\Forrester last week released "The Forrester Wave: Video Advertising Demand-Side Platforms, Q4 2015," a report examining the quality of 21 video DSPs and found that TubeMogul, Videology, and The Trade Desk lead the space.
TV upfront spending continues to decline not only because audiences are becoming more fragmented but also because the solutions to address these audiences on different devices have improved. Advertisers, in addition to wanting to recapture audiences, are attracted to the targeting capabilities and accountability that leading video DSPs provide.
According to Forrester, TubeMogul, Videology, and The Trade Desk stand out from a group that also included AOL, DataXu, and Google, because “these three vendors built their technologies from day one in anticipation of television programming and advertising becoming more digital in nature.” Other vendors have strong online video offerings, but are playing catch-up when it comes to attracting TV spend.
TubeMogul, in particular, has always been video-first and was built with brand advertisers in mind. It offers a TV private marketplace (PMP) and also has an intuitive self-serve platform. But to maintain its leadership position, writes Forrester, it will need to focus on its cross-device capabilities.
Videology, another leader, received high marks from Forrester for having “the most sophisticated media optimizer to analyze the right allocation of TV and online video to optimize reach and campaign cost.” The company has always understood that TV buying would eventually look a lot like online video buying.