What is Real time bidding (DSP, SSP, DMP, ATD, ITD)

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What is Real time bidding (DSP, SSP, DMP, ATD, ITD)

  1. 1. NEO DIGITAL ADVERTISING Mutlu Dogus Yildirim AD EXCHANGE DSP SSP PRIVATE EXCHANGE DMP AGENCY TRADING DESK AD NETWORK AMP RTB
  2. 2. Once upon a time... Few advertisers, few publishers, few problems ADLINE.CO
  3. 3. Then things got complicated... ADLINE.CO
  4. 4. Ad Server Helps publishers to manage many advertising requests AD SERVER ADLINE.CO
  5. 5. Ad Server Helps advertisers to manage many advertising campaigns AD SERVER ADLINE.CO
  6. 6. Ad Network Connects advertisers to publishers, and vice versa With basic features... AD NETWORK ADLINE.CO
  7. 7. Ad Exchange Connects more advertisers to more publishers Has some advanced features (floor price, RTB etc.) AD NETWORK- 1 AD NETWORK- 2 AD EXCHANGE ADLINE.CO
  8. 8. But there is a problem! ADLINE.CO
  9. 9. Advertiser solution: DSP Centralized media planning & buying, access to many publishers, exchanges, networks, SSPs etc. from one single point, RTB enabled DSP AD NETWORK- 1 AD EXCHANGE- 1 AD EXCHANGE- 2 ADLINE.CO
  10. 10. Publisher Solution: SSP Centralized inventory selling, yield management, access to many advertisers, exchanges, networks, DSPs etc. from one single point. RTB enabled SSP AD NETWORK- 1 AD EXCHANGE- 1 AD EXCHANGE- 2 DSP- 1 ADLINE.CO
  11. 11. AGENCY TRADING DESK Special unit of agencies, specialized on programmatic buying. DSP technology used. Advertiser Solution: Agency Trading Desk (ATD) DSP AD NETWORK- 1 AD EXCHANGE- 1 AD EXCHANGE- 2 ADLINE.CO
  12. 12. INDEPENDENT TRADING DESK Simply; RTB agencies. DSP technology used. Advertiser Solution: Independent Trading Desk (ITD) DSP AD NETWORK- 1 AD EXCHANGE- 1 AD EXCHANGE- 2 ADLINE.CO
  13. 13. Publisher Solution: Private Exchange Only "selected" advertisers can buy inventory. RTB enabled. SSP technology used. Private Exchange DSP- 1 ADLINE.CO
  14. 14. Data Provider: DMP Profiles users, sells this data to advertisers ADLINE.CO DSP SSPDMP
  15. 15. OK but, what is RTB? ADLINE.CO
  16. 16. VS ADLINE.CO
  17. 17. Real Time Bidding ADLINE.CO
  18. 18. ADLINE.CO
  19. 19. Evolution?
  20. 20. Some Figures ● Worldwide RTB spending will grow from $1.4 billion in 2011 to $13.9 billion in 2016. RTB share on total display advertising spend will grow from 5% to 20%. ● In US, market share of RTB will grow from 10% in 2011 to 27% in 2016. ● In Western Europe, market share of RTB will grow from 3% in 2011 to 19% in 2016. ● In Japan, market share of RTB will grow from 2% in 2011 to 24% in 2016. ● Eventually almost all premium inventory will be sold programmatically. ADLINE.CO(Source: IDC)
  21. 21. ADLINE.CO(Source: IDC)
  22. 22. Publisher Benefits ● 100% eCPM increase on average ● Less labor ● Faster ADLINE.CO(Source: IDC)
  23. 23. Advertiser Benefits ● Better targeting ● Higher ROAS ● Campaign efficiency (20-150%) ● Transparency ADLINE.CO(Source: IDC)
  24. 24. ADLINE.CO
  25. 25. QUESTIONS? ADLINE.CO
  26. 26. THANK YOU! dogus.yildirim@medyanet.com.tr tr.linkedin.com/in/mutluyildirim www.adline.co ADLINE.CO

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