Media buyers are reevaluating demand-side platform (DSP) partnerships as the ad tech ecosystem undergoes significant changes. Attendees at Digiday’s Programmatic Marketing Summit voiced a strong interest in shifting budgets toward more transparent DSPs that better meet client needs.
One key topic was Amazon’s growing presence in the DSP market, which could challenge established leaders like The Trade Desk and Google’s DV360. The demand was so high that a virtual follow-up session was scheduled to delve deeper.
Participants in a June 6 virtual town hall, held under Chatham House Rule, discussed the risks and opportunities presented by major DSPs and the likelihood of market consolidation.
- Microsoft’s Xandr DSP Closure: Microsoft Advertising’s decision to shut down Xandr’s DSP in 2025 sparked debate. Several attendees noted the partnership with Netflix limited Xandr’s potential, as Netflix’s inventory was seen as costly and immature. Advertisers faced challenges activating campaigns, which tarnished Xandr’s reputation more than Netflix’s.
- Amazon’s Rising DSP Influence: Amazon has become the third-largest DSP, leveraging zero-fee supply-side platform services to attract publishers and compete with The Trade Desk. Despite operational challenges, Amazon offers valuable first-party data through its Marketing Cloud. However, some warned of its aggressive business model and potential to dominate the market similarly to Google.
- Google’s Customer Support and Market Position: Customer dissatisfaction with Google’s support surfaced prominently. Media buyers reported limited assistance unless spending extremely large sums, often receiving only generic help center articles. Despite frustrations, many continue to use Google due to its effective inventory. Upcoming antitrust proceedings could disrupt Google’s DSP dominance and alter market dynamics.
- The Trade Desk’s Sophistication and Pricing Issues: Recognized as the most advanced DSP, The Trade Desk faces criticism for its complex and costly fee structures. Users described its evolving API as inconsistent and challenging, and many struggle to understand the platform’s total expenses due to opaque pricing.
As media buyers navigate this shifting landscape, transparency, support, and platform capabilities remain critical factors influencing DSP partnerships and spend allocation.