate task of purchasing ad impressions across diverse platforms, and when coupled with AI and ML capabilities, they can potentially elevate the accuracy and impact of advertising efforts. By incorporating protection services, anti-fraud algorithms, dedicated marketplace quality teams, exclusion and inclusion lists, sensitive site blocking, and more, companies that build their own DSP will probably win a piece of the market.
