This is a brief overview of how online ad exchanges work and specifically a deep dive into Double Click Ad Exchange / Suite

2.  Online, auction-driven marketplace where ad impressions are sold and bought in
real time
 Most often used to sell display, video and mobile ad inventory
 AdX takes a flat, unchanging share of each impression payment.This is
different than an arbitrage, buy low sell high model
 Who buys from ad exchanges?
 Anyone can buy from an ad exchange provided the ad exchange allows it
 Advertisers and agencies typically use DSPs or their own bidding
technologies
 Ad networks and other entities also buy ads from exchanges.

3.  Open Auction
 Ad exchange match buyers targeting a publisher's inventory and seeks the highest
bid
 Auction closing price = Greater of the second highest net bid and reserve price
($4,$3, $2; winning bid is $4 and he will pay $3)
 Private Auctions
 A publisher holds an auction with only a select set of advertisers
 Preferred Deals
 Bypass auctions completely
 Specific Publisher-Advertiser contracts (Premium inventory)

5. Inventory Management
Monetize ad inventory on sites that a publisher don’t own
or operate
Other website owners authorize you to show ads
Clubbing of inventory
Provide access for smaller publishers to ADX

6.  How will you actually show the ad and track for reporting ?
 Tags
 URLs
 DFP: Ad units (if applicable)
 DFP: Placements (if applicable)
 Key/values (if applicable)
 Example – Show the ad of US specific advertisers in my 300 X 250
ad slot
 What’s the criteria that will show an ad on your ad slot ? – target
criteria

7. Ad slot dimensions

10.  “Rules” helps in configuring the inventory
 Selection of segments per advertiser/buyer
 Control pricing, blocking and other configurations (such as backup
ads and ad types)
 Types of Rules
 Blocking
 Opt-In
 Ad style and back up ads
 Channels
 Open auction

11.  Allow and block ads at the account level in an Everyone blocking
rule
 Allow and block ads at the rule level for specific segments of
inventory
 Category based (general v/s specific v/s sensitive)
 Advertiser URLs (to block competitor ads)
 Cookie pool based (re-targeting, re-marketing)

12.  By default certain categories are blocked
 Restricted categories (Adult, Gambling)
 Ad types / technologies (Admantx, AdLedge – Vendor specific)

13.  Transparent (Branded)
 Advertiser can see all details about the publisher (page, URL etc.)
 Highest priced inventory
 Semi – transparent
 Provide domain level information
 Anonymous
 No information provided
 Lowest bid inventory

14. Source : Doubleclick

15. Query based reporting
Source : Doubleclick

16. Source : Doubleclick

17.  Who buys in an Ad Exchange
 Ad Networks
 Agency Trading Desks
 Demand Side Platforms (DSP)
 Why buy in an Ad Exchange
 Audience buying
 Targeted criteria
 Reach and optimal CPMs
 Multiple formats / devices
 How to buy in an Ad Exchange
 Directly in the interface
 API access
 Real Time Bidding

18. Account
Campaign
1
Ad Group
1
Creative 1 Creative 2
Ad Group
2
Campaign
2
Ad Group
1
Creative 1 Creative 2 Creative 3
Targeting Tactic 1 Targeting Tactic 2 Targeting Tactic 4

20. VS