(MinOnline.com) — There seems to be a war of words and some actions going on in the ad world, and the armistice seems to be far off. If you speak to the advocates of DSPs (Demand Side Platforms) like Datran, Bluekai, Lookery and Lotame, et. al., they will tell you that the days of buying ads on a specific site are numbered and that audiences can be reached anywhere and at a much lower cost than advertisers are now paying. They claim to do a more efficient job than ad networks or even brand-name sites. However, it makes one wonder how universal their applications may be. They advocate buying media agnostically, but how will the sites they are gleaning audience data from exist if they are forced to sell their inventory at a below-cost price?
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