Article: 4-min Read

More data portability. Stronger ROAS. It starts with DSP-agnostic programmatic solutions.

Head of Enterprise Partnerships

How can we change programmatic for the better? It starts by advertisers, agencies, and tech partners working together to provide an integrated, DSP-agnostic solution.

Media buyers and advertisers know that programmatic can do so much more than perform media transactions. It has the potential to deliver high-quality, first-party data through an integrated solution across DSPs.

This is hard work. But to propel the industry forward, we cannot settle for complex programmatic solutions that are not linked and therefore can’t move the needle as much as they should or can.

We must work together—advertisers, agencies, and tech partners—to create an open framework that enables us to share data in privacy-first environments; to better control our media, including who sees it and when; and to unlock innovation in advertising that is good for consumers and brands alike.

How do we achieve this? Through DSP-agnostic solutions.

Programmatic inefficiencies that stand in the way of stronger ROAS:

Today, 80% of digital advertising expenditures are transacted through programmatic digital advertising, which is advertising activated through the use of adtech solutions such as DSPs, DMPs, SSPs, and exchanges. But for most of the programmatic marketing ecosystem, the death of third-party cookies significantly reduces marketers’ ability to activate, plan, and measure efforts across domains and anonymous devices.1

DSPs offer a solution to the death of cookies. They protect proprietary data, enable media buyers to reach real people through first-party data, and give advertisers more options in capabilities and match rates across channels. However, the key insights remain locked within the walled gardens, which has forced media buyers to rely on multiple, specific DSPs to access first-party data.

How many DSPs do traders use?2

  • 75% use at least one DSP per day
  • 33% use 3 to 5 DSPs each day
  • 10% use >6 DSPs each day

This uptick in the number of DSPs media buyers regularly use created several challenges with today’s programmatic solutions:

Forcing media buyers to navigate different DSPs and reporting platforms across campaigns

Complicating audience management with multiple data consoles

Increasing costs to advertise, which decreases the overall ROAS

What media buyers and brands need is a simplified buying process with greater flexibility to choose the DSPs that work best for their reporting requirements. That’s the potential magic of DSP-agnostic solutions.

The dream? Data collaboration and portability for the greater good.

When asked to select the most important needs in programmatic advertising, respondents said:3

Better integration of data and campaign-tracking technologies to fully empower campaign optimization in real time (44.3%)

Solutions to provide holistic evaluations of campaigns that run across online and offline media (39.3%)

Identity resolution across/between walled gardens and publishers (31.5%)

To meet those needs, agencies and ad tech partners must work together to give media buyers and advertisers greater flexibility and control to target and measure across the DSPs of their choice.

We must look to DSP-agnostic solutions that enable collaboration and data sharing so that we can achieve the following:

  1. Media buyers and advertisers spend more time doing their jobs and less time navigating the labyrinth of DSPs.
  2. Media buyers and advertisers can better control the frequency at which audiences see their ads
  3. Data interoperability eliminates the risk of media buyers inadvertently inflating their results and costs

Instead of pulling reports from multiple DSPs and reconciling reports, we can spend more time digging into the results and acting on our findings. We can trust that our media doesn’t exceed our frequency cap because of audience identity discrepancies between consoles. And we can avoid high costs that occur when we bid against ourselves through our different DSPs.

How does this change programmatic for the better? Better audience management. More accurate reporting and insights. Stronger ROAS. It’s a more efficient and cost-effective process for media buyers and advertisers and a better experience for customers. That’s the promise of programmatic when we give media buyers the flexibility to use their preferred DSPs and wield the true power of data.

Move the industry forward with a partner who enables collaboration and data sharing.

To change programmatic for good, look for a partner who can bridge the gap between DSPs to provide more data interoperability and deeper integration—not just another programmatic silo. Programmatic by Roundel™ is helping to move the industry forward with first-party, in-store, and online purchase data for custom audience targeting that’s leveraged through brand-positive environments. All accessed through the DSP(s) of your choice. No walled gardens here. Just the power and flexibility to run your programmatic campaigns at scale and on your terms.

Roundel™ Media designed by Target

Head of Enterprise Partnerships

Designed for better relationships. Designed for bigger results. ​

At Roundel, we believe that relationships are key to getting more from retail media. That’s why in everything we do, we’re true to our Target guests and the brands we work with. ​

Through collaboration and an unparalleled understanding of the Target guest, we design considered, intuitive, and human media experiences that engage audiences on their terms. Which means every placement is more relevant and every connection more meaningful. So your brand can grow sales, right alongside lasting loyalty.​

For more on our solutions — including CTV, display, influencer, video, programmatic, search, and social — contact us.

Further Reading

Reducing buying complexity: The push for greater standardization
Read article
Driving retail media innovation: Self-service, standardization, and tech enhancements
Read article
The importance of a curated experience amidst constant change.
Read article
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1Merkle and Winterberry Group, “Identity Outlook 2020: The Evolution of Identity in a Privacy-First, Post-Cookie World,” June 2020, (accessed October 13, 2020).
2Adelphic, “Programmatic Advertising in the Trenches,” (accessed October 13, 2020).
34A’s, “The Future of Programmatic and Automation,” November 2019, (accessed October 13, 2020).