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サイトA
サイトB
サイトC
広告枠
広告枠
広告枠
アドサーバー SSP
純広
Direct Sales
PMP
Programmatic Direct
プログラマティック取引
Open Programmatic
メディエーション
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媒体側から見たネット広告の取引形態の多様化

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ネットにおける広告取引について、デマンド側からの資料はたくさんあるものの、サプライ側の状況を説明した資料があまりなにので、1枚に図示してみました。ver1です。
ここにあるような4つの取引形態が今オンラインでは可能になっているのであり、媒体社はそれぞれについてどのぐらいのimp割合でどのぐらいの売上になるのかを把握しながら収益性を高めるようにせねばなりません。
広告主側も、この多様な「買い方」の中でどれが自社の広告運用に合うかを見極めないといけません。
ちなみにネイティブ広告で今これが全て揃ってるのはSharethroughのプラットフォームのみ、です。

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媒体側から見たネット広告の取引形態の多様化

  1. 1. サイトA サイトB サイトC 広告枠 広告枠 広告枠 アドサーバー SSP 純広 Direct Sales PMP Programmatic Direct プログラマティック取引 Open Programmatic メディエーション Ad Network Mediation 広告枠の取引形態 Waterfall形式 DSP DSP DSP AdNwk AdNwk AdNwk AdNwk 広告主 広告主 代理店 代理店 トレーディング デスク 広告主 代理店 多様化する広告枠の販売形態 v1.2 パブリッシャーにとっての、広告枠の 販売形式は多様化しており、⾃社の 営業リソースを使って広告枠を販売する、 純広(Direct Sell)とPMP(Programmatic Direct) と、通称 Indirect Salesと呼ばれるオープンプロ グラマティック取引と、 複数のアドネットワークからの広告を引き込むメ ディエーションの4つの形態がある。 これらがCPM⾼い順に広告の優先表⽰がされるよ うに設定することをWaterfallと呼び、これに よって、純広的な売り⽅だけでは埋まらなかった 広告インプレッションの在庫を、効率的に収益化 することができるようになる。そしてこれらの多 様な広告取引をサポートするのが Supply Side Platform(SSP)の役割。 Ad Exchange Nori Takahiro/mediologic/sukedachi (c) 2017 ダイレクト取引 インダイレクト取引

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