Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Ad Exchanges & Ad Market Places Uncovered

2,761 views

Published on

Published in: Business, Technology
  • Be the first to comment

Ad Exchanges & Ad Market Places Uncovered

  1. 1. Ad Marketplaces & Exchanges Uncovered <ul><ul><li>Satish Jayakumar </li></ul></ul><ul><ul><li>Co-Founder & Director (AdJug) </li></ul></ul>
  2. 2. What’s the difference? <ul><li>Exchanges allow a publisher to work simultaneously with a variety of ad networks. </li></ul><ul><li>Marketplaces allow a publisher to sell their ad inventory directly to advertisers ( not networks ). </li></ul>
  3. 3. Where did it from come? <ul><li>Advertisers </li></ul><ul><li>Want more visibility into where ads appear. </li></ul><ul><li>Want to target sites that convert better. </li></ul><ul><li>Want to have more control over how much they pay. </li></ul><ul><li>Publishers </li></ul><ul><li>Want more visibility into how much advertisers pay for traffic. </li></ul><ul><li>Want to sell inventory directly to advertisers. </li></ul><ul><li>Want to control who advertises on their site. </li></ul><ul><li>Want to make more money from their inventory </li></ul>
  4. 4. Ad Networks Vs Time Vs Yield Advertiser Ad Network Good Traffic Good Traffic Medium Traffic Bad Traffic Medium Traffic Bad Traffic
  5. 5. Ad Networks Uncovered <ul><li>Advertisers </li></ul><ul><li>Get lots of clicks/impressions quickly. </li></ul><ul><li>Pay out an average price. </li></ul><ul><li>Cannot control where they appear. </li></ul><ul><li>Requires continuous monitoring. </li></ul><ul><li>Publishers </li></ul><ul><li>( Normally ) have to work exclusively. </li></ul><ul><li>Get paid the average price. </li></ul><ul><li>Do not know how much the advertiser pays. </li></ul><ul><li>Yield goes up/down without reason. </li></ul>
  6. 6. Companies in this space <ul><li>Google </li></ul><ul><li>Valueclick </li></ul><ul><li>Yahoo! </li></ul><ul><li>MIVA </li></ul><ul><li>E-Type </li></ul><ul><li>Etc... Etc... </li></ul>
  7. 7. Ad Exchanges Ad Network Ad Network Ad Network Advertiser Ad Exchange Publisher
  8. 8. Ad Exchanges Uncovered <ul><li>Advertisers </li></ul><ul><li>Do not really interact with the exchange directly. </li></ul><ul><li>Can get lots of clicks/impressions quickly. </li></ul><ul><li>Cannot control where they appear. </li></ul><ul><li>Requires continuous monitoring. </li></ul><ul><li>Publishers </li></ul><ul><li>Get access to several networks. </li></ul><ul><li>Increased yield because of high density. </li></ul><ul><li>Do not know how much the advertiser pays. </li></ul><ul><li>Cannot control which advertisers appear. </li></ul><ul><li>No loss of revenue. </li></ul>
  9. 9. Companies in this space <ul><li>RightMedia (acquired by Yahoo!) </li></ul><ul><li>AdECN (acquired by MSN) </li></ul>
  10. 10. Ad Marketplaces Advertiser Good Traffic Good Traffic Medium Traffic Medium Traffic Bad Traffic Bad Traffic Advertisers choose where they appear and how much they pay Publishers get a fair price for their traffic Ad Marketplace
  11. 11. Ad Marketplaces <ul><li>Advertisers </li></ul><ul><li>Have complete visibility into where their ad appears. </li></ul><ul><li>Can increase/decrease pricing based on quality. </li></ul><ul><li>Can target specific pages/sites </li></ul><ul><li>Can take time to set up & monitor. </li></ul><ul><li>Publishers </li></ul><ul><li>Can control pricing using an auction. </li></ul><ul><li>Have total transparency into how ad inventory is worth. </li></ul><ul><li>Can control which advertisers appear. </li></ul><ul><li>No loss of revenue. </li></ul>
  12. 12. Companies in this space <ul><li>AdJug </li></ul><ul><li>AdBrite </li></ul><ul><li>DoubleClick ADX (Google) </li></ul><ul><li>ContextWeb </li></ul><ul><li>Traffiq </li></ul><ul><li>Adify </li></ul>
  13. 13. Why use a Marketplace/Exchange <ul><li>Advertisers </li></ul><ul><li>You want more visibility into where ads appear. </li></ul><ul><li>You want to target sites that convert better. </li></ul><ul><li>You want to have more control over how much you pay. </li></ul><ul><li>Publishers </li></ul><ul><li>You want more visibility into how much advertisers pay for traffic. </li></ul><ul><li>You want to sell inventory directly to advertisers. </li></ul><ul><li>You want to control who advertises on your site . </li></ul>
  14. 14. Questions? Satish Jayakumar [email_address]

×