All about Programmatic buying(RTB), DSP,SSP, DMP & DCT - A complete digital Advertising world

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It's all about Programmatic Buying(RTB), DSP, SSP ,DMP & DCT etc., Digital advertising technologies.

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  • Ester Gubbrud: Ad Systems and Data Integration ManagerLinkedIn employee for 3 yearsFocus on systems and data flowing through the marketing solutions businessBased @HQ in Mountain ViewDan Gonzalez: Sr. Global Product Marketing ManagerJoined LinkedIn Q4 2012Prior experience includes 13 years at Yahoo including advertising operations, pricing and yield, targeting ad product marketing, display strategy and network optimization and infrastructure.Based @HQ in Mountain View
  • This is just to explain what all comes under DSP side and SSP Side.
  • There are only two ends to the advertising world. 1. Advertiser and 2. Consumer/userEntire Advertising world work between them only.There are many ways to connect the consumer by the Advertiser in this Digital Advertising worldAdvertiser approaching the publisher directlyReaching the right user through Ad networks/DSPsReaching through RTBReaching through SSPs/Publisher Ad Networks are few ways.
  • - this is the overall Digital Advertising LandScape . Here again all these technologies, platforms ete., are trying to connect the advertiser with the consumer. Means entire digital world is working between these two only.Let’s see how our linkedinLandscap looks like.
  • It’s like programmatic stock trading.Programmatic is an automated buying, at a large scale, through a combination of machine-based transactions, data, and algorithms.RTB is a feature of programmatic Buying -- a subset
  • 1. Buying the bulk inventory with fixed price is traditional advertising. Where we are not sure about the user quality and relevance We cant expect the better ROIs.If we use the RTB we will be able to buy the relevant inventory with affective price points and we can pay as per the impressions quality not the quantity.RTB method will give better ROIIt will give better performanceIt will have better reach
  • Let’s see how a publisher Inventory is categorizedThere are like5 categories . Sponsorships, Premium , Retargeted, Ad Exchanges shared and finally remnant inventory. If we see the inventory availability based on the inventory categoryMore than 50% will be premium20 % will be intermediate kind of inventory And rest is kind of Remnant Inventory Lets see how the inventory is available in the marketing based on the inventory layer or availability quality.
  • - If we see the sponsored Inventory is always sold by the in house sales teamIf we enable the programmatic and RTB technology for any publisher then the advertiser will be able to buy the bulk premium and retargeting kind of inventory through programmatic process through auction method in And rest of the remnant inventory will be able to the advertiser through RTB where the advertiser can buy impression by impressions through auction method.
  • MP/CP point of view PB is process of buying media through technology platforms. Like Ad exchanges, Trading desks, SSPs, DSP,s etc.,Key benefits are:Price Transparency - Auction based model increases impressions level price transparency.More granularity - Buyer can pick the required impressions and bid at the impression level. It will give better ROIs.More control on spend - A buyer can sit on driver seat and make buying decisions on real time.More Insights - Granular level of reporting allows the buyer to optimize the campaign in a better way.
  • In simple words, its a web based technology which allows the publisher to get the critical insights from their own 1st party dataas well as from 3rd party data
  • Common examples of first party, second party and third party data customersPrimary difference is the strength of the dataYahoo and Google provide you an email address and other lesser services in exchange for first name, last name and zip codeFacebook asks for extensive data in exchange for access to their social network, however it is widely believed to be selective data directly correlated to the individual desire to share information of a personal natureLinkedIn offers a safe-haven for professionals to connect with a network of their peers and contacts.Second party – many advertisers are already provisioning their data with other 3rd party data companiesAT&T data is widely known to have their data set up with several third party data companies to expand their use.Third party - As of Q1 2013 LinkedIn is capable of utilizing many of these data companies through the Google data exchange.
  • Every DMP system has 3 common functionalities.1. CollectCollaborateTarget
  • DCT is a Technology which will helps the Advertiser to reach the right user at the right time with right customized ad/creative
  • All about Programmatic buying(RTB), DSP,SSP, DMP & DCT - A complete digital Advertising world

    1. 1. The Future of Digital Advertising - A Digital Dunia
    2. 2. Karunakar Ravirala
    3. 3. Agenda:  How the Digital Advertising World is connected  What is Programmatic Buying (RTB)  How Real-Time Bidding works  The Digital Advertising Landscape  What Media Planners need to know about Programmatic Buying  What is DMP/AMP & How it works?  What is DCO/DCT & How it works?
    4. 4. Buyers        Advertisers Advertiser Ad networks Advertiser Ad exchanges Ad Campaigns Display, Video, Mobile Standard or Rich Media DSP(Demand Side Platform) Sellers        Publishers Publisher Ad networks Publisher Ad exchanges Ad Inventory Display, Video, Mobile Standard or Rich Media SSP(Supply/Sell Side Platform)
    5. 5. DSP SSP A Supply-Side Platform or Sell-Side Platform (SSP) is a technology platform which enables the publishers to manage their ad impression inventory and maximize revenue from digital media. A demand-side platform (DSP) is a platform that allows buyers/advertiser to buy the inventory from various ad exchanges and data exchange accounts through one interface called RTB.
    6. 6. Buy Side Sell Side Advertiser Online User Publisher Ad Network Advertiser Ad Network DSP Agency/ In-house team RTB SSP Pub/Agency/ In-house team Publisher Ad Server Advertiser Ad Server DMP DMP
    7. 7. The Digital Advertising Landscape
    8. 8. Programmatic Buying & Real Time Bidding • • • It’s like programmatic stock trading. Programmatic is an automated buying, at a large scale, through a combination of machinebased transactions, data, and algorithms. RTB is a feature of programmatic Buying (a subset)
    9. 9. How Real Time Bidding Works $0.2 $0.4 $50 $0.1 $0.5 100 Leads 50 Leads $0.6 $0.5 $0.2 $0.8 $0.1 $0.1CPL $0.8 $2 $1CPL Bulk Buying Impressions Real Time Bidding/Buying Targeting the Audiences by channel /category Pay only for the valuable audiences
    10. 10. Programmatic Buying & Real Time Bidding Hand Sold Sponsorships 60% Layer 1 Inventory Hand Sold Premium Inventory 20% Hand Sold Audience Targeted Inventory Layer 2 Inventory Targeted Inventory sold via Ad Exchanges 10% Layer 3 Inventory 10% Layer 4 Inventory Remnant Inventory sold to Ad Networks
    11. 11. Publisher Ad Stack - Selling Method Hand Sold Sponsorships Hand Sold Premium Inventory Hand Sold Audience Targeted Inventory Targeted Inventory sold via Ad Exchanges Remnant Inventory sold to Ad Networks Sales Team Programmatic Buying Private Ad Exchanges & RTB
    12. 12. Media Planner & Programmatic Buying • Media Planner point of view PB is process of buying media through technology platforms. Like Ad exchanges, Trading desks, SSPs, DSP,s etc., Key benefits are: Price Transparency • Auction based model increases impressions level price transparency. More granularity • Buyer can pick the required impressions and bid at the impression level. It will give better ROIs. More control on spend More Insights • A buyer can sit on driver seat and make buying decisions on real time. • Granular level of reporting allows the buyer to optimize the campaign in a better way.
    13. 13. DMP/AMP What is DMP/AMP & How it work? In simple words, its a web based technology which allows the publisher to get the critical insights from their own 1st party data as well as from 3rd party data.
    14. 14. 1st Party Data Data creation 2nd Party Data Customer Data 3rd Party Data Data Provider 14
    15. 15. How it work?      Untrusted data Offline data 3rd Party data Online data  Target & Retarget the audiences for branding opportunities Get the Real time user insights and target them with customized creatives Collect Target Organize   Setup the date in custom hierarchies Categories the data based on verticals/channels (or) business requirements 15
    16. 16. DCO/DCT - Dynamic Creative Targeting/Optimization • • • Delivering the right ad to the right audience at the right time. Deliver the customized creative/Dynamic creative on each impression to each audience segment. It can deliver and optimize the creatives based on: • Audience Segment • Performing creative/product • User interaction • Ad Serving sequence
    17. 17. Regards, Karunakar.R Y!: Karu_atff@yahoo.com Skype: karuatff Gtalk: munna.atff 18

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