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The Ad Display
Lumascape
8/15/14
HIGHLY CONFIDENTIAL -- NOT FOR REDISTRIBUTION
Lumascape Components
Buyer Centric
– Agencies
– Trading Desks
– Retargeters
– Creative Optimization
– Media Planning and Attribution
– DSPs
Publisher Centric
– Ad Exchanges
– SSPs
– Publisher Tools
– Media Management Systems and
Operations
Used By Both
– Measurement and Analytics
– Ad Networks
– Ad Servers
– Verification/Privacy
– Data Suppliers
– DMPs and Data Aggregators
2
3
Ad Display Lumascape
Buyer Centric
The Demand Side of Digital Eco-System
6
Agencies
An independent service dedicated to creating, planning, and handling
advertising and other forms of promotion for its advertiser clients,
such as promotional ideas, print ideas, print ads, radio, television and
internet ads.
Top holding agencies: Omnicom Group, IPG, Publicis
Top Agencies: MindShare, Digitas
8
An Ad Agency Holding Group’s private DSP intended to manage
audience buying.
Typically resides on top of a licensed demand-side platform (DSP) and
other audience buying technologies; manages programmatic, bid-
based media and audience buying.
An ad trading desk will buy ad space in the multiple ad exchanges and
networks for clients.
Trading Desks aggregate demand from the largest Agency Holding
Groups.
Top ATD’s: Accuen, Xaxis, Vivaki
Agency Trading Desks
10
Retargeters
Retargeters work with a brand’s first party data to remarket products
and services to consumers.
Retargeters drop a cookie onto a site visitor recording the pages and
products reviewed, then uses that behavioral information to deliver a
targeted ad on sites selected by the visitor.
Retargeting drives return visits to an advertisers site, leading to a larger
number of conversions.
Top Retargeters: AdRoll, Criteo
12
Creative Optimization
The intent of creative optimization is relevancy. By building ads that
specifically match a product to user interest, the greater the likelihood
of a purchase or conversion.
Providers implement software that dynamically builds creative units
based on user attributes to customize the ad (color, font, image, etc.),
thereby making the ad as personal and relevant to the user as possible.
Top Optimization: Spongecell, Adisn, Struq
14
Media Planning
A media plan is a “road map” designed by an agency that merges
audience targeting, media selection and budget goals into a single,
comprehensive plan.
These agencies typically receive objectives from clients to fulfill – from
launching a new product to increasing sales of it’s current inventory.
Top Media Planning: Networked Insights
Attribution
Attribution is the determination of the path a user follows from
beginning to end of a conversion.
These companies use data to reveal the path of a conversion and the
impact created through display messaging or search messaging.
Top Attribution: Adometry, Convertro
16
17
Demand Side Platforms (DSP)
DSPs allow ad buyers to buy and optimize across multiple RTB ad
exchanges, enabling access to a pool of billions of impressions per day.
DSPs provide real time bidding technology through either a self-serve
platform or a managed service.
Top DSPs: Turn, DoubleClick Bid Manager, AppNexus
Publisher Centic
19
The “Supply Side” of The Digital Ecosystem
20
Ad Exchanges
An ad exchange is a digital marketplace that enables advertisers and
publishers to buy and sell advertising units, often through real-time
auctions.
Publishers tip their ad impressions into the pool hoping ad buyers will
acquire them. Buyers select which impressions they wish to purchase
using technologies like demand-side platforms.
Decisions are often made in real time based on information such as
user behavior, time of day, device type, ad position and more.
Top Exchanges: OpenX, DoubleClick AdX, Facebook Exchange
22
Supply Side Platforms (SSP)
A supply-side platform is used to sell publisher’s inventory in a
programmatic fashion. SSP’s are most often used by online publishers
to help them sell display, video and mobile ads.
Allows a publisher to maximize the revenue yield in an automated
fashion.
SSPs aggregate exchange and network demand for publisher inventory.
Top SSPs: OpenX, Rubicon, Pubmatic, (include Google)
24
Publisher Tools
Programmatic guaranteed
– A software solution integrated on top of an ad server that allows publishers to sell
their premium inventory in a programmatic fashion.
– iSocket, ShineyAds, AdSlot
Traffic generation
– Drives traffic to the site by reaching interested users.
– Taboola, Outbrain
Forecasting/Rate card Management
– Supports management decision making regarding price based on inventory
available over a specified period of time.
– YieldEx
Tag Management
– Help organize all the pixels and tags that can aggregate to thousands. Organizations
like Toyota or United Airlines use these to consolidate and organize their pixels.
– Tagman, Google
25
26
They provide outsourcing services for ad trafficking and campaign
management.
Hired by companies without an internal operations team, and used
because the company would rather not do it themselves.
A work flow management system for publishers to manage their direct
sales on one system that increases efficiencies for sales, ad operations,
and finance teams.
Media Mgmt Systems and Operations
Used By Both
28
Works with either advertisers or publishers
29
Measurements and Analytics
These companies help both the publishers and the advertisers
understand audience behavior.
For publishers it reveals how visitors interact with the site, what
content engages visitors, and where visitors drop off.
For advertisers, it helps determine which ad units, sites, etc., drive
greatest engagement with their brand.
Top Measurement Companies: Adobe and Google Analytics
31
From a publisher’s perspective, an online ad network is a company
with a collection of advertisers looking for available ad space.
From an advertiser‘s perspective, an online ad network is a company
with a collection of publishers looking to sell their available ad space.
The ad network connects publishers with a variety of advertisers who
will fill their (typically remnant) inventory.
Buys and sells in either RTB or direct.
Top Ad Networks: Google Ad Network, Conversant, Advertising.com
Ad Networks
Types of Ad Networks
Vertical Networks - focuses on a specific industry or sector. Have
much more narrow and focused partnerships typically meant for
targeting a specific category or demographic.
Targeted Networks - use consumer data to serve up ads based on
page content or user behavior keyword searches, or click stream data.
Performance Networks - focus on driving revenue and results for
their publisher and advertising partners, and their performance is paid
by action (CPC, CPA, CPE).
34
An ad server is a web based tool that facilitates delivery of impressions
and aggregates data
Publisher: allows publishers to organize inventory, prioritize demand,
forecast availability, and provide reporting on all advertising activity.
Advertiser: used to help with ad management, campaign management
and ad trafficking. An ad server also provides reporting and insights on
ads served on various websites (how many ads got billed, what was the
CTR, how many conversions achieved).
Ad Server
35
36
Verification/Privacy
These company’s purpose is to allow businesses to safely collect and
use customer data across web, mobile, cloud and advertising channels.
Allows the advertiser to verify if the publisher put their advertisement
in the places they wanted it to be.
Top Privacy Companies: TrustE, Symantec
38
Data Suppliers
The objective of data suppliers is to work with publishers and
advertisers to identify and package audiences to create better
performing campaigns.
They accomplish this by taking an offline signal and connecting it to a
cookie that identifies a particular behavior.
Used for pre-campaign planning.
Top Suppliers: Experian, Acxiom, DataLogix
40
DMP and Data Aggregators
A data management platform is a data warehouse that gathers, sorts,
stores and buckets information into useful packages for ad buyers,
publishers and other businesses.
DMPs help clients isolate target audiences across all media and
provide analytics that demonstrates the best audience data to be used
in ongoing campaigns.
Top DMPs: BlueKai, Krux, Lotame
Ad Display Lumascape
LBS (Location Based Services)
Apps directed to find products and services in the users local area.
Ex. An Italian deli app aggregates all the Italian deli’s in the local area.
They need ads but they more be relatable to the deli’s services. They
look to local based services to find local ads like other types of deli’s
and restaurants to advertise of their app.
43
Conclusion
At first glance, the Lumascape provides a WTF moment.
After deeper consideration, it still provides a WTF moment.
The highly complicated nature of ad delivery creates a chaotic
business environment where disruption is normal and
proliferation/consolidation happen daily.
There is no one way for an impression to get delivered to a user
through the digital ecosystem, every time it’s unique.
Any Questions?
44
Mobile Archive
45
Ad Servers
Ad Server is a facilitator of impressions and aggregator of data that is
required by all companies, and necessary to exchange ads and ad space
in the digital market.
Helps a mobile advertising business with ad management,
optimization and reporting capabilities.
Links advertisers and app developers to ad exchanges.
46
Exchanges
An ad exchange is a digital marketplace that enables advertisers and
app developers to buy and sell advertising space, mostly to sell display,
video and native ad inventory.
App developers tip their ad impressions into the pool hoping ad
buyers will acquire them. Buyers then pick which impressions they
wish to purchase using technologies like demand-side platforms.
Those decisions are often made due to previous behavior of the user an
ad is being served to, time of day, device type, ad position and more.
Top Exchanges: OpenX, DoubleClick, Rightmedia.com
47
Search
48
A web search engine is a software system that is designed to search for
information on the World Wide Web.
Programs that search documents for specified keywords and returns a
list of the documents where the keywords were found.
In-App Payments
A digital currency transaction that takes place within an app.
Can range from a user purchases power-ups in a game, a user buying a
magazine through the publisher’s app, and customer buying clothing
on a mobile site, etc.
49
Virtual Currency
Fake “money” used in specific game app used as currency in that
virtual world.
App developers use this currency as an incentive for users to make
actions the developers want.
Ex. You play game where you earn coins to become stronger, the game
tells the user if you download another specific app you’ll earn coins in
this game, therefore you earn more coins to get stronger in the game
faster than simply playing.
50
LBS (Location Based Services)
Apps directed to find products and services in the users local area.
Ex. An Italian deli app aggregates all the Italian deli’s in the local area.
They need ads but they more be relatable to the deli’s services. They
look to local based services to find local ads like other types of deli’s
and restaurants to advertise of their app.
51
Discovery
Discovery company’s mission is to optimize a developer’s app’s
performance and monetize that app.
This is done by creating the best potential native ad on an app or
find new users to build volume.
52
Analytics
Offers developers all statistics of its users, from where they click,
where they login, where they drop off, etc.
Developers use this to better understand their audience, usage, and
performance.
Mobile App Analytics measures what matters most at all key stages:
from first discovery and download to in-app purchases. The app
creator will get a clear view you can act on to make users happier —
and to make their app a success.
53
Ad Networks
A mobile ad network is a company that connects multiple advertisers
to mobile websites and mobile apps that want to incorporate ads. The
main function of mobile ad networks is to aggregate the ad space
supply from publishers to the demand of advertisers.
Top 3: AdMob, Chitika, mobclix
54
Video
Video advertising generally occurs on Internet television
Depending on the length on the video advertisements can be shown
pre-roll, mid-roll, or post-roll
Ex. The ad a user views on YouTube before they are able to watch their
video is always a video advertisement
55

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Ad Display Lumascape

  • 1. The Ad Display Lumascape 8/15/14 HIGHLY CONFIDENTIAL -- NOT FOR REDISTRIBUTION
  • 2. Lumascape Components Buyer Centric – Agencies – Trading Desks – Retargeters – Creative Optimization – Media Planning and Attribution – DSPs Publisher Centric – Ad Exchanges – SSPs – Publisher Tools – Media Management Systems and Operations Used By Both – Measurement and Analytics – Ad Networks – Ad Servers – Verification/Privacy – Data Suppliers – DMPs and Data Aggregators 2
  • 3. 3
  • 5. Buyer Centric The Demand Side of Digital Eco-System
  • 6. 6
  • 7. Agencies An independent service dedicated to creating, planning, and handling advertising and other forms of promotion for its advertiser clients, such as promotional ideas, print ideas, print ads, radio, television and internet ads. Top holding agencies: Omnicom Group, IPG, Publicis Top Agencies: MindShare, Digitas
  • 8. 8
  • 9. An Ad Agency Holding Group’s private DSP intended to manage audience buying. Typically resides on top of a licensed demand-side platform (DSP) and other audience buying technologies; manages programmatic, bid- based media and audience buying. An ad trading desk will buy ad space in the multiple ad exchanges and networks for clients. Trading Desks aggregate demand from the largest Agency Holding Groups. Top ATD’s: Accuen, Xaxis, Vivaki Agency Trading Desks
  • 10. 10
  • 11. Retargeters Retargeters work with a brand’s first party data to remarket products and services to consumers. Retargeters drop a cookie onto a site visitor recording the pages and products reviewed, then uses that behavioral information to deliver a targeted ad on sites selected by the visitor. Retargeting drives return visits to an advertisers site, leading to a larger number of conversions. Top Retargeters: AdRoll, Criteo
  • 12. 12
  • 13. Creative Optimization The intent of creative optimization is relevancy. By building ads that specifically match a product to user interest, the greater the likelihood of a purchase or conversion. Providers implement software that dynamically builds creative units based on user attributes to customize the ad (color, font, image, etc.), thereby making the ad as personal and relevant to the user as possible. Top Optimization: Spongecell, Adisn, Struq
  • 14. 14
  • 15. Media Planning A media plan is a “road map” designed by an agency that merges audience targeting, media selection and budget goals into a single, comprehensive plan. These agencies typically receive objectives from clients to fulfill – from launching a new product to increasing sales of it’s current inventory. Top Media Planning: Networked Insights
  • 16. Attribution Attribution is the determination of the path a user follows from beginning to end of a conversion. These companies use data to reveal the path of a conversion and the impact created through display messaging or search messaging. Top Attribution: Adometry, Convertro 16
  • 17. 17
  • 18. Demand Side Platforms (DSP) DSPs allow ad buyers to buy and optimize across multiple RTB ad exchanges, enabling access to a pool of billions of impressions per day. DSPs provide real time bidding technology through either a self-serve platform or a managed service. Top DSPs: Turn, DoubleClick Bid Manager, AppNexus
  • 19. Publisher Centic 19 The “Supply Side” of The Digital Ecosystem
  • 20. 20
  • 21. Ad Exchanges An ad exchange is a digital marketplace that enables advertisers and publishers to buy and sell advertising units, often through real-time auctions. Publishers tip their ad impressions into the pool hoping ad buyers will acquire them. Buyers select which impressions they wish to purchase using technologies like demand-side platforms. Decisions are often made in real time based on information such as user behavior, time of day, device type, ad position and more. Top Exchanges: OpenX, DoubleClick AdX, Facebook Exchange
  • 22. 22
  • 23. Supply Side Platforms (SSP) A supply-side platform is used to sell publisher’s inventory in a programmatic fashion. SSP’s are most often used by online publishers to help them sell display, video and mobile ads. Allows a publisher to maximize the revenue yield in an automated fashion. SSPs aggregate exchange and network demand for publisher inventory. Top SSPs: OpenX, Rubicon, Pubmatic, (include Google)
  • 24. 24
  • 25. Publisher Tools Programmatic guaranteed – A software solution integrated on top of an ad server that allows publishers to sell their premium inventory in a programmatic fashion. – iSocket, ShineyAds, AdSlot Traffic generation – Drives traffic to the site by reaching interested users. – Taboola, Outbrain Forecasting/Rate card Management – Supports management decision making regarding price based on inventory available over a specified period of time. – YieldEx Tag Management – Help organize all the pixels and tags that can aggregate to thousands. Organizations like Toyota or United Airlines use these to consolidate and organize their pixels. – Tagman, Google 25
  • 26. 26
  • 27. They provide outsourcing services for ad trafficking and campaign management. Hired by companies without an internal operations team, and used because the company would rather not do it themselves. A work flow management system for publishers to manage their direct sales on one system that increases efficiencies for sales, ad operations, and finance teams. Media Mgmt Systems and Operations
  • 28. Used By Both 28 Works with either advertisers or publishers
  • 29. 29
  • 30. Measurements and Analytics These companies help both the publishers and the advertisers understand audience behavior. For publishers it reveals how visitors interact with the site, what content engages visitors, and where visitors drop off. For advertisers, it helps determine which ad units, sites, etc., drive greatest engagement with their brand. Top Measurement Companies: Adobe and Google Analytics
  • 31. 31
  • 32. From a publisher’s perspective, an online ad network is a company with a collection of advertisers looking for available ad space. From an advertiser‘s perspective, an online ad network is a company with a collection of publishers looking to sell their available ad space. The ad network connects publishers with a variety of advertisers who will fill their (typically remnant) inventory. Buys and sells in either RTB or direct. Top Ad Networks: Google Ad Network, Conversant, Advertising.com Ad Networks
  • 33. Types of Ad Networks Vertical Networks - focuses on a specific industry or sector. Have much more narrow and focused partnerships typically meant for targeting a specific category or demographic. Targeted Networks - use consumer data to serve up ads based on page content or user behavior keyword searches, or click stream data. Performance Networks - focus on driving revenue and results for their publisher and advertising partners, and their performance is paid by action (CPC, CPA, CPE).
  • 34. 34
  • 35. An ad server is a web based tool that facilitates delivery of impressions and aggregates data Publisher: allows publishers to organize inventory, prioritize demand, forecast availability, and provide reporting on all advertising activity. Advertiser: used to help with ad management, campaign management and ad trafficking. An ad server also provides reporting and insights on ads served on various websites (how many ads got billed, what was the CTR, how many conversions achieved). Ad Server 35
  • 36. 36
  • 37. Verification/Privacy These company’s purpose is to allow businesses to safely collect and use customer data across web, mobile, cloud and advertising channels. Allows the advertiser to verify if the publisher put their advertisement in the places they wanted it to be. Top Privacy Companies: TrustE, Symantec
  • 38. 38
  • 39. Data Suppliers The objective of data suppliers is to work with publishers and advertisers to identify and package audiences to create better performing campaigns. They accomplish this by taking an offline signal and connecting it to a cookie that identifies a particular behavior. Used for pre-campaign planning. Top Suppliers: Experian, Acxiom, DataLogix
  • 40. 40
  • 41. DMP and Data Aggregators A data management platform is a data warehouse that gathers, sorts, stores and buckets information into useful packages for ad buyers, publishers and other businesses. DMPs help clients isolate target audiences across all media and provide analytics that demonstrates the best audience data to be used in ongoing campaigns. Top DMPs: BlueKai, Krux, Lotame
  • 43. LBS (Location Based Services) Apps directed to find products and services in the users local area. Ex. An Italian deli app aggregates all the Italian deli’s in the local area. They need ads but they more be relatable to the deli’s services. They look to local based services to find local ads like other types of deli’s and restaurants to advertise of their app. 43
  • 44. Conclusion At first glance, the Lumascape provides a WTF moment. After deeper consideration, it still provides a WTF moment. The highly complicated nature of ad delivery creates a chaotic business environment where disruption is normal and proliferation/consolidation happen daily. There is no one way for an impression to get delivered to a user through the digital ecosystem, every time it’s unique. Any Questions? 44
  • 46. Ad Servers Ad Server is a facilitator of impressions and aggregator of data that is required by all companies, and necessary to exchange ads and ad space in the digital market. Helps a mobile advertising business with ad management, optimization and reporting capabilities. Links advertisers and app developers to ad exchanges. 46
  • 47. Exchanges An ad exchange is a digital marketplace that enables advertisers and app developers to buy and sell advertising space, mostly to sell display, video and native ad inventory. App developers tip their ad impressions into the pool hoping ad buyers will acquire them. Buyers then pick which impressions they wish to purchase using technologies like demand-side platforms. Those decisions are often made due to previous behavior of the user an ad is being served to, time of day, device type, ad position and more. Top Exchanges: OpenX, DoubleClick, Rightmedia.com 47
  • 48. Search 48 A web search engine is a software system that is designed to search for information on the World Wide Web. Programs that search documents for specified keywords and returns a list of the documents where the keywords were found.
  • 49. In-App Payments A digital currency transaction that takes place within an app. Can range from a user purchases power-ups in a game, a user buying a magazine through the publisher’s app, and customer buying clothing on a mobile site, etc. 49
  • 50. Virtual Currency Fake “money” used in specific game app used as currency in that virtual world. App developers use this currency as an incentive for users to make actions the developers want. Ex. You play game where you earn coins to become stronger, the game tells the user if you download another specific app you’ll earn coins in this game, therefore you earn more coins to get stronger in the game faster than simply playing. 50
  • 51. LBS (Location Based Services) Apps directed to find products and services in the users local area. Ex. An Italian deli app aggregates all the Italian deli’s in the local area. They need ads but they more be relatable to the deli’s services. They look to local based services to find local ads like other types of deli’s and restaurants to advertise of their app. 51
  • 52. Discovery Discovery company’s mission is to optimize a developer’s app’s performance and monetize that app. This is done by creating the best potential native ad on an app or find new users to build volume. 52
  • 53. Analytics Offers developers all statistics of its users, from where they click, where they login, where they drop off, etc. Developers use this to better understand their audience, usage, and performance. Mobile App Analytics measures what matters most at all key stages: from first discovery and download to in-app purchases. The app creator will get a clear view you can act on to make users happier — and to make their app a success. 53
  • 54. Ad Networks A mobile ad network is a company that connects multiple advertisers to mobile websites and mobile apps that want to incorporate ads. The main function of mobile ad networks is to aggregate the ad space supply from publishers to the demand of advertisers. Top 3: AdMob, Chitika, mobclix 54
  • 55. Video Video advertising generally occurs on Internet television Depending on the length on the video advertisements can be shown pre-roll, mid-roll, or post-roll Ex. The ad a user views on YouTube before they are able to watch their video is always a video advertisement 55

Editor's Notes

  1. Good afternoon everyone and welcome to the Ad Display Lumascape presentation.
  2. To understand the various components of the digital ecosystem as defined by the Lumascape, we must know how these components work together. And this knowledge will help us define OpenX’s role and how we fit within the digital ecosystem.
  3. The Lumascape is a very complex map with various routes one can follow.
  4. Here is a more simplified version of the same concept. Imagine I am Toyota and I tell my ad agency, Saachi & Saachi who’s owned by Publicis, that I want to advertise to a collection of sites geographically close to my dealers and relevant to my audience. I need to find these people is the ad exchange using my trading desk, Vivaki. At the same time KSL inventory is being served through OpenX’s ad sever and going straight into the ad exchange where the two parties can find one another.
  5. We will start on the demand side of the ecosystem with ad buyers. These guys spend the money and they spend a lot of it.
  6. First and foremost is one of the biggest components of the demand side, in terms of dollars and cents, the agencies.
  7. Agencies have built themselves into monsters. They come in all shapes and sizes, from holding companies like Omnicom who provide services to more that 5,000 companies in more than 100 countries. These agencies do so by aggregates tons of agencies with specific niches and talents to make the best campaign plan possible. Companies like Digitas, just a single branch of Publicis, that focuses on digital marketing.
  8. But holding agencies need a way to manage their massive media buys, so they’ve created their own tools
  9. Agency trading desks are a holding agency’s personal DSP built to manage an agency’s programmatic, bid-based media and audience buying. It’s not only a tool for management but a gateway directly to the ad exchange. The top agency trading desks are Omnicom’s Accruen, Publicis’s Vivaki, and WPP’s Xaxis.
  10. Now we move into a more granular part of the ad buying process, were ad buyers developed methods to attract more consumers, starting with retargeters.
  11. Retargeting is the process of attracting a former user back to a product he or she was interested in before. Say I’m the company Gucci and Elise was just on my site and found a nice pair of leather platform shoes and just before she converts and adds the shoes to the cart she exits the page. I as Gucci will hire a company like AdRoll to get her back on my site. AdRoll will look at her behavioral patterns from her cookie and advertise to her constantly on the right sites, at the right time to hopefully bring her back and get a conversion.
  12. There’s another form of custom advertising called creative optimization.
  13. This is creating an ad altered to the user it’s targeting. There are two types of creative optimization, there’s having no consumer data and an ad is just adjusted based on the color of the ad, the font, the image, etc. Having data and displaying ads based on what they like, for example if Dick’s Sporting Goods notices that a user is on nba.com and Air Jordan’s then they would advertise basketball shoes.
  14. Both retargeting and creative optimization are subcategories of Media Planning and Attribution.
  15. The job of media planning is to determine the best combination of media to achieve the marketing campaign objectives. They answer questions like how much money should be spent? How much frequency should the ads be placed? How much reach we can get?
  16. And that leads to attribution. The process of showing what ad causes the user to make a conversion. Whether it was the first ad, the last, or somewhere in between. Very useful info that people would want. For example, Google recently acquired Adometry. The only problem with attribution is it’s very expensive and takes months to gather data.
  17. Now we can come back to the general flow of an impression at the DSP.
  18. A DSP is like a customer on eBay. They have an idea of the kind of inventory they want to purchase. Now they’re looking for the best product for the best price and bidding against other buyers for it.
  19. Now we’ll transfer over to the other side of the spectrum on the supply side where the audiences go.
  20. We’ll start with the hub of the digital ecosystem, the ad exchange.
  21. To continue with the eBay example. An ad exchange would be eBay, a marketplace where buyers and sellers can auction in real-time, similar to the way we here at OpenX run our own ad exchange.
  22. Now we move to the supply side of the transaction with the SSP.
  23. An SSP would be the seller in the eBay example. The seller has a product or ad space a buyers wants to purchase, the point is to maximize the revenue yield in an automated fashion.
  24. Here we’re going to get more granular within the supply side of the market looking at publisher tools.
  25. Publisher tools help publishers organize their campaigns, decide what to do, how much to spend, help them achieve it programmatically etc.
  26. Next is Media Management Systems and Operations.
  27. These companies provide the tedious operational task service when other companies aren’t willing to do it themselves. Within the flow of an IO, after the sales team signs a client, it’s the external company’s job to traffic inventory and pull reports for publishers. It’s like Uber when you want to go somewhere but you don’t want to get a car or gas, you call Uber to pick you up that one time so you don’t have to drive yourself.
  28. Lastly we have 3rd party companies that assist both advertisers and publishers.
  29. To stay on the granular track we’ll start with Measurement and Analytics.
  30. These companies help both advertisers and the publishers understand their targeted audience. They’re like the older sibling that teaches you how to take on the world. They tell you how the users interact with the site, where visitors drop off, which ad units drive the greatest user engagement with their brand. The same way an other sibling teaches you how to make people like you, or right and wrong and etc.
  31. Now we’re going to transition over to a bigger player within the Lumascape and that is Ad Networks.
  32. An ad network is where some ad buyers and publishers to go get rid of their remnant inventory. An ad network is a more primitive form of the ad exchange because it’s more of a black box. Unlike an ad exchange that is very transparent and you can see who’s buying what, you can’t with an ad network.
  33. Within ad networks there are 3 verticals, vertical networks, targeted networks, and performance networks. Vertical networks are designed for a specific subject or demographic. For example, automotive, you’d have everything from repair shops to tires and parts to the car makers themselves. Targeted networks will create a network based on the kind of sites a user goes to so when that user visits a page again a signal will beacon and these networks will have a number of networks to choose from that are related to the user’s interest. Performance networks focus on action for its clients, whether that is CPC, CPA, CPE.
  34. Now the one component that almost every digital company needs to have, an ad server.
  35. An ad server is probably the most literal component of the ecosystem. It’s designed to be a single cross-platform that manages all demand (direct and indirect) and campaigns across all mediums. It basically puts the ad on the website.
  36. Another very literal component is Verification/Privacy.
  37. It’s exactly what it says here on the screen. It allows businesses to use their data safely across all mediums.
  38. And lastly we have our data aggregators.
  39. Data suppliers are the pre-campaign planners that identify user behaviors to adjust a company’s campaign to the user. It’s like the process of getting a bottle of wine to a restaurant table. The data supplier is the wine maker. The person that’s coming up with all the ingredients or data to make the wine or start the campaign.
  40. Then it transitions to the sommelier or the DMP.
  41. A DMP or data management platform is a data warehouse that compiles all this info into useful buckets for each campaign for its clients, they’re experts of data. The same way a sommelier is an expert of wine and pairing it with a meal, a DMP is an expert of data info and knows bucket of consumer behavior and campaign performance with help the client the most.
  42. Mobclix is the biggest mobile exchange Mopub is the biggest ad server Admob is the biggest ad network
  43. Proliferation is went a company springs up, consolidation is when a bought gets bought or goes out of business.
  44. Tapjoy uses virtual currency to advertise other brands or apps Flurry uses virtual currency to measure how users engage with the app and how far they go into downloading another