The landscape of Agency Trading Desks in Turkey 2013
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The landscape of Agency Trading Desks in Turkey 2013

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The landscape of Trading Desk in TURKEY 2013 ...

The landscape of Trading Desk in TURKEY 2013
By Ilker OGUZ

THE TOP EIGHT QUESTIONS
What is a Demand Site Platform?


What is Real Time Bidding?


What is a Trading Desk?



How DSP’s SSP’s and Adexchanges Work?
What are the most commonly used data sets?

How is ad tech value chain parsing?


What is the industry situation with Turkish Media Desks?

Are traditional buying tactics adequate for optimized buyer media?


What is a Demand Side Platform?
A technology platform that allows trading desks, agencies and advertisers to buy online media across ad exchanges using real time bidding.
What is Real Time Bidding?
Real Time Bidding,
is an automated process which allows media buyers to bid on and purchase ad inventory on an impression by impression basis.
What is Agency Trading Desk?
Most often a trading desk is a buy-side platform on DSP’s that operates on behalf of an ad agency.
How DSP’s, SSP’s and Adexchanges work?
What are the most commonly used data sets?
How is ad tech value chain parsing?
According to IAB Turkey,
In the first half of 2012, total digital advertising spending of $416 Million took place.

According to the same period last year, increased by 34.4% of digital advertising market.
Ad Networks in Turkey
Agency Trading Desks in Turkey
There are rumors,
but No Significant Enterprise yet!


Let’s discuss for it,
Thanks for watching,

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    The landscape of Agency Trading Desks in Turkey 2013 The landscape of Agency Trading Desks in Turkey 2013 Presentation Transcript

    • The landscape ofTrading Desk inTURKEY 2013By Ilker OGUZ
    • THE TOP EIGHT QUESTIONS What is a Demand Site What are the most commonly1 Platform? 5 used data sets? How is ad tech value chain What is Real Time Bidding? parsing?2 6 What is a Trading Desk? What is the industry situation with Turkish Media Desks?3 7 Are traditional buying tactics adequate for optimized buyer How DSP’s SSP’s and media?4 Adexchanges Work? 81/2/2013 İlker.oguz@winnertap.com 2
    • What is a Demand Side Platform?• A technology platform that allows trading desks, agencies and advertisers to buy online media across ad exchanges using real time bidding.1/2/2013 İlker.oguz@winnertap.com 3
    • What is Real Time Bidding?• Real Time Bidding,• is an automated process which allows media buyers to bid on and purchase ad The brain: inventory on an The pipe: RTB API Real Time Bidder impression by AD Exchanges impression basis.1/2/2013 İlker.oguz@winnertap.com 4
    • What is Agency Trading Desk?• Most often a trading desk is a buy-side platform on DSP’s that operates on behalf of an ad agency.1/2/2013 İlker.oguz@winnertap.com 5
    • How DSP’s SSP’s and Adexchanges work? , 5 1 Ssp /Publisher 10 exchangeweb site 2 11 3 user 13 6Publisheradserver 4 12 14 DSP1Standard Ad Calls / Redirection 8 Marketer DSP2 adserver 7 Cookie ID Passed 8 9 7 DSP3 Winning Bid / Redirect 7 8 Final Ad Creative 7 Ad RTB Network Auction 81/2/2013 İlker.oguz@winnertap.com 6
    • What are the most commonly used data sets? •Time of day •Date •Full url •OS •Browser Type •Browser ID •Referral ID •Location (IP) •Search (Behaviour History) •Data Market Remain Nascent..1/2/2013 İlker.oguz@winnertap.com | WinnerTap 7
    • How is ad tech value chain parsing? Analytics Media Inventory Inventory Supply Integration (Where?) Audience Data Supply Data Data Media Aggregation Optimization Buying (Who?) Creative Creative Creative Origination Optimization (What?) Analytics1/2/2013 İlker.oguz@winnertap.com 8
    • According to IAB Turkey, • In the first half of 2012, total digital advertising spending of $416 %34.4 to Million took place. $416 M In first half of 2012 • According to the same period last year, increased by 34.4% of digital advertising market. İlker.oguz@winnertap.com |1/2/2013 9 winnertap.com
    • Ad Networks in Turkey1/2/2013 İlker.oguz@winnertap.com 10
    • Agency Trading Desks in Turkey There are rumors, but No Significant Enterprise yet! vs. vs.1/2/2013 İlker.oguz@winnertap.com 11
    • SO, WHAT IS THE SOLUTION1/2/2013 İlker.oguz@winnertap.com 12
    • Let’s discuss for it,Ask me more;Email: ilker.oguz@winnertap.comSkype: ilkrgzLinkedin: http://tr.linkedin.com/in/ilkeroguz/Blog: http://affiliatesistemi.com About Ilker OGUZConsultant for Affiliate Marketing,Project Management for Augmented Reality & Mobile ApplicationsSpecialized on DSPs, Trading Desk Platforms such as Mediamath, AppNexus, also Vuforia, Layar,Wikitude, Junaio and Gamification concepts.1/2/2013 İlker.oguz@winnertap.com 13
    • Thanks for watching,1/2/2013 İlker.oguz@winnertap.com 14