3. Where Adserving Stands
• Ten years ago, adserving companies were
either the exclusive or vast majority of
agency tech budgets
• Innovation came slow to this category
while pricing dropped
• Standalone companies began to crop up
that should have been ad serving features
4. “Features” That Became Companies
• Rich media
• Attribution
• Tag Management
• Optimization
• Verification
• DSP
• Targeting & Data
Aggregators
• Retargeting
• R/F and GRP metrics
• RFP/workflow
• Content
7. What’s Next?
• Will the DSP take over as the primary
agency tech partner?
• Will the need for ad serving disappear & is
cookie management and trafficking their
only function today?
• What will a roll up of services look like &
Who will drive it?