Campaign data gets pushed through third party intermediaries, ad networks and exchanges, demand side platforms and more.
So are a raft of ad exchanges, so-called demand-side platforms, and an alphabet soup of other ad tech companies.
The Google buy will spark other demand-side platforms (DSP) to close shop or to merge in order to compete with Google.
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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Since the election of 1896, the only Republican presidential candidates that have won have run on pro-growth, supply-side platforms (whether they delivered on these promises once in office is another matter).
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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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.
Even more likely, though, the pace of improvements will continue on both platforms, because clearly neither side is going to back off on trying to field the best machines on which their business models depend.
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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.
Colonel BENJAMIN: The problem is here that the other side, unfortunately, are deliberately using civilian areas as platforms for launching these rocket attacks, which is really in breach of what I would call the first law of warfare, which is to keep the civilians out of the picture.
On the supply side, entrepreneurs are able to increasingly locate crowd-sourced funding through platforms like IndieGoGo, to iterate through social product development on platforms like Quirky, and to test market demand, pricing and take pre-orders to build a demand pipeline via platforms like Kickstarter.
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