Digiday Scorecard: As competition between DSPs heats up, buyers rank market rivals
Media buyers are re-evaluating their demand-side platform partnerships as competitive pressure intensifies across the programmatic advertising market. Institutional advertisers require enhanced financial transparency, improved inventory quality, and superior performance metrics from technology vendors. Recent industry scorecards reveal shifting preferences among agency buyers, highlighting how platform usability, clear fee structures, and direct publisher access influence vendor selection. Media planners now prioritisation DSP partners that deliver direct access to premium supply channels without hidden costs. Strategic alignment between ad tech platforms and agency requirements remains essential for driving long-term enterprise growth.
As AI reshapes search, TikTok turns discovery into a performance pitch
As artificial intelligence transforms traditional search engine behaviours, TikTok is positioning its search and content discovery capabilities as a core performance marketing channel. With younger demographics increasingly using social video platforms for product research and brand discovery, TikTok is pitching direct response ad solutions, search ads, and conversion tracking to performance agencies. By transforming organic discovery into measurable commercial outcomes, the platform captures search ad spend historically dominated by traditional search engines. Brands adopting video search optimisation alongside integrated digital strategies secure significant competitive advantages in engaging high intent consumer audiences.