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OMMA Global Thoughts
March 2, 2011 - Jim Soss, CEO
I kicked off March by attending the OMMA Global conference in San Francisco, – a very well organized and structured event. It was great to run into so many friends from the industry. – Gglad to see everybody doing well.
The focus of my attendance was to participate on a display advertising panel titled: “DSP or Not DSP – That Is The Question”. Thought I would share my thoughts observations from the panel experience:
- As a DMP, Red Aril has integration partnerships with leading DSPs. In fact, some of our clients specifically use our platform to allow for easy transition amongst DSPs. One of our client goals is to create a persistent audience advantage that spans a campaign or a specific vendor relationship – why not use your data advantage across media solutions (or channels for that matter)?
- The panel did agreed that all DSPs are not created equal, and there is the need in many cases to work with multiple players. A common misperception is that all DSPs integrate from the same exchanges so there is no real difference (i.e. why not standardize?). The reality is that each has different strength in reach, media optimization and overall transparency.
- Some usual bantering between buy-side (wWhy is all inventory not made available via RTB?) vs. sell-side (wWhy should I de-value or cannibalize my core advantage?). With the availability of true DMPs like Red Aril and other solutions (e.g. private exchanges), a better bridge is now at least visible.
So, thank you OMMA Global – I look forward to the New York event later in the month.
- Jim Soss, CEO