The Online Advertising Ecosystem           Understanding the Technology Landscape1                                   Karin...
Introduction   Objective:       To define in a simplified manner the technologies and the        roles of the companies ...
Online Advertising Technology LandscapeThe combination of technology and services that connect Advertisers with Publishers...
Advertising AgenciesAd Agencies produce and manage content for advertising campaigns of their clients.                    ...
Media Buying PlatformsMedia buying platforms are automated systems commonly used by ad agencies to buyonline media and man...
Creative Optimization PlatformsOnline platforms and systems that allow to tweak, fix or change components –often in realti...
Data OptimizationData Optimization technology helps to predict an ad campaign outcome based onpreviously existing data.   ...
Demand Side Platforms (DSPs)Sophisticated decision engines that calculate the best value for each impression.             ...
Ad Exchanges and Supply Side Platforms (SSPs)Facilitate the bidded buying and selling of inventory from multiple ad Networ...
Analytics PlatformsAnalytics technology platforms assist with measuring, collecting, and reporting internet data.         ...
Verification-AttributionVerification and attribution technology monitors the digital advertising environment toensure that...
Ad NetworksAd Networks connect advertisers with web sites (publishers) matching aggregation of adspace supply with adverti...
Ad Networks - HorizontalHorizontal ad networks serve direct response advertisers and focus on expanding the reachof the ad...
Ad Networks - VerticalVertical ad networks are focused on specific topic categories, or verticals, allowing marketersto re...
Ad Networks – Targeted AudienceTargeted audience ad networks allow advertisers to choose websites or content and tailorthe...
Ad Networks - PerformancePerformance-based Ad Networks allow advertisers to pay only for measurable results.              ...
Ad Networks - MobileMobile ad networks focus on serving ads on the mobile web and within mobile apps.                     ...
Yield OptimizationYield Optimization platforms assist publishers on optimizing ad allocation, sell ofinventory, marketing ...
Publisher ToolsPublisher tools are used by publishers to optimize content, increase traffic, improvesearch engine rankings...
Data SuppliersData suppliers are organizations that compile and sell information from detaileddatabases on individuals.   ...
Data Management Platforms (DMPs)Data management platforms facilitate the access, organization, analysis, andsegmentation o...
Sharing Data & Social ToolsPlatforms and widgets that allow people to share content on the Web with others.               ...
Ad ServersAd Servers technology companies provide software and tools for advertisers andpublishers to manage, optimize and...
Online Advertising Operations (Ad Ops)Ad Ops are the processes and systems that support the sale and delivery of onlineadv...
Thank You for your Attention! http://www.linkedin.com/in/karinasanz25                                               Karina...
References   Luma Partners – (Ecosystem map -Terence Kawaja)   Ranker.com   Crunchbase   Wikipedia   Admonsters.com ...
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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

    1. 1. The Online Advertising Ecosystem Understanding the Technology Landscape1 Karina Sanz | 2011
    2. 2. Introduction Objective:  To define in a simplified manner the technologies and the roles of the companies in the complex ecosystem of online advertising. 2 Karina Sanz | 2011
    3. 3. Online Advertising Technology LandscapeThe combination of technology and services that connect Advertisers with Publishers canbe a complex process with many parties involved. Sharing Data/ Social Tools Ad Media Exchange Buying DSPs Yield s Platforms Optimization SSPs Agencies Publisher Tools Ad Networks Data DMP’s and Creative Ad Optimization Optimizat Data Aggregators Servers ion Ad Verification Data Analytics Attribution Ad Ops Servers Suppliers 3 Karina Sanz | 2011
    4. 4. Advertising AgenciesAd Agencies produce and manage content for advertising campaigns of their clients. Sharing Data Social Tools Ad Media Exchange Buying DSPs Yield s Platforms Optimization SSPs Agencies Publisher Tools Ad Networks Data DMP’s and Creative Ad Optimization Optimizat Data Aggregators Servers ion Ad Verification Data Analytics Attribution Ad Ops Servers Suppliers 4 Karina Sanz | 2011
    5. 5. Media Buying PlatformsMedia buying platforms are automated systems commonly used by ad agencies to buyonline media and manage online ad campaigns. Sharing Data Social Tools Ad Media Exchange Buying DSPs Yield s Platforms Optimization SSPs Agencies Publisher Tools Ad Networks Data DMP’s and Creative Ad Optimization Optimizat Data Aggregators Servers ion Ad agencies: Ad Verification Data Analytics Attribution Ad Ops Servers Suppliers 5 Karina Sanz | 2011
    6. 6. Creative Optimization PlatformsOnline platforms and systems that allow to tweak, fix or change components –often in realtime- of display ads to improve performance. Sharing Data Social Tools Ad Media Exchange Buying DSPs Yield s Platforms Optimization SSPs Agencies Publisher Tools Ad Networks Data Creative Optimizat DMP’s and Data : Ad Optimization Servers ion Aggregators Ad Verification Data Analytics Attribution Ad Ops Servers Suppliers 6 Karina Sanz | 2011
    7. 7. Data OptimizationData Optimization technology helps to predict an ad campaign outcome based onpreviously existing data. Sharing Data Social Tools Ad Media Exchange Buying DSPs Yield s Platforms Optimization SSPs : Agencies Publisher Tools Ad Networks DMP’s and Creative Data Ad Data Optimization Optimization Servers Aggregators Ad Verification Data Analytics Attribution Ad Ops Servers Suppliers 7 Karina Sanz | 2011
    8. 8. Demand Side Platforms (DSPs)Sophisticated decision engines that calculate the best value for each impression. Sharing Data Social Tools Ad Media Exchange Buying DSPs Yield s Platforms Optimization SSPs Agencies Publisher Tools Ad Networks Data DMP’s and Creative Ad Optimizat Optimization ion Data Aggregators : Servers Ad Verification Data Analytics Attribution Ad Ops Servers Suppliers 8 Karina Sanz | 2011
    9. 9. Ad Exchanges and Supply Side Platforms (SSPs)Facilitate the bidded buying and selling of inventory from multiple ad Networks. Sharing Data Social Tools Media Ad Buying DSPs Exchanges Yield Platforms SSPs Optimization Agencies Publisher Tools Ad Networks Data DMP’s and Creative Ad Optimization Optimizat Data Aggregators Servers ion Ad Verification Data Analytics Attribution Ad Ops Servers Suppliers 9 Karina Sanz | 2011
    10. 10. Analytics PlatformsAnalytics technology platforms assist with measuring, collecting, and reporting internet data. Sharing Data Social Tools Ad Media Exchange Buying DSPs Yield s Platforms Optimization SSPs Agencies Publisher Tools Ad Networks Data DMP’s and Creative Ad Optimization Optimizat Data Aggregators Servers ion Ad Verification Data Analytics Attribution Ad Ops Servers Suppliers 10 Karina Sanz | 2011
    11. 11. Verification-AttributionVerification and attribution technology monitors the digital advertising environment toensure that ads appear where and how they are intended to. Sharing Data Social Tools Ad Media Exchange Buying DSPs Yield s Platforms Optimization SSPs Agencies Publisher Tools Ad Networks Data DMP’s and Creative Ad Optimization Optimizat Data Aggregators Servers ion Ad Verification Data Analytics Attribution Ad Ops Servers Suppliers 11 Karina Sanz | 2011
    12. 12. Ad NetworksAd Networks connect advertisers with web sites (publishers) matching aggregation of adspace supply with advertiser’s demand. Ad Sharing Networks Data Horizontal Social Tools Ad Media Exchange Ad Buying DSPs Yield s Networks Platforms Optimization SSPs Vertical Agencies Publisher Targeted Tools Audience Data DMP’s and Creative Ad Optimization Optimizat Data Performanc Aggregators Servers ion e Ad Verification Data Analytics Attribution Mobile Ad Ops Servers Suppliers 12 Karina Sanz | 2011
    13. 13. Ad Networks - HorizontalHorizontal ad networks serve direct response advertisers and focus on expanding the reachof the advertising as wide as possible. Better for products with a broad base of appeal. Ad Sharing Networks Data Horizontal Social Tools Ad Media Exchange Ad Buying DSPs Yield s Networks Platforms Optimization SSPs Vertical Video and Rich Media Agencies Publisher Targeted Tools Audience : Data DMP’s and Creative Ad Optimization Optimizat Data Performanc Aggregators Servers ion e Ad Verification Data Analytics Attribution Mobile Ad Ops Servers Suppliers 13 Karina Sanz | 2011
    14. 14. Ad Networks - VerticalVertical ad networks are focused on specific topic categories, or verticals, allowing marketersto reach only a particular audience. Useful for advertising niche products. Ad Sharing Networks Data Horizontal Social Tools Ad Media Exchange Ad Buying DSPs Yield s Networks Platforms Optimization SSPs Vertical Agencies Publisher Targeted Tools Audience Data DMP’s and Ad Creative Optimization :Optimizat Data Performanc Servers ion Aggregators e Ad Verification Data Analytics Attribution Mobile Ad Ops Servers Suppliers 14 Karina Sanz | 2011
    15. 15. Ad Networks – Targeted AudienceTargeted audience ad networks allow advertisers to choose websites or content and tailortheir ads - display or text ads, or video campaigns- to specific audiences. Ad Sharing Networks Data Horizontal Social Tools Ad Media Exchange Ad Buying DSPs Yield s Networks Platforms Optimization SSPs Vertical Agencies Publisher Targeted Tools Audience Data : Creative Optimizat DMP’s and Data Performanc Ad Optimization Servers ion Aggregators e Ad Verification Data Analytics Attribution Mobile Ad Ops Servers Suppliers 15 Karina Sanz | 2011
    16. 16. Ad Networks - PerformancePerformance-based Ad Networks allow advertisers to pay only for measurable results. Ad Sharing Networks Data Horizontal Social Tools Ad Media Exchange Ad Buying DSPs Yield s Networks Platforms Optimization SSPs Vertical Agencies : Publisher Targeted Tools Audience Data DMP’s and Creative Ad Optimization Optimizat Data Aggregators Performance Servers ion Ad Verification Data Analytics Attribution Mobile Ad Ops Servers Suppliers 16 Karina Sanz | 2011
    17. 17. Ad Networks - MobileMobile ad networks focus on serving ads on the mobile web and within mobile apps. Ad Sharing Networks Data Horizontal Social Tools Ad Media Exchange Ad Buying DSPs Yield s Networks Platforms Optimization SSPs Vertical Agencies Publisher Targeted Tools Audience Data DMP’s and Creative Ad Optimization Optimizat Data Performanc Servers : ion Aggregators e Ad Verification Data Analytics Attribution Mobile Ad Ops Servers Suppliers 17 Karina Sanz | 2011
    18. 18. Yield OptimizationYield Optimization platforms assist publishers on optimizing ad allocation, sell ofinventory, marketing individual impressions, etc, in order to maximize revenue. Sharing Data Social Tools Ad Media Exchange Yield Buying DSPs s Optimizatio Platforms SSPs n Agencies Publisher : Tools Ad Networks Data DMP’s and Creative Ad Optimization Optimizat Data Aggregators Servers ion Ad Verification Data Analytics Attribution Ad Ops Servers Suppliers 18 Karina Sanz | 2011
    19. 19. Publisher ToolsPublisher tools are used by publishers to optimize content, increase traffic, improvesearch engine rankings, etc. Sharing Data Social Tools Ad Media Exchange Buying DSPs Yield s Platforms Optimization SSPs Agencies Publisher : Tools Ad Networks Data DMP’s and Creative Ad Optimization Optimizat Data Aggregators Servers ion Ad Verification Data Analytics Attribution Ad Ops Servers Suppliers 19 Karina Sanz | 2011
    20. 20. Data SuppliersData suppliers are organizations that compile and sell information from detaileddatabases on individuals. Sharing Data Social Tools Ad Media Exchange Buying DSPs Yield s Platforms Optimization SSPs Agencies Publisher Tools Ad Networks Data DMP’s and Creative Ad Optimization Optimizat Data Aggregators Servers ion Ad Verification Data Analytics Attribution Ad Ops Servers Suppliers 20 Karina Sanz | 2011
    21. 21. Data Management Platforms (DMPs)Data management platforms facilitate the access, organization, analysis, andsegmentation of vast amounts of data. Sharing Data Social Tools Ad Media Exchange Buying DSPs Yield s Platforms Optimization SSPs Agencies Publisher Tools Ad Networks Data DMP’s and Creative Ad Optimization Optimizat Data Aggregators Servers ion Ad Verification Data Analytics Attribution Ad Ops Servers Suppliers 21 Karina Sanz | 2011
    22. 22. Sharing Data & Social ToolsPlatforms and widgets that allow people to share content on the Web with others. Sharing Data Social Tools Ad Media Exchange Buying DSPs Yield s Platforms Optimization SSPs Agencies Publisher Tools Ad Networks Data DMP’s and Creative Ad Optimization Optimizat Data Aggregators Servers ion Ad Verification Data Analytics Attribution Ad Ops Servers Suppliers 22 Karina Sanz | 2011
    23. 23. Ad ServersAd Servers technology companies provide software and tools for advertisers andpublishers to manage, optimize and monitor different campaigns. Sharing Data Social Tools Ad Media Exchange Buying DSPs Yield s Platforms Optimization SSPs Agencies : Publisher : Tools Ad Networks Data DMP’s and Creative Ad Optimization Optimizat Data Aggregators Servers ion Ad Verification Data Analytics Attribution Ad Ops Servers Suppliers 23 Karina Sanz | 2011
    24. 24. Online Advertising Operations (Ad Ops)Ad Ops are the processes and systems that support the sale and delivery of onlineadvertising. Sharing Data Social Tools Ad Media Exchange Buying DSPs Yield s Platforms Optimization SSPs Agencies Publisher Tools Ad Networks Data DMP’s and Creative Ad Optimization Optimizat Data Aggregators Servers ion Ad Verification Data Analytics Attribution Ad Ops Servers Suppliers 24 Karina Sanz | 2011
    25. 25. Thank You for your Attention! http://www.linkedin.com/in/karinasanz25 Karina Sanz | 2011
    26. 26. References Luma Partners – (Ecosystem map -Terence Kawaja) Ranker.com Crunchbase Wikipedia Admonsters.com Exchangewire.com 26 Karina Sanz | 2011
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