Just a quick post to thank Adam Cahill for his shout out on ClickZ yesterday. It has been great to see the market get behind the futures model as a necessary complement to spot.
Adam also raises an interesting point about one vs. many DSPs. Today it’s clearly necessary to use at least 2 to get full-funnel, futures (Brand.net) & spot (others) capability. But I think we’ll see this pretty quickly follow a path towards increased efficiency, i.e. towards a single unified platform that enables agencies and clients to manage spend against any campaign, any objective, using a common interface.
It will no doubt be an interesting road to get there, but it’s just a matter of time.