Real time bidding (DSP, SSP, DMP, ATD, ITD)

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An updated version of my old presentation regarding RTB (real time bidding) and RTB technologies & platforms (DSP, SSP, DMP, ATD, ITD etc.)

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Real time bidding (DSP, SSP, DMP, ATD, ITD)

  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 got complicated... ADLINE.CO
  4. 4. Ad ServerHelps publishers to manage many advertisingrequests AD SERVER ADLINE.CO
  5. 5. Ad ServerHelps advertisers to manage many advertisingcampaigns AD SERVER ADLINE.CO
  6. 6. Ad NetworkConnects advertisers to publishers, and viceversa AD NETWORKWith basic features... ADLINE.CO
  7. 7. Ad ExchangeConnects more advertisers to more publishers AD NETWORK- AD NETWORK- 1 2 AD EXCHANGEHas some advanced features (floor price, RTBetc.) ADLINE.CO
  8. 8. But there is a problem! ADLINE.CO
  9. 9. 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
  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. Advertiser Solution: Agency TradingDesk (ATD)Special unit of agencies, specialized onprogrammatic buying. DSP technology used. AD NETWORK- AGENCY 1 TRADING DESK AD EXCHANGE- DSP 1 AD EXCHANGE- 2 ADLINE.CO
  12. 12. Advertiser Solution: IndependentTrading Desk (ITD)Simply; RTB agencies. DSP technology used. AD NETWORK- INDEPENDENT 1 TRADING DESK AD EXCHANGE- DSP 1 AD EXCHANGE- 2 ADLINE.CO
  13. 13. Publisher Solution: PrivateExchangeOnly "selected" advertisers can buy inventory.RTB enabled. SSP technology used. Private Exchange DSP- 1 ADLINE.CO
  14. 14. Data Provider: DMPProfiles users, sells this data to advertisers DSP DMP SSP ADLINE.CO
  15. 15. OK but, what isRTB? ADLINE.CO
  16. 16. VS ADLINE.CO
  17. 17. Real Time Bidding ADLINE.CO
  18. 18. ADLINE.CO
  19. 19. Evolution?
  20. 20. Some Figures ● Worldwide RTB spending will grow from $1.4 billion in 2011 to $13.9 billion in 2016. RTB share on total display advertising spend will grow from 5% to 20%. ● In US, market share of RTB will grow from 10% in 2011 to 27% in 2016. ● In Western Europe, market share of RTB will grow from 3% in 2011 to 19% in 2016. ● In Japan, market share of RTB will grow from 2% in 2011 to 24% in 2016. ● Eventually almost all premium inventory will be sold programmatically. (Source: IDC) ADLINE.CO
  21. 21. (Source: IDC) ADLINE.CO
  22. 22. Publisher Benefits● 100% eCPM increase on average● Less labor● Faster (Source: IDC) ADLINE.CO
  23. 23. Advertiser Benefits● Better targeting● Higher ROAS● Campaign efficiency (20-150%)● Transparency (Source: IDC) ADLINE.CO
  24. 24. ADLINE.CO
  25. 25. QUESTIONS? ADLINE.CO
  26. 26. THANK YOU!dogus.yildirim@medyanet.com.trtr.linkedin.com/in/mutluyildirimwww.adline.co ADLINE.CO

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