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What is DSP & SSP? (Real Time Bidding)

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Overview RTB ecosystem
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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

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

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What is DSP & SSP? (Real Time Bidding)

  1. 1. NEO AD EXCHANGE RTB SSP PRIVATE AGENCY DIGITAL EXCHANGE TRADING DESK DSP AMP ADVERTISING 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 Server Helps publishers to manage many advertising requests AD SERVER ADLINE.CO
  5. 5. Ad Network Connects advertisers to publishers, and vice versa AD NETWORK With basic features... ADLINE.CO
  6. 6. Ad Exchange Connects more advertisers to more publishers AD NETWORK- AD NETWORK- 1 2 AD EXCHANGE Has some advanced features (floor price, RTB etc.) ADLINE.CO
  7. 7. But there is a problem! Advertiser needs are different (wants to reach people, pay less, buy more inventory etc.) CONFLICT Publisher needs are different (wants to make money, to be payed more for less inventory etc.) (*Ad networks and ad exchanges can't take sides) ADLINE.CO
  8. 8. Advertiser solution: DSP Centralized media planning & buying, access to many publishers, exchanges, networks, SSPs etc. from one single point, RTB enabled AD NETWORK- 1 AD EXCHANGE- DSP 1 AD EXCHANGE- 2 ADLINE.CO
  9. 9. Advertiser Solution: Agency Trading Desk Special unit of big agencies, specialized on programmatic buying. DSP technology used. AD NETWORK- AGENCY 1 TRADING DESK AD EXCHANGE- DSP 1 AD EXCHANGE- 2 ADLINE.CO
  10. 10. Publisher Solution: SSP Centralized inventory selling, yield management, access to many advertisers, exchanges, networks, DSPs etc. from one single point. RTB enabled AD NETWORK- 1 AD EXCHANGE- 1 SSP DSP- 1 AD EXCHANGE- 2 ADLINE.CO
  11. 11. Publisher Solution: Private Exchange Only "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.tr tr.linkedin.com/in/mutluyildirim www.adline.co ADLINE.CO

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