Blog - MediaMath’s bankruptcy demonstrates difficulties of DSP model.
Paul Young
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MediaMath, a programmatic demand side platform (DSP), has filed for Chapter 11 bankruptcy protection after failing to find a possible acquisitor, according to multiple media reports.?
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MediaMath was one of the first programmatic DSPs and had reportedly raised more than $600 million since 2007. Once valued at over $1 billion, the company had struggled recently as new executives were brought in to right the ship.
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Viant?Technology and Verve Group were reportedly in talks to acquire MediaMath, but neither deal came to fruition, eventually leading to the bankruptcy filing. Access to the platform was reportedly suspended as of June 30.
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What is a DSP?
A demand-side platform is a type of software used by advertisers to buy mobile, search, and video ads from a marketplace on which publishers list advertising inventory. These platforms allow advertisers to manage their accounts across many real-time bidding networks—such as Google Ads and Facebook Ads Manager—as opposed to logging into each one individually. DSPs and SSPs enable programmatic advertising.
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Why is difficult to profit from DSP?
MediaMath’s bankruptcy filing demonstrates the difficulties DSPs can have making money, particularly in a high-volume, low-margin programmatic world that demands differentiation.
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A loot has change over the past few years with how best to manage clicks through from links including advertising. I think generative AI models can be designed to better support campaigns across different networks. The key will still come back to how advertising campaigns are funded including by different enterprises and how best to leverage generative AI. https://www.dhirubhai.net/pulse/how-ai-supercharging-programmatic-advertising-maria-novikova/
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领英推荐
This is also a fantastic time for enterprises to re-think how they target their campaign including how to leverage their customer relationship management (CRM) systems. The messages need to be very crisp and tailor to what services and products are being offer to both existing clients and prospects.
The operational and sales planning cycle will play a key role as part of managing demand and capacity planning models for various enterprises.
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Additional sources and links:
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Data Management - https://www.slideshare.net/paulyoungcga/how-to-solve-data-management-isuses-for-both-the-private-and-public-sectorspptx-257454162
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Are you ready for the new Global ESG reporting Standards? - https://www.dhirubhai.net/posts/paul-young-055632b_esgreporting-esgreporting-issbstandards-activity-7079823962368606208-NVac?utm_source=share&utm_medium=member_desktop
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Close, consolidate, and reporting - https://www.slideshare.net/paulyoungcga/close-consolidate-and-reporting-cyclepptx-256864692
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