While it started out as an ad network, it might be better seen today as a so-called demand-side platform, or DSP.

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The announcement comes just a few weeks after AOL debuted an advertiser-oriented tech platform, known as a demand side platform, or DSP.

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For example you might have Texas Instrument or TI which is the biggest supplier in the base-band market or DSP (Digital Signal Processing) but still have competition from the likes of Lucent, Motorola, Qualcomm.

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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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