The Frost Radar™ on the global demand-side platforms (DSPs) market assesses providers of software solutions that improve advertisers and agencies’ ability to plan, buy, measure, execute, and optimize their global advertising initiatives. DSPs are an essential component of the digital advertising supply chain. These platforms act as advertising demand aggregators that permit the acquisition of ad inventory from media supply sources such as ad exchanges, ad networks, content publishers, and supply-side platforms (SSPs). This study covers DSPs offered as a standalone tool as well as DSPs integrated into a broader stack of technologies for programmatic advertising, including both self-service and managed-service DSP solutions.
This Frost Radar™ offers a perspective on key industry trends as well as an assessment of 13 leading companies based on qualitative and quantitative factors. The quantitative metric used to evaluate providers' performance in this space is DSP revenue through platform and service fees as well as the sale of complementary value-added services (e.g., data and add-ons).
The inclusion criteria for DSPs are:
- Functions for programmatic advertising buying from multiple media supply sources (i.e., ad exchanges, ad networks, content publishers, and SSPs)
- Functions for implementing multichannel and cross-device advertising operations (i.e., buying and managing ad campaigns across diverse channels, audiences, and devices)
- Functions for data-driven ad campaign optimization and effectiveness analysis
- Annual revenues above $120 million in CY2022
- Commercial presence for at least 5 years
Frost & Sullivan analyzes numerous companies in an industry. Those selected for further analysis based on their leadership or other distinctions are benchmarked across 10 Growth and Innovation criteria to reveal their position on the Frost Radar™. The publication presents competitive profiles of each company on the Frost Radar™ considering their strengths and the opportunities that best fit those strengths.
Demand-Side Platforms 2023
- Demand-Side Platforms
Frost Radar™: Benchmarking Future Growth Potential 2 Major Indices, 10 Analytical Ingredients, 1 Platform
Growth Index
Growth Index (GI) is a measure of a company’s growth performance and track record, along with its ability to develop and execute a fully aligned growth strategy and vision; a robust growth pipeline system; and effective market, competitor, and end-user focused sales and marketing strategies.
- Market Share (previous 3 years)
This is a comparison of a company’s market share relative to its competitors in a given market space for the previous 3 years. - Revenue Growth (previous 3 years)
This is a look at a company’s revenue growth rate for the previous 3 years in the market/industry/category that forms the context for the given Frost Radar™. - Growth Pipeline
This is an evaluation of the strength and leverage of a company’s growth pipeline system to continuously capture, analyze, and prioritize its universe of growth opportunities. - Vision and Strategy
This is an assessment of how well a company’s growth strategy is aligned with its vision. Are the investments that a company is making in new products and markets consistent with the stated vision? - Sales and Marketing
This is a measure of the effectiveness of a company’s sales and marketing efforts in helping it drive demand and achieve its growth objectives.
Innovation Index
Innovation Index (II) is a measure of a company’s ability to develop products/ services/ solutions (with a clear understanding of disruptive Mega Trends) that are globally applicable, are able to evolve and expand to serve multiple markets and are aligned to customers’ changing needs.
- INNOVATION SCALABILITY
This determines whether an organization’s innovations are globally scalable and applicable in both developing and mature markets, and also in adjacent and non-adjacent industry verticals. - RESEARCH AND DEVELOPMENT
This is a measure of the efficacy of a company’s R&D strategy, as determined by the size of its R&D investment and how it feeds the innovation pipeline. - PRODUCT PORTFOLIO
This is a measure of a company’s product portfolio, focusing on the relative contribution of new products to its annual revenue. - MEGATRENDS LEVERAGE
This is an assessment of a company’s proactive leverage of evolving, long-term opportunities and new business models, as the foundation of its innovation pipeline. - CUSTOMER ALIGNMENT
This evaluates the applicability of a company’s products/services/solutions to current and potential customers, as well as how its innovation strategy is influenced by evolving customer needs.
Significance of Being on the Frost Radar™
Companies plotted on the Frost RadarTM are the leaders in the industry for growth, innovation, or both. They are instrumental in advancing the industry into the future.
- GROWTH POTENTIAL
Your organization has significant future growth potential, which makes it a Company to Action. - BEST PRACTICES
Your organization is well positioned to shape Growth Pipeline™ best practices in your industry. - COMPETITIVE INTENSITY
Your organization is one of the key drivers of competitive intensity in the growth environment. - CUSTOMER VALUE
Your organization has demonstrated the ability to significantly enhance its customer value proposition. - PARTNER POTENTIAL
Your organization is top of mind for customers, investors, value chain partners, and future talent as a significant value provider.
Speak directly with our analytics experts for tailored recommendations.
Purchase includes:
- Report download
- Growth Dialog™ with our experts
Growth Dialog™
A tailored session with you where we identify the:- Strategic Imperatives
- Growth Opportunities
- Best Practices
- Companies to Action
Impacting your company's future growth potential.
| Deliverable Type | Frost Radar |
|---|---|
| Industries | Entertainment and Media |
| No Index | No |
| Is Prebook | No |
| Keyword 1 | Demand Side Platforms Market |
| Keyword 2 | DSP Industry |
| Keyword 3 | DSP Technology |
| Podcast | No |
| WIP Number | K95F-01-00-00-00 |
Frost Radar™: Demand-Side Platforms, 2023
A Benchmarking System to Spark Companies to Action - Innovation that Fuels New Deal Flow and Growth Pipelines
07-Dec-2023
Global
Frost Radar
