NEO DIGITAL ADVERTISINGAD EXCHANGE PRIVATE EXCHANGE DSP AD NETWORK RTB SSP AGENCY TRADING DESK AMP DMP Mutlu Dogus Yildirim Once upon a time... Few advertisers, few publishers, few problems ADLINE.CO Then things got complicated... ADLINE.CO Ad Server Helps publishers to manage many advertising requests AD SERVER ADLINE.CO Ad Server Helps advertisers to manage many advertising campaigns AD SERVER ADLINE.CO Ad Network Connects advertisers to publishers, and vice versa AD NETWORK With basic features... ADLINE.CO Ad Exchange Connects more advertisers to more publishers AD NETWORK1 AD NETWORK2 AD EXCHANGE Has some advanced features (floor price, RTB etc.) ADLINE.CO But there is a problem! ADLINE.CO Advertiser solution: DSP Centralized media planning & buying, access to many publishers, exchanges, networks, SSPs etc. from one single point, RTB enabled AD NETWORK1 DSP AD EXCHANGE1 AD EXCHANGE2 ADLINE.CO Publisher Solution: SSP Centralized inventory selling, yield management, access to many advertisers, exchanges, networks, DSPs etc. from one single point. RTB enabled AD NETWORK1 AD EXCHANGE1 SSP DSP1 AD EXCHANGE2 ADLINE.CO Advertiser Solution: Agency Trading Desk (ATD) Special unit of agencies, specialized on programmatic buying. DSP technology used. AD NETWORK1 AGENCY TRADING DESK DSP AD EXCHANGE1 AD EXCHANGE2 ADLINE.CO Advertiser Solution: Independent Trading Desk (ITD) Simply; RTB agencies. DSP technology used. INDEPENDENT TRADING DESK AD NETWORK1 DSP AD EXCHANGE1 AD EXCHANGE2 ADLINE.CO Publisher Solution: Private Exchange Only "selected" advertisers can buy inventory. RTB enabled. SSP technology used. Private Exchange DSP1 ADLINE.CO Data Provider: DMP Profiles users, sells this data to advertisers DSP DMP SSP ADLINE.CO OK but, what is RTB? ADLINE.CO VS ADLINE.CO Real Time Bidding ADLINE.CO ADLINE.CO 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. (Source: IDC) ADLINE.CO ● ● ● ● (Source: IDC) ADLINE.CO Publisher Benefits ● 100% eCPM increase on average ● Less labor ● Faster (Source: IDC) ADLINE.CO Advertiser Benefits ● Better targeting ● Higher ROAS ● Campaign efficiency (20-150%) ● Transparency (Source: IDC) ADLINE.CO ADLINE.CO QUESTIONS? ADLINE.CO THANK YOU! [email protected] tr.linkedin.com/in/mutluyildirim www.adline.co ADLINE.CO