1. ENLIGHTENED ADVERTISING SOLUTIONS www.adzcentral.com info@adzcentral.com in conjunction with Introduction to ad trading

2. Who’s who in the display ad ecosystem? DSP Publisher Agency Consumer Exchange Network SSP Demand aggregators Supply aggregators

3. Some key names Kawaja, 2010

4. How has the ecosystem evolved? All images © Flickr 2011

5. Ecosystem pre 2005 Publisher Agency Network Consumer Agency buys direct from publisher or via network Example Example Example Example + 100’s

6. Ecosystem post 2005 Publisher Agency Consumer Network SSP Various SSPs emerge to aggregate supply side (inventory and data) Example Example

7. Ecosystem post 2005 Publisher Consumer Exchange Network SSP Agency Exchanges improve trading efficiency Example Example

8. Ecosystem today DSP Publisher Agency Consumer Exchange Network SSP DSPs provide tools for agencies to buy across exchanges,SSPs and networks Example Example

9. What is the benefit of new players? All images © Flickr 2011

10. Shares of ad spend withoutDSP/exchange 10% 40% 10 $10.00 $1.00 $4.00 8 14% 6 CPM $ $1.40 4 $3.60 2 Agency Network Publisher Advertiser Other (data, ad server) Kawaja, 2010, and Digital Direction research in Asia

11. Shares of ad spend withDSP/exchange 10 Efficiency gains 8 $8.40 $0.80 $1.70 CPM $ 6 9.5% $0.60 $1.00 20% 4 $4.30 7% 11% 2 DSP Agency Publisher Exchange Advertiser Other (data, ad server) Kawaja, 2010, and Digital Direction research in Asia

12. How does ad buying with DSPs work? All images © Flickr 2011

13. 1. Agency provides brief to DSP Agency DSP Exchange Publisher Consumer Create campaign Brief 1 Server creates campaign ‘listener’

14. 2. Consumercreates impression, aggregated by SSP Publisher Agency DSP Exchange Consumer SSP & network Create campaign Brief 1 Server creates campaign ‘listener’ Impression opportunity Bid request Page view Aggregate impression 2

15. 3. DSPanalyses impression data Agency DSP SSP/ad exchange Publisher Consumer Create campaign Brief 1 Server creates campaign ‘listener’ 3 Bid request Analysis Impression opportunity Page view 3 Demography Geography Device Stat. data

16. 4. DSPcalculates and makes bid Agency DSP SSP/ad exchange Publisher Consumer Create campaign Brief 1 Server creates campaign ‘listener’ 3 Bid request Analysis Impression opportunity Page view 3 Demography Geography Device Stat. data Calculate bid amount 4 Bid response

17. 5. Exchange receives bids and decides winner Agency DSP Exchange Publisher Consumer SSP & network Create campaign Brief 1 Server creates campaign ‘listener’ 3 Analysis Bid request Impression opportunity Page view Aggregate impression 2 Demography Geography Device Stat. data Calculate bid amount Receive bid response 5 4 Bid response Highest bid wins

18. 6. Ad served and consumer action tracked Agency DSP Exchange Publisher Consumer SSP & network Create campaign Brief 1 Server creates campaign ‘listener’ 3 Analysis Impression opportunity Page view Aggregate impression Bid request 2 Demography Geography Device Stat. data Calculate bid amount Receive bid response 5 4 Ad served Bid response Highest bid wins 6 Click through

19. 7. DSP reports and adjusts campaign DSP Publisher Agency Consumer Exchange SSP & network Create campaign Brief 1 Server creates campaign ‘listener’ 3 Impression opportunity Page view Analysis Bid request Bid request 2 Demography Geography Device Stat. data 7 Calculate bid amount Real time reporting Receive bid response 5 4 Ad served Bid response Highest bid wins 6 Click through Record statistics 7

20. What is opportunity for ad trading in Asia? All images © Flickr 2011

21. $10bn display spend in US, many players US$ 10bn Zenith Optimedia, 2009

22. Display ad spend in Asia? APAC ~US$7.5 bn Zenith Optimedia, 2009

23. Display ad spend in Asia? APAC (ex Japan) ~US$3.5 bn Zenith Optimedia, 2009

24. Display ad spend in Asia? Asia (ex Japan + Aus) ~US$3 bn Zenith Optimedia, 2009

25. Display ad spend in Asia? ‘Emerging’ Asia ~US$1.5 bn Zenith Optimedia, 2009

26. Fewer firms (in any definition of Asia) ? ? ? US$ Xbn ? ? ? ? ? ? ? ?

27. What to look for in a DSP? All images © Flickr 2011

28. DSP today Bidding on multiple exchanges Planning tools 3rd party data Partial transparency

29. DSP tomorrow Full transparency RTB across on/offline channels Agency workflow Measure customer engagement Integration Process Insight Transparency

30. How should ad buyers work with DSPs? All images © Flickr 2011

31. Buyer treats DSP as any other intermediary DSP Network SSP Publisher Buyer $

32. But data returned will be fragmented DSP Network SSP Publisher Buyer

33. Buyertreats DSP as partner DSP Network SSP Publisher Buyer $

34. In which case data can improve future buys DSP Network SSP Publisher Buyer

35. 2different approaches to working with DSP DSP Network SSP Sophisticated: build trading desk Simpler: partner with DSP Publisher Buyer

36. What does adz offer? All images © Flickr 2011

37. adz: a marketplace DSP Publisher Agency Consumer Exchange Network SSP

38. adz: connecting all players in Asia A marketplace to connect all players Network SSP Advertiser/agency Publisher

39. adz:keybenefits Focus on data Maximum transparency No arbitrage Multiple channels Agency workflow One stop buy across all inventory sources Single dashboard for CPM, CPC, CPA buys Optimisation

40. adz:ways to work with us Advertisers Advertisers Self service Managed Enterprise Publishers For more detail contact info@adzcentral.com

41. adz:announcements For the latest announcements from adz visit adzcentral.com/press.html

42. About Digital Direction Digital Direction is a leading advisory firm in Southeast Asia, focusing on designing, architecting, and building digital strategies for large companies, promising up starts, and the public sector. w. www.ddrxn.com e. direction@ddrxn.com digital strategy, drawn to scale

43. ENLIGHTENED ADVERTISING SOLUTIONS Reza Behnam CEO, Adz in conjunction with www.adzcentral.com info@adzcentral.com All images © Flickr 2011