Econsultancy has published its first Demand-Side Platforms (DSPs) Buyer’s Guide this week, with a detailed analysis of how real-time bidding (RTB) is revolutionising the online advertising sector.

The report is primarily aimed at advertisers and agencies with an interest in demand-side platforms and contains profiles of 16 leading DSPs. As part of the report, Econsultancy has also published a diagram which explains the real-timing bidding ecosystem.

The document, which also has a section on supply-side platforms (SSPs), is relevant for anyone with an interest in understanding the fast-changing online advertising sector.

DSPs help media buyers aggregate, bid on and optimise digital inventory across ad exchanges and yield management platforms, enabling media buyers to reach a specific audience at the impression level, in real time.

Monica Savut, Research Analyst at Econsultancy, said: “Despite overall marketing cuts, display is expected to outpace search as the fastest-growing online marketing channel over the next three years. Much of this is fuelled by the growth of demand-side platforms, implementation of real-time bidding and availability of deeper audience insight.”

She added: “Purchasing media across multiple platforms can be a daunting task, but the emergence of demand-side platforms is helping advertisers overcome some of these challenges by providing a new way of buying and managing auction-based media.”

The detailed assessment of the market and company profiles included in this guide can help organisations identify the right demand-side platform and benefit from more effective targeting, enhanced performance and transparency.

The guide also includes extensive insight from individuals on the front-line of the display advertising industry.

Key market trends covered in this guide include:

-) Advertising budgets are shifting from traditional ad networks to ad exchanges and other automated channels.

-) Advertisers are taking more control of their display advertising campaigns.

-) Data has become one of the most valuable commodities in the real-time bidding ecosystem.

-) There is a fundamental shift in media buying from buying audiences instead of placements.

-) Increased adoption of a holistic approach to how media is purchased and managed.

-) Mobile and video advertising provide new ways of reaching and engaging with users.

About the Demand-Side Platforms Buyer’s Guide

The 133-page report, which has a global focus, provides details about the trends and issues affecting the online display advertising sector, as well as advice about how to find the right DSP.

The guide also includes extensive insight from individuals on the front-line of the display advertising industry.

Which demand-side platforms are featured in the buyer’s guide?, Adnetik, DataXu, Efficient Frontier, Infectious Media, Invite Media, The Media Innovation Group (MIG), MediaMath, mexad, Rocket Fuel, SearchIgnite, StrikeAd, The Trade Desk, Triggit, Turn,

Report URL:

Media contacts:

Monica Savut, Research Analyst,
(e: monica.savut AT T: +44 (0)207 269 1454)

Linus Gregoriadis, Director of Research, Econsultancy
(e: linus.gregoriadis AT T: +44 (0)207 269 1465)

About Econsultancy

Econsultancy is a digital publishing and training group used by more than 200,000 internet professionals every month.

The company publishes practical and time-saving research to help marketers make better decisions about the digital environment, build business cases, find the best suppliers, look smart in meetings and accelerate their careers.

Econsultancy has offices in London and New York, and hosts more than 100 events every year in the UK and US. Many of the world's most famous brands use Econsultancy to educate and train their staff.

Some of Econsultancy’s members are: Google, Yahoo!, Dell, BBC, BT, Shell, Vodafone, Virgin Atlantic, Barclays, Deloitte, T-Mobile and Estée Lauder.

Join Econsultancy today to learn what’s happening in digital marketing – and what works.

Call us to find out more on +44 (0)20 7269 1450 (London) or +1 212 699 3626 (New York). You can also contact us online.

Published on: 12:37PM on 27th January 2011