You know there’s a lot of froth in demand side platforms (DSPs) when…

in Efficient Frontier’s blog post announcing their expansion into display advertising (via ad exchanges), they spend the bulk of their post on answer the question:

Is Efficient Frontier another DSP (Demand Side Platform)?

They don’t want to be “lumped” into DSP category but they will be.

Efficient Frontier Insights: Efficient Frontier for Display.