ad display lumascape

HIGHLY CONFIDENTIAL -- NOT FOR REDISTRIBUTION

The Ad Display Lumascape8/15/14

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Lumascape Components

Buyer Centric– Agencies– Trading Desks– Retargeters– Creative Optimization– Media Planning and Attribution– DSPs

Publisher Centric– Ad Exchanges– SSPs– Publisher Tools– Media Management Systems and

Operations

Used By Both– Measurement and Analytics– Ad Networks– Ad Servers– Verification/Privacy– Data Suppliers– DMPs and Data Aggregators

Buyer CentricThe Demand Side of Digital Eco-System

Agencies

An independent service dedicated to creating, planning, and handling advertising and other forms of promotion for its advertiser clients, such as promotional ideas, print ideas, print ads, radio, television and internet ads.Top holding agencies: Omnicom Group, IPG, PublicisTop Agencies: MindShare, Digitas

An Ad Agency Holding Group’s private DSP intended to manage audience buying.Typically resides on top of a licensed demand-side platform (DSP) and other audience buying technologies; manages programmatic, bid-based media and audience buying.An ad trading desk will buy ad space in the multiple ad exchanges and networks for clients.Trading Desks aggregate demand from the largest Agency Holding Groups.Top ATD’s: Accuen, Xaxis, Vivaki

Agency Trading Desks

Retargeters

Retargeters work with a brand’s first party data to remarket products and services to consumers.Retargeters drop a cookie onto a site visitor recording the pages and products reviewed, then uses that behavioral information to deliver a targeted ad on sites selected by the visitor. Retargeting drives return visits to an advertisers site, leading to a larger number of conversions.Top Retargeters: AdRoll, Criteo

Creative Optimization

The intent of creative optimization is relevancy. By building ads that specifically match a product to user interest, the greater the likelihood of a purchase or conversion.Providers implement software that dynamically builds creative units based on user attributes to customize the ad (color, font, image, etc.), thereby making the ad as personal and relevant to the user as possible.Top Optimization: Spongecell, Adisn, Struq

Media Planning

A media plan is a “road map” designed by an agency that merges audience targeting, media selection and budget goals into a single, comprehensive plan.These agencies typically receive objectives from clients to fulfill – from launching a new product to increasing sales of it’s current inventory.Top Media Planning: Networked Insights

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Attribution

Attribution is the determination of the path a user follows from beginning to end of a conversion.These companies use data to reveal the path of a conversion and the impact created through display messaging or search messaging. Top Attribution: Adometry, Convertro

Demand Side Platforms (DSP)

DSPs allow ad buyers to buy and optimize across multiple RTB ad exchanges, enabling access to a pool of billions of impressions per day.DSPs provide real time bidding technology through either a self-serve platform or a managed service.Top DSPs: Turn, DoubleClick Bid Manager, AppNexus

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Publisher CenticThe “Supply Side” of The Digital Ecosystem

Ad Exchanges

An ad exchange is a digital marketplace that enables advertisers and publishers to buy and sell advertising units, often through real-time auctions.Publishers tip their ad impressions into the pool hoping ad buyers will acquire them. Buyers select which impressions they wish to purchase using technologies like demand-side platforms. Decisions are often made in real time based on information such as user behavior, time of day, device type, ad position and more.Top Exchanges: OpenX, DoubleClick AdX, Facebook Exchange

Supply Side Platforms (SSP)

A supply-side platform is used to sell publisher’s inventory in a programmatic fashion. SSP’s are most often used by online publishers to help them sell display, video and mobile ads.Allows a publisher to maximize the revenue yield in an automated fashion.SSPs aggregate exchange and network demand for publisher inventory.Top SSPs: OpenX, Rubicon, Pubmatic, (include Google)

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Publisher Tools

Programmatic guaranteed– A software solution integrated on top of an ad server that allows publishers to

sell their premium inventory in a programmatic fashion. – iSocket, ShineyAds, AdSlot

Traffic generation– Drives traffic to the site by reaching interested users.– Taboola, Outbrain

Forecasting/Rate card Management – Supports management decision making regarding price based on inventory

available over a specified period of time.– YieldEx

Tag Management– Help organize all the pixels and tags that can aggregate to thousands.

Organizations like Toyota or United Airlines use these to consolidate and organize their pixels.

– Tagman, Google

They provide outsourcing services for ad trafficking and campaign management. Hired by companies without an internal operations team, and used because the company would rather not do it themselves.A work flow management system for publishers to manage their direct sales on one system that increases efficiencies for sales, ad operations, and finance teams.

Media Mgmt Systems and Operations

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Used By BothWorks with either advertisers or

publishers

Measurements and Analytics

These companies help both the publishers and the advertisers understand audience behavior. For publishers it reveals how visitors interact with the site, what content engages visitors, and where visitors drop off.For advertisers, it helps determine which ad units, sites, etc., drive greatest engagement with their brand.Top Measurement Companies: Adobe and Google Analytics

From a publisher’s perspective, an online ad network is a company with a collection of advertisers looking for available ad space.From an advertiser‘s perspective, an online ad network is a company with a collection of publishers looking to sell their available ad space.The ad network connects publishers with a variety of advertisers who will fill their (typically remnant) inventory.Buys and sells in either RTB or direct.Top Ad Networks: Google Ad Network, Conversant, Advertising.com

Ad Networks

Types of Ad Networks

Vertical Networks - focuses on a specific industry or sector. Have much more narrow and focused partnerships typically meant for targeting a specific category or demographic.Targeted Networks - use consumer data to serve up ads based on page content or user behavior keyword searches, or click stream data.Performance Networks - focus on driving revenue and results for their publisher and advertising partners, and their performance is paid by action (CPC, CPA, CPE).

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An ad server is a web based tool that facilitates delivery of impressions and aggregates dataPublisher: allows publishers to organize inventory, prioritize demand, forecast availability, and provide reporting on all advertising activity.Advertiser: used to help with ad management, campaign management and ad trafficking. An ad server also provides reporting and insights on ads served on various websites (how many ads got billed, what was the CTR, how many conversions achieved).

Ad Server

Verification/Privacy

These company’s purpose is to allow businesses to safely collect and use customer data across web, mobile, cloud and advertising channels.Allows the advertiser to verify if the publisher put their advertisement in the places they wanted it to be.Top Privacy Companies: TrustE, Symantec

Data Suppliers

The objective of data suppliers is to work with publishers and advertisers to identify and package audiences to create better performing campaigns.They accomplish this by taking an offline signal and connecting it to a cookie that identifies a particular behavior.Used for pre-campaign planning.Top Suppliers: Experian, Acxiom, DataLogix

DMP and Data Aggregators

A data management platform is a data warehouse that gathers, sorts, stores and buckets information into useful packages for ad buyers, publishers and other businesses.DMPs help clients isolate target audiences across all media and provide analytics that demonstrates the best audience data to be used in ongoing campaigns. Top DMPs: BlueKai, Krux, Lotame

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LBS (Location Based Services)

Apps directed to find products and services in the users local area.Ex. An Italian deli app aggregates all the Italian deli’s in the local area. They need ads but they more be relatable to the deli’s services. They look to local based services to find local ads like other types of deli’s and restaurants to advertise of their app.

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Conclusion

At first glance, the Lumascape provides a WTF moment.After deeper consideration, it still provides a WTF moment.The highly complicated nature of ad delivery creates a chaotic business environment where disruption is normal and proliferation/consolidation happen daily.There is no one way for an impression to get delivered to a user through the digital ecosystem, every time it’s unique.Any Questions?

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Mobile Archive

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Ad Servers

Ad Server is a facilitator of impressions and aggregator of data that is required by all companies, and necessary to exchange ads and ad space in the digital market.Helps a mobile advertising business with ad management, optimization and reporting capabilities.Links advertisers and app developers to ad exchanges.

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Exchanges

An ad exchange is a digital marketplace that enables advertisers and app developers to buy and sell advertising space, mostly to sell display, video and native ad inventory.App developers tip their ad impressions into the pool hoping ad buyers will acquire them. Buyers then pick which impressions they wish to purchase using technologies like demand-side platforms. Those decisions are often made due to previous behavior of the user an ad is being served to, time of day, device type, ad position and more.Top Exchanges: OpenX, DoubleClick, Rightmedia.com

Search

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A web search engine is a software system that is designed to search for information on the World Wide Web.Programs that search documents for specified keywords and returns a list of the documents where the keywords were found.

In-App Payments

A digital currency transaction that takes place within an app.Can range from a user purchases power-ups in a game, a user buying a magazine through the publisher’s app, and customer buying clothing on a mobile site, etc.

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Virtual Currency

Fake “money” used in specific game app used as currency in that virtual world.App developers use this currency as an incentive for users to make actions the developers want.Ex. You play game where you earn coins to become stronger, the game tells the user if you download another specific app you’ll earn coins in this game, therefore you earn more coins to get stronger in the game faster than simply playing.

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LBS (Location Based Services)

Apps directed to find products and services in the users local area.Ex. An Italian deli app aggregates all the Italian deli’s in the local area. They need ads but they more be relatable to the deli’s services. They look to local based services to find local ads like other types of deli’s and restaurants to advertise of their app.

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Discovery

Discovery company’s mission is to optimize a developer’s app’s performance and monetize that app.This is done by creating the best potential native ad on an app or find new users to build volume.

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Analytics

Offers developers all statistics of its users, from where they click, where they login, where they drop off, etc.Developers use this to better understand their audience, usage, and performance.Mobile App Analytics measures what matters most at all key stages: from first discovery and download to in-app purchases. The app creator will get a clear view you can act on to make users happier — and to make their app a success.

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Ad Networks

A mobile ad network is a company that connects multiple advertisers to mobile websites and mobile apps that want to incorporate ads. The main function of mobile ad networks is to aggregate the ad space supply from publishers to the demand of advertisers. Top 3: AdMob, Chitika, mobclix

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Video

Video advertising generally occurs on Internet televisionDepending on the length on the video advertisements can be shown pre-roll, mid-roll, or post-rollEx. The ad a user views on YouTube before they are able to watch their video is always a video advertisement

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