This is a trick question. Direct anything is better than going to a third party. But the interesting fact is that many large mobile marketing agencies (or mobile shops inside an agency) do not have a direct DSP platform. They are buying mobile impressions from a large DSP company (Trading Desk, Rocket Fuel and others).
This becomes a problem with reporting and optimization. The client calls the agency about low CTR or reporting issues. If the agency had their own DSP platform then the information and the fix would be easy. But calling the large DSP companies and dealing with another layer makes the problem harder to address. Unless you are a client spending over high six figures the chances you are going to get any answer is in doubt.
Changes are being made where medium size ad agencies can have their own DSP platform. Medium size agencies can now buy direct from the SSPs and add behavior overlays using Lotame and other big data companies.
Medium size companies that want to use mobile geo-fencing will be getting real time reporting. If an optimization problem arises no longer will there be layers of companies to go through. With a direct DSP platform medium size agencies can bring better customer services and help medium size companies reach their mobile goals.
