The display advertising landscape has changed immensely since 1995. Over the last 20 years, the developments in the digital area have increased the efficiency and diversification of trading online ad inventory. This infographic walks you through the pivotal stages in the digital advertising timeline and provides marketers with a resource that can help strengthen their success with future campaigns. http://www.prgrmtk.com/blog/evolution-of-display-advertising-infographic

1. LAUNCHED
Ad Exchange
Ad Exchange
Ad Exchange
Advertiser
/ Agency
?
? ?
?
Advertiser
/ Agency
Web
Publisher
Advertiser
/ Agency
Advertiser
/ Agency
Web
Publisher
Ad Exchange
Ad Networks
BRAND /
AGENCY
e.g. Bicycle Store
AD NETWORK
SPORTS/FITNESS/VERTICAL
Male
16-28 yrs
Cyclist
FITNESS SITE HEALTH SITE
CYCLE RACE SITE CYCLE SITE
Ad Network
Sells bundled
ad inventory across
multiple publishers to
advertisers which are
segmented under
content categories.
Buying unsold
inventory from the
publisher and applying
technology and
aggregating audiences
together.
Making it
easier for marketers
to target correct
audiences efficiently.
SSP
Web
Publisher
Ad Exchange
DSP
DSP
DSP
DSP
SSPSSP
Advertiser
/ Agency
Web
Publisher
Ad Exchanges
BRAND / AGENCY
e.g. Bicycle Store
AD EXCHANGE
SPORTS/FITNESS/VERTICAL
BID ON AD
AD SENT
Male
16-28 yrs
Cyclist
FITNESS SITE HEALTH SITE
SPORTS SITE CYCLE SITE
BID REQUEST
DSP
Ad Exchange
Ad Exchange
BRAND /
AGENCY
e.g. bicycle shop
Male
16-28 yrs
CYCLIST
SPORTS SITE
Lots of
companies were
looking for the
best price to buy
and sell
inventory.
Resulting in
advertisers
potentially
purchasing the same
audience more
than once.
There became
lots of
ad networks
trading in
different ways.
To
maximize
revenue, publishers
spent too much time
deciding how to allocate
inventory between
different ad networks.
Cherry picking
the best bits from
multiple RTB providers,
focusing on increasing
display revenue.
Plugged into all
major DSP’s, pulling
all options into
one place.
2005Introducing the “Ad Exchange”
and Real-Time Bidding (RTB)
WAS
LAUNCHED
GOOGLE
CHROME
An ad exchange acts as an
online marketplace for
advertisers to buy
and sell inventory from
multiple Ad Networks
through real-time auctions.
This process enables
real-time bidding (RTB).
1997Introducing the “Ad Network”
Advertiser
/ Agency
£ £ £ £ £ £ £ £
Ad networks act like a broker of impressions.
FOUNDED
Web
Publisher
SELL SIDESELL SIDE
AGGREGATOR
APPROACH
PRGRMTKA G G R E G AT E | A N A LY S E | O P T I M I S E
www.prgrmtk.com
BUY SIDEBUY SIDE
Scale campaigns
by running
platforms
simultaneously.
No
Minimum
Spend.
Able to find
new customers
that using a single
provider
would miss.
Ad Exchange
Ad Exchange
Ad Exchange
FOUNDED
Evolution of Display Advertising
A guide to…
Advertiser / Agency would buy online advertising
based on the Web Publisher’s typical demographic
profile, ahead of the time of display.
1995Ads were bought directly from the Publisher
Publishers would end up with unsold inventory.
But…
Potential large wastage. Inefficient.
Publishers can auction their inventory to the
highest bidder through a single interface.
Sellers make audiences available on an Ad Exchange Platform.
Gives buyers and sellers the opportunity to
trade audiences rather than inventory.
Buyers are then able to pick audiences
they wish to target and bid on them.
The winning bid has their advertisement
then shown in the publishers space.
R E A L -T I M E
B I D D I N G
2008Introducing Demand Side
Platforms (DSP) & Supply
Side Platforms (SSP)
DSP’s allow advertisers to
manage multiple ad exchange
accounts efficiently through a
single interface in real time.
They provide accurate data to
help determine the value of
impressions.
Let’s advertisers & agencies
optimally manage the reach and
frequency of a campaign.
By using a single buying system,
this ensures that the campaign
reaches out to the majority of
consumers without having to
duplicate it.
Supply Side Platforms
Some publishers sell directly on the Ad Exchange.
Others invest in SSP’s.
SSP’s optimise selling points
for publishers.
Publishers equivalent of a DSP.
Maximises the price the
publishers impressions sell at.
Agencies invested in
Demand Side Platforms.
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0.3
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2
BID
1
BID