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DSPs Promise To Unlock Retail Media Demand. What’s Holding Retailers Back?
The promise of demand-side platforms (DSPs) lies in their ability to unlock retail media demand, connecting retailers with advertisers seeking new revenue streams. However, research from ad server platform Koddi reveals that a staggering 96% of media buyers are eager to purchase on-site media via DSPs, while an astonishing 93% would shift non-retail budgets into retail media if transactions were programmable. Despite the obvious demand-supply mismatch, most retailers hesitate to integrate with multiple DSPs. Technical hurdles, competitive concerns, and internal bandwidth are some reasons why retailers aren’t immediately rushing to integrate with the latest crop of DSPs that have entered the retail media space.
As the retail media industry intensifies its pressure to grow revenue while safeguarding valuable first-party data, the decision of which DSP to partner with has become increasingly complex.
Source: www.forbes.com
