As pressure mounts on advertisers to know exactly what ads they’re paying for, the way they work with the ad tech making those purchases is changing.

GlaxoSmithKline, BT and Deutsche Telekom are among a handful of advertisers rethinking how they use demand-side platforms. Before they would’ve accepted the ad tech recommended by their agency without question or gone for the one that offered certain access to inventory. Now, advertisers are paying closer attention to how the technologies improve inventory quality and weed out the bad games happening within auctions. Those concerns have pushed those advertisers to pick the DSP partners that can help them differentiate, be that through direct publisher relationships or unique technology.

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