Media buyers at Digiday’s Programmatic Marketing Summit and a recent virtual town hall expressed a strong interest in re-evaluating their demand-side platform (DSP) partnerships. They aim to shift budgets toward more transparent platforms better aligned with client objectives.
Participants discussed industry shifts caused by emerging players and market consolidations, including the impact of Amazon’s growing DSP presence and the impending closure of Microsoft Advertising’s Xandr platform.
Microsoft is winding down its Xandr DSP
Microsoft’s decision to close Xandr, a move seen as one of 2025’s major ad tech developments, opens opportunities for smaller players as Microsoft refocuses its media offerings. Attendees noted that Microsoft’s close ties with Netflix may have limited Xandr’s success, with many advertisers finding Netflix inventory costly and underdeveloped.
“The initiative was a massive fail for various reasons,” said one participant. “Advertisers found Netflix inventory nascent and expensive, leading to low adoption. Xandr bore the frustration as the platform’s issues reflected poorly on it rather than Netflix.”
Amazon’s DSP growth raises both optimism and concerns
Amazon Ads has risen to become the third-largest DSP, leveraging its zero-fee supply-side platform for publishers as a key advantage. Its access to first-party data via Amazon Marketing Cloud offers more accurate measurement than many competitors relying on third-party identifiers.
“Amazon’s offering is still developing, but its resources could enable rapid scaling once operational challenges are resolved,” noted a participant. “However, there is wariness about Amazon becoming another dominant player that prioritizes its own interests, potentially squeezing out competitors.”
Google faces criticism over advertiser support despite market dominance
Customer dissatisfaction with Google’s DSP support was a frequent complaint. Many noted that meaningful support is only available to advertisers with very high spend, while others must rely on reseller or help center resources.
“Even large spenders receive limited assistance,” said one media buyer. “Support teams have been dissolved, forcing users to navigate inefficient channels.”
Some participants hope Amazon’s reputation for customer focus will differentiate it from Google as it gains market share. Meanwhile, ongoing antitrust investigations into Google could potentially reshape the DSP market if platforms like DV360 are divested.
The Trade Desk praised for sophistication but criticized for costs
The Trade Desk was recognized as the most advanced DSP in terms of features, but participants expressed frustration with its complex fee structures and frequent price increases.
“The Trade Desk is like the Spirit Airlines of DSPs,” said one attendee. “They nickel and dime for every tool, making costs hard to understand.”
Others described its evolving API and Deal Desk rollout as complex and poorly documented, contrasting it with Google’s more stable and transparent systems.
The discussions highlight media buyers’ growing demand for clarity, better customer support, and platforms that closely align with their strategic goals amid an evolving DSP marketplace.