Neo Digital Advertising
Evolution of online advertising technologies. Covered just the main ones like ad exchange, DSP, SSP etc. But there are a lot of other technologies which I'm planning to cover on my next presentations.
Content
NEO DIGITAL ADVERTISING
AD EXCHANGE PRIVATE EXCHANGE DSP AD NETWORK
RTB
SSP AGENCY TRADING DESK
AMP
DMP
Mutlu Dogus Yildirim
Once upon a time...
Few advertisers, few publishers, few problems
ADLINE.CO
Then things get complicated...
ADLINE.CO
Ad Server
Helps publishers to manage many advertising requests
AD SERVER
ADLINE.CO
Ad Network
Connects advertisers to publishers, and vice versa
AD NETWORK
With basic features...
ADLINE.CO
Ad Exchange
Connects more advertisers to more publishers
AD NETWORK1 AD NETWORK2
AD EXCHANGE
Has some advanced features (floor price, RTB etc.) ADLINE.CO
But there is a problem!
Advertiser needs are different (wants to reach people, pay less, buy more inventory etc.)
CONFLICT
Publisher needs are different (wants to make money, to be payed more for less inventory etc.)
(*Ad networks and ad exchanges can't take sides)
ADLINE.CO
Advertiser solution: DSP
Centralized media planning & buying, access to many publishers, exchanges, networks, SSPs etc. from one single point, RTB enabled
AD NETWORK1
DSP
AD EXCHANGE1
AD EXCHANGE2
ADLINE.CO
Advertiser Solution: Agency Trading Desk
Special unit of big agencies, specialized on programmatic buying. DSP technology used.
AGENCY TRADING DESK
AD NETWORK1
DSP
AD EXCHANGE1
AD EXCHANGE2
ADLINE.CO
Publisher Solution: SSP
Centralized inventory selling, yield management, access to many advertisers, exchanges, networks, DSPs etc. from one single point. RTB enabled
AD NETWORK1
AD EXCHANGE1 SSP
DSP1
AD EXCHANGE2
ADLINE.CO
Publisher Solution: Private Exchange
Only "selected" advertisers can buy inventory. RTB enabled. SSP technology used.
Private Exchange
DSP1 ADLINE.CO
QUESTIONS?
ADLINE.CO
THANK YOU!
[email protected] tr.linkedin.com/in/mutluyildirim www.adline.co
ADLINE.CO
AD EXCHANGE PRIVATE EXCHANGE DSP AD NETWORK
RTB
SSP AGENCY TRADING DESK
AMP
DMP
Mutlu Dogus Yildirim
Once upon a time...
Few advertisers, few publishers, few problems
ADLINE.CO
Then things get complicated...
ADLINE.CO
Ad Server
Helps publishers to manage many advertising requests
AD SERVER
ADLINE.CO
Ad Network
Connects advertisers to publishers, and vice versa
AD NETWORK
With basic features...
ADLINE.CO
Ad Exchange
Connects more advertisers to more publishers
AD NETWORK1 AD NETWORK2
AD EXCHANGE
Has some advanced features (floor price, RTB etc.) ADLINE.CO
But there is a problem!
Advertiser needs are different (wants to reach people, pay less, buy more inventory etc.)
CONFLICT
Publisher needs are different (wants to make money, to be payed more for less inventory etc.)
(*Ad networks and ad exchanges can't take sides)
ADLINE.CO
Advertiser solution: DSP
Centralized media planning & buying, access to many publishers, exchanges, networks, SSPs etc. from one single point, RTB enabled
AD NETWORK1
DSP
AD EXCHANGE1
AD EXCHANGE2
ADLINE.CO
Advertiser Solution: Agency Trading Desk
Special unit of big agencies, specialized on programmatic buying. DSP technology used.
AGENCY TRADING DESK
AD NETWORK1
DSP
AD EXCHANGE1
AD EXCHANGE2
ADLINE.CO
Publisher Solution: SSP
Centralized inventory selling, yield management, access to many advertisers, exchanges, networks, DSPs etc. from one single point. RTB enabled
AD NETWORK1
AD EXCHANGE1 SSP
DSP1
AD EXCHANGE2
ADLINE.CO
Publisher Solution: Private Exchange
Only "selected" advertisers can buy inventory. RTB enabled. SSP technology used.
Private Exchange
DSP1 ADLINE.CO
QUESTIONS?
ADLINE.CO
THANK YOU!
[email protected] tr.linkedin.com/in/mutluyildirim www.adline.co
ADLINE.CO
