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The DSP landscape is experiencing renewed attention as the fundamental economics of programmatic buying come under scrutiny. The tension between holding companies like Publicis and independent platforms like The Trade Desk reflects deeper questions about transparency, margin control, and who intermediates the AI-driven buying process. As AI agents increasingly participate in media buying negotiations, DSPs must evolve from execution platforms to intelligent negotiation systems. The addition of legacy players like Rocket Fuel to industry databases this week serves as a reminder of how quickly the DSP landscape has consolidated and evolved—many once-prominent platforms have been absorbed or shuttered as the market matured.