In a recent interview by adjoe, Thunder Yuan, CEO of TaurusX, was joined with three other prominent DSP leaders, RevX, LifeStreet, and Kayzen, to discuss the key supply priorities for ad exchanges in 2025. The discussion highlighted several critical areas for DSPs as they navigate the evolving landscape of programmatic advertising. In this article, we will review these insights and demonstrate how TaurusX is strategically positioning itself to address these priorities in the ever-changing digital advertising market.
Flexibility in DSPs involves several key factors to meet diverse advertiser needs. It includes offering flexible supply sources for different placements and creative rendering, which helps tailor campaigns to specific goals. Self-serve options, especially for performance-driven campaigns and entertainment apps, give advertisers more control and efficiency in scaling. Hybrid features that blend automation with customization are also valued by brand advertisers aiming to build awareness.
High-quality, diverse ad formats, such as animated and playable end cards, drive better user engagement and profitability. For TaurusX, exclusive, high-quality inventory from direct publishers, especially in scalable video formats, ensures performance and flexibility, particularly in Tier 1 markets like the US, Japan, and Korea. Unique inventory is crucial as it prevents traffic cannibalization, making campaign scaling more effective and ensuring better ROI without oversaturating audiences with repetitive ads.
Gaining direct access to exclusive inventory through SDK integrations is becoming crucial for DSPs. This approach offers better control and transparency, as SDK integration ensures fraud-free execution and allows DSPs to monitor key ad performance metrics, such as CTR, CVR, and ROAS.
Additionally, features like SKOverlay and StoreKit automatically optimize ad delivery, enhancing campaign performance and ensuring seamless execution across programmatic campaigns. For some DSPs, SDK integrations also reduce latency, improving supply chain efficiency and leading to better campaign outcomes.
High-Quality Rendering
Ad exchanges must invest in scalable creative rendering capabilities. Formats with easy-exit UX and advanced overlays can drive high CTRs but should avoid accidental clicks. Playable end cards and animated HTML/MRAID formats are valuable for driving meaningful actions and scalability. To meet these needs, ad exchanges must offer flexible tools for creating and optimizing creatives across various formats.
DSPs need shorter, more transparent supply chains to improve campaign efficiency. Direct relationships with publishers help DSPs control costs by reducing intermediaries, allowing for more effective budget allocation and minimizing unnecessary fees. These partnerships also ensure fraud-free traffic, as exclusive app partnerships maintain high-quality inventory and reduce the risk of invalid traffic. Ad exchanges that provide direct supply paths through SDK integration or private marketplace deals will be preferred partners for DSPs seeking reliable inventory.
Finally, TaurusX and other DSPs seek scalable solutions that meet both regional and vertical demands. Expanding global reach is essential, with markets like the US, Europe, and APAC being key for growth. Ad exchanges must ensure their supply inventory includes premium apps in these high-demand regions. Additionally, supporting high QPS performance is crucial for TaurusX, as it enables strong machine learning model performance and helps achieve consistent results in high-volume campaigns.
Ad exchanges in 2025 will need to focus on transparency, flexibility, and scalability to win over DSPs. By offering exclusive, high-quality inventory, customizable ad formats, and direct SDK integration, they can address the pain points of transparency, control, and scalability that DSPs have consistently raised.
To succeed, exchanges must continue to innovate while keeping DSPs’ diverse needs in mind – be it for performance campaigns, branding, or regional targeting.
Founded in 2015, TaurusX is a global digital advertising technology company focused on driving business growth through AI-powered, data-driven strategies. We use a global traffic network and advanced AI technology to provide precise ad targeting, user acquisition, retargeting, App-to-Web conversion, and smooth SDK integration.
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