SAP Announces New DSP / DMP : Exchange Media

SAP announced Exchange Media, adding another DSP / DMP to an already crowded ad-tech ecosystem.

Advertisers are increasingly demanding transparency in their advertising, from where and how ad dollars are spent to the true impact and ROI of those advertising dollars.  Adtech providers can either give advertisers what they want or watch as advertisers bring those solutions “in house”.

This also further underscores the importance, and value, of first party data.  The companies who control access to advertiser first party data hold the keys to the kingdom.

Time will tell whether Exchange Media will be perceived by clients as an important value add, or just another platform solution in an already fractured marketplace.  Flexibility will be key, as marketers have been wary of “walled garden” approaches that lock their data into specific systems.

Source:  AdExchanger