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2012 DISPLAY ADVERTISING ECOSYSTEM EUROPE
             Data Suppliers


             Data Management Platforms


             Data Exchanges


             Sales Houses                           Ad Networks                                                                                                           Demand Side Platforms                        Agencies




                                                                                                                                                                                                                       Delivery Systems, Tools & Analytics




                                                                                                                                                                                                                                                             ADVERTISERS
              ADVERTTREA
                    S
                    STREA
                    STREAM
                  M E D I A
                                                                                                                                                                          Agency Trading Desks
PUBLISHERS




                                                                                        Digital Media Solutions




             SSP & Private Ad Exchanges

                              IMPROVE
                              DIGITAL
                                                                                                   get a BIGGER bite




                       ®




                                                                                                                                                                          Trading Desks
             Delivery Systems, Tools & Analytics

                                          IMPROVE
                                          DIGITAL



                                                                                                                                                                                                         a
                                                                                                                                                                                                             company                        ®




                                                    Audience Targeting / Re-Targeting
                                                                                                                                                                                                                       Verification & Privacy
                                                           E X PA N D Y O U R S E A R C H




                                                                                                                                            making impressions personal




             AdDynamics
                                                                                                                                                                            C: 100, M: 86, Y: 23, K: 8
                                                                                                                                                                            C: 88, M: 66, Y: 0, K: 0




                                                                                                                                                                                                                       Published by
                                                                                                                                                                            C: 78, M: 52, Y: 0, K: 0
                                                                                                                                                                            C: 65, M: 35, Y: 0, K: 0
                                                                                                                                                                            C: 43, M: 35, Y: 35, K: 1




             Verification & Privacy                 Ad Exchanges
                                                                                                                                                                                                                                   IMPROVE
                                                                                                                                                                                                                                   DIGITAL
                                                                                                                       A company of
                                                                                                                       Deutsche Post DHL.
2012 DISPLAY ADVERTISING ECOSYSTEM EUROPE


AD-EXCHANGE                                                        AUDIENCE NETwORk                                                DEMAND SIDE PLATfORM
A technology platform that facilitates the connection of supply    Networks that focus on advertising targeted at specific         DSPs provide centralised media buying from different
and demand and enables automated buying and selling of             audiences based on their behaviour, demographics, buying        inventory sources such as ad exchanges, ad networks, sell
online media (in real time).                                       intent etc, rather than content.                                side platforms (SSPs) or other sources of inventory they
                                                                                                                                   are connected to. They offer benefits such as workflow

AD NETwORk                                                         AUTOMATED TRADING                                               simplification, integrated reporting, algorithmic buying
                                                                                                                                   optimisation, and Real-Time Bidding (RTB) capabilities.
Provides an outsourced sales capability for publishers and a       AGENCy/TRADiNG DESk
means to aggregate inventory and audiences from numerous
sources in a single buying opportunity for media buyers. Ad
                                                                   Specialise in buying and optimising media and audiences,        SALES HOUSE
                                                                   often in real time, on ad exchanges, ad networks, SSPs and
networks may offer specific technologies to enhance the                                                                            Sales houses sell advertising on behalf of media owners,
                                                                   other available inventory sources they are connected with,
value to both publishers and advertisers, including unique                                                                         often on an exclusive basis. They act as a publisher’s
                                                                   either through proprietary technology or DSPs.
targeting capabilities, creative generation, and optimisation                                                                      ‘outsourced’ sales team selling both standard ads and
(Source: IAB). Unlike sales houses, ad networks often do                                                                           customised advertising space.
not work exclusively and focus mainly on standard ad sizes.        DATA EXCHANGE
Aside from technology, ad networks differentiate themselves        A marketplace where anonymous (online) consumer data            SELL SIDE PLATfORM (SSP)
through the quality of publishers they represent, the quality of   can be bought and sold independently of media in order to
                                                                                                                                   An SSP is a technology platform with the single mission
their advertisers/campaigns and their targeting possibilities.     generate additional revenue or to improve the targeting of
                                                                                                                                   of enabling publishers to manage their inventory and
                                                                   online advertising.
                                                                                                                                   maximise revenue from digital media, specifically through
AGENCY                                                                                                                             the Automated Channel. As such they offer an efficient,
Media agencies help companies to communicate with current          DATA MANAGEMENT PLATfORM                                        automated and secure way to tap into the different sources
and potential consumers and/or the general public. They            A platform to manage, protect and collect data from different   of demand that are available, and provide insight into the
work with their clients to understand the business issues,         sources and turn it into actionable information that can be     various revenue streams and audiences.
their markets and their consumers. The media agency then           used in a publisher’s advertising proposition.
identifies the consumer insights, which can help to devise                                                                         VERifiCATioN & PRiVACy
a channel-neutral communication strategy to connect with           DATA SUPPLIER                                                   Tools to verify that ads have been
those consumers; using means ranging from public relations
                                                                   Data suppliers collect, compile and sell (anonymous) data       served on the agreed location, prevent
(PR), events and sponsorship to advertising, interactive
                                                                   on (online) consumers. This data can be provided at an          malware from being served and
advertising, word of mouth and direct mail; to build a
genuinely integrated campaign. (Source: Wikipedia)
                                                                   individual level (geographic, demographic, lifestyle, income,
                                                                   shopping behaviour, etc) or at an aggregate level (by postal
                                                                                                                                   privacy management.
                                                                                                                                                                                  CONTACT
                                                                                                                                                                                  Improve Digital Head Office
                                                                   code or by territory).                                                                                         Van Diemenstraat 192
AGENCY TRADING DESk                                                                                                                                                               1013CP Amsterdam

                                                                   DEliVERy SySTEMS, Tool
                                                                                                                                                                                  T +31 (0) 20 262 0277
The specialised arms of larger media buying agency groups
                                                                                                                                                                                  www.improvedigital.com
that use either proprietary technology or a demand side
platform (DSP) to buy and optimise media and audiences,            AND ANALYTICS
often in real time, on ad exchanges, ad networks, sell side        Delivery systems, tools and analytics are the technologies
platforms (SSPs) and other available inventory sources they        that ensure different types of ads can be served, and are
are connected with.                                                served correctly. They also support the process of booking
                                                                   and managing online campaigns, forecasting, billing, tag                   IMPROVE DIGITAL
                                                                   management, verifying and measuring online advertising.                     Real time advertising technology

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Improve digital display-advertising-ecosystem-europe-09_2012

  • 1. 2012 DISPLAY ADVERTISING ECOSYSTEM EUROPE Data Suppliers Data Management Platforms Data Exchanges Sales Houses Ad Networks Demand Side Platforms Agencies Delivery Systems, Tools & Analytics ADVERTISERS ADVERTTREA S STREA STREAM M E D I A Agency Trading Desks PUBLISHERS Digital Media Solutions SSP & Private Ad Exchanges IMPROVE DIGITAL get a BIGGER bite ® Trading Desks Delivery Systems, Tools & Analytics IMPROVE DIGITAL a company ® Audience Targeting / Re-Targeting Verification & Privacy E X PA N D Y O U R S E A R C H making impressions personal AdDynamics C: 100, M: 86, Y: 23, K: 8 C: 88, M: 66, Y: 0, K: 0 Published by C: 78, M: 52, Y: 0, K: 0 C: 65, M: 35, Y: 0, K: 0 C: 43, M: 35, Y: 35, K: 1 Verification & Privacy Ad Exchanges IMPROVE DIGITAL A company of Deutsche Post DHL.
  • 2. 2012 DISPLAY ADVERTISING ECOSYSTEM EUROPE AD-EXCHANGE AUDIENCE NETwORk DEMAND SIDE PLATfORM A technology platform that facilitates the connection of supply Networks that focus on advertising targeted at specific DSPs provide centralised media buying from different and demand and enables automated buying and selling of audiences based on their behaviour, demographics, buying inventory sources such as ad exchanges, ad networks, sell online media (in real time). intent etc, rather than content. side platforms (SSPs) or other sources of inventory they are connected to. They offer benefits such as workflow AD NETwORk AUTOMATED TRADING simplification, integrated reporting, algorithmic buying optimisation, and Real-Time Bidding (RTB) capabilities. Provides an outsourced sales capability for publishers and a AGENCy/TRADiNG DESk means to aggregate inventory and audiences from numerous sources in a single buying opportunity for media buyers. Ad Specialise in buying and optimising media and audiences, SALES HOUSE often in real time, on ad exchanges, ad networks, SSPs and networks may offer specific technologies to enhance the Sales houses sell advertising on behalf of media owners, other available inventory sources they are connected with, value to both publishers and advertisers, including unique often on an exclusive basis. They act as a publisher’s either through proprietary technology or DSPs. targeting capabilities, creative generation, and optimisation ‘outsourced’ sales team selling both standard ads and (Source: IAB). Unlike sales houses, ad networks often do customised advertising space. not work exclusively and focus mainly on standard ad sizes. DATA EXCHANGE Aside from technology, ad networks differentiate themselves A marketplace where anonymous (online) consumer data SELL SIDE PLATfORM (SSP) through the quality of publishers they represent, the quality of can be bought and sold independently of media in order to An SSP is a technology platform with the single mission their advertisers/campaigns and their targeting possibilities. generate additional revenue or to improve the targeting of of enabling publishers to manage their inventory and online advertising. maximise revenue from digital media, specifically through AGENCY the Automated Channel. As such they offer an efficient, Media agencies help companies to communicate with current DATA MANAGEMENT PLATfORM automated and secure way to tap into the different sources and potential consumers and/or the general public. They A platform to manage, protect and collect data from different of demand that are available, and provide insight into the work with their clients to understand the business issues, sources and turn it into actionable information that can be various revenue streams and audiences. their markets and their consumers. The media agency then used in a publisher’s advertising proposition. identifies the consumer insights, which can help to devise VERifiCATioN & PRiVACy a channel-neutral communication strategy to connect with DATA SUPPLIER Tools to verify that ads have been those consumers; using means ranging from public relations Data suppliers collect, compile and sell (anonymous) data served on the agreed location, prevent (PR), events and sponsorship to advertising, interactive on (online) consumers. This data can be provided at an malware from being served and advertising, word of mouth and direct mail; to build a genuinely integrated campaign. (Source: Wikipedia) individual level (geographic, demographic, lifestyle, income, shopping behaviour, etc) or at an aggregate level (by postal privacy management. CONTACT Improve Digital Head Office code or by territory). Van Diemenstraat 192 AGENCY TRADING DESk 1013CP Amsterdam DEliVERy SySTEMS, Tool T +31 (0) 20 262 0277 The specialised arms of larger media buying agency groups www.improvedigital.com that use either proprietary technology or a demand side platform (DSP) to buy and optimise media and audiences, AND ANALYTICS often in real time, on ad exchanges, ad networks, sell side Delivery systems, tools and analytics are the technologies platforms (SSPs) and other available inventory sources they that ensure different types of ads can be served, and are are connected with. served correctly. They also support the process of booking and managing online campaigns, forecasting, billing, tag IMPROVE DIGITAL management, verifying and measuring online advertising. Real time advertising technology