The document provides an overview of online advertising and the key players in the ad value chain. It discusses:
1. The online ad ecosystem involves advertisers, agencies, publishers, ad networks, and exchanges that facilitate buying and selling of digital ad inventory.
2. Advertising inventory refers to opportunities to display ads and is calculated based on page impressions and the number of ad slots per page.
3. The major players include advertisers who buy ads, publishers who sell ad space, and networks/exchanges that facilitate transactions between the two.
4. Data from various sources is used to target and optimize ads through platforms like DSPs, SSPs, ad exchanges, and DMPs
A short presentation to discuss the online advertising network industry and to illustrate some of the ways in which it can help a site develop its initial revenues.
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A short presentation to discuss the online advertising network industry and to illustrate some of the ways in which it can help a site develop its initial revenues.
Demand Side Platforms: Silver Bullet or Fog of War?Matt Hunter
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Real-time bidding (RTB) is revolutionizing the world of display advertising. sociomantic is making it easy for large eCommerce advertisers to get started in this powerful new performance channel.
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Big Data is going to explore - from 5 exabyte in 2010-11 to 50 Zettabyte in 2020. What will be things that will enable this? What will be data sources that will contribute to this? What problems we need to solve to enable this?
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Publishers must come to terms with the fact that they're living in a world that has increasingly become more complex and data-driven. The notion that a publisher can create content, build an audience and sell inventory against that traffic no longer applies. Learn how a DMP can simplify the way publishers make money off their site while giving them the luxury of what they do best: providing great content for engaged audiences.
ANTS Programmatic Agency - Credential
ANTS Data-Driven Marketing-Sales Group is the leading technology-driven integrated internet advertising platform in Southeast Asia. ANTS solutions provide a unique Software as a Service (SaaS) platform by combining Demand Side Platform – Supply Side Platform, which includes Data Management Technology and Extraordinary Insight Engine (Founded in 2014).
Beyond just the digital marketing and performance marketing agency, ANTS is proud of providing the full-stack data-driven marketing-sales solution for increasing the profits of our clients in FMCG, F&B, Ecommerce, Etailer, Omnichannel through our successful campaigns.
ANTS Programmatic Agency (ANTS ATD) is ANTS Group’s programmatic specialist division, which is designed as an open, integrated, neutral partner. With more than 50 specialists in over 4 countries, ANTS ATD’s experts and our programmatic platform help clients reach their consumers with the most effective advertising experiences.
ANTS are successful because we eliminate the complexities in digital services, making it easier for consumers to achieve an outcome. Despite years of disruption, confusion and operational risks in programmatic media, ANTS is putting a stake in the ground to do the same with the programmatic & multichannel media buying industry. Specifically, it is pioneering what it means for the advertising industry to offer simplicity and accountability to clients. ANTS vision is to unleash the full economic potential of digital media and business, built on the application of its expertise, data, algorithms, technology and media investments to assume risks and drive measurable outcomes for clients.
With 100 data-driven & programmatic experts, ANTS has over 1,000 clients in 4 markets across Southeast Asia, Singapore, Vietnam and Indonesia.
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Real-time bidding (RTB) is revolutionizing the world of display advertising. sociomantic is making it easy for large eCommerce advertisers to get started in this powerful new performance channel.
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Is your organization challenged by the explosion of data and increasing expectations for results? Unica Campaign Management and IBM Netezza appliances can provide capabilities to address and overcome them. This presentation offers customer case histories and performance studies that provide insights in today's world where digital and traditional channels are increasingly intertwined.
Big Data is going to explore - from 5 exabyte in 2010-11 to 50 Zettabyte in 2020. What will be things that will enable this? What will be data sources that will contribute to this? What problems we need to solve to enable this?
Emakina Academy 5 - Know your audience - WebtrendsEmakina
How many surfers visit your website every day? What are their favorite sections? How can you turn a visitor into a lead, then in a client? Where are the hurdles to this conversion?
During this fifth Academy, our WebTrends experts will explain how web analytics can significantly improve your website ROI and better profile your target group. I
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By: BlueKai, February 2012
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Publishers must come to terms with the fact that they're living in a world that has increasingly become more complex and data-driven. The notion that a publisher can create content, build an audience and sell inventory against that traffic no longer applies. Learn how a DMP can simplify the way publishers make money off their site while giving them the luxury of what they do best: providing great content for engaged audiences.
ANTS Programmatic Agency - Credential
ANTS Data-Driven Marketing-Sales Group is the leading technology-driven integrated internet advertising platform in Southeast Asia. ANTS solutions provide a unique Software as a Service (SaaS) platform by combining Demand Side Platform – Supply Side Platform, which includes Data Management Technology and Extraordinary Insight Engine (Founded in 2014).
Beyond just the digital marketing and performance marketing agency, ANTS is proud of providing the full-stack data-driven marketing-sales solution for increasing the profits of our clients in FMCG, F&B, Ecommerce, Etailer, Omnichannel through our successful campaigns.
ANTS Programmatic Agency (ANTS ATD) is ANTS Group’s programmatic specialist division, which is designed as an open, integrated, neutral partner. With more than 50 specialists in over 4 countries, ANTS ATD’s experts and our programmatic platform help clients reach their consumers with the most effective advertising experiences.
ANTS are successful because we eliminate the complexities in digital services, making it easier for consumers to achieve an outcome. Despite years of disruption, confusion and operational risks in programmatic media, ANTS is putting a stake in the ground to do the same with the programmatic & multichannel media buying industry. Specifically, it is pioneering what it means for the advertising industry to offer simplicity and accountability to clients. ANTS vision is to unleash the full economic potential of digital media and business, built on the application of its expertise, data, algorithms, technology and media investments to assume risks and drive measurable outcomes for clients.
With 100 data-driven & programmatic experts, ANTS has over 1,000 clients in 4 markets across Southeast Asia, Singapore, Vietnam and Indonesia.
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Guide to Programmatic Media buying for recruitment. Top tips, explanation of strategic uses, examples of how ads are targeted and all the important terms decoded.
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Intro to Programmatic Advertising with Matt Prohaska from Prohaska ConsultingStukent Inc.
Have you ever been watching TV and wondered how you could get an ad on television? This session won't show you how to make a killer super bowl ad, but it will show you the technology used to buy and sell ad time on television and on the web.
Fair warning, it gets pretty complex.
Don't worry though. Matt Prohaska consults with top companies to help them make sense of it all and get the most out of their advertising budgets. Today, he'll take you through the whole process and help you make sense of it too.
2. what is online ad value chain?
Network/
Advertiser Agency Publisher
Exchange
Demand Side Supply Side
3. What’s the product?
product equals “advertising inventory”
advertising inventory is the supply of opportunities to
display advertising in a particular medium.
then what is an “impression”?
an ad impression is a single viewing of a single ad by a
single individual.
4. Calculating Ad Inventory
• two variables
the number of page
impressions on the site,
the average number of
ads per page.
5. The players
• Advertiser
• Publishers
• Ad Network
• Ad Agency
6. Advertiser
Marketing objectives:
– Brand marketing
– Direct Response marketing
typically says "I have x million dollars this quarter for
online ad display, and there is this campaign I want to
run. I want to target Males, 35-45 years, love football,
with family, stay in LA, have a dog…Buy me the best
media to reach this target audience".
7. Publishers
• a site, game, blog, mobile portal –
Yahoo, Google, Facebook, MSN, CNN
• ad inventory as monetization model
• Maximize revenue, minimize risks
• Monetization model
• Larger publishers – have own sales team
• Small publishers – sell to ad networks
• Search engines – Google, Yahoo, MSFT
8. Ad Network - I
• outsourced sales houses
• strikes deals with lots of publishers
• sells inventory to advertisers and agencies
• value proposition to publishers
– sell inventory that the publisher can't sell itself
• value proposition to an advertiser
– Ad can appear on lots of sites
• business model = buy inventory cheaply; sell
expensive
• Types:-
– premium networks
– vertical networks
– contextual networks
9. remnant Ad Network - II Simple
inventory Arbitrage
Platform
Go to Market - Specialization
small
publishers Vertical
Aggregation
Behavior
Targetting
Performance
Platform
Specialization
10. Ad Exchange
Technology
platforms Nature of
Inventory
Efficiency in
Ad imp Targeting
buying Methods
Auction
Pricing Model
based model
Buy audience Placement
vs Options
Buy sites/
placement
13. DSP
Managing One tool,
multiple Ad centralized
Exchanges reporting
Central Hub for
Data
14. Data Exchanges and DMPs
Cookie
Manage the Big
warehouse,
Data
with analytics
firepower
Data Agg –
allow
Advertisers
analytics Integrate your
data w/ 3rd
Party Data
Provide
purchase and
consumption
base data
19. Credits
• Many blogs –
• Ben - http://www.adopsinsider.com/ad-serving/how-
does-ad-serving-work
• Ian Thomas -
http://www.liesdamnedlies.com/online_advertising_bus
iness_101.html
• http://www.allaboutcookies.org/ad-serving/
• http://www.adopsinsider.com/ad-serving/what-is-
holistic-ad-serving/#more-733
• http://www.adopsinsider.com/ad-exchanges/ssp-to-dsp-
cookie-synching-explained
• The rise of performance-based advertising Article by
Brandt Dainow
22. Some Terms…..
• price discrimination, volume discounts and bundling
• rate card
• frequency capping
• guaranteed vs 'discretionary' or non-guaranteed
inventory
• retargeting
• remnant inventory & spot pricing
• floor price
• spot priced
• forward prices
• premium publishers
• velvet rope advertisers
• 'filler' inventory
23. Why newspapers are like airlines?
• both seem to be going out of business
• other similarities:-
– perishable inventory
– finite supply of inventory
– charge different customer differently (aka price
discrimination)
– high fixed costs
– maximize revenue by selling as much of their
inventory as they can at the highest average price
possible.
24. RTB - I
DSPs
1 2
User Browser
Webserver
3
13
4 7
8
Ad
9
server
12 Exch
6 10
5
SSP
11
25. RTB - II
• Advertisers get impressions at a price that matches
their goals and objectives.
• Publishers use SSP with supply side algorithms to get
the maximum yield out of ad inventory
• RTB involves a real time auction for each ad impression
in which buyers and sellers come to an agreement
• basic premise of RTB
• ad impressions are not commodities to be sold in bulk,
and that each ad impression is unique
• Auctions take place at a blink of an eye.
• Volumes of bid requests and bids are also staggering.
• Emerging Standards - OpenRTB
26. Yield Management - I
• In eighties, American Airlines led a
transformation of the US airline industry
• Introduced "Ultimate Super Saver Fares"
(1985)
• Why? People pay more for same airline ticket
when purchased at short notice
• Helps airline to sell and advertise tickets at a
much lower price for advance purchases.
• Hence, yield management business is born.
27. Yield Management
• Yield management
• “……practice of maximizing the average price
received for inventory through a number of
techniques, amongst them price
discrimination…”
• Yield management specifics:-
– a publisher has flexible control over the cost of
sale
– volume discounts important for sale of online ads
• yield management is maximizing gross
profit rather than top-line revenue.
28. RichMedia
• “…umbrella term for ads which are more interactive, or use sound
and/or video to get their point across...”. Eg:-
– An expandable banner with embedded video
– An ‘advergame’ (a mini-game embedded inside an ad unit)
– A video ad served before, after or during a video clip
– A ‘page takeover’ ad (an ad which covers the page it’s on, or interacts with that
page or the other ads on it in some way)
• Rich Media Vendors
• Atlas Rich Media (MSFT), DoubleClick Rich Media (GOOG), Yahoo!
Rich Media, Eyeblaster, EyeWonder, Pointroll, Interpolls, Rovion,
Unicast
• Challenges rich-media campaign:-
– Creating the actual ads themselves (the creative)
– Trafficking the ads (getting them actually placed onto publisher sites)
– Managing and serving the creatives themselves, and measuring delivery and response
• Where next?
• Available to Big & small Advertisers
• Technology to create one single creative to fit all screens.
• Uniform playing field