what is dsp & ssp? (real time bidding)
DESCRIPTION
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 presentationTRANSCRIPT
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
ADLINE.CO
Then things get complicated...
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Ad Server
Helps publishers to manage many advertising requests
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!
Advertiser needs are different (wants to reach people, pay less, buy more inventory etc.)
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)
CONFLICT
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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
ADLINE.CO
AGENCY TRADING DESK
Special unit of big agencies, specialized on programmatic buying. DSP technology used.
Advertiser Solution: Agency Trading Desk
DSP
AD NETWORK-1
AD EXCHANGE-1
AD EXCHANGE-2
ADLINE.CO
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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Publisher Solution: Private Exchange
Only "selected" advertisers can buy inventory. RTB enabled. SSP technology used.
Private Exchange
DSP-1
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QUESTIONS?
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