Ad Exchanges. Ad Networks. Aggregators. Demand Side Platforms. Which one of these is not like the other?

A day doesn't go by when we aren't asked "How are you different?" If you follow Digital Out-of-Home and Internet media, chances are you have heard these terms used almost interchangeably.

A real-time demand side platform offers unique features to both the buyers and the sellers of digital media. It is not an aggregation, agency or ad network model. DSPs provide features like Real-Time Bidding, Real-Time Analytics and empowerment to both sides of the equation. Hyper-local targeting. Broad reach across the US and Canada. Search by keyword...and more.

Buyers can search, target, plan, and buy....in minutes. RTB (Real-Time Bidding) not RFPs - saving media planners precious time so they can get even more done in less time.

According to Nat Turner, CEO, at Invite Media, in an AdExchanger article, Demand Side Platforms offer features such as:

• - The DSP must provide a fully self-service interface.  Clients should be able to have complete control via the interface and build an expertise around its use.
• - If the DSP provides managed services help to the agency, the DSP should be using the same interface that the agency would be using.
• - The technology should not require any manual work behind the scenes to activate or "set live" a change or a campaign.
• - The DSP must remain neutral and have zero allegiances to any publishers, exchanges, data providers or other vendors.
• - A true DSP should embody the word "platform" and not just be conduit or pretty interface to a pre-existing business.
• - The DSP should not mark-up media cost without the agency knowing.
• - The DSP should not mark-up data cost without the agency knowing.
• - If the DSP works with a publisher directly, it should be in an effort to make that publisher's inventory "biddable."  The DSP should not earn any additional margin from revenue sharing with the publisher or arbitraging the inventory.
• - Data should be treated like media, it's another part of the "supply side" that is purchased by the agency and thus should be transparent in cost.
• - The DSP should not, under any circumstances, own or operate an ad network.  This is in direct conflict with the neutrality aspect.
• - The DSP's goal should be to expose any feature or tool that a supply source provides (either ad exchange or data provider) and not to try and obfuscate/hide or re-brand certain components (ex. "DSP Auto Segment #1", with no transparency into what that means).  If a supply source provides it, the DSP should expose it for the agency self-service and let the agency decide whether to use it or not.
• - The DSP should not "bulk buy" media in order to re-sell to its clients.  This could either be a function of another way to make margin, a lacking of technology, or a combination of the two.
• - Related to the above, the DSP should not take on media risk.  Every impression should be purchased on behalf of a platform user at that time based on an active campaign that that platform user has created targeting that impression.

Tomorrow's MediaPost Expo in NYC features a panel discussion (which includes rVue CEO Jason Kates) and explores the DOOH ad solutions in the marketplace. In coming weeks, you'll be hearing more from us on the language of DOOH and breaking through the differences between these terms and models.

But we want to hear from you. What features and benefits are important to you? What would you like to see? Which models do you prefer? Your voice matters to us, so share with us today at connect@rVue.com.