Display Advertising Ecosystem

Its not that complex, Lets make it simple

Data Suppliers

DMPs/Data Aggregators

Tag Management

Verification/Privacy

Media Planning and Attribution

Measurement and Analytics

Ingredients

Marketers

Agencies

Agency Trading Desks

Buyers

Publishers

SellersPlatformsSSPs

Publisher Tools

DSPs

Retargeting

Creative OptimizationAd Servers

Exchanges

Ad Networks

Media Management Systems

Simpler Look

Lets explain every vendors @ each Step of Media buying

Marketer

Publ isher

Marketing Plan/Campaign goals

etc

Creative Dev/Plan

Media

Place and Optimize

Develop Audience

Package and Price

Implement & Optimize

Buy &

Sell

Agency&

Marketers

OmnicomWPP

HavasInvite Media

NielsonComscore

AtlasAgency Trading

Desk

AdRoitTumri

DapperFetchback

GoogleYahoo

FBSharepoin

tTwitter

AdSenseYahoo

MicrosoftAdmeldRubicon

DartOpenXGoogle

Measurement Analytics

Media Planning

Tool

Creative Optimizat

ionRetargeti

ngDSP

Ad ServerAd OpsMedia Mgmt

Analytics

DMPData

SuppliersSSP

Publisher Tools

Sharing Tools

Search EnginesSocial

Networks

Direct Sales

Exchanges

Ad Network

AdwordsDoubleclic

kAdmeld

Appnexus

D e m a n d S u p p l y

Key- Offer an Integrated solution

Marketer

Publ isher

Marketing Plan/Campaign goals

etc

Creative Dev/Plan

Media

Place and Optimize

Develop Audience

Package and Price

Implement & Optimize

Buy &

Sell

Agency&

Marketers

Measurement Analytics

Media Planning

Tool

Creative Optimizat

ionRetargeti

ngDSP

Ad ServerAd OpsMedia Mgmt

Analytics

DMPData

SuppliersSSP

Publisher Tools

Sharing Tools

Search EnginesSocial

Networks

D i r e ct

S a l e sE x c h a

n g e sA d

N e t wo r k

D e m a n d S u p p l y

Marketer

Publ isher

Marketing Plan/Campaign goals

etc

Creative Dev/Plan

Media

Place and Optimize

Develop Audience

Package and Price

Implement & Optimize

Buy &

Sell

Agency&

Marketers

Measurement Analytics

Media Planning

Tool

Creative Optimizat

ionRetargeti

ngDSP

Ad ServerAd OpsMedia Mgmt

Analytics

DMPData

SuppliersSSP

Publisher Tools

Sharing Tools

Search EnginesSocial

Networks

D i r e ct

S a l e sE x c h a

n g e sA d

N e t wo r k

D e m a n d S u p p l y

Marketer

Publ isher

Marketing Plan/Campaign goals

etc

Creative Dev/Plan

Media

Place and Optimize

Develop Audience

Package and Price

Implement & Optimize

Buy &

Sell

Agency&

Marketers

Measurement Analytics

Media Planning

Tool

Creative Optimizat

ionRetargeti

ngDSP

Ad ServerAd OpsMedia Mgmt

Analytics

DMPData

SuppliersSSP

Publisher Tools

Sharing Tools

Search EnginesSocial

Networks

D i r e ct

S a l e sE x c h a

n g e sA d

N e t wo r k

D e m a n d S u p p l y

Real Time Bidding

The Problem

For Advertisers• Buying Impressions in

bulk is lacking because, you are purchasing impressions at same price

For Publishers• 70% of their inv is left

unsold, or sold for next to nothing.

• For long tail publishers, there isn’t sales team to sale their quality inv

Display Advertising Needs a Shake Up to provide more Value.

The Solution: Real Time BiddingWhat 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

How Does RTB Works

DSP• Automates the

purchasing on behalf of advt.

• Sets buying parameter

• Monitor performance

There are 3 Prominent Players in RTB landscape

The Publisher• Provides Inventory• Originally, RTB was

used for remnant inv. Now it is used for Premium inv also.

• Some pubs use SSP to help better manage sell platform

The Ad Exchange• Connects buyer

and seller• Facilitate the

purchase of inv in realtime through auction in mili sec.

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

Benefits

Agencies Advertisers Publishers

• Increased control over campaign

• Increased Spending efficiencies

• Better result delivered to campaign

• Enhanced consumer targeting capabilities

• More cost effective reach and frequency

• Near elimination of wasted impressions

• Deliver higher revenues on Inventory

• No need to have huge direct sales force.

• Auto optimization of eCPM

Difference in Display Advertising and Mobile Advertising

Difference

Mobile Display

Screen Size Small big

Creative Specs Smaller Bigger

CTR 2%-5% 1%

Privacy Allow opt out from certain content

Limited option in tradition display

Engagement Highest Lesser

Conversion Difficult to track Easy to Track

Ad dollar Growing fast Matured stage

Purchase method

Preferably CPC Mostly CPM

Ecosystem Developing Developed

Thanks

Neeraj K Kushwaha

Sources/Refhttp://www.emediavitals.com/content/display-advertising-ecosystem-just-confusing-you-thought http://blog.earlh.com/index.php/2011/07/online-display-advertising-ecosystem/ http://www.adexchanger.com/Agency_Trading_White_Paper.pdf http://www.gdmdigital.com/technology/real-time-bidding http://www.crowdscience.com/2011/07/what-is-real-time-bidding-rtb/http://static.googleusercontent.com/external_content/untrusted_dlcp/www.google.co.in/en/in/doubleclick/pdfs/Google-White-Paper-The-Arrival-of-Real-Time-Bidding-July-2011.pdf http://www.vccafe.com/2011/06/11/save-and-print-these-lumascapes-to-get-a-grasp-on-digital-media-infographics/ http://static.googleusercontent.com/external_content/untrusted_dlcp/www.google.co.in/en/in/doubleclick/pdfs/Google-White-Paper-The-Arrival-of-Real-Time-Bidding-July-2011.pdf