Curiosity gap about AdTech, you won’t believe what happens next!

; Things you should know about AdTech, today; In His Blog, centrally hosted on LinkedIn; 2017-08-30; regwalled.


Boosterism in front of the trade shows
  • Exchange Wire #ATSL17
  • Dmexco
  • Programmatic IO

Separately noted.

How M&A Impacts The Remaining DSPs | Ad Exchanger

How M&A Impacts The Remaining DSPs; ; In Ad Exchanger; 2017-08-21.

tl;dr → header bidding has killedwill kill the DSP, as a business proposition.


  • Demand-Side Platform (DSP)
    [pure-play] Demand-Side Platform (DSP)
  • No new DSPs are prognosticated
    • Too expensive to build new.
    • Insufficient return once built.
    • Costs are mounting
  • [DSP] business model is flawed
    • Derisk the agency
    • Own the media until delivered.
    • Financial arbitrage
  • Claim: [many] agencies have gone from working with four to six buying platforms to closer to three now, attributed to Martin Kihn, Gartner.
  • the walled garden platforms
    the pure-play platforms


  1. Google’s DoubleClick Bid Manager (DBM)
  2. Amazon
  3. “seven or eight” closely packed DSPs
    1. The Trade Desk
    2. MediaMath
    3. the rest… being: “five or six”

Source: opinement, Ad Perceptions in AdExchanger


  • Michael Baker, CEO, DataXu
  • Julian Baring, general manager for North America, Adform.
  • Martin Kihn, research VP, Gartner
  • Kevin Mannion, CSO, Advertiser Perceptions
  • Rob Perdue, COO, The Trade Desk


Supply-Side Platforms (SSP)

  • Tremor Video
    sold: Taptica, the DSP operations
  • Rubicon Project
    abandoned DSP operations

Pure-Play DSPs

Sold to telecom
  • Turn,
    sold to SingTel
  • Oath (née AOL and Yahoo)
    sold to Verizon
Sold to Elsewhere
  • Rocket Fuel, sold to Sizmek owned by “private equity,”
  • TubeMogul, sold to Adobe


In Ad Exchanger

How Ads Follow You from Phone to Desktop to Tablet | MIT Technology Review

How Ads Follow You from Phone to Desktop to Tablet; Adam Tanner; In MIT Technology Review; 2015-07-01.
Teaser: Advertisers are increasingly using technology that targets users across multiple devices, and it’s working.


Turn Hit With New Lawsuit Over ‘Zombie’ Cookies | MediaPost

Turn Hit With New Lawsuit Over ‘Zombie’ Cookies; ; In MediaPost; 2015-04-09.


  • Anthony Henson, Rosedale NY
  • William Cintron, Newburgy, NY
  • Verizon
    • UIDH, an HTTP Header
    • PrecisionID, a trade name
  • Turn
  • U.S. District Court for Northern District of California
  • Jonathan Mayer, student, Stanford

Ad Tech and Marketing Automation Have Finally Collided | Advertising Age

Ad Tech and Marketing Automation Have Finally Collided; ; In Advertising Age; 2014-08-14.
Teaser: Software Integrations Give B-to-B Marketers Valuable New Tools


  • Integration (3-way)
    • Marketo
    • Acxiom
    • Turn
  • Look-alike Modeling
  • Data Management Platform (captive DMP)


Alphabetical order

  • Acxiom
  • Bizo of LinkedIn
  • BlueKai of Oracle
  • Eloqua of Oracle
  • Lattice Engines
  • Marketo
  • Salesforce
  • Turn


  • Phil Fernandez, CEO, Marketo
  • Russ Glass, CEO, Bizo
  • Meagen Eisenberg, Vice President Demand Generation, DocuSign
  • Brian Kardon, CMO, Lattice Engines
  • Maureen Little, Senior Vice President, Business Development, Turn
  • Kim Metcalf-Kupres, CMO, Johnson Controls,
  • Mike Moeller, Vice President [what?], Marketo

You Are What You Click: On Microtargeting | The Nation

David Auerbach; You Are What You Click: On Microtargeting; In The Nation; 2013-03-04.
Teaser: Why privacy and anonymity are being violated online by an unstoppable process of data profiling.