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Understanding the Online Advertising Technology Landscape

Understanding the Online Advertising Technology Landscape






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  • . The behind the scene process that connects Advertisers in Publishers can be complex and include many players. Each company surviving the online industry has unique , Companies under the same category are not necessary similar as well as companies grouped in different categories might have a lot in common. There is overlaping. The Internet Advertisement industry is continuously changing therefore this presentation is always a work in progress.
  • Ad Agency Companies include: OmnicomGroup, Publicis, Razorfish, IPG, At&t Interactive, Icrossing, Innovation Interactive, AKQA,LBI, Havas, Aegis Media, MDC Partners, Web Visible, Reach Local andYodle
  • Media Buying Platforms Companies include: OmnicomMediaGroup –TradingDesk, Vivaki, Cadreon, Atom, B3, Adnetik and Varickmedia.
  • Online Creative Optimization Companies include: Sprout, Say Media, Adisn, SnapAds,Teracent, TUMRI, Adroit, Dapper, Struq, Choicestream, Spongecell and AdReady
  • Data Optimization Technology that allows personalize campaigns to reach certain audiences based on demographics, location, etc. The platform must process hundreds of variables and automatically discover which subsets have the greatest predictive power , including any multivariate relationship. Data Optimization Companies include: Aggregate knowledge, Bizo, Adchemy, Quantcast, Permuto (buysight), TellApart, RedAril and JovianData
  • Demand-side platforms (DSPs) Sophisticated decision engines that calculate the best value for each individual impression These are tools for media buyers ― planning agencies, trading desks,  creative optimization, data optimization, analytics and ad serving. DSPs Companies include: MediaMath, invitemedia, efficientfrontier, appnexus, triggit, xa.net, Turn, BransScreen, AdBuyer, and x+1,
  • Ad Exchanges and Supply Side Platforms [SSPs] ???? Ad Exchanges are technology platforms that facilitate the bidded buying and selling of online media advertising inventory from multiple ad networks. Supply-side platforms . These are tools for publishers ― ad servers and optimization tools as well as inventory tools for both yield optimization and ad networks; Ad Exchange and SSPs Companies include: Doubleclick, RightMedia, Advertising.com , ADECN, ContentWeb, AdBrite, OpenX,etc
  • Analytics Companies include: Omniture, Unica, Coremetrics, Webtrends, Tracksimple and Google Analytics.
  • Verification and Attribution Companies include: Adsafe, DoubleVerif, Anchor, Ad-Juster, Vizu, Convertro, Adxpose, VisualIQ, ClickForensics, etc.
  • Ad Networks An Ad Network is a group of Web sites which can be purchased through a single sales entity.
  • Ad Network-Horizontal Companies include: Apt, Microsoft Media Network, Aol, Tribal Fusion, RealMedia, Undertone Networks, BurstMedia, Traffic, AdDynamix, ShortTail, Casale,Say, TitalTV, Tremormedia, Ooyala. BrightRoll, ScanScout and adonion,
  • Vertical Ad Networks Companies include: NetShelter, Jumpstart, Technorati, IDG Tech Network, Spotgenic, Gorilla Nation and Glam.
  • Targeted Audience Ad Networks Companies include: Specificmedia, Turn, Chango, Lucidmedia and Collectivemedia.
  • Performance Ad Networks Companies include: LinkShare, MediatTrust, Tatto Media and Adteractive.
  • Mobile Ad Networks Companies include: Admob, Quattro, Jumptop, inMobi and Transpera
  • Yield Optimization Technology Companies include: Rubicon, PubMatic and AdMeld.
  • Publisher Tools Companies include: Fattail, Yieldex,Lijit and Scout Analytics.
  • Data Suppliers Companies include: Experian, Acxiom, Datalogic and eBureau.
  • Data Management Platforms Companies include: Bluekai, Brilig, RapLeaf and AlmondNet,
  • Sharing Data & Social Tools Companies include: Facebook, Twitter, ShareThis and Gigya.
  • Ad Servers Technology Companies include: Doubleclick, pointroll, Openx, Adtech and Mediamind.
  • Ad Ops Technology Companies include: DDS, Solbright, MediaBank, Operative, Centro, Facilitate, TraffiQ, Adify, Theorem, etc.

Understanding the Online Advertising Technology Landscape Understanding the Online Advertising Technology Landscape Presentation Transcript