I prepared this presentation for a digital advertising training programme of IAB Turkey and explained how programmatic advertising works. Alp Ayhan (Head of Accuen Turkey) helped me with some slides and a demo of a DSP.

1. PROGRAMMATIC
ADVERTISING
Mutlu Doguş Yildirim

2. DSP

3. Mutlu Dogus Yildirim
Mutlu Dogus Yildirim has a broad experience with digital marketing, software
engineering, project management and business development. He has worked
at companies like Hurriyet and SONY, and currently working at MedyaNet as
the Head of Business Development. He is one of the pioneers of
programmatic advertising in Turkish market. He can speak Turkish, English
and German, and holds an MBA from Imperial College London.

4. FIRST BANNER IN THE GALAXY

5. FIRST ONLINE MEDIA BUYING
DONE WITH:

6. TECHNOLOGY EVOLUTION

7. LAST ONLINE MEDIA BUYING
DONE WITH:

8. «DIGITAL»
??
?
?
?
?
?
?

9. MEDIA BUYING PROCESS

18. ...

19. PROBLEMS FOR PUBLISHERS

20. 1. “MOOD” OF THE EMPLOYEE WHO
MAKES THE MEDIA SALES

21. 2. OVERLOADED AD-OPS TEAM

22. 3. CLIENT HAPPINESS

23. 4. INEFFICIENCY OF CPM

24. 5. COLLECTION OF PAYMENTS

25. PROBLEMS FOR ADVERTISERS

26. 1. HUMAN ERRORS

27. 2. LONG “LIVE CAMPAIGN” PROCESS

28. 3. TARGETING “OTHER” AUDIENCE

29. 4. CAN’T DO GLOBAL FREQUENCY
CAPPING

30. 5. PUBLISHERS IN CONTROL

31. 6. INVOICING MANY PUBLISHERS

32. WHY PROGRAMMATIC ADVERTISING?

33. HUMANMACHINE

34. Unemotional Emotional
Doesn’t get tired Gets tired
Won’t make favors Will make favors
Fair Not fair
Makes complex calculations
easily
Can’t do complex
calculations easily
Doesn’t have sales targets Do have sales targets
... ...

35. ADVERTISER PUBLISHER

36. Wants to spend less money Wants to get more money
Wants to receive more
impressions
Wants to provide less
impressions
Dreams fair competition Dreams more money
Dreams targeting a specific
audience
Doesn’t matter much who
saw the ads
Dreams the budget spent
correctly
Dreams the budget spent
quickly
... ...

37. INVENTORY
HUMAN

38. Site-dependent Site-independent
Size-dependent Size-independent
Inefficient design Efficient design
Non-alive Alive
Non-logical Logical
... ...

39. ??

40. WHAT IS PROGRAMMATIC
ADVERTISING?

41. = Online media selling/buying
done by machines

43. Advertiser
DSP
(Demand
Side
Platform)
Publisher
SSP
(Supply
Side
Platform)
&
Ad
Exchange
DMP (Data
Management
Platform)

44. SSP & AD EXCHANGE
• Helps publishers sell their inventory through programmatic
channels
• Integrated with DSPs
• Manages programmatic sales process (e.g. Selling the
impression at auction, receiving the bids, picking the winner
etc.)
• Selling all impressions one by one.
• Serves only to the publishers

45. DSP
• Helps advertisers to buy media through (mainly)
programmatic channels
• Integrated to SSPs & Ad exchanges
• Buys impressions one by one, evaluating their value for the
advertiser
• Tries to show the ad to the right person, at the right place, at
the right time, at the right price.
• Serves only to the advertisers

46. DMP
• Helps publishers / advertisers manage their audience
• Integrated to adservers, SSPs & DSPs
• Helps with collecting, segmenting and transferring data to
adservers, SSPs & DSPs for targeting purposes
• Some DMPs have data exchange / marketplace features

47. Which models?

48. Programmatic Spending

50. = Selling ad impressions at auction

53.  Rare product
 Multiple potential
buyers

56.  Rare product
 Multiple potential
buyers

63. 4,8 TL /
CPM
2,6 TL /
CPM
2,2 TL /
CPM

64. 4,8 TL /
CPM
2,6 TL /
CPM
2,2 TL /
CPM

65. 4,8 TL /
CPM
2,6 TL /
CPM
2,2 TL /
CPM
2,61 TL
/ CPM
100ms

66. 4,8 TL /
CPM
...
6,2 TL /
CPM

67. Demand Side Platform
DEMO

68. FUTURE

70. THANKS
Mutlu Doğuş Yıldırım
mdyildirim@gmail.com