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1

Online advertising revenue in the United States from 2000 to 2016

8.09

7.13

6 7.3 9.6 12

.5 16.9 21

.2 23.4

22.7 26

31.7 36

.6

42.8

49.5

59.6

72.5

0

10

20

30

40

50

60

70

80

2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

REVE

NUE IN BILION U.S.D

OLLAR

S

REF : STATISTA.COM

US Display Ad Spending Share, by Type, 2011‐2017

0%

20%

40%

60%

80%

100%

120%

2011 2012 2013 2014 2015 2016 2017

REF : EMARKETER.COM

RTB Non‐RTB Programmatic Nonprogrammatic

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32.44 31.58 29.8926.59 24.96 25.17 25.35

10.67

19.15

28.72

40.5

49.81

57.78

65.87

0

10

20

30

40

50

60

70

2013 2014 2015 2016 2017 2018 2019

Axis Title

US Digital Ad Spending, by Device, 2013‐2019,billions

Desktop Mobile

M1

bb

73%

70%

83%

7 %

of consumers  dislike online pop ups  

dislike ads  on their mobile phone 

of consumers would  like to be able to block all ads on their phone or tablets

stated they clicked on ads because they  found them  compelling 

1993

Advertiser Publisher

Slide 5

M1 MOBILE VIDEO REVENUE INCREASED 145% TO BE 85% OF DESKTOP VIDEO REVENUE IN 2016MRD, 20/02/1397

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3

1994 1995

WebConnectAdvertiser Ad Network Publisher

1996

Browser/user Publisher’s website Ad server

Direct deal

Ad network

1997

PR I

V

A

C

YR

F

C

21 09

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1998‐2000 2000‐2005

AdWords

AdSense

Publisher

Ad Network 1

Ad Network 2

…..

2005

Publisher

Ad Network 1

Ad exchange

Advertiser

Ad Network 1

Publisher Ad exchange

2006

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5

2007

AdECNMicrosoft DoubleClickGoogleRightMediaYahooAdvertiser DSP

Ad exchange 1

Ad exchange 2

Ad exchange 3

2008‐today

Advertiser

DSP 1 DSP 2 DSP 3

SSP/ad network

Ad exchange 2Ad exchange 1

Publisher

Final Landscape

Measurement/analytics

verification

Trade Desks

Media AgenciesAdvertiser

Creative Optimization

Ad Servers

Data Suppliers

DMPs

Ad Networks

DSPs

Ad Exchanges

SSPs PublishersDSPs

Ad Exchanges

Ad ServersAd 

Networks

SSPs

DMPs

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Challenges

History & Challenges of Online AdvertisingMohammad Reza DivsalarAdvisor : Amin Nobakhti

Sharif Uni of Tech, EE Department, Control Systems GroupWeekly Seminars , first presentation

May 2018

• REFs :1) Yuan, Shuai, Jun Wang, and Xiaoxue Zhao. "Real‐time bidding for online advertising: measurement and analysis." Proceedings of the 

Seventh International Workshop on Data Mining for Online Advertising. ACM, 2013.2) Zhang, Weinan, et al. "Feedback control of real‐time display advertising." Proceedings of the Ninth ACM International Conference on 

Web Search and Data Mining. ACM, 2016.3) Zawadzinski," Programmatic and RTB Challenges and opportunities " ,20174) Zawadzinski, " The History of Advertising Technology ", 2015