Demand Side Platforms: When we all started building technology for the buyside no one knew what to call us. Early on there were only a few of us in the space, and all of us were doing such different enough things that it was hard to find a common definition. We all struggled just to convince people advertisers even need technology to manage ad buying. The market didn’t quite know what to make of the off these new companies. Then one day it just happened. We were demand side platforms and that was it.

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