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.”