meta-DSP

Being proficient at programmatic means nothing if an advertiser can’t nail the ad-delivery basics, such as proper frequency caps. But the reality is that advertisers rely on myriad solutions, including DSPs, DMPs and ad servers, to execute a single campaign, and the lack of consistency in KPIs can hurt frequency management – the main culprit […]

GroupM’s purchase of The Exchange Lab, a provider of marketing services and technology that connects multiple DSPs, comes at a time when agencies must tackle digital media fragmentation. While GroupM – WPP’s media-buying umbrella – faces walled gardens and siloed platforms, the Exchange Lab has a tool called Proteus, designed to provide a single interface […]