The document provides an overview of display advertising basics, including the key players and how impressions are bought and sold. It discusses demand side platforms (DSPs) that enable real-time audience buying on ad exchanges. Ad exchanges are marketplaces where publisher inventory is sold to advertisers/agencies via auctions. Sell side platforms help publishers manage their inventory and route ads to exchanges. The document also summarizes how real-time bidding works, with bids happening in milliseconds before an ad is viewed, and how data management platforms compile audience data to help target ads.

1. Display Advertising Basics

2. Advertiser/
Agency
Demand Side
Platform (DSP)
Ad Exchange Sell Side
Platform (SSP)
Ad Network Publisher
Advertiser
spends on
marketing to
grow revenue.
Agencies help
them to
manage ad
buying/creativ
e process and
budget
allocation
Platform that
enables media
and audience
buying in real
time on ad
exchange
Ad
MarketPlace
for buying and
selling of ads.
Publisher
inventory is
sold in auction
to
advertisers/ag
encies
Platform for
publishers to
manage yield
of ad
inventory, and
enables routing
to ad
exchanges.
Aggregator of
publisher ad
inventory,
packaged to
sell, by
contextual
channels,
audiences or
buying options
(CPM, CPC, CPA)
Runs online
business
website or
create website
content that
generates user
traffic. Ad
inventory sold
based on
traffic volume,
contextual
relevancy and
audiences
Ad Servers
Cross publisher ad serving with
centralized creative management,
campaign management and reporting
Data Management Platforms
Audience management consolidates
audience data from different sources to
help advertisers to target right
audience and manage marketing
campaign more effectively
3rd Party Data Providers
Providers of compiled data for display
audience targeting and analysis, may
specialize in consumer, business or
offline-online data
Programmatic Ad Eco-system
Source: Pete Kluge

3. 3 ways to buy and sell display impressions
Advertiser/
Agency
Demand Side
Platform (DSP) Ad Exchange
Sell Side
Platform (SSP)
Ad Network
Publisher
Publisher
Publisher
Advertiser/
Agency
Advertiser/
Agency
Advertiser/Agency buys
inventory
directly from Publisher
Advertiser/Agency buys
inventory
from Ad Network
Advertiser/Agency buys
inventory
from Ad Exchange via a DSP
Source: Pete Kluge

4. Real-time Bidding
2
Efficient audience buying in
real time.
Optimized to advertiser’s
objective
Across the web
3
Across Top Ad Exchanges
DSP and Audience targeting
Audience Targeting
1
Prospecting:
 Look-alike models
 3rd Party Data
 Category, Site
Drive conversions by reaching high intent audiences in real time at scale across the web
Source: Pete Kluge

5. Real Time Bidding (RTB)
• Allows display inventory to be purchased at the individual impression level
• Bids happen in milliseconds before ad and webpage is viewed by an user
Ad Exchange
• Marketplace where ad inventory is bought and sold in an auction environment
• Publisher inventory is auctioned to advertisers via Real Time Bidding (RTB)
• Publishers maximize the price for their inventory and advertiser’s purchase individual impressions at a fair
value
Demand Side Platform (DSP)
• DSPs enables an advertiser to access ad exchanges
• Evaluates and bids on each individual impression via RTB based on what is known about the user
Data Management Platform (DMP)
• Compiles audience data from various sources and makes it actionable for cross channel marketing
• It can ingest disparate data sources including 1st, 2nd and 3rd party data, and it is where data is normalized and
standardized and audience segments are created for syndication to external ad targeting and content delivery
platforms.
Source: Pete Kluge

6. Awareness
Consideration
Conversion
Loyalty
Prospecting
Meet upper-funnel objectives
• Category targeting
• 3rd party behavioral data
• Look-alike targeting
Retargeting
Meet lower-funnel objectives
• Retarget high intent audiences
Meet Your Performance Marketing Objectives
Use a DSP to meet your display objectives across the marketing funnel
Source: Pete Kluge

7. 1st Party
Audience Data Ingestion
• Online & offline data
• Site visitors and / Web Analytics
• CRM, POS
2nd Party
• Partner data
3rd Party
• Data partner integration
Identify & Segment
• Identify & Segment High
value Audience
Multi-Channel Delivery
• Syndicate to Targeting
platforms
• Look-alike modeling
• One view of Marketing
Effectiveness
Ad Display Website
Search Mobile
Social Video
The Power of Audience Targeting
Source: Pete Kluge

8. Advertiser/Agency Ad Server
Demand Side
Platform (DSP) Ad Exchange
Ad Network
Publisher
Advertiser/
Agency
Ad Server
• Cross-publisher creative ad
serving
• Creative management
• Centralized Reporting for all
Display Campaigns
• Conversion and attribution
reporting, tagging
Source: Pete Kluge

9. User views a page on
the website and
makes an ad call
1
Ad Exchange holds an
auction for each
impression
2
A bid request is
sent to each DSP
3
DSP evaluates each
impression and
return a bid amount
within 100ms
4
Winning bid is
chosen by Ad
Exchange
5
Ad is shown on
the publisher
website
7
3rd Party
Ad Server
Ad creative is
hosted by 3rd Party
Ad Server or DSP
6
DSP
DSP
DSP
Ad Exchange
Publishers/Websites
Ad Exchanges, Real-time Bidding & Demand Site Platforms
Source: Pete Kluge

10. For more than 5 years, BidGear has been transforming the way of marketing to Brands and Consumers. Through
real-time bidding, yield management, and workflow automation, BidGear enables publishers and media buyers to
evaluate the attributes of each impression to determine its precise value, optimizing yield and maximizing
revenue. Our name says everything about what we stand for. We are gears in the field of real-time bidding. After
years of working in marketing, we have created the most optimized marketing platform to empower publishers.
www.bidgear.com