4. Simpler Look
Platforms Sellers
Buyers DSPs SSPs
Retargeting Publisher Tools
Creative Optimization
Ad Servers
Marketers Exchanges
Ad Networks Publishers
Agencies
Media Management Systems
Agency Trading Desks
Ingredients
Data Suppliers
DMPs/Data Aggregators
Tag Management
Verification/Privacy
Media Planning and Attribution
Measurement and Analytics
6. Marketing Creative
Plan/Camp Place and Buy Implement Package Develop
Dev/Plan &
aign goals Optimize & Optimize and Price Audience
M etc Media Sell P
a Creative
u
Publisher
Direct Tools
Measureme Optimizat Ad Server
Sales DMP Sharing
r Agency
nt Analytics ion Exchange
Ad Ops
Data Tools b
&
Marketers
Media Retargeti s
Media
Mgmt
Suppliers Search e
k r Planning Tool ng
DSP
Ad
Network
Analytics
SSP Engines
Social
l
Networks r
e i
Nielson Adwords Google
Omnicom
WPP
Comscore
AdRoit
Tumri Doubleclic Dart
AdSense
Yahoo
Yahoo s
Atlas k OpenX FB
Havas Dapper Microsoft
e Invite
Agency
Trading
Fetchback
Admeld
Appnexus
Google
Admeld
Sharepoin
t h
Media Rubicon
Desk Twitter
Demand Supply
8. Marketing Creative
Plan/Camp Place and Buy Implement Package Develop
Dev/Plan &
aign goals Optimize & Optimize and Price Audience
M etc Media Sell P
Establish Plan Media Place Buy Implement Package Package
Develop
Campaign and Develop and and and and Audience
a Goals Creative D
Optimize
Creative
S
E
Sell N
Optimize Price
Audience
Publisher u
i x e Ad Server Tools
Measureme Categories:
OptimizataCategories: g DMP Categories: Sharing P
r Categories:
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Categories:
• Measurement & • Creative
Analytics ion c
nt Analytics Optimizationr • Exchanges A • AdtOps
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e
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Categories:
k
Categories:
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Ad
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• Publisher Tools/
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Solution: Integration.
Automate buying/selling process and cut out middle men.
e h
Demand Supply
9. Marketing Creative
Plan/Camp Place and Buy Implement Package Develop
Dev/Plan &
aign goals Optimize & Optimize and Price Audience
M etc Media Sell P
a Creative
D
S
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and
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k r Goals PlanningCreative Optimize
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s Optimize
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Price
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Categories:
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Categories:
n
• Direct Sales
Categories:
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Ad
Categories:
• DMPs Networks P
Categories:
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r
e A
Marketers Analytics
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Tools
Optimization
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• SSPs
CMS
• Sharing Tools
• Search Engines
i U
B O
R • Social Networks
N
L
K S
E s I
S U
T M
H
e E
R
• Invite Media • teracent • DoubleClick Ad
Planner
• AdWords
• DoubleClick
• AdSense
• Admeld
• Dart • Google Search
• Google Analytics • Google
h E
E
R
• Ad Words Ad
Planner
• Admob News R
Demand Supply
Who will mount credible competition?
10. Marketing Creative
Plan/Camp Place and Buy Implement Package Develop
Dev/Plan &
aign goals Optimize & Optimize and Price Audience
M etc Media Sell P
a Creative
D
S
E N Publisher u
i x e Ad Server Tools
Establish Measureme Optimizata Buy g DMP Package Sharing
r Agency Campaign
& Goals
Plan Media
and Develop
nt Analytics
Creative
Place
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Optimizel
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Marketers
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Plan
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and and
Suppliers Develop
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k r Goals
Categories:
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Categories:
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ng
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s
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DSP s •• Direct
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Categories:
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o Analytics Categories:
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Audience
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Categories:
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Categories:
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Categories:
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Categories:
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Marketers Analytics Optimization • Exchanges • Ad Ops • Data Suppliers CMS U
A • Media Planning • Retargeting/BT • Ad Networks • Media Mgmt • SSPs
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L N
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B
K
R • Social Networks
L S
N
K • ??? I
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• Atlas • Google Search
• Bing
h E
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R
R
Solutions Planner
• Greenfield Ad
• Ad Words
• DoubleClick
• AdECN
• Admeld
• Powerset
• Admob
• Google Analytics • Google
• Rapt • MSN
News R
R
Planner
• ??? D e m a n •d
• ??? ??? • ??? • Quigo S u p p l •y properties
• pictela AOL
Who will mount credible competition? • Tacoda • AdTech
12. The Problem
For Advertisers For Publishers
• Buying Impressions in • 70% of their inv is left
bulk is lacking because, unsold, or sold for next
you are purchasing to nothing.
impressions at same • For long tail publishers,
price there isn’t sales team to
sale their quality inv
Display Advertising Needs a Shake Up to provide more Value.
13. The Solution: Real Time Bidding
What is Real Time Bidding (RTB)
It Allows Display Inventory to purchase by Individual Impressions through
bidding system that unfolds in milli second.
The Targeting and cost efficiency opportunity presented by RTB is making
revolutionary force in the online advertising space.
Advt
DSP
Engine
14. How Does RTB Works
There are 3 Prominent Players in RTB landscape
DSP The Publisher The Ad Exchange
• Automates the • Provides Inventory • Connects buyer
purchasing on • Originally, RTB was and seller
behalf of advt. used for remnant • Facilitate the
• Sets buying inv. Now it is used purchase of inv in
parameter for Premium inv realtime through
• Monitor also. auction in mili sec.
performance • Some pubs use SSP
to help better
manage sell
platform
15. RTB Process
Step 1 Pub provide inv to Ad Exchange who is responsible for
holding auction
Step 2 DSP, on behalf of advt, will place bid on each
impression
Step 3 The value of bid is based on value of that impression,
as determined by advt parameter.
Step 4 Once bidding is complete, winner is chosen and winner
is served on website
16. Benefits
Agencies Advertisers Publishers
• Increased control • Enhanced • Deliver higher
over campaign consumer revenues on
• Increased targeting Inventory
Spending capabilities • No need to have
efficiencies • More cost huge direct sales
• Better result effective reach force.
delivered to and frequency • Auto
campaign • Near elimination optimization of
of wasted eCPM
impressions
18. Difference
Mobile Display
Screen Size Small big
Creative Specs Smaller Bigger
CTR 2%-5% 1%
Privacy Allow opt out from certain Limited option in tradition
content display
Engagement Highest Lesser
Conversion Difficult to track Easy to Track
Ad dollar Growing fast Matured stage
Purchase Preferably CPC Mostly CPM
method
Ecosystem Developing Developed