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 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

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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

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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THANK YOU!

dogus.yildirim@medyanet.com.trtr.linkedin.com/in/mutluyildirimwww.adline.co

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