I don’t get it. DSPs are demand-side platforms… but only demand of the Display kind. And only the Display of the non-Facebook kind. And the non-guaranteed kind. And only the remnant that’s allowed to flow through to the networks by the SSPs…
So it’s basically DSPs for small values of D?
In reality, it’s kind of silly for a fledgling industry like ours to have such fragmentation of terminology already.
Who’s building a DSP for real? That is, a platform that aggregates and optimizes demand of different kinds of media, and optimizes across all of them?
(Lexity is, but only for small businesses – who’s doing it for the big guys?)