The document outlines the major players in the 2012 digital display advertising ecosystem in Europe. It includes data suppliers, data management platforms, data exchanges, ad networks, agencies, agency trading desks, sales houses, sell side platforms, demand side platforms, delivery systems/tools/analytics, and verification/privacy players. The key functions of each player are also described.

1. 2012 DISPLAY ADVERTISING ECOSYSTEM EUROPE
Data Suppliers
Data Management Platforms
Data Exchanges
Sales Houses Ad Networks Demand Side Platforms Agencies
Delivery Systems, Tools & Analytics
ADVERTISERS
ADVERTTREA
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STREA
STREAM
M E D I A
Agency Trading Desks
PUBLISHERS
Digital Media Solutions
SSP & Private Ad Exchanges
IMPROVE
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Trading Desks
Delivery Systems, Tools & Analytics
IMPROVE
DIGITAL
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Audience Targeting / Re-Targeting
Verification & Privacy
E X PA N D Y O U R S E A R C H
making impressions personal
AdDynamics
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Verification & Privacy Ad Exchanges
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A company of
Deutsche Post DHL.

2. 2012 DISPLAY ADVERTISING ECOSYSTEM EUROPE
AD-EXCHANGE AUDIENCE NETwORk DEMAND SIDE PLATfORM
A technology platform that facilitates the connection of supply Networks that focus on advertising targeted at specific DSPs provide centralised media buying from different
and demand and enables automated buying and selling of audiences based on their behaviour, demographics, buying inventory sources such as ad exchanges, ad networks, sell
online media (in real time). intent etc, rather than content. side platforms (SSPs) or other sources of inventory they
are connected to. They offer benefits such as workflow
AD NETwORk AUTOMATED TRADING simplification, integrated reporting, algorithmic buying
optimisation, and Real-Time Bidding (RTB) capabilities.
Provides an outsourced sales capability for publishers and a AGENCy/TRADiNG DESk
means to aggregate inventory and audiences from numerous
sources in a single buying opportunity for media buyers. Ad
Specialise in buying and optimising media and audiences, SALES HOUSE
often in real time, on ad exchanges, ad networks, SSPs and
networks may offer specific technologies to enhance the Sales houses sell advertising on behalf of media owners,
other available inventory sources they are connected with,
value to both publishers and advertisers, including unique often on an exclusive basis. They act as a publisher’s
either through proprietary technology or DSPs.
targeting capabilities, creative generation, and optimisation ‘outsourced’ sales team selling both standard ads and
(Source: IAB). Unlike sales houses, ad networks often do customised advertising space.
not work exclusively and focus mainly on standard ad sizes. DATA EXCHANGE
Aside from technology, ad networks differentiate themselves A marketplace where anonymous (online) consumer data SELL SIDE PLATfORM (SSP)
through the quality of publishers they represent, the quality of can be bought and sold independently of media in order to
An SSP is a technology platform with the single mission
their advertisers/campaigns and their targeting possibilities. generate additional revenue or to improve the targeting of
of enabling publishers to manage their inventory and
online advertising.
maximise revenue from digital media, specifically through
AGENCY the Automated Channel. As such they offer an efficient,
Media agencies help companies to communicate with current DATA MANAGEMENT PLATfORM automated and secure way to tap into the different sources
and potential consumers and/or the general public. They A platform to manage, protect and collect data from different of demand that are available, and provide insight into the
work with their clients to understand the business issues, sources and turn it into actionable information that can be various revenue streams and audiences.
their markets and their consumers. The media agency then used in a publisher’s advertising proposition.
identifies the consumer insights, which can help to devise VERifiCATioN & PRiVACy
a channel-neutral communication strategy to connect with DATA SUPPLIER Tools to verify that ads have been
those consumers; using means ranging from public relations
Data suppliers collect, compile and sell (anonymous) data served on the agreed location, prevent
(PR), events and sponsorship to advertising, interactive
on (online) consumers. This data can be provided at an malware from being served and
advertising, word of mouth and direct mail; to build a
genuinely integrated campaign. (Source: Wikipedia)
individual level (geographic, demographic, lifestyle, income,
shopping behaviour, etc) or at an aggregate level (by postal
privacy management.
CONTACT
Improve Digital Head Office
code or by territory). Van Diemenstraat 192
AGENCY TRADING DESk 1013CP Amsterdam
DEliVERy SySTEMS, Tool
T +31 (0) 20 262 0277
The specialised arms of larger media buying agency groups
www.improvedigital.com
that use either proprietary technology or a demand side
platform (DSP) to buy and optimise media and audiences, AND ANALYTICS
often in real time, on ad exchanges, ad networks, sell side Delivery systems, tools and analytics are the technologies
platforms (SSPs) and other available inventory sources they that ensure different types of ads can be served, and are
are connected with. served correctly. They also support the process of booking
and managing online campaigns, forecasting, billing, tag IMPROVE DIGITAL
management, verifying and measuring online advertising. Real time advertising technology