Post on 15-Jan-2015
description
Display Advertising Ecosystem
Its not that complex, Lets make it simple
Data Suppliers
DMPs/Data Aggregators
Tag Management
Verification/Privacy
Media Planning and Attribution
Measurement and Analytics
Ingredients
Marketers
Agencies
Agency Trading Desks
Buyers
Publishers
SellersPlatformsSSPs
Publisher Tools
DSPs
Retargeting
Creative OptimizationAd Servers
Exchanges
Ad Networks
Media Management Systems
Simpler Look
Lets explain every vendors @ each Step of Media buying
Marketer
Publ isher
Marketing Plan/Campaign goals
etc
Creative Dev/Plan
Media
Place and Optimize
Develop Audience
Package and Price
Implement & Optimize
Buy &
Sell
Agency&
Marketers
OmnicomWPP
HavasInvite Media
NielsonComscore
AtlasAgency Trading
Desk
AdRoitTumri
DapperFetchback
GoogleYahoo
FBSharepoin
tTwitter
AdSenseYahoo
MicrosoftAdmeldRubicon
DartOpenXGoogle
Measurement Analytics
Media Planning
Tool
Creative Optimizat
ionRetargeti
ngDSP
Ad ServerAd OpsMedia Mgmt
Analytics
DMPData
SuppliersSSP
Publisher Tools
Sharing Tools
Search EnginesSocial
Networks
Direct Sales
Exchanges
Ad Network
AdwordsDoubleclic
kAdmeld
Appnexus
D e m a n d S u p p l y
Key- Offer an Integrated solution
Marketer
Publ isher
Marketing Plan/Campaign goals
etc
Creative Dev/Plan
Media
Place and Optimize
Develop Audience
Package and Price
Implement & Optimize
Buy &
Sell
Agency&
Marketers
Measurement Analytics
Media Planning
Tool
Creative Optimizat
ionRetargeti
ngDSP
Ad ServerAd OpsMedia Mgmt
Analytics
DMPData
SuppliersSSP
Publisher Tools
Sharing Tools
Search EnginesSocial
Networks
D i r e ct
S a l e sE x c h a
n g e sA d
N e t wo r k
D e m a n d S u p p l y
Marketer
Publ isher
Marketing Plan/Campaign goals
etc
Creative Dev/Plan
Media
Place and Optimize
Develop Audience
Package and Price
Implement & Optimize
Buy &
Sell
Agency&
Marketers
Measurement Analytics
Media Planning
Tool
Creative Optimizat
ionRetargeti
ngDSP
Ad ServerAd OpsMedia Mgmt
Analytics
DMPData
SuppliersSSP
Publisher Tools
Sharing Tools
Search EnginesSocial
Networks
D i r e ct
S a l e sE x c h a
n g e sA d
N e t wo r k
D e m a n d S u p p l y
Marketer
Publ isher
Marketing Plan/Campaign goals
etc
Creative Dev/Plan
Media
Place and Optimize
Develop Audience
Package and Price
Implement & Optimize
Buy &
Sell
Agency&
Marketers
Measurement Analytics
Media Planning
Tool
Creative Optimizat
ionRetargeti
ngDSP
Ad ServerAd OpsMedia Mgmt
Analytics
DMPData
SuppliersSSP
Publisher Tools
Sharing Tools
Search EnginesSocial
Networks
D i r e ct
S a l e sE x c h a
n g e sA d
N e t wo r k
D e m a n d S u p p l y
Real Time Bidding
The Problem
For Advertisers• Buying Impressions in
bulk is lacking because, you are purchasing impressions at same price
For Publishers• 70% of their inv is left
unsold, or sold for next to nothing.
• For long tail publishers, there isn’t sales team to sale their quality inv
Display Advertising Needs a Shake Up to provide more Value.
The Solution: Real Time BiddingWhat is Real Time Bidding (RTB)
It Allows Display Inventory to purchase by Individual Impressions through bidding system that unfolds in milli second.
The Targeting and cost efficiency opportunity presented by RTB is making revolutionary force in the online advertising space.
Advt DSP Engine
How Does RTB Works
DSP• Automates the
purchasing on behalf of advt.
• Sets buying parameter
• Monitor performance
There are 3 Prominent Players in RTB landscape
The Publisher• Provides Inventory• Originally, RTB was
used for remnant inv. Now it is used for Premium inv also.
• Some pubs use SSP to help better manage sell platform
The Ad Exchange• Connects buyer
and seller• Facilitate the
purchase of inv in realtime through auction in mili sec.
RTB Process
Step 1 Pub provide inv to Ad Exchange who is responsible for holding auction
Step 2 DSP, on behalf of advt, will place bid on each impression
Step 3 The value of bid is based on value of that impression, as determined by advt parameter.
Step 4 Once bidding is complete, winner is chosen and winner is served on website
Benefits
Agencies Advertisers Publishers
• Increased control over campaign
• Increased Spending efficiencies
• Better result delivered to campaign
• Enhanced consumer targeting capabilities
• More cost effective reach and frequency
• Near elimination of wasted impressions
• Deliver higher revenues on Inventory
• No need to have huge direct sales force.
• Auto optimization of eCPM
Difference in Display Advertising and Mobile Advertising
Difference
Mobile Display
Screen Size Small big
Creative Specs Smaller Bigger
CTR 2%-5% 1%
Privacy Allow opt out from certain content
Limited option in tradition display
Engagement Highest Lesser
Conversion Difficult to track Easy to Track
Ad dollar Growing fast Matured stage
Purchase method
Preferably CPC Mostly CPM
Ecosystem Developing Developed
Thanks
Neeraj K Kushwaha
Sources/Refhttp://www.emediavitals.com/content/display-advertising-ecosystem-just-confusing-you-thought http://blog.earlh.com/index.php/2011/07/online-display-advertising-ecosystem/ http://www.adexchanger.com/Agency_Trading_White_Paper.pdf http://www.gdmdigital.com/technology/real-time-bidding http://www.crowdscience.com/2011/07/what-is-real-time-bidding-rtb/http://static.googleusercontent.com/external_content/untrusted_dlcp/www.google.co.in/en/in/doubleclick/pdfs/Google-White-Paper-The-Arrival-of-Real-Time-Bidding-July-2011.pdf http://www.vccafe.com/2011/06/11/save-and-print-these-lumascapes-to-get-a-grasp-on-digital-media-infographics/ http://static.googleusercontent.com/external_content/untrusted_dlcp/www.google.co.in/en/in/doubleclick/pdfs/Google-White-Paper-The-Arrival-of-Real-Time-Bidding-July-2011.pdf