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Omnichannel Ad Platforms: The Future Beyond DSPs

DSPs are dead. Here's what's replacing them.

Reporting by Forrester Blog 1 min brief
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The KeyNews take

Why it matters

As demand-side platform capabilities mature and automate, the ad tech market is shifting away from traditional DSP dominance toward new vendor models. This signals a major strategic pivot for enterprises managing omnichannel media buying.

The key facts

9 to know

  1. DSP market maturity has reached saturation point

  2. Core DSP capabilities are now highly automatable

  3. The Trade Desk, Xandr, Turn, MediaMath, TubeMogul, and Rocket Fuel referenced as market pioneers

  4. Cross-channel media planning and optimization no longer differentiate vendors

  5. Omnichannel ad platforms represent the next evolution beyond DSPs

  6. DSP market pioneers: The Trade Desk, Xandr, Turn, MediaMath, TubeMogul, Rocket Fuel

  7. Core DSP capabilities now mature and highly automatable

  8. Market inflection point: omnichannel DSPs reaching growth saturation

  9. Cross-channel media planning, buying, and optimization becoming table stakes

Go to the source

Forrester Blogforrester.com

Publisher excerpt: The market for omnichannel demand-side platforms (DSPs) reached its limit. Pioneers like The Trade Desk and its erstwhile rivals, including the likes of Xandr, Turn, MediaMath, TubeMogul, and Rocket Fuel, grew by accelerating cross-channel media planning, buying, and optimization. Now, DSPs’ core…
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