understanding the online advertising technology landscape

The Online Advertising Ecosystem

Understanding the Technology Landscape

1 Karina Sanz | 2011

Introduction Objective:

To define in a simplified manner the technologies and the roles of the companies in the complex ecosystem of online advertising.

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Online Advertising Technology Landscape

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Agencies

Media Buying

PlatformsDSPs

Creative Optimization

Data Optimizat

ion

Ad OpsAd Servers

Ad Servers

Ad Exchange

s SSPs

Ad Networks

Sharing Data/

Social Tools

Data Suppliers

DMP’s and Data

Aggregators

VerificationAttributionAnalytics

Yield Optimization

Publisher Tools

The combination of technology and services that connect Advertisers with Publishers can be a complex process with many parties involved.

Advertising Agencies

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Agencies

Media Buying

PlatformsDSPs


Data Optimizat

ion

Ad OpsAd Servers

Ad Servers

Ad Exchange

s SSPs

Ad Networks

Sharing Data

Social Tools

Data Suppliers

DMP’s and Data

Aggregators


Yield Optimization

Publisher Tools

Ad Agencies produce and manage content for advertising campaigns of their clients.

Media Buying Platforms

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Agencies

Media Buying

PlatformsDSPs


Data Optimizat

ion

Ad OpsAd Servers

Ad Servers

Ad Exchange

s SSPs

Ad Networks

Sharing Data

Social Tools

Data Suppliers

DMP’s and Data

Aggregators


Yield Optimization

Publisher Tools

Ad agencies:Ad agencies:

Media buying platforms are automated systems commonly used by ad agencies to buy online media and manage online ad campaigns.

Creative Optimization Platforms

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Agencies

Media Buying

PlatformsDSPs


Data Optimizat

ion

Ad OpsAd Servers

Ad Servers

Ad Exchange

s SSPs

Ad Networks

Sharing Data

Social Tools

Data Suppliers

DMP’s and Data

Aggregators


Yield Optimization

Publisher Tools

::

Online platforms and systems that allow to tweak, fix or change components –often in real time- of display ads to improve performance.

Data Optimization

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Agencies

Media Buying

PlatformsDSPs


Data Optimization

Ad OpsAd Servers

Ad Servers

Ad Exchange

s SSPs

Ad Networks

Sharing Data

Social Tools

Data Suppliers

DMP’s and Data

Aggregators


Yield Optimization

Publisher Tools

::

Data Optimization technology helps to predict an ad campaign outcome based on previously existing data.

Demand Side Platforms (DSPs)

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Agencies

Media Buying

PlatformsDSPs


Data Optimizat

ion

Ad OpsAd Servers

Ad Servers

Ad Exchange

s SSPs

Ad Networks

Sharing Data

Social Tools

Data Suppliers

DMP’s and Data

Aggregators


Yield Optimization

Publisher Tools

::

Sophisticated decision engines that calculate the best value for each impression.

Ad Exchanges and Supply Side Platforms (SSPs)

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Agencies

Media Buying

PlatformsDSPs


Data Optimizat

ion

Ad OpsAd Servers

Ad Servers

Ad Exchanges

SSPs

Ad Networks

Sharing Data

Social Tools

Data Suppliers

DMP’s and Data

Aggregators


Yield Optimization

Publisher Tools

Facilitate the bidded buying and selling of inventory from multiple ad Networks.

Analytics Platforms

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Agencies

Media Buying

PlatformsDSPs


Data Optimizat

ion

Ad OpsAd Servers

Ad Servers

Ad Exchange

s SSPs

Ad Networks

Sharing Data

Social Tools

Data Suppliers

DMP’s and Data

Aggregators


Yield Optimization

Publisher Tools

Analytics technology platforms assist with measuring, collecting, and reporting internet data.

Verification-Attribution


Agencies

Media Buying

PlatformsDSPs


Data Optimizat

ion

Ad OpsAd Servers

Ad Servers

Ad Exchange

s SSPs

Ad Networks

Sharing Data

Social Tools

Data Suppliers

DMP’s and Data

Aggregators


Yield Optimization

Publisher Tools

Verification and attribution technology monitors the digital advertising environment to ensure that ads appear where and how they are intended to.

Ad Networks


Ad NetworksVertical

Agencies

Media Buying

PlatformsDSPs


Data Optimizat

ion

Ad OpsAd Servers

Ad Servers

Ad Exchange

s SSPs

Ad NetworksHorizontal

Sharing Data

Social Tools

Data Suppliers

DMP’s and Data

Aggregators


Yield Optimization

Publisher ToolsTargeted

Audience

Performance

Mobile

Ad Networks connect advertisers with web sites (publishers) matching aggregation of ad space supply with advertiser’s demand.

Ad Networks - Horizontal


Ad NetworksVertical

Agencies

Media Buying

PlatformsDSPs


Data Optimizat

ion

Ad OpsAd Servers

Ad Servers

Ad Exchange

s SSPs


Sharing Data

Social Tools

Data Suppliers

DMP’s and Data

Aggregators


Yield Optimization


Audience

Performance

Mobile

Horizontal ad networks serve direct response advertisers and focus on expanding the reachof the advertising as wide as possible. Better for products with a broad base of appeal.

::

Video and Rich MediaVideo and Rich Media

Ad Networks - Vertical


Ad NetworksVertical

Agencies

Media Buying

PlatformsDSPs


Data Optimizat

ion

Ad OpsAd Servers

Ad Servers

Ad Exchange

s SSPs


Sharing Data

Social Tools

Data Suppliers

DMP’s and Data

Aggregators


Yield Optimization


Audience

Performance

Mobile

Vertical ad networks are focused on specific topic categories, or verticals, allowing marketersto reach only a particular audience. Useful for advertising niche products.

::

Ad Networks – Targeted Audience


Ad NetworksVertical

Agencies

Media Buying

PlatformsDSPs


Data Optimizat

ion

Ad OpsAd Servers

Ad Servers

Ad Exchange

s SSPs


Sharing Data

Social Tools

Data Suppliers

DMP’s and Data

Aggregators


Yield Optimization


Audience

Performance

Mobile

Targeted audience ad networks allow advertisers to choose websites or content and tailor their ads - display or text ads, or video campaigns- to specific audiences.

::

Ad Networks - Performance


Ad NetworksVertical

Agencies

Media Buying

PlatformsDSPs


Data Optimizat

ion

Ad OpsAd Servers

Ad Servers

Ad Exchange

s SSPs


Sharing Data

Social Tools

Data Suppliers

DMP’s and Data

Aggregators


Yield Optimization


Audience

Performance

Mobile

Performance-based Ad Networks allow advertisers to pay only for measurable results.

::

Ad Networks - Mobile


Ad NetworksVertical

Agencies

Media Buying

PlatformsDSPs


Data Optimizat

ion

Ad OpsAd Servers

Ad Servers

Ad Exchange

s SSPs


Sharing Data

Social Tools

Data Suppliers

DMP’s and Data

Aggregators


Yield Optimization


Audience

Performance

Mobile

Mobile ad networks focus on serving ads on the mobile web and within mobile apps.

::

Yield Optimization


Agencies

Media Buying

PlatformsDSPs


Data Optimizat

ion

Ad OpsAd Servers

Ad Servers

Ad Exchange

s SSPs

Ad Networks

Sharing Data

Social Tools

Data Suppliers

DMP’s and Data

Aggregators


Yield Optimizatio

n

Publisher Tools

Yield Optimization platforms assist publishers on optimizing ad allocation, sell of inventory, marketing individual impressions, etc, in order to maximize revenue.

::

Publisher Tools


Agencies

Media Buying

PlatformsDSPs


Data Optimizat

ion

Ad OpsAd Servers

Ad Servers

Ad Exchange

s SSPs

Ad Networks

Sharing Data

Social Tools

Data Suppliers

DMP’s and Data

Aggregators


Yield Optimization

Publisher Tools

Publisher tools are used by publishers to optimize content, increase traffic, improvesearch engine rankings, etc.

::

Data Suppliers


Agencies

Media Buying

PlatformsDSPs


Data Optimizat

ion

Ad OpsAd Servers

Ad Servers

Ad Exchange

s SSPs

Ad Networks

Sharing Data

Social Tools

Data Suppliers

DMP’s and Data

Aggregators


Yield Optimization

Publisher Tools

Data suppliers are organizations that compile and sell information from detailed databases on individuals.

Data Management Platforms (DMPs)


Agencies

Media Buying

PlatformsDSPs


Data Optimizat

ion

Ad OpsAd Servers

Ad Servers

Ad Exchange

s SSPs

Ad Networks

Sharing Data

Social Tools

Data Suppliers

DMP’s and Data

Aggregators


Yield Optimization

Publisher Tools

Data management platforms facilitate the access, organization, analysis, and segmentation of vast amounts of data.

Sharing Data & Social Tools


Agencies

Media Buying

PlatformsDSPs


Data Optimizat

ion

Ad OpsAd Servers

Ad Servers

Ad Exchange

s SSPs

Ad Networks

Sharing Data

Social Tools

Data Suppliers

DMP’s and Data

Aggregators


Yield Optimization

Publisher Tools

Platforms and widgets that allow people to share content on the Web with others.

Ad Servers


Agencies

Media Buying

PlatformsDSPs


Data Optimizat

ion

Ad OpsAd Servers

Ad Servers

Ad Exchange

s SSPs

Ad Networks

Sharing Data

Social Tools

Data Suppliers

DMP’s and Data

Aggregators


Yield Optimization

Publisher Tools

Ad Servers technology companies provide software and tools for advertisers and publishers to manage, optimize and monitor different campaigns.

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Online Advertising Operations (Ad Ops)


Agencies

Media Buying

PlatformsDSPs


Data Optimizat

ion

Ad OpsAd Servers

Ad Servers

Ad Exchange

s SSPs

Ad Networks

Sharing Data

Social Tools

Data Suppliers

DMP’s and Data

Aggregators


Yield Optimization

Publisher Tools

Ad Ops are the processes and systems that support the sale and delivery of online advertising.

Thank You for your Attention!


http://www.linkedin.com/in/karinasanz

References

Luma Partners – (Ecosystem map -Terence Kawaja) Ranker.com Crunchbase Wikipedia Admonsters.com Exchangewire.com


understanding the online advertising technology landscape

Technology

ad exchanges

ad networksad networks

multiple ad networks

online ad campaigns

ad campaign outcome

onpreviously existing

reporting internet data

advertising campaigns