[Link] Demand-Side Platforms Gain Traction in Online Marketplace, but Sea Change Is Unlikely

A rather pessimistic title to point out the same old issues:

Mr. Brunick said there are a few obstacles preventing the wider adoption of DSPs, including the lack of “huge chunks” of money currently being funneled through them.

“It is also a fundamentally different way of both planning and buying media,” he said. “That has repercussions throughout the entire media landscape. Shifting focus from inventory-based buys to audience-based buys requires a shift in thinking and how that manifests itself in a campaign’s strategy all the way to creative development.”

via Marketers Still Trying to Break Free From Inventory-Based Buys – Advertising Age – Special Report: Ad Network & Exchange Guide 2010.

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