Real time bidding (DSP, SSP, DMP, ATD, ITD)
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Transcript of Real time bidding (DSP, SSP, DMP, ATD, ITD)
NEODIGITALADVERTISING
Mutlu Dogus Yildirim
AD EXCHANGE
DSP
SSP
PRIVATE EXCHANGE
DMP
AGENCY TRADING DESK
AD NETWORK
AMP
RTB
Ad Network
Connects advertisers to publishers, and vice versa
With basic features...
AD NETWORK
ADLINE.CO
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
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
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
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
ADLINE.CO
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
ADLINE.CO
Publisher Solution: Private Exchange
Only "selected" advertisers can buy inventory. RTB enabled. SSP technology used.
Private Exchange
DSP-1
ADLINE.CO
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)
Advertiser Benefits
● Better targeting
● Higher ROAS
● Campaign efficiency (20-150%)
● Transparency
ADLINE.CO(Source: IDC)