what is real time bidding (dsp, ssp, dmp, atd, itd)
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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)
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Publisher Benefits
● 100% eCPM increase on average
● Less labor
● Faster
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Advertiser Benefits
● Better targeting
● Higher ROAS
● Campaign efficiency (20-150%)
● Transparency
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QUESTIONS?
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