FROM 2005 TO 2017
THE EVOLUTION OF PROGRAMMATIC ADVERTISING
2005 to 2012
Genesis of RTB & Adexchanges
1
CONTENT
THE EVOLUTION OF
PROGRAMMATIC ADVERTISING
FROM 2005 TO 2017
2012
From ...
GENESIS OF RTB & AD-EXCHANGES
2005 to 2012
UNSOLD INVENTORIES, AN ISSUE FOR ALL PUBLISHERS
AGENCY A
PUBLISHER’S
INVENTORY
...
A NON-OPTIMIZED MANAGEMENT THROUGH ADNETWORKS
PUBLISHER’S UNSOLD
INVENTORY
AD NETWORKS 1
ADIMPRESSIONS AVAILABLE ADIMPRESS...
HOW TO OPTIMIZE THE MANAGEMENT
OF UNSOLD INVENTORIES ?
ADEXCHANGES
GENESIS OF RTB & AD-EXCHANGES
2005 to 2012
ADEXCHANGES BRING CONTROL AND OPTIMIZATION
AGENCY A
PUBLISHER’S
INVENTORY
SALES HOUSE AGENCY C
ADVERTISER A
ADVERTISER B
A...
HOW DOES IT WORK ?
ADIMPRESSIONS AVAILABLE ADIMPRESSIONS SOLD
1. USER VISITS THE
WEBSITE AND
GENERATE ONE
IMPRESSION
3. TH...
ADEXCHANGES CAN ALSO HELP PUBLISHERS
HOW ?
BIDDING
SYSTEM
IMPRESSION BY
IMPRESSION
ANALYZING
TOOLS
FULL CONTROL AND REVENU...
REAL TIME BIDDING
POPULARIZED
FROM UNSOLD TO PREMIUM
2012
2005
THE ADEXCHANGE TIMELINE
2010 2012
FIRST ADEXCHANGE
RIGHT ME...
FROM UNSOLD TO PREMIUM
2012
30M
monthly
UV
3Bs
available
impressions
70%coverage
AUDIENCE SQUARE IS ONE OF THE FIRST PREMI...
THE BEST PRICETHE PERFECT MOMENT at
WHAT IS A PREMIUM ADEXCHANGE ?
ALL IMPRESSIONS ARE
SOLD IN REAL TIME
RTB
CONTROL & VAL...
ADEXCHANGES CAN ALSO OFFER PRIVATE
EXCHANGES WITH DEAL ID
FROM UNSOLD TO PREMIUM
2012
DEFINITION OF THE RULES
- AD FORMATS...
WHY ARE PREMIUM ADEXCHANGES
CHANGING THE MARKET ?
BENEFITS FOR AGENCIESBENEFITS FOR PUBLISHERS
YELD MANAGEMENT
FROM UNSOLD...
NEW PRODUCTS ON ADEXCHANGES
2013 TO 2017
ADEXCHANGE REVOLUTION
IS ON FOR ALL DIGITAL
PRODUCTS
NEW PRODUCTS ON ADEXCHANGES
2013 TO 2017
MOBILE, VIDEO AND DEAL ID WILL REPRESENT 50% OF
TOTAL RTB AD SPEND IN 2017
2014 2...
ADEXCHANGE
REVOLUTION
TELEVISION
PRINT
RADIO
NEW PRODUCTS ON ADEXCHANGES
2013 TO 2017
PROGRAMMATIC ADVERTISING AIMS TO DEV...
QUESTIONS ?
THANK YOU
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What to expect in 2014 for Real Time Bidding - Real Time Bidding Forum 2014

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Alexis Marcombe - Audience Square

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What to expect in 2014 for Real Time Bidding - Real Time Bidding Forum 2014

  1. 1. FROM 2005 TO 2017 THE EVOLUTION OF PROGRAMMATIC ADVERTISING
  2. 2. 2005 to 2012 Genesis of RTB & Adexchanges 1 CONTENT THE EVOLUTION OF PROGRAMMATIC ADVERTISING FROM 2005 TO 2017 2012 From unsold to premium2 2013 to 2017 New products on Adexchanges 3
  3. 3. GENESIS OF RTB & AD-EXCHANGES 2005 to 2012 UNSOLD INVENTORIES, AN ISSUE FOR ALL PUBLISHERS AGENCY A PUBLISHER’S INVENTORY SALES HOUSE AGENCY B PUBLISHER’S UNSOLD INVENTORY HOW TO MAKE THEM MORE ATTRACTIVE ? WHICH INTERMEDIARY TO SELL UNSOLD IMPRESSIONS ? WHO COULD BUY THEM ? ADIMPRESSIONS AVAILABLE ADIMPRESSIONS SOLD
  4. 4. A NON-OPTIMIZED MANAGEMENT THROUGH ADNETWORKS PUBLISHER’S UNSOLD INVENTORY AD NETWORKS 1 ADIMPRESSIONS AVAILABLE ADIMPRESSIONS SOLD VALUE DESTRUCTION CAUSED BY SALES IN BUNDLES NO YIELD MANAGEMENT AVAILABLE COST INCREASE AND PROFIT DECREASE GENESIS OF RTB & AD-EXCHANGES 2005 to 2012 AD NETWORKS 2 AD NETWORKS 3 AD NETWORKS 5 AD NETWORKS 4 AD NETWORKS 6
  5. 5. HOW TO OPTIMIZE THE MANAGEMENT OF UNSOLD INVENTORIES ? ADEXCHANGES GENESIS OF RTB & AD-EXCHANGES 2005 to 2012
  6. 6. ADEXCHANGES BRING CONTROL AND OPTIMIZATION AGENCY A PUBLISHER’S INVENTORY SALES HOUSE AGENCY C ADVERTISER A ADVERTISER B ADVERTISER C ADVERTISER D PUBLISHER’S UNSOLD INVENTORY ADIMPRESSIONS AVAILABLE ADIMPRESSIONS SOLD ADEXCHANGE TRADING DESK A TRADING DESK B GENESIS OF RTB & AD-EXCHANGES 2005 to 2012
  7. 7. HOW DOES IT WORK ? ADIMPRESSIONS AVAILABLE ADIMPRESSIONS SOLD 1. USER VISITS THE WEBSITE AND GENERATE ONE IMPRESSION 3. THIS IMPRESSION IS AVAILABLE ON THE ADEXCHANGE 2. THIS IMPRESSION ARE SENT TO THE SSP TRADING DESK 4. THE HIGHEST BID WINS THE AD IMPRESSION ADEXCHANGESSP DSP GENESIS OF RTB & AD-EXCHANGES 2005 to 2012
  8. 8. ADEXCHANGES CAN ALSO HELP PUBLISHERS HOW ? BIDDING SYSTEM IMPRESSION BY IMPRESSION ANALYZING TOOLS FULL CONTROL AND REVENU INCREASING GENESIS OF RTB & AD-EXCHANGES 2005 to 2012
  9. 9. REAL TIME BIDDING POPULARIZED FROM UNSOLD TO PREMIUM 2012 2005 THE ADEXCHANGE TIMELINE 2010 2012 FIRST ADEXCHANGE RIGHT MEDIA BIRTH OF PREMIUM ADEXCHANGES 2006 2007 2008 2009 2011 2013
  10. 10. FROM UNSOLD TO PREMIUM 2012 30M monthly UV 3Bs available impressions 70%coverage AUDIENCE SQUARE IS ONE OF THE FIRST PREMIUM MARKETPLACE IN THE WORLD 11 SHAREHOLDERS & 2 PARTNERS
  11. 11. THE BEST PRICETHE PERFECT MOMENT at WHAT IS A PREMIUM ADEXCHANGE ? ALL IMPRESSIONS ARE SOLD IN REAL TIME RTB CONTROL & VALUE FIRST PARTY DATA PUBLISHERS THE GOOD PLACE at HIGH QUALITY INVENTORY PREMIUM PRIVATE DATA FROM UNSOLD TO PREMIUM 2012
  12. 12. ADEXCHANGES CAN ALSO OFFER PRIVATE EXCHANGES WITH DEAL ID FROM UNSOLD TO PREMIUM 2012 DEFINITION OF THE RULES - AD FORMATS - POSITION - VIEWABILITY - IMPRESSION FREQUENCY - DATA … GENERATION OF A UNIQUE IDENTIFIER, ONLY AVAILABLE FOR THIS ADVERTISER ADEXCHANGE TRADING DESK
  13. 13. WHY ARE PREMIUM ADEXCHANGES CHANGING THE MARKET ? BENEFITS FOR AGENCIESBENEFITS FOR PUBLISHERS YELD MANAGEMENT FROM UNSOLD TO PREMIUM 2012 &INCREASE THE EFFECTIVE RPM FULL CONTROL BETTER TARGETING INCREASE THE ROI TRANSPARENCY
  14. 14. NEW PRODUCTS ON ADEXCHANGES 2013 TO 2017 ADEXCHANGE REVOLUTION IS ON FOR ALL DIGITAL PRODUCTS
  15. 15. NEW PRODUCTS ON ADEXCHANGES 2013 TO 2017 MOBILE, VIDEO AND DEAL ID WILL REPRESENT 50% OF TOTAL RTB AD SPEND IN 2017 2014 2017 2014 2017 2014 2017 MOBILE VIDEO DEAL ID 61M$ 550M$ X9 30M$ 150M$ X5 20M$ 430M$ X20 SOURCE IDC SEPTEMBRE 2013 - WESTERN EUROPE
  16. 16. ADEXCHANGE REVOLUTION TELEVISION PRINT RADIO NEW PRODUCTS ON ADEXCHANGES 2013 TO 2017 PROGRAMMATIC ADVERTISING AIMS TO DEVELOP ON NEW MARKETS CREATION OF XAXIS AUDIO, FIRST AUDIO RTB PLATFORM, IN 2013 DISH NETWORK LAUNCHED THE FIRST TV RTB PLATFORM IN 2013 NUMERIC VERSION (PHONES / TABLETS) ARE INCREASING, WITH THE POSSIBILITY TO BUY INVENTORY THROUGH ADEXCHANGES
  17. 17. QUESTIONS ? THANK YOU

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