Originally published on LaRevueduDigital.
Amazon and Google's Dominance in Programmatic DSPs
Amazon and Google continue to lead in programmatic advertising thanks to their access to proprietary data and exclusive inventories. According to Geoffrey Berthon, co-founder of Qwarry, these two giants benefit from first-party data, allowing them to target audiences with great precision, enhancing advertising performance. In contrast, The Trade Desk, though effective, struggles to compete with this unique advantage using its universal ID.
The Importance of Proprietary Data and Walled Gardens
Amazon and Google leverage their closed ecosystems (Walled Gardens), forcing advertisers to use their DSPs to access premium inventories like Amazon.com or YouTube. This ensures their continued dominance in the programmatic advertising market. In fact, these giants hold over 60% of global ad revenue, creating a challenging environment for other players like The Trade Desk, which must work harder to bridge the gap.
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Amazon and Google Lead in Programmatic DSPs
Amazon and Google dominate the DSP market due to their proprietary data and unique inventories. While The Trade Desk remains competitive, its unique ID isn't enough to close the gap with its rivals' massive advantage.
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