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2019 Programmatic Advertising Ecosystem EuropeContentProviders
Advertisers
www.improvedigital.com
Sales Houses & Ad Networks
Data Providers & Technologies
Delivery Systems, Tools, Analytics, Verification & Privacy
Agencies
Agency Trading Desks
Exchanges
Buying TechnologiesSelling Technologies
Created & Published by
2019 Programmatic Advertising Ecosystem Europe
www.improvedigital.com
Sales Houses & Ad Networks
An outsourced capability to advertisers, agencies and
content providers to sell and buy media. Sales Houses often
work on an exclusive basis for content providers, selling
both standard and customized advertising to advertisers
and agencies. Ad networks may have a general approach
or specialise in a certain area such as retargeting, audience
targeting, mobile, video or affiliate marketing.
Data Providers & Technologies
Data providers collect, compile and sell (anonymous) data
on (online) consumers. The data management platforms
manage, protect and collect the data from different online
and offline sources and turn it into actionable information
that can be used by buyers and ­sellers.
Agencies
An advertising agency or media agency is a service business
dedicated to creating, planning, and handling advertising
(and sometimes other forms of promotion) for its clients.
An ad agency is independent from the client and provides
an outside point of view to the effort of selling the client’s
products or services. An agency can also handle overall
marketing and branding strategies and sales promotions for
its clients. (source: Wikipedia)
Delivery Systems, Tools, Analytics,
Verification & Privacy
Delivery systems, tools and analytics are the technologies
that provide specific features to the advertising ecosystem.
They ensure different types of ads are served, measured &
validated, provide safety and privacy features to advertisers
and content providers, offer unique targeting methods for
advertising campaigns, provide simplified tag management
or billing support.
Agency Trading Desks
The specialised arms of larger media buying agency groups
that use either proprietary technology or a demand side
platform (DSP) to buy and optimise media and audiences,
often in real time, on ad exchanges, ad networks, sell side
platforms (SSPs) and other available inventory sources they
are connected with.
Selling Technologies
Technology platforms focused on enabling media owners
to automate the selling of online media in real-time and
maximizing their revenue. They offer an efficient, automated
and secure way to tap into the different sources of demand
that are available, manage yields and provide insight into the
various revenue streams and audiences.
Buying Technologies
Technology platforms focused on the automation of media
buying for agencies, trading desks and advertisers. Buying
solutions are connected with many different inventory
sources such as ad exchanges, ad networks and sell side
platforms (SSPs). They offer benefits such as workflow
simplification, integrated reporting, algorithmic media
buying, creative optimisation, data management and Real-
Time Bidding (RTB) capabilities.
Exchanges
Technology platforms and marketplaces that connect supply
and demand and facilitate the connection in between. They
automate the buying and selling of online media in real-time
and are often enhanced by specific buy or sell side features.

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2019 programmatic advertising ecosystem europe

  • 1. 2019 Programmatic Advertising Ecosystem EuropeContentProviders Advertisers www.improvedigital.com Sales Houses & Ad Networks Data Providers & Technologies Delivery Systems, Tools, Analytics, Verification & Privacy Agencies Agency Trading Desks Exchanges Buying TechnologiesSelling Technologies Created & Published by
  • 2. 2019 Programmatic Advertising Ecosystem Europe www.improvedigital.com Sales Houses & Ad Networks An outsourced capability to advertisers, agencies and content providers to sell and buy media. Sales Houses often work on an exclusive basis for content providers, selling both standard and customized advertising to advertisers and agencies. Ad networks may have a general approach or specialise in a certain area such as retargeting, audience targeting, mobile, video or affiliate marketing. Data Providers & Technologies Data providers collect, compile and sell (anonymous) data on (online) consumers. The data management platforms manage, protect and collect the data from different online and offline sources and turn it into actionable information that can be used by buyers and ­sellers. Agencies An advertising agency or media agency is a service business dedicated to creating, planning, and handling advertising (and sometimes other forms of promotion) for its clients. An ad agency is independent from the client and provides an outside point of view to the effort of selling the client’s products or services. An agency can also handle overall marketing and branding strategies and sales promotions for its clients. (source: Wikipedia) Delivery Systems, Tools, Analytics, Verification & Privacy Delivery systems, tools and analytics are the technologies that provide specific features to the advertising ecosystem. They ensure different types of ads are served, measured & validated, provide safety and privacy features to advertisers and content providers, offer unique targeting methods for advertising campaigns, provide simplified tag management or billing support. Agency Trading Desks The specialised arms of larger media buying agency groups that use either proprietary technology or a demand side platform (DSP) to buy and optimise media and audiences, often in real time, on ad exchanges, ad networks, sell side platforms (SSPs) and other available inventory sources they are connected with. Selling Technologies Technology platforms focused on enabling media owners to automate the selling of online media in real-time and maximizing their revenue. They offer an efficient, automated and secure way to tap into the different sources of demand that are available, manage yields and provide insight into the various revenue streams and audiences. Buying Technologies Technology platforms focused on the automation of media buying for agencies, trading desks and advertisers. Buying solutions are connected with many different inventory sources such as ad exchanges, ad networks and sell side platforms (SSPs). They offer benefits such as workflow simplification, integrated reporting, algorithmic media buying, creative optimisation, data management and Real- Time Bidding (RTB) capabilities. Exchanges Technology platforms and marketplaces that connect supply and demand and facilitate the connection in between. They automate the buying and selling of online media in real-time and are often enhanced by specific buy or sell side features.