1. SSP
(Publishers)
DSP
(Agency)
Purchase
ad
inventory
(display,
video,
search,
mobile)
in
an
automated
fashion
from
mul=ple
publisher
sites
and
AD
networks
and
exchanges
Open
Network
Closed
Network
Ad
Network
SSPs
pool
inventory
from
Publisher
owned
web
sites
(and
partners),
then
op=mizes
yield
based
on
defined
CPMs
and
preferred
buying
arrangements
AKA:
Yield
Op=miza=on
plaJorms
• Protect
yield
• Aggregate
and
manages
rela=onships
with
mul=ple
networks
• Dictate
who
can
buy
and
at
what
rate:
closed
networks
offer
preferen=al
rates
to
individual
Agencies
and
adver=sers,
based
on
annual
buying
agreements.
Open
network:
• Can
be
used
to
traffic
campaigns:
serve
and
track
delivery
• SSP
partnerships
include:
Pangaea
Alliance:
Guardian,
FT,
Reuters,
Economist
pooling
inventory
using
the
Rubicon
Project
plaJorm
Supplies
inventory
to
• Allows
buyers
to
manage
mul=ple
ad
exchange
and
data
exchange
accounts
in
one
place
• Allows
buying
of
narrow
audience
segments
at
scale
• Analyze
and
purchase
impressions
based
on
aTributes:
cost,
where
served,
specific
users,
behaviour…
Key
supply
side
plaJorms
SSPs:
• Google
• OpenX
• Pubma=c
• Rubicon
Project
• AppNexus
• Right
Media
• AOL
• Prices
oXen
determined
by
Real
Time
Biddng
(RTB)
DSP
Benefits
over
ad
network:
• Ad
Networks
include
a
markup,
DSPs
charge
a
simple
fee
for
facilita=ng
transac=on
• Ability
to
buy,
serve,
track
and
op=mize
ads
using
one
central
tool
Ad
Networks,
originally
created
to
collect
mass
inventory
to
simplify
buying
process
and
support
publishers
with
limited
display
sales
capability
• Closed
group
of
privately
traded
ads
• Aggregate
and
sell
adver=sing
on
behalf
of
publishers.
Some
focus
on
quan=ty
(sell
cheap)
others
quality
(premium)
• threatened
by
rise
of
DSPs,
so
most
offer
some
sort
of
DSP:
buy
up
inventory
repackage
and
resell
at
premium
• line
is
increasingly
blurred
between
ad
networks
and
DSPs)
.
DSPs
the
next
gen
of
Ad
networks
Example
DSPs
• Vendors:
Google
Invite
media,
MediaMath,
Turn,
DataXu
• Agency
trading
desks
using
the
above
Example
agency
trading
desks:
• Havas
–
Adne=k
• IPG
-­‐
Mediabrands
Audience
PlaJorm
• Omnicon
–
Accuen
• Publicis
–
Audience
on
Demand
• WPP
-­‐
Xaxis
Data
Management
PlaJorm
(DMP
or
Data
Aggregator)
Collect
on
and
offline
data
to
enrich
targe=ng
• Manage
cookie
IDs
and
audience
segments
• DMP
work
with
DSPs
and
SSPs
to
inform
and
segment
buying/selling
op=ons
• DSP
providers
oXen
include
DMPs
• Example
DMPs
Adobe,
Krux,
BlueKai,
Coreaudience,
Kno=ce,
X+1
Ad
Exchanges
(adver=sing
automa=on
plaJorms)
DMP
Data
Mangt.
PlaJorm
Web
site
1
Web
site
3…
Web
site
2
Web
site
1
Web
site
3…
Web
site
2
Evolving
and
increasingly
blurred
line
between
Ad
Exchanges
and
SSPs,
in
broad
terms
both
offer
an
automated
adver=sing
plaJorm
for
buyers
and
sellers
• Compared
to
Ad
Networks,
Ad
Exchanges
collect
inventory
from
mul=ple
publishers
and
networks
providing
open
bidding
/
RTB
op=ons
with
variable
pricing
to
aid
transparency
• Variety
of
trading
op=ons:
real
=me
spot;
yield
op=misa=on;
forward
and
futures;
behavioural
/
retarge=ng
and
contextual
• Examples:
AdECN,
Rubicon
Project,
RockeJuel,
Google
Display
Network
/
Doubleclick
Bid
Manager,
Facebook
Ad
Exchange
(Live
Rail
acquisi=on),
TapAd
(cross
device
DSP),
AdMob
(ad
network
for
mobile/tablet
Apps)
Owned
/
proprietary
sites
Supplies
inventory
to
Supplies
inventory
to
Retarge=ng
specialist
plaJorms
• Buy
inventory
and
offer
retarge=ng
based
on
audience
behavior
(products
viewed
etc)
• Examples:
Criteo,
AdRoll,
Retargeter
and
search
to
display
retargeters
like
Simplifi,
Chango,
Magne=c
Supplies
inventory
to