NEODIGITALADVERTISING

Mutlu Dogus Yildirim

AD EXCHANGE

DSP

SSP

PRIVATE EXCHANGE

DMP

AGENCY TRADING DESK

AD NETWORK

AMP

RTB

Once upon a time...

Few advertisers, few publishers, few problems

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Then things got complicated...

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Ad Server

Helps publishers to manage many advertising requests

AD SERVER

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Ad Server

Helps advertisers to manage many advertising campaigns

AD SERVER

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Ad Network

Connects advertisers to publishers, and vice versa

With basic features...

AD NETWORK

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Ad Exchange

Connects more advertisers to more publishers

Has some advanced features (floor price, RTB etc.)

AD NETWORK-1 AD NETWORK-

2

AD EXCHANGE

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But there is a problem!

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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

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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

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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

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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

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Publisher Solution: Private Exchange

Only "selected" advertisers can buy inventory. RTB enabled. SSP technology used.

Private Exchange

DSP-1

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Data Provider: DMP

Profiles users, sells this data to advertisers

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DSP SSPDMP

OK but, what is RTB?

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VS

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Real Time Bidding

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Evolution?

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)

ADLINE.CO(Source: IDC)

Publisher Benefits

● 100% eCPM increase on average

● Less labor

● Faster

ADLINE.CO(Source: IDC)

Advertiser Benefits

● Better targeting

● Higher ROAS

● Campaign efficiency (20-150%)

● Transparency

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QUESTIONS?

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THANK YOU!

dogus.yildirim@medyanet.com.trtr.linkedin.com/in/mutluyildirimwww.adline.co

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