Ad Marketplaces & Exchanges Uncovered <ul><ul><li>Satish Jayakumar </li></ul></ul><ul><ul><li>Co-Founder & Director (AdJug...
What’s the difference? <ul><li>Exchanges allow a publisher to work simultaneously with a variety of ad networks. </li></ul...
Where did it from come? <ul><li>Advertisers </li></ul><ul><li>Want more visibility into where ads appear. </li></ul><ul><l...
Ad Networks  Vs  Time  Vs  Yield Advertiser Ad Network Good Traffic Good Traffic Medium Traffic Bad Traffic Medium Traffic...
Ad Networks Uncovered <ul><li>Advertisers </li></ul><ul><li>Get lots of clicks/impressions quickly. </li></ul><ul><li>Pay ...
Companies in this space <ul><li>Google </li></ul><ul><li>Valueclick </li></ul><ul><li>Yahoo! </li></ul><ul><li>MIVA </li><...
Ad Exchanges Ad Network Ad Network Ad Network Advertiser Ad Exchange Publisher
Ad Exchanges Uncovered <ul><li>Advertisers </li></ul><ul><li>Do not really interact with the exchange directly.  </li></ul...
Companies in this space <ul><li>RightMedia (acquired by Yahoo!) </li></ul><ul><li>AdECN (acquired by MSN) </li></ul>
Ad Marketplaces Advertiser Good Traffic Good Traffic Medium Traffic Medium Traffic Bad Traffic Bad Traffic Advertisers cho...
Ad Marketplaces <ul><li>Advertisers </li></ul><ul><li>Have complete visibility into where their ad appears. </li></ul><ul>...
Companies in this space <ul><li>AdJug </li></ul><ul><li>AdBrite </li></ul><ul><li>DoubleClick ADX (Google) </li></ul><ul><...
Why use a Marketplace/Exchange <ul><li>Advertisers  </li></ul><ul><li>You want more visibility into where ads appear. </li...
Questions? Satish Jayakumar [email_address]
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Ad Exchanges & Ad Market Places Uncovered

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Ad Exchanges & Ad Market Places Uncovered

  1. 1. Ad Marketplaces & Exchanges Uncovered <ul><ul><li>Satish Jayakumar </li></ul></ul><ul><ul><li>Co-Founder & Director (AdJug) </li></ul></ul>
  2. 2. What’s the difference? <ul><li>Exchanges allow a publisher to work simultaneously with a variety of ad networks. </li></ul><ul><li>Marketplaces allow a publisher to sell their ad inventory directly to advertisers ( not networks ). </li></ul>
  3. 3. Where did it from come? <ul><li>Advertisers </li></ul><ul><li>Want more visibility into where ads appear. </li></ul><ul><li>Want to target sites that convert better. </li></ul><ul><li>Want to have more control over how much they pay. </li></ul><ul><li>Publishers </li></ul><ul><li>Want more visibility into how much advertisers pay for traffic. </li></ul><ul><li>Want to sell inventory directly to advertisers. </li></ul><ul><li>Want to control who advertises on their site. </li></ul><ul><li>Want to make more money from their inventory </li></ul>
  4. 4. Ad Networks Vs Time Vs Yield Advertiser Ad Network Good Traffic Good Traffic Medium Traffic Bad Traffic Medium Traffic Bad Traffic
  5. 5. Ad Networks Uncovered <ul><li>Advertisers </li></ul><ul><li>Get lots of clicks/impressions quickly. </li></ul><ul><li>Pay out an average price. </li></ul><ul><li>Cannot control where they appear. </li></ul><ul><li>Requires continuous monitoring. </li></ul><ul><li>Publishers </li></ul><ul><li>( Normally ) have to work exclusively. </li></ul><ul><li>Get paid the average price. </li></ul><ul><li>Do not know how much the advertiser pays. </li></ul><ul><li>Yield goes up/down without reason. </li></ul>
  6. 6. Companies in this space <ul><li>Google </li></ul><ul><li>Valueclick </li></ul><ul><li>Yahoo! </li></ul><ul><li>MIVA </li></ul><ul><li>E-Type </li></ul><ul><li>Etc... Etc... </li></ul>
  7. 7. Ad Exchanges Ad Network Ad Network Ad Network Advertiser Ad Exchange Publisher
  8. 8. Ad Exchanges Uncovered <ul><li>Advertisers </li></ul><ul><li>Do not really interact with the exchange directly. </li></ul><ul><li>Can get lots of clicks/impressions quickly. </li></ul><ul><li>Cannot control where they appear. </li></ul><ul><li>Requires continuous monitoring. </li></ul><ul><li>Publishers </li></ul><ul><li>Get access to several networks. </li></ul><ul><li>Increased yield because of high density. </li></ul><ul><li>Do not know how much the advertiser pays. </li></ul><ul><li>Cannot control which advertisers appear. </li></ul><ul><li>No loss of revenue. </li></ul>
  9. 9. Companies in this space <ul><li>RightMedia (acquired by Yahoo!) </li></ul><ul><li>AdECN (acquired by MSN) </li></ul>
  10. 10. 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
  11. 11. Ad Marketplaces <ul><li>Advertisers </li></ul><ul><li>Have complete visibility into where their ad appears. </li></ul><ul><li>Can increase/decrease pricing based on quality. </li></ul><ul><li>Can target specific pages/sites </li></ul><ul><li>Can take time to set up & monitor. </li></ul><ul><li>Publishers </li></ul><ul><li>Can control pricing using an auction. </li></ul><ul><li>Have total transparency into how ad inventory is worth. </li></ul><ul><li>Can control which advertisers appear. </li></ul><ul><li>No loss of revenue. </li></ul>
  12. 12. Companies in this space <ul><li>AdJug </li></ul><ul><li>AdBrite </li></ul><ul><li>DoubleClick ADX (Google) </li></ul><ul><li>ContextWeb </li></ul><ul><li>Traffiq </li></ul><ul><li>Adify </li></ul>
  13. 13. Why use a Marketplace/Exchange <ul><li>Advertisers </li></ul><ul><li>You want more visibility into where ads appear. </li></ul><ul><li>You want to target sites that convert better. </li></ul><ul><li>You want to have more control over how much you pay. </li></ul><ul><li>Publishers </li></ul><ul><li>You want more visibility into how much advertisers pay for traffic. </li></ul><ul><li>You want to sell inventory directly to advertisers. </li></ul><ul><li>You want to control who advertises on your site . </li></ul>
  14. 14. Questions? Satish Jayakumar [email_address]

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