Ad Marketplaces & Exchanges Uncovered Satish Jayakumar Co-Founder & Director (AdJug)

Satish Jayakumar

Co-Founder & Director (AdJug)

What’s the difference? Exchanges allow a publisher to work simultaneously with a variety of ad networks. Marketplaces allow a publisher to sell their ad inventory directly to advertisers ( not networks ).

Exchanges allow a publisher to work simultaneously with a variety of ad networks.

Marketplaces allow a publisher to sell their ad inventory directly to advertisers ( not networks ).

Where did it from come? Advertisers Want more visibility into where ads appear. Want to target sites that convert better. Want to have more control over how much they pay. Publishers Want more visibility into how much advertisers pay for traffic. Want to sell inventory directly to advertisers. Want to control who advertises on their site. Want to make more money from their inventory

Advertisers

Want more visibility into where ads appear.

Want to target sites that convert better.

Want to have more control over how much they pay.

Publishers

Want more visibility into how much advertisers pay for traffic.

Want to sell inventory directly to advertisers.

Want to control who advertises on their site.

Want to make more money from their inventory

Ad Networks Vs Time Vs Yield Advertiser Ad Network Good Traffic Good Traffic Medium Traffic Bad Traffic Medium Traffic Bad Traffic

Ad Networks Uncovered Advertisers Get lots of clicks/impressions quickly. Pay out an average price. Cannot control where they appear. Requires continuous monitoring. Publishers ( Normally ) have to work exclusively. Get paid the average price. Do not know how much the advertiser pays. Yield goes up/down without reason.

Advertisers

Get lots of clicks/impressions quickly.

Pay out an average price.

Cannot control where they appear.

Requires continuous monitoring.

Publishers

( Normally ) have to work exclusively.

Get paid the average price.

Do not know how much the advertiser pays.

Yield goes up/down without reason.

Companies in this space Google Valueclick Yahoo! MIVA E-Type Etc... Etc...

Google

Valueclick

Yahoo!

MIVA

E-Type

Etc... Etc...

Ad Exchanges Ad Network Ad Network Ad Network Advertiser Ad Exchange Publisher

Ad Exchanges Uncovered Advertisers Do not really interact with the exchange directly. Can get lots of clicks/impressions quickly. Cannot control where they appear. Requires continuous monitoring. Publishers Get access to several networks. Increased yield because of high density. Do not know how much the advertiser pays. Cannot control which advertisers appear. No loss of revenue.

Advertisers

Do not really interact with the exchange directly.

Can get lots of clicks/impressions quickly.

Cannot control where they appear.

Requires continuous monitoring.

Publishers

Get access to several networks.

Increased yield because of high density.

Do not know how much the advertiser pays.

Cannot control which advertisers appear.

No loss of revenue.

Companies in this space RightMedia (acquired by Yahoo!) AdECN (acquired by MSN)

RightMedia (acquired by Yahoo!)

AdECN (acquired by MSN)

Ad Marketplaces Advertiser Good Traffic Good Traffic Medium Traffic Medium Traffic Bad Traffic Bad Traffic Advertisers choose where they appear and how much they pay Publishers get a fair price for their traffic Ad Marketplace

Ad Marketplaces Advertisers Have complete visibility into where their ad appears. Can increase/decrease pricing based on quality. Can target specific pages/sites Can take time to set up & monitor. Publishers Can control pricing using an auction. Have total transparency into how ad inventory is worth. Can control which advertisers appear. No loss of revenue.

Advertisers

Have complete visibility into where their ad appears.

Can increase/decrease pricing based on quality.

Can target specific pages/sites

Can take time to set up & monitor.

Publishers

Can control pricing using an auction.

Have total transparency into how ad inventory is worth.

Can control which advertisers appear.

No loss of revenue.

Companies in this space AdJug AdBrite DoubleClick ADX (Google) ContextWeb Traffiq Adify

AdJug

AdBrite

DoubleClick ADX (Google)

ContextWeb

Traffiq

Adify

Why use a Marketplace/Exchange Advertisers You want more visibility into where ads appear. You want to target sites that convert better. You want to have more control over how much you pay. Publishers You want more visibility into how much advertisers pay for traffic. You want to sell inventory directly to advertisers. You want to control who advertises on your site .

Advertisers

You want more visibility into where ads appear.

You want to target sites that convert better.

You want to have more control over how much you pay.

Publishers

You want more visibility into how much advertisers pay for traffic.

You want to sell inventory directly to advertisers.

You want to control who advertises on your site .

Questions? Satish Jayakumar [email_address]