Google’s Purchase, AdSafe’s Report Show DSP Gains
On the same day that Google’s acquisition of demand-side advertising startup Invite Media was estimated to be around $70 million, a significant increase in that particular platform was indicated in the release of the first-quarter 2010 online display advertising report from AdSafe Media.
The report revealed that 47 percent of online display ad traffic was served by demand-side platforms (DSP), ad exchanges or real-time bidding in the year’s first quarter, way up from the final quarter of 2009. According to the report from AdSafe, which rates the brand safety of content on commercially supported websites, advertisers are shifting their focus because of the increased efficiency and broader reach that these channels provide over direct publisher sales.
Google’s latest acquisition is further proof that the demand-side advertising space is gaining relevance, as is the hefty round of funding just completed by LucidMedia, another formidable DSP startup.