Guideline Launches DSP Benchmarking Service, Challenging Industry Data Reliance
Event summary
- Guideline launched a quarterly subscription service, the Programmatic Global Quarterly Report Series, providing benchmarks for digital advertising Demand-Side Platforms (DSPs).
- The service is based on $33 billion in annualized gross media spend data across 6 countries, covering over 350 DSPs and SSPs.
- The reports aim to replace reliance on surveys and modeled projections with verified transaction data.
- The reports are targeted at global agencies, DSPs, publishers, and executive strategy teams.
The big picture
The programmatic advertising market is facing increasing complexity and a demand for greater transparency. Guideline's move to offer verified transaction data directly addresses the shortcomings of current industry benchmarks, which often rely on less reliable sources. This service positions Guideline to capture a significant share of the growing ad intelligence market, currently estimated at billions annually, and challenges the status quo of data provision within the industry.
What we're watching
- Data Adoption
- The pace at which agencies and DSPs adopt Guideline’s service will indicate the market’s willingness to pay for verified programmatic data, potentially disrupting existing, less-accurate reporting methods.
- Competitive Response
- Competitors offering similar data services will likely respond, potentially leading to a price war or a consolidation of providers in the ad intelligence space.
- Geographic Expansion
- Guideline’s ability to expand the geographic coverage of its dataset beyond the initial six countries will be crucial for maintaining a competitive advantage and attracting larger clients.
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