?Munna Kahar, your ability to predict disease increases dramatically. Michael Joyner, we were all pretty new from the support staff and the players involved.” Pothas said.Usability – What is the Importance of cleanliness of execution? This is an important factor to consider before on-boarding a DSP: will the usability of the user interface (UI) make it easier for the trading team when building running and reporting on campaigns saving precious time and employee burn Or will it create more points of error and potential for loss of efficiency with complicated navigation The answer is usually clear 4 Nimbleness – How important is the willingness to create integrate or buy Another advantage of not picking only the 500 pound gorillas in the market is nimbleness The bigger the company the longer it takes for them to maneuver and build tech They have too many priorities of the largest clients and internal roadmaps to contend with Which in turn impedes their ability to provide us with custom solutions for our clients quickly Hence how fast a DSP can develop integrate or potentially even buy tech for our client needs is a huge consideration for us It’s worth noting that this factor was not weighed in the Wave Report 5 Forward looking – What is the need for future-looking investment If there is one thing that’s never been said about the AdTech and MarTech industries it is ‘they have been slow to develop’ There are more emerging options than marketers can keep up with That’s just the nature of technology; evolution is rapid Finding tech whose vision of the future is aligned with the market and our business is very important Our DSP has to align with the trends and tech we deem essential for our company’s success and be the best at it Imagine if they were to sunset a core ask that keeps our business ticking That would be painful 6 Service – How important is this really Pretty important But it depends on what you are looking for in service Your priority could be technical difficulties and questions being resolved and answered promptly If that’s the case you expect your reps to be knowledgeable be willing to give you access to information and educate you on topics On the other hand you may want more of a first class service experience and be waited on a little more You’re looking for reps who will be in your office often who will share the workload when your team is busy and in general be a lot more present in your day-to-day The latter usually equates to having deeper client pockets These service scenarios are not necessarily mutually exclusive but DSPs usually operate by one model or the other We as the customer have to decide which type of service we cannot do without if we can’t have both Hence service scores are subjective to expectation In culmination 360i spends an incredible amount of time thinking scoring and pressure testing platforms in strategic ways where one single score doesn’t necessarily make or break the decision Not every agency’s needs are the same nor should the tech they onboard In my opinion there is certainly great value in working with DSP market leaders but that should not be the only reason you on-board tech We look at DSPs together as parts of a boxing dream team where each player is important for their individual ability but more important for making the sum total of the team greater cumulatively As a product person you have the opportunity to design the optimal tech stack for your company If you are selecting tech based solely on general scores and market leadership then you are doing a disservice to your company The adtech market will only continue to grow and more and more DSP options will become available so setting up these or other considerations for your agency will be vital as it looks to find success in the future Photo Credit: AdExchanger

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