Campaign data gets pushed through third party intermediaries, ad networks and exchanges, demand side platforms and more.

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Demand Side Platforms (DSPs) like DataXu came along to help advertisers make sense of multiple real time bidding opportunities in new ad exchanges.

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Using a stock exchange as a metaphor, the simplest way to explain this ecosystem is, websites have unsold inventory they pass to an ad exchange, similar to a stock exchange, and advertisers utilize demand side platforms, similar to a stock broker, to purchase the inventory.

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So are a raft of ad exchanges, so-called demand-side platforms, and an alphabet soup of other ad tech companies.

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The Google buy will spark other demand-side platforms (DSP) to close shop or to merge in order to compete with Google.

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Advertisers and agencies in turn are getting used to buying media through demand-side platforms and exchanges where they have access to nearly unlimited amounts of inventory, where they can test cheaply and quickly, and scale greatly.

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As for the future, keep your eyes on outfits like Joule Assets, which are pioneering complex platforms that integrate supply and demand-side solutions to deliver game-changing solutions for high-end power needs.

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