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What is DSP & SSP? (Real Time Bidding)

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Evolution of online advertising technologies explained. Only main technologies like Ad exchange, DSP, SSP etc. are covered. There are many other technologies I'm planning to explain on another presentation

Published in: Technology, Business

What is DSP & SSP? (Real Time Bidding)

  1. 1. NEO AD EXCHANGE RTB SSP PRIVATE AGENCYDIGITAL EXCHANGE TRADING DESK DSP AMPADVERTISING DMP AD NETWORK Mutlu Dogus Yildirim
  2. 2. Once upon a time...Few advertisers, few publishers, few problems ADLINE.CO
  3. 3. Then things get complicated... ADLINE.CO
  4. 4. Ad ServerHelps publishers to manage many advertisingrequests AD SERVER ADLINE.CO
  5. 5. Ad NetworkConnects advertisers to publishers, and viceversa AD NETWORKWith basic features... ADLINE.CO
  6. 6. Ad ExchangeConnects more advertisers to more publishers AD NETWORK- AD NETWORK- 1 2 AD EXCHANGEHas some advanced features (floor price, RTBetc.) ADLINE.CO
  7. 7. But there is a problem!Advertiser needs are different (wants to reachpeople, pay less, buy more inventory etc.) CONFLICTPublisher needs are different (wants to makemoney, to be payed more for less inventoryetc.)(*Ad networks and ad exchanges cant take sides) ADLINE.CO
  8. 8. Advertiser solution: DSPCentralized media planning & buying, access tomany publishers, exchanges, networks, SSPsetc. from one single point, RTB enabled AD NETWORK- 1 AD EXCHANGE- DSP 1 AD EXCHANGE- 2 ADLINE.CO
  9. 9. Advertiser Solution: Agency TradingDeskSpecial unit of big agencies, specialized onprogrammatic buying. DSP technology used. AD NETWORK- AGENCY 1 TRADING DESK AD EXCHANGE- DSP 1 AD EXCHANGE- 2 ADLINE.CO
  10. 10. Publisher Solution: SSPCentralized inventory selling, yield management, access tomany advertisers, exchanges, networks, DSPs etc. fromone single point. RTB enabled AD NETWORK- 1 AD EXCHANGE- 1 SSP DSP- 1 AD EXCHANGE- 2 ADLINE.CO
  11. 11. Publisher Solution: PrivateExchangeOnly "selected" advertisers can buy inventory.RTB enabled. SSP technology used. Private Exchange DSP- 1 ADLINE.CO
  12. 12. QUESTIONS? ADLINE.CO
  13. 13. THANK YOU!dogus.yildirim@medyanet.com.trtr.linkedin.com/in/mutluyildirimwww.adline.co ADLINE.CO

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