Demand-side platform
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Search complete. 73 mentions across 12 episodes found for "Demand-side platform".
Sep 17, 2026
Mike ChiassonGUEST
And so in its infancy stages, retail media was really more of a bottom-of-funnel conversion sort of tactic, and we're increasingly seeing more top-of-funnel offerings available through, especially through the larger retailers like Walmart.
Eric DyckHOST
And then h- you mentioned DSP.
Eric DyckHOST
That's actually where I started my career on a, on a demand side platform, real-time bidding way back in the 2010s, which just seems s- like such a long time ago now.
Eric DyckHOST
Are these ad networks-- are these ads for people that are on the retail site, or do their ads extend out into their own, like, web-wide DSP that kind of lead them back to these marketplaces? Or-
Mike ChiassonGUEST
Yeah That's a great point, and I think maybe a, um, a common sort of misunderstanding for people that, that hear the term, um, retail media networks, it's so sort of integrated into the media landscape where a lot of times a shopper of a retailer could see an ad for a brand, and they don't necessarily even see the association with the retailer itself.
Mike ChiassonGUEST
It's really just a means of targeting, not so much an affiliation between the brand and, and the retailer.
James HercherPANELIST
And I think at first, Jeff Green kind of tried to frame it as, we barely compete with Amazon.
James HercherPANELIST
And if you think of like Amazon, you know, not Amazon is like a behemoth, but like, oh, the DSP is like this like tiny thing within Amazon.
James HercherPANELIST
That's what we compete with.
James HercherPANELIST
And, you know, I think he tried to just sort of assuage these fears.
Sarah SluisHOST
And then just the agency stuff, it just kind of keeps on coming you had publicist telling clients that trade desk failed an audit which you know has apparently since been publicist has been
James HercherPANELIST
the trade desk big backer forever sort of you know i think that's one of the like the things that doesn't sort of come up maybe but like when publicist put that note out and it's like oh my god like publicist like the trade desk has been like publicist is like almost like baby forever like early on it was sort of publicist and omnicom which is another one and they've shifted everything to amazon like they have they're practically an amazon shop they're sort of captured there like they won the amazon account um but yeah like this holdco business for the trade desk very rough
Sarah SluisHOST
So because you got Publicis with the failed audit, Omnicom, which has Amazon as a client, shifting spend to Amazon DSP, Dentsu and WPP exiting OpenPath.
Sarah SluisHOST
It's like pretty much every single agency.
Kiri MastersHOST
Tell to log into.
Kiri MastersHOST
12 buying platforms, 12 DSPs, brands that are already consolidating through management platforms like Sky and Packview or DSPs like the Trade Desk or Amazon DSP or DV360 because buying across multiple networks is undoable.
Kiri MastersHOST
So coming back to this interview with Dean Harris from Co-op, He didn't talk about technology at all.
Kiri MastersHOST
He says we have always done proposition before products.
Kiri MastersHOST
The mechanism is Amazon's demand side platform.
Kiri MastersHOST
It's DSP, the same console that advertisers already use to buy inventory on Amazon's own platform.
Kiri MastersHOST
website and app, of course, but also inventory elsewhere offsite.
Kiri MastersHOST
And the most recent addition to those offsite destinations is these positions inside of ChatGPT.
Kiri MastersHOST
The two-part sales pitch.
Kiri MastersHOST
Part one, price.
Kiri MastersHOST
By several accounts, Amazon's DSP undercuts competitors on fees, sometimes dramatically.
Kiri MastersHOST
On certain reserve deals, Amazon has reportedly charged close to zero against the 15 to 20% that independent platforms and Google have historically taken.
MikePANELIST
If you've got increased competition or your competition is becoming more savvy within the advertising side, costs are ultimately going to be increasing.
MikePANELIST
Now, what I have seen more and more this year, and it's also been a push from Amazon, is not a shift away from Amazon ads, but a higher shift into DSP across the board.
MikePANELIST
Amazon themselves are massively, massively investing on that side.
MikePANELIST
They're recently announcing a Netflix partnership, which is a couple of months old now, but I think it's just starting to get its legs off the ground on the US side.
MikePANELIST
They're adding loads and loads of new things into DSP as they want some of that shift moving away from Amazon ads into the higher funnel side of the retail media with DSP.
MikePANELIST
So it's quite interesting to see where the trends are going from that side and how that is impacting profit and cost per clicks, because we may see a steadying in cost per clicks if that happens, because they're technically not calculated the same, which is exciting in my advertising nerdy way, it's exciting.
MikePANELIST
But in reality, it could be a good factor that will happen to the market despite the external traffic happening at the same time.
Andy BanksHOST
The interesting dichotomy is you're seeing that CPC increase.
Rex BriggsHOST
What do you stay away from?
Mike LaneGUEST
Yeah, the DSP side of the business has really been a focus of ours right now, right? So we're actually working on Trade Desk and Amazon stuff.
Mike LaneGUEST
Those are in beta right now, and there's more and more spend going up on those every single day right now, and there's giant demand there.
Rex BriggsHOST
It sounds like measurement was also, from our earlier conversation, is also something that you've kind of said, well, they already have attribution, they're doing something else, we're kind of staying away from that.
Sarah CarneyGUEST
Okay.
Sarah CarneyGUEST
Demand Side Platform.
Aly HathcockHOST
Great.
Aly HathcockHOST
Okay.
Sarah CarneyGUEST
You put in your floor pricing, the price you wanna purchase the inventory for, where you wanna purchase the inventory, how long you wanna run for, what flights, all of that kind of stuff.
Sarah CarneyGUEST
So it's figuring out that I think first, because like you said on LinkedIn, they're not gonna have access to the digital out of home inventory.
Sarah CarneyGUEST
So you have to make sure you're working with an omni-channel demand side platform first.
Sarah CarneyGUEST
Um, and then I think it's a matter of understanding what your KPIs are overall, but really there are amazing ways to measure attribution for out of home.
Rebecca AckersGUEST
Moved on to Google after that for a year or so, working on what was Invite Media at the time, which was stripped, built from the ground up, which then became DB360.
Rebecca AckersGUEST
So It was such a great way to learn about the nitty-gritty and the ins and outs of how technology works, DSP tech.
Rebecca AckersGUEST
And from there, I went agency side, so from tech to agency side.
Rebecca AckersGUEST
I spent a couple of years at Ogilvy, near Ogilvy, and I was doing quite a new role at the time, so it was never done before, but I was training up each of the individual media planning teams to in-house their DSP activity and run it themselves.
Rebecca AckersGUEST
So you can imagine a lot of feedback at the time, you know, people didn't know what this was.
Rebecca AckersGUEST
And so a lot of what I learned from that was the coaching, the mentoring, how to motivate people and how to get them to learn something new.
Rebecca AckersGUEST
So yeah, You think as an account director, you're there, you're doing your thing, you're an individual contributor, you have your own book of business.
Rebecca AckersGUEST
And now as, you know, heading up the UK and heading up a MiaDB Plus strategy, you wear so many different hats.
Jeff CampbellGUEST
And the data sharing of the platforms are probably going to stay heavily with the platform.
Jeff CampbellGUEST
So here and now, rant over about 1P data, you know amazon and most of these platforms have some sort of retargeting right so if you know that you're you're hawking air filters and they go out every three months and you need a replacement use your email database if you have it use some of the the first party data of your platforms be it you know amazon or walmart A lot of that does take some DSP work, which comes with a higher price tag.
Jeff CampbellGUEST
But retargeting is one strong, strong way to remind people about the previous purchase and time to repurchase.
Jeff CampbellGUEST
I think that's Probably the big one, again, the email relationship.
Richard GreenfieldGUEST
Um, you know, effectively to sort of create their own targeting layer.
Richard GreenfieldGUEST
You know, Roku's now using a lot of different third-party DSPs.
Richard GreenfieldGUEST
You know, could AppLovin have sort of become that supplier of ads? And obviously, e-com is a huge category for CTV, and so that was where that logic came from.
Richard GreenfieldGUEST
It was also at the time, and, and things are very different now, but its stock was two X where it is right now.
10 MINS LATER
Ari PaparoHOST
Um, but another, uh, point that you've made multiple times is the, uh, is the walls shrinking in, um, with competition.
Ari PaparoHOST
Um, so, uh, part of The Trade Desk's glory days was that they were wiping up the competition.
Ari PaparoHOST
There used to be, you know, 20 viable DSPs, and suddenly there were 15, and then there were 10.
Ari PaparoHOST
And, uh, a lot of that share went to them.
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