And more clients are opting for the self-serve approach, according to Advertiser Perceptions’ “Demand Side Platform (DSP) 1H 2021” report. The study also noted an increase in the average number of DSPs used by clients. SSPs: Publishers use SSPs to manage their ad inventories.

Real-time bidding (RTB) is an auction-based approach used to buy or sell impression-level inventory. Auctions can be public or private.

The pandemic has had all kinds of effects on consumers, and in turn, on how they interact with products and services. eMarketer principal analyst at Insider Intelligence Nicole Perrin speaks with fellow principal analyst Andrew Lipsman and forecasting analyst Eric Haggstrom about what happens when business metrics go haywire, including at Walmart, Nike, and Peloton. They also talk about Facebook's narrowing attribution window, Prime Day finally happening, and Samsung Ads' new self-serve demand-side platform option.

Retail media advertising refers to digital advertising that appears on websites or apps that are primarily engaged in retail ecommerce or is bought through a retailer's media network or demand-side platform (DSP). It includes ads that appear on desktops/laptops, mobile phones, tablets, and other internet-connected devices.

When internet users open most websites or apps, a bid request broadcasts information about potential ad impressions far and wide. Johnny Ryan, senior fellow at both the Irish Council for Civil Liberties and the Open Markets Institute, joins eMarketer principal analyst at Insider Intelligence Nicole Perrin to discuss why real-time bidding as it's currently executed has personal data protection problems.

Amazon’s demand-side platform (DSP) is one example of such a retail media network. French retail giant Carrefour has also moved in this direction with its Carrefour Links platform. Brands Must Get Up to Speed with Video Ads. The appeal of video is a major driver of rising spend on digital display ads around the world—and Western Europe is no exception.

eMarketer forecasts that retail media and connected TV (CTV) will be among the fastest-growing digital ad channels this year. Jed Dederick, senior vice president of global client and agency development at demand-side platform The Trade Desk, joins eMarketer principal analyst at Insider Intelligence Nicole Perrin to discuss what the firm has learned over the course of the pandemic, what buyers want from CTV and retail media, and why resolving the identity crisis is so important.

As advertisers have cut down on how many demand-side platforms (DSPs) they work with, publishers have increased the number of their supply-side platform (SSP) partners. Lauren T. Fisher, executive vice president of business intelligence at research firm Advertiser Perceptions, joins eMarketer principal analyst at Insider Intelligence Nicole Perrin to discuss the company's latest wave of SSP research, why identity resolution is important, and what to expect now that cookie deprecation in Chrome has been delayed.

Next year, for the first time, programmatic ad spending on private marketplaces (PMP) will surpass that on open exchanges. PMPs—a subset of real-time bidding (RTB) in which some sort of private deal exists between a publisher or a small group of publishers and select ad buyers—will see double-digit growth throughout the forecast period. Growth in PMP ad spending will outpace that of the open markets by about 3 to 1 in 2020 and beyond.

eMarketer principal analyst Debra Aho Williamson and junior analyst Blake Droesch discuss how brands are changing their approach to influencer marketing, the main challenges influencers are struggling with and what influencer marketing might look like going forward. They then talk about TikTok's call-to-action button, how platforms are dealing with misinformation and Twitter's purchase of a mobile-focused demand-side platform.

The vast majority of digital display advertising in the US is bought and sold programmatically—that is, with automation, including programmatic direct setups and more traditional forms of real-time bidding (RTB). This year, these transactions will make up 84.5% of the digital display ad market.

An Advertiser Perceptions study from H1 2021 found that the share of US demand-side platform users electing to use Amazon’s self-serve option jumped 19 percentage points year over year to 60%. Upon gaining familiarity with the offering, brands see Amazon DSP as a driver of ROAS, in addition to a tool for brand-building.

Clear Channel Europe now offers DOOH ad buys via a programmatic offering, LaunchPad, that connects supply-side platforms (SSPs) and demand-side platforms (DSPs) with its DOOH inventory. As of October 2021, LaunchPad was live in six European markets, with more expected by the end of the year. Similarly, JCDecaux, a global OOH company, announced a programmatic offering in France.

Earlier this year, Walmart announced a partnership with The Trade Desk, the largest independent DSP, to create Walmart DSP. The new platform, which goes live in October 2021, will use The Trade Desk’s technology plus Walmart’s data to allow advertisers to purchase ads on and off Walmart properties.

Tactics to consider: Use retail media demand-side platforms (DSPs) earlier in the season and earlier in the customer journey to cost-effectively acquire customers. “[Amazon] DSP should be used to target new-to-brand prospects in the upper- and mid-funnel that are in the interest or consideration phase,” said Dani Nadel, president and COO at Feedvisor.