Media buyers at Digiday’s recent Programmatic Marketing Summit voiced a strong interest in reassessing their demand-side platform (DSP) partnerships. They seek more transparent platforms that better align with client goals as ad tech dynamics continue to evolve.
A virtual follow-up session was organized to discuss the impact of emerging trends, such as Amazon’s growing DSP presence and its potential to challenge market leaders like The Trade Desk and Google’s DV360.
Microsoft’s Xandr DSP Closure
Microsoft Advertising’s planned shutdown of its Xandr DSP stands as one of 2025’s major ad tech developments, creating openings for smaller players. Participants suggested Microsoft’s association with Netflix may have hindered Xandr’s success.
“I spoke with somebody at Xandr recently, and they told me the whole initiative was a massive fail for a variety of reasons,” one attendee remarked, highlighting complaints about Netflix’s limited and costly inventory, which deterred advertisers.
Issues with activation surfaced as well, which reflected poorly on Xandr rather than Netflix, according to the source. Many advertisers awaited improvements in pricing and measurement before committing, leaving Xandr to bear much of the criticism.
Amazon Ads: Growth Amid Concerns
Amazon’s DSP has steadily climbed to become the third-largest platform, presenting competitive challenges to The Trade Desk and Google. Its zero-fee supply-side platform services offer a market advantage despite operational rough edges.
“They haven’t really marketed their open market capabilities, and they’re still trying to work it out, but they give you the Amazon Marketing Cloud data to play with,” a participant said, comparing this benefit favorably against Google’s reliance on third-party identifiers.
While Amazon Ads remains a work in progress, its capacity to scale quickly is notable. Still, media buyers expressed wariness, fearing it could evolve into a dominant, inflexible entity similar to Google, prioritizing its own interests over advertisers’. “Amazon is not on our side,” one source warned.
Customer Support Challenges at Google
Customer dissatisfaction with Google’s support services was a recurring theme. Despite large ad spends, many buyers experience limited assistance beyond standard help articles.
“You don’t get lots of support unless you’re spending millions and millions and millions of dollars a month,” said one attendee. Another added that direct support was phased out years ago, pushing clients to rely on resellers or email tickets with little success.
Nonetheless, advertisers often tolerate these issues due to Google’s strong inventory performance. Some are watching ongoing antitrust proceedings closely, as a potential breakup affecting DV360 could disrupt the DSP market significantly.
The Trade Desk’s Sophistication and Cost Concerns
The Trade Desk was recognized as the most advanced DSP but criticized for escalating costs and complex fee structures. Attendees likened it to “the Spirit Airlines of the DSP world” due to numerous additional charges.
One participant described recent API changes and new features as “a nightmare” due to poor documentation and inconsistent performance, contrasting this with the relative predictability of Google’s API.
Frustration over pricing transparency was common, with some noting that understanding total fees requires extensive analysis, as the platform makes it deliberately challenging.
Overall, media buyers are reassessing their DSP options amid market consolidation, rising competition, and shifting support and pricing practices across leading platforms.