Real time bidding (DSP, SSP, DMP, ATD, ITD)
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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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Real time bidding (DSP, SSP, DMP, ATD, ITD)
- 1. NEO AD EXCHANGE RTB SSP PRIVATE AGENCY DIGITAL EXCHANGE TRADING DESK DSP AMP ADVERTISING DMP AD NETWORK Mutlu Dogus Yildirim
- 2. Once upon a time... Few advertisers, few publishers, few problems ADLINE.CO
- 3. Then things got complicated... ADLINE.CO
- 4. Ad Server Helps publishers to manage many advertising requests AD SERVER ADLINE.CO
- 5. Ad Server Helps advertisers to manage many advertising campaigns AD SERVER ADLINE.CO
- 6. Ad Network Connects advertisers to publishers, and vice versa AD NETWORK With basic features... ADLINE.CO
- 7. Ad Exchange Connects more advertisers to more publishers AD NETWORK- AD NETWORK- 1 2 AD EXCHANGE Has some advanced features (floor price, RTB etc.) ADLINE.CO
- 8. But there is a problem! ADLINE.CO
- 9. Advertiser solution: DSP Centralized media planning & buying, access to many publishers, exchanges, networks, SSPs etc. from one single point, RTB enabled AD NETWORK- 1 AD EXCHANGE- DSP 1 AD EXCHANGE- 2 ADLINE.CO
- 10. Publisher Solution: SSP Centralized inventory selling, yield management, access to many advertisers, exchanges, networks, DSPs etc. from one single point. RTB enabled AD NETWORK- 1 AD EXCHANGE- 1 SSP DSP- 1 AD EXCHANGE- 2 ADLINE.CO
- 11. Advertiser Solution: Agency Trading Desk (ATD) Special unit of agencies, specialized on programmatic buying. DSP technology used. AD NETWORK- AGENCY 1 TRADING DESK AD EXCHANGE- DSP 1 AD EXCHANGE- 2 ADLINE.CO
- 12. Advertiser Solution: Independent Trading Desk (ITD) Simply; RTB agencies. DSP technology used. AD NETWORK- INDEPENDENT 1 TRADING DESK AD EXCHANGE- DSP 1 AD EXCHANGE- 2 ADLINE.CO
- 13. Publisher Solution: Private Exchange Only "selected" advertisers can buy inventory. RTB enabled. SSP technology used. Private Exchange DSP- 1 ADLINE.CO
- 14. Data Provider: DMP Profiles users, sells this data to advertisers DSP DMP SSP ADLINE.CO
- 15. OK but, what is RTB? ADLINE.CO
- 16. VS ADLINE.CO
- 17. Real Time Bidding ADLINE.CO
- 18. ADLINE.CO
- 19. Evolution?
- 22. 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. (Source: IDC) ADLINE.CO
- 23. (Source: IDC) ADLINE.CO
- 24. Publisher Benefits ● 100% eCPM increase on average ● Less labor ● Faster (Source: IDC) ADLINE.CO
- 25. Advertiser Benefits ● Better targeting ● Higher ROAS ● Campaign efficiency (20-150%) ● Transparency (Source: IDC) ADLINE.CO
- 27. ADLINE.CO
- 29. QUESTIONS? ADLINE.CO