Evolution of online advertising technologies explained. Only main technologies like Ad exchange, DSP, SSP etc. are covered. There are many other technologies I'm planning to explain on another presentation

1. NEO
AD EXCHANGE RTB
SSP
PRIVATE AGENCY
DIGITAL EXCHANGE TRADING DESK
DSP
AMP
ADVERTISING DMP
AD NETWORK
Mutlu Dogus Yildirim

2. Once upon a time...
Few advertisers, few publishers, few problems
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3. Then things get complicated...
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4. Ad Server
Helps publishers to manage many advertising
requests
AD SERVER
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5. Ad Network
Connects advertisers to publishers, and vice
versa
AD NETWORK
With basic features...
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6. Ad Exchange
Connects more advertisers to more publishers
AD NETWORK-
AD NETWORK-
1
2
AD EXCHANGE
Has some advanced features (floor price, RTB
etc.) ADLINE.CO

7. But there is a problem!
Advertiser needs are different (wants to reach
people, pay less, buy more inventory etc.)
CONFLICT
Publisher needs are different (wants to make
money, to be payed more for less inventory
etc.)
(*Ad networks and ad exchanges can't take sides)
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8. Advertiser solution: DSP
Centralized media planning & buying, access to
many publishers, exchanges, networks, SSPs
etc. from one single point, RTB enabled
AD NETWORK-
1
AD EXCHANGE-
DSP 1
AD EXCHANGE-
2
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9. Advertiser Solution: Agency Trading
Desk
Special unit of big agencies, specialized on
programmatic buying. DSP technology used.
AD NETWORK-
AGENCY 1
TRADING DESK
AD EXCHANGE-
DSP 1
AD EXCHANGE-
2
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10. Publisher Solution: SSP
Centralized inventory selling, yield management, access to
many advertisers, exchanges, networks, DSPs etc. from
one single point. RTB enabled
AD NETWORK-
1
AD EXCHANGE-
1
SSP
DSP-
1
AD EXCHANGE-
2
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11. Publisher Solution: Private
Exchange
Only "selected" advertisers can buy inventory.
RTB enabled. SSP technology used.
Private
Exchange
DSP-
1
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12. QUESTIONS?
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13. THANK YOU!
dogus.yildirim@medyanet.com.tr
tr.linkedin.com/in/mutluyildirim
www.adline.co
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