What is DSP & SSP? (Real Time Bidding)
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NEODIGITALADVERTISING
Mutlu Dogus Yildirim
AD EXCHANGE
DSP
SSP
PRIVATE EXCHANGE
DMP
AGENCY TRADING DESK
AD NETWORK
AMP
RTB
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Once upon a time...
Few advertisers, few publishers, few problems
ADLINE.CO
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Then things get complicated...
ADLINE.CO
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Ad Server
Helps publishers to manage many advertising requests
AD SERVER
ADLINE.CO
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Ad Network
Connects advertisers to publishers, and vice versa
With basic features...
AD NETWORK
ADLINE.CO
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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
ADLINE.CO
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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
ADLINE.CO
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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
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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
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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
ADLINE.CO
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Publisher Solution: Private Exchange
Only "selected" advertisers can buy inventory. RTB enabled. SSP technology used.
Private Exchange
DSP-1
ADLINE.CO
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QUESTIONS?
ADLINE.CO