NEO DIGITAL ADVERTISING Mutlu Dogus Yildirim AD EXCHANGE DSP SSP PRIVATE EXCHANGE DMP AGENCY TRADING DESK AD NETWORK AMP RTB
Real time bidding (DSP, SSP, DMP, ATD, ITD)
Nov 22, 2014
An updated version of my old presentation regarding RTB (real time bidding) and RTB technologies & platforms (DSP, SSP, DMP, ATD, ITD etc.)
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NEODIGITALADVERTISING
Mutlu Dogus Yildirim
AD EXCHANGE
DSP
SSP
PRIVATE EXCHANGE
DMP
AGENCY TRADING DESK
AD NETWORK
AMP
RTB
Once upon a time...
Few advertisers, few publishers, few problems
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Then things got complicated...
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Ad Server
Helps publishers to manage many advertising requests
AD SERVER
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Ad Server
Helps advertisers to manage many advertising campaigns
AD SERVER
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Ad Network
Connects advertisers to publishers, and vice versa
With basic features...
AD NETWORK
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Ad Exchange
Connects more advertisers to more publishers
Has some advanced features (floor price, RTB etc.)
AD NETWORK-1 AD NETWORK-
2
AD EXCHANGE
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But there is a problem!
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Advertiser solution: DSP
Centralized media planning & buying, access to many publishers, exchanges, networks, SSPs etc. from one single point, RTB enabled
DSP
AD NETWORK-1
AD EXCHANGE-1
AD EXCHANGE-2
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Publisher Solution: SSP
Centralized inventory selling, yield management, access to many advertisers, exchanges, networks, DSPs etc. from one single point. RTB enabled
SSP
AD NETWORK-1
AD EXCHANGE-1
AD EXCHANGE-2
DSP-1
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AGENCY TRADING DESK
Special unit of agencies, specialized on programmatic buying. DSP technology used.
Advertiser Solution: Agency Trading Desk (ATD)
DSP
AD NETWORK-1
AD EXCHANGE-1
AD EXCHANGE-2
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INDEPENDENT TRADING DESK
Simply; RTB agencies. DSP technology used.
Advertiser Solution: Independent Trading Desk (ITD)
DSP
AD NETWORK-1
AD EXCHANGE-1
AD EXCHANGE-2
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Publisher Solution: Private Exchange
Only "selected" advertisers can buy inventory. RTB enabled. SSP technology used.
Private Exchange
DSP-1
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Data Provider: DMP
Profiles users, sells this data to advertisers
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DSP SSPDMP
OK but, what is RTB?
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VS
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Real Time Bidding
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Evolution?
Some Figures
● Worldwide RTB spending will grow from $1.4 billion in 2011 to $13.9 billion in 2016. RTB share on total display advertising spend will grow from 5% to 20%.
● In US, market share of RTB will grow from 10% in 2011 to 27% in 2016.
● In Western Europe, market share of RTB will grow from 3% in 2011 to 19% in 2016.
● In Japan, market share of RTB will grow from 2% in 2011 to 24% in 2016.
● Eventually almost all premium inventory will be sold programmatically. ADLINE.CO(Source: IDC)
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Publisher Benefits
● 100% eCPM increase on average
● Less labor
● Faster
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Advertiser Benefits
● Better targeting
● Higher ROAS
● Campaign efficiency (20-150%)
● Transparency
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QUESTIONS?
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