I am reminded of my tree house when I read that so-and-so holding company has made another acquisition that “further extends their platform.” Those kinds of platforms are not the ones I want to base my business on. When a platform is built of odd features and capabilities collected from the neighborhood, it can’t be stable and probably isn’t very functional. Think of the integration effort that would be needed to truly create a unified platform from disparate architectures and overlapping functionality. When I envision a platform on which I would want to base my business, I see stability, a uniform floor with tightly integrated connections. A good platform is something that was designed as a unit by an engineer from the ground up. It should support whatever is going to be built on it with a minimum of maintenance and adjustment.
When superimposed on Demand Side Platforms, these criteria are manifested in data feeds that integrate directly into a purpose built data warehouse. That data warehouse integrates directly into a set of algorithms. Those algorithms are custom built to operate as a unit with the interactive and dynamic ads that generate the raw response data. It all has to fit together and work as a unit. A shaky platform won't deliver results and disaster won't be far away, but a good platform can be the basis of remarkable advertising results and a great business.