Media buyers at Digiday’s Programmatic Marketing Summit expressed interest in reassessing their demand-side platform (DSP) partnerships amid ongoing changes in the ad tech landscape. They highlighted a preference for more transparent platforms that better serve client needs.
Concerns were raised regarding the growing influence of Amazon’s DSP, which is positioning itself as a key competitor to established leaders like The Trade Desk and Google DV360. This discussion prompted a follow-up virtual session for deeper analysis.
Microsoft’s Exit from Xandr DSP
One significant 2025 development is Microsoft Advertising’s planned shutdown of its Xandr DSP. Industry insiders noted that its close association with Netflix may have limited growth, as advertisers found Netflix’s inventory costly and underdeveloped, leading to low adoption.
Issues with activation frustrated advertisers, with Xandr bearing the negative perception. Many awaited cheaper pricing and enhanced measurement options from Netflix, but the DSP ultimately faced substantial setbacks.
Amazon DSP’s Rise and Market Impact
Amazon has climbed to become the third-largest DSP, leveraging zero-fee services for publishers through its supply-side platform. Despite operational challenges, Amazon’s access to first-party data via Amazon Marketing Cloud offers a competitive edge over platforms relying on third-party data reconciled through mechanisms like UID2.
While Amazon’s DSP is still evolving, its resources suggest it could rapidly scale. However, some media buyers remain cautious, fearing Amazon might replicate Google’s dominance and restrict advertiser options to maximize its own gains.
Google Lags in Customer Support
Customer dissatisfaction with Google surfaced prominently, with many media buyers reporting minimal support unless spending at very high levels. Support often defaults to help center articles or reseller channels, frustrating advertisers despite Google’s strong ad inventory performance.
Some participants hope Amazon’s consumer-centric approach will translate into better support for advertisers as it challenges Google’s position.
Additionally, ongoing antitrust proceedings against Google may alter the DSP market dynamics, particularly if DV360 is divested, which could impact its value significantly.
The Trade Desk’s Sophistication Comes at a Cost
The Trade Desk was recognized as the most advanced DSP in terms of tools but criticized for its pricing model. Participants described the platform as costly, with fees that require complex calculations to fully understand.
Issues with API documentation and ongoing feature rollouts like Kokai and Deal Desk experiments add operational challenges. Compared to Google’s more predictable API, The Trade Desk presents a less stable experience with frequent changes.
Overall, media buyers face a shifting DSP environment marked by strategic exits, rising competition, and ongoing concerns around transparency and customer support.