Had an interesting conversation with someone at a demand-side platform (DSP) that will remain unnamed. I mentioned that I was interviewing with one of the ad exchanges tomorrow, and he remarked “Yeah, I’ve been hearing that they’re kinda trying to compete with us now, and going directly to agencies…”
Makes me wonder: is it inevitable that firms like Yahoo (Right Media) and Google (DoubleClick Exchange) will start to muscle in on what companies like Invite Media, Turn and MediaMath have built?
Personally, I can’t see more than 2-3 exchanges surviving over time, so you’d have to think that several of those companies are likely to either attempt to re-position or flat out sell themselves (if they’re lucky). DSPs have attracted a lot of press and venture funding, so it could be a logical place to start.
How much overlap exists between the kinds of assets needed for exchange and DSP businesses? It’s something I want to look further into and further explore in another post
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