Coming from an interesting afternoon at the Google Offices, which shared the vision and future of DoubleClick (previously known for being a tracking tool – now evolving to be part of the Google Stack – adwords, adsense, doubleclick, ga, etc); soon became a debate point for Demand Side Platform or DSP with the panelists.

Demand Side Platforms have been talked about in the last 5 years and now we are seeing some traction on someone somewhere putting the system to test. Here is what I think are the challenges in Asia and maybe some parts of it are global :

(I’ve put a score to see if it will impact the switch or not in the next 6 – 12 months).

1. Publisher Compliance : large websites are still going to ponder on whether to take up DoubleClick as a DSP Platform or build their own or use multiple parties to leverage on the network that it will expose to. I don’t think publishers will like to keep exclusivity. On the technology front – they still have lot to implement and ensure the platform works – everytime!. (Score :-1)

2. Technology Platform : there are going to be a surge of these and will add to the complexity of which DSP to tap into. So to manage DSP we’ll invest in building DMP. Never ending victious circle of technology. (Score: -1).

3. Inventory Sales Approach : every large publisher has a lot of way in which they sell inventory. Just like everything else – it is never sold to a 100%. Some publisher sell tenancy, some sell by day, and then there are a whole bunch of other ways in which they leverage relations to get benefitting agreements. (Score: -1).

4. Agency : while agencies uptill now have been the middlemen between the Client and the Publisher; this change will put them in the shoes of the publisher sales guy. This will require a significant shift in which agencies work with these publishers. So, eventually plans bought on DSP vs plans bought as per usual will decide which is the way to go for. (Score: -1).

5. Buying Approach : while DSP boast of audience buys and audience marketing. I don’t think the cost metric should be on a CPM or a CPA (A for acquisition). But a new buying currency needs to evolve which will be neutral across the networks – giving power to tap into global networks. I don’t have much visibility here – but i hope this evolves. Else no one is going to make the money!. (Score : -1)

6. Not all inventory will be on DSP : now this is the tricky one – which raises a lot of eye-brows. Then what inventory is going to be parked under the DSP’s….well only time will tell that. (Score : -1)

7. Client Side Understanding : yes, I want to ride the way, make my media buys more efficient, reduce my spends wastage. Sorry, this approach needs to make a significant shift on DSP. The only people who will fully try out this platform is going to be the ecommerce, and then subsequently the auto manufacturer, telcos, technology, finance. etc. (Score : 1).

Looking back up the post looks like a rant on DSP, but this is the future of media buying and planning. Though, its still in its nacent stages (and the score tallies up to – hold your horses) – data will become the new black and dictate business decisions than business guess’s.

Keep a close eye on this one…

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