Following on from my article on Hyper Local Geo Targeting I felt that it would be equally interesting to use scientific principle to forensically dissect another group of Ad-Tech companies that are often clumped together.
Not knowing where to start I figured that I might as well start at the beginning of Ad-Tech: Demand Side Platforms (DSP).
The goal was to understand the similarities and differences between the various DSPs. At face value they all seem very similar. They all say (a) that they have the best algorithm; (b) they all have the best data scientists; and (c) they have the best campaign results. The goal was to put them to the test.