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Understanding the Online Advertising Technology Landscape

  1. 1. The Online Advertising Ecosystem Understanding the Technology Landscape 1 Karina Sanz | 2011
  2. 2. Introduction  Objective:  To define in a simplified manner the technologies and the roles of the companies in the complex ecosystem of online advertising. 2 Karina Sanz | 2011
  3. 3. Online Advertising Technology Landscape The combination of technology and services that connect Advertisers with Publishers can be a complex process with many parties involved. Sharing Data/ Social Tools Ad Media Exchange Buying DSPs Yield s Platforms Optimization SSPs Agencies Publisher Tools Ad Networks Data DMP’s and Creative Ad Optimization Optimizat Data Aggregators Servers ion Ad Verification Data Analytics Attribution Ad Ops Servers Suppliers 3 Karina Sanz | 2011
  4. 4. Advertising Agencies Ad Agencies produce and manage content for advertising campaigns of their clients. Sharing Data Social Tools Ad Media Exchange Buying DSPs Yield s Platforms Optimization SSPs Agencies Publisher Tools Ad Networks Data DMP’s and Creative Ad Optimization Optimizat Data Aggregators Servers ion Ad Verification Data Analytics Attribution Ad Ops Servers Suppliers 4 Karina Sanz | 2011
  5. 5. Media Buying Platforms Media buying platforms are automated systems commonly used by ad agencies to buy online media and manage online ad campaigns. Sharing Data Social Tools Ad Media Exchange Buying DSPs Yield s Platforms Optimization SSPs Agencies Publisher Tools Ad Networks Data DMP’s and Creative Ad Optimization Optimizat Data Aggregators Servers ion Ad agencies: Ad Verification Data Analytics Attribution Ad Ops Servers Suppliers 5 Karina Sanz | 2011
  6. 6. Creative Optimization Platforms Online platforms and systems that allow to tweak, fix or change components –often in real time- of display ads to improve performance. Sharing Data Social Tools Ad Media Exchange Buying DSPs Yield s Platforms Optimization SSPs Agencies Publisher Tools Ad Networks Data Creative Optimizat DMP’s and Data : Ad Optimization Servers ion Aggregators Ad Verification Data Analytics Attribution Ad Ops Servers Suppliers 6 Karina Sanz | 2011
  7. 7. Data Optimization Data Optimization technology helps to predict an ad campaign outcome based on previously existing data. Sharing Data Social Tools Ad Media Exchange Buying DSPs Yield s Platforms Optimization SSPs : Agencies Publisher Tools Ad Networks DMP’s and Creative Data Ad Data Optimization Optimization Servers Aggregators Ad Verification Data Analytics Attribution Ad Ops Servers Suppliers 7 Karina Sanz | 2011
  8. 8. Demand Side Platforms (DSPs) Sophisticated decision engines that calculate the best value for each impression. Sharing Data Social Tools Ad Media Exchange Buying DSPs Yield s Platforms Optimization SSPs Agencies Publisher Tools Ad Networks Data DMP’s and Creative Ad Optimizat Optimization ion Data Aggregators : Servers Ad Verification Data Analytics Attribution Ad Ops Servers Suppliers 8 Karina Sanz | 2011
  9. 9. Ad Exchanges and Supply Side Platforms (SSPs) Facilitate the bidded buying and selling of inventory from multiple ad Networks. Sharing Data Social Tools Media Ad Buying DSPs Exchanges Yield Platforms SSPs Optimization Agencies Publisher Tools Ad Networks Data DMP’s and Creative Ad Optimization Optimizat Data Aggregators Servers ion Ad Verification Data Analytics Attribution Ad Ops Servers Suppliers 9 Karina Sanz | 2011
  10. 10. Analytics Platforms Analytics technology platforms assist with measuring, collecting, and reporting internet data. Sharing Data Social Tools Ad Media Exchange Buying DSPs Yield s Platforms Optimization SSPs Agencies Publisher Tools Ad Networks Data DMP’s and Creative Ad Optimization Optimizat Data Aggregators Servers ion Ad Verification Data Analytics Attribution Ad Ops Servers Suppliers 10 Karina Sanz | 2011
  11. 11. Verification-Attribution Verification and attribution technology monitors the digital advertising environment to ensure that ads appear where and how they are intended to. Sharing Data Social Tools Ad Media Exchange Buying DSPs Yield s Platforms Optimization SSPs Agencies Publisher Tools Ad Networks Data DMP’s and Creative Ad Optimization Optimizat Data Aggregators Servers ion Ad Verification Data Analytics Attribution Ad Ops Servers Suppliers 11 Karina Sanz | 2011
  12. 12. Ad Networks Ad Networks connect advertisers with web sites (publishers) matching aggregation of ad space supply with advertiser’s demand. Ad Sharing Networks Data Horizontal Social Tools Ad Media Exchange Ad Buying DSPs Yield s Networks Platforms Optimization SSPs Vertical Agencies Publisher Targeted Tools Audience Data DMP’s and Creative Ad Optimization Optimizat Data Performanc Aggregators Servers ion e Ad Verification Data Analytics Attribution Mobile Ad Ops Servers Suppliers 12 Karina Sanz | 2011
  13. 13. Ad Networks - Horizontal Horizontal ad networks serve direct response advertisers and focus on expanding the reach of the advertising as wide as possible. Better for products with a broad base of appeal. Ad Sharing Networks Data Horizontal Social Tools Ad Media Exchange Ad Buying DSPs Yield s Networks Platforms Optimization SSPs Vertical Video and Rich Media Agencies Publisher Targeted Tools Audience : Data DMP’s and Creative Ad Optimization Optimizat Data Performanc Aggregators Servers ion e Ad Verification Data Analytics Attribution Mobile Ad Ops Servers Suppliers 13 Karina Sanz | 2011
  14. 14. Ad Networks - Vertical Vertical ad networks are focused on specific topic categories, or verticals, allowing marketers to reach only a particular audience. Useful for advertising niche products. Ad Sharing Networks Data Horizontal Social Tools Ad Media Exchange Ad Buying DSPs Yield s Networks Platforms Optimization SSPs Vertical Agencies Publisher Targeted Tools Audience Data DMP’s and Ad Creative Optimization :Optimizat Data Performanc Servers ion Aggregators e Ad Verification Data Analytics Attribution Mobile Ad Ops Servers Suppliers 14 Karina Sanz | 2011
  15. 15. Ad Networks – Targeted Audience Targeted audience ad networks allow advertisers to choose websites or content and tailor their ads - display or text ads, or video campaigns- to specific audiences. Ad Sharing Networks Data Horizontal Social Tools Ad Media Exchange Ad Buying DSPs Yield s Networks Platforms Optimization SSPs Vertical Agencies Publisher Targeted Tools Audience Data : Creative Optimizat DMP’s and Data Performanc Ad Optimization Servers ion Aggregators e Ad Verification Data Analytics Attribution Mobile Ad Ops Servers Suppliers 15 Karina Sanz | 2011
  16. 16. Ad Networks - Performance Performance-based Ad Networks allow advertisers to pay only for measurable results. Ad Sharing Networks Data Horizontal Social Tools Ad Media Exchange Ad Buying DSPs Yield s Networks Platforms Optimization SSPs Vertical Agencies : Publisher Targeted Tools Audience Data DMP’s and Creative Ad Optimization Optimizat Data Aggregators Performance Servers ion Ad Verification Data Analytics Attribution Mobile Ad Ops Servers Suppliers 16 Karina Sanz | 2011
  17. 17. Ad Networks - Mobile Mobile ad networks focus on serving ads on the mobile web and within mobile apps. Ad Sharing Networks Data Horizontal Social Tools Ad Media Exchange Ad Buying DSPs Yield s Networks Platforms Optimization SSPs Vertical Agencies Publisher Targeted Tools Audience Data DMP’s and Creative Ad Optimization Optimizat Data Performanc Servers : ion Aggregators e Ad Verification Data Analytics Attribution Mobile Ad Ops Servers Suppliers 17 Karina Sanz | 2011
  18. 18. Yield Optimization Yield Optimization platforms assist publishers on optimizing ad allocation, sell of inventory, marketing individual impressions, etc, in order to maximize revenue. Sharing Data Social Tools Ad Media Exchange Yield Buying DSPs s Optimizatio Platforms SSPs n Agencies Publisher : Tools Ad Networks Data DMP’s and Creative Ad Optimization Optimizat Data Aggregators Servers ion Ad Verification Data Analytics Attribution Ad Ops Servers Suppliers 18 Karina Sanz | 2011
  19. 19. Publisher Tools Publisher tools are used by publishers to optimize content, increase traffic, improve search engine rankings, etc. Sharing Data Social Tools Ad Media Exchange Buying DSPs Yield s Platforms Optimization SSPs Agencies Publisher : Tools Ad Networks Data DMP’s and Creative Ad Optimization Optimizat Data Aggregators Servers ion Ad Verification Data Analytics Attribution Ad Ops Servers Suppliers 19 Karina Sanz | 2011
  20. 20. Data Suppliers Data suppliers are organizations that compile and sell information from detailed databases on individuals. Sharing Data Social Tools Ad Media Exchange Buying DSPs Yield s Platforms Optimization SSPs Agencies Publisher Tools Ad Networks Data DMP’s and Creative Ad Optimization Optimizat Data Aggregators Servers ion Ad Verification Data Analytics Attribution Ad Ops Servers Suppliers 20 Karina Sanz | 2011
  21. 21. Data Management Platforms (DMPs) Data management platforms facilitate the access, organization, analysis, and segmentation of vast amounts of data. Sharing Data Social Tools Ad Media Exchange Buying DSPs Yield s Platforms Optimization SSPs Agencies Publisher Tools Ad Networks Data DMP’s and Creative Ad Optimization Optimizat Data Aggregators Servers ion Ad Verification Data Analytics Attribution Ad Ops Servers Suppliers 21 Karina Sanz | 2011
  22. 22. Sharing Data & Social Tools Platforms and widgets that allow people to share content on the Web with others. Sharing Data Social Tools Ad Media Exchange Buying DSPs Yield s Platforms Optimization SSPs Agencies Publisher Tools Ad Networks Data DMP’s and Creative Ad Optimization Optimizat Data Aggregators Servers ion Ad Verification Data Analytics Attribution Ad Ops Servers Suppliers 22 Karina Sanz | 2011
  23. 23. Ad Servers Ad Servers technology companies provide software and tools for advertisers and publishers to manage, optimize and monitor different campaigns. Sharing Data Social Tools Ad Media Exchange Buying DSPs Yield s Platforms Optimization SSPs Agencies : Publisher : Tools Ad Networks Data DMP’s and Creative Ad Optimization Optimizat Data Aggregators Servers ion Ad Verification Data Analytics Attribution Ad Ops Servers Suppliers 23 Karina Sanz | 2011
  24. 24. Online Advertising Operations (Ad Ops) Ad Ops are the processes and systems that support the sale and delivery of online advertising. Sharing Data Social Tools Ad Media Exchange Buying DSPs Yield s Platforms Optimization SSPs Agencies Publisher Tools Ad Networks Data DMP’s and Creative Ad Optimization Optimizat Data Aggregators Servers ion Ad Verification Data Analytics Attribution Ad Ops Servers Suppliers 24 Karina Sanz | 2011
  25. 25. Thank You for your Attention! http://www.linkedin.com/in/karinasanz 25 Karina Sanz | 2011
  26. 26. References  Luma Partners – (Ecosystem map -Terence Kawaja)  Ranker.com  Crunchbase  Wikipedia  Admonsters.com  Exchangewire.com 26 Karina Sanz | 2011

Editor's Notes

  • . The behind the scene process that connects Advertisers in Publishers can be complex and include many players. Each company surviving the online industry has unique , Companies under the same category are not necessary similar as well as companies grouped in different categories might have a lot in common. There is overlaping. The Internet Advertisement industry is continuously changing therefore this presentation is always a work in progress.
  • Ad Agency Companies include: OmnicomGroup, Publicis, Razorfish, IPG, At&t Interactive, Icrossing, Innovation Interactive, AKQA,LBI, Havas, Aegis Media, MDC Partners, Web Visible, Reach Local andYodle
  • Media Buying Platforms Companies include: OmnicomMediaGroup –TradingDesk, Vivaki, Cadreon, Atom, B3, Adnetik and Varickmedia.
  • Online Creative Optimization Companies include: Sprout, Say Media, Adisn, SnapAds,Teracent, TUMRI, Adroit, Dapper, Struq, Choicestream, Spongecell and AdReady
  • Data Optimization Technology that allows personalize campaigns to reach certain audiences based on demographics, location, etc. The platform must process hundreds of variables and automatically discover which subsets have the greatest predictive power , including any multivariate relationship. Data Optimization Companies include: Aggregate knowledge, Bizo, Adchemy, Quantcast, Permuto (buysight), TellApart, RedAril and JovianData
  • Demand-side platforms (DSPs) Sophisticated decision engines that calculate the best value for each individual impression These are tools for media buyers ― planning agencies, trading desks,  creative optimization, data optimization, analytics and ad serving. DSPs Companies include: MediaMath, invitemedia, efficientfrontier, appnexus, triggit, xa.net, Turn, BransScreen, AdBuyer, and x+1,
  • Ad Exchanges and Supply Side Platforms [SSPs] ???? Ad Exchanges are technology platforms that facilitate the bidded buying and selling of online media advertising inventory from multiple ad networks. Supply-side platforms . These are tools for publishers ― ad servers and optimization tools as well as inventory tools for both yield optimization and ad networks; Ad Exchange and SSPs Companies include: Doubleclick, RightMedia, Advertising.com , ADECN, ContentWeb, AdBrite, OpenX,etc
  • Analytics Companies include: Omniture, Unica, Coremetrics, Webtrends, Tracksimple and Google Analytics.
  • Verification and Attribution Companies include: Adsafe, DoubleVerif, Anchor, Ad-Juster, Vizu, Convertro, Adxpose, VisualIQ, ClickForensics, etc.
  • Ad Networks An Ad Network is a group of Web sites which can be purchased through a single sales entity.
  • Ad Network-Horizontal Companies include: Apt, Microsoft Media Network, Aol, Tribal Fusion, RealMedia, Undertone Networks, BurstMedia, Traffic, AdDynamix, ShortTail, Casale,Say, TitalTV, Tremormedia, Ooyala. BrightRoll, ScanScout and adonion,
  • Vertical Ad Networks Companies include: NetShelter, Jumpstart, Technorati, IDG Tech Network, Spotgenic, Gorilla Nation and Glam.
  • Targeted Audience Ad Networks Companies include: Specificmedia, Turn, Chango, Lucidmedia and Collectivemedia.
  • Performance Ad Networks Companies include: LinkShare, MediatTrust, Tatto Media and Adteractive.
  • Mobile Ad Networks Companies include: Admob, Quattro, Jumptop, inMobi and Transpera
  • Yield Optimization Technology Companies include: Rubicon, PubMatic and AdMeld.
  • Publisher Tools Companies include: Fattail, Yieldex,Lijit and Scout Analytics.
  • Data Suppliers Companies include: Experian, Acxiom, Datalogic and eBureau.
  • Data Management Platforms Companies include: Bluekai, Brilig, RapLeaf and AlmondNet,
  • Sharing Data & Social Tools Companies include: Facebook, Twitter, ShareThis and Gigya.
  • Ad Servers Technology Companies include: Doubleclick, pointroll, Openx, Adtech and Mediamind.
  • Ad Ops Technology Companies include: DDS, Solbright, MediaBank, Operative, Centro, Facilitate, TraffiQ, Adify, Theorem, etc.
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