Programmatic Advertising Consolidation Looms as Agency Partnerships Solidify
Among the 25 leading demand side programmatic advertising providers serving the advertising-supported media business, only 14 have been identified as business partners by a sufficient base of media agency partners to appear to have sustainable business growth potential, based on an analysis by The Myers Report. The analysis is based on data provided by 662 media agency programmatic professionals responding to the 2023 Survey of Media Agency Decision-Makers and Influencers and is based on the percent of respondents identifying as being in an active established relationship with each company. The companies, in order of active professional relationships, are listed below including the percent of additional respondents stating their interest in learning more about each company. The Trade Desk and Google dominate the programmatic marketplace, with Amazon DSP and Yahoo DSP the primary contenders for growth. DoubleVerify, as a security resource, is positively valued.
The 25 companies identified in The Myers Report survey represent just a snapshot of the full spectrum of programmatic demand-side platforms battling for industry recognition. Even among the top 13 competitors, a significant percentage of agency professionals across all 25 companies state they have explored but have no plans to pursue relationships with them, and fewer than 15% of respondents on average express an interest in further partnership development. The 25 companies included in the study were identified through interviews with agency and industry leaders.
The Myers Report, which is entering its 40th year as the leader in researching, analyzing and reporting on media company performance and advertising industry trends, recently issued the annual Perceptions Report based on detailed feedback from more than 3,400 media agency respondents. The Myers Report 2023 Survey of Media Agency Decision-Makers and Influencers. was fielded in partnership with leading agency holding companies, major independent agencies and the 4A's during July and August. In addition to 132 media sales organizations in nine media categories for which in-depth perceptions data was collected on twelve performance categories and twelve innovation deliverables, plus 25 programmatic providers, The Myers Report gathered information on agency and brand interest in building relationships with 79 additional companies in the Commerce/Retail, Metaverse/Gaming, Connected TV/OTT, and Data/Analytics categories. A separate Myers Report conducted among 565 media research, data and analytics professionals provides insights on 19 media research providers.
Details on The Myers Report and recent results from the 2023 survey are available at www.MyersReports.com.
