the landscape of agency trading desks in turkey 2013

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The landscape of

Trading Desk in

TURKEY 2013

By Ilker OGUZ

04/11/2023 İlker.oguz@winnertap.com 2

THE TOP EIGHT QUESTIONSWhat is a Demand Site Platform?

What is Real Time Bidding?

What is a Trading Desk?

How DSP’s SSP’s and Adexchanges Work?

What are the most commonly used data sets?

How is ad tech value chain parsing?

What is the industry situation with Turkish Media Desks?

Are traditional buying tactics adequate for optimized buyer media?

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04/11/2023 İlker.oguz@winnertap.com 3

What is a Demand Side Platform?

• A technology platform that allows trading desks, agencies and advertisers to buy online media across ad exchanges using real time bidding.

04/11/2023 İlker.oguz@winnertap.com 4

What is Real Time Bidding?

• Real Time Bidding, • is an automated

process which allows media buyers to bid on and purchase ad inventory on an impression by impression basis.

The pipe: RTB APIThe brain:Real Time Bidder

AD Exchanges

04/11/2023 İlker.oguz@winnertap.com 5

What is Agency Trading Desk?

• Most often a trading desk is a buy-side platform on DSP’s that operates on behalf of an ad agency.

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How DSP’s, SSP’s and Adexchanges work?

İlker.oguz@winnertap.com

Ssp / exchange

RTB Auction

Publisher web site

Publisheradserver

user

Marketer adserver

Standard Ad Calls / Redirection

Cookie ID Passed

Winning Bid / Redirect

Final Ad Creative Ad Network

DSP3

DSP2

DSP1

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What are the most commonly used data sets?

İlker.oguz@winnertap.com | WinnerTap

• Time of day• Date• Full url• OS

• Browser Type• Browser ID• Referral ID• Location (IP)

• Search (Behaviour History)• Data Market Remain Nascent..

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How is ad tech value chain parsing?

Media (Where?)

Inventory Supply

Inventory Integration

Audience (Who?)

Data Supply Data Aggregation

Data Optimization

Media Buying

Creative (What?)

Creative Origination

Creative Optimization

İlker.oguz@winnertap.com

Analytics

Analytics

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According to IAB Turkey,

İlker.oguz@winnertap.com | winnertap.com

• In the first half of 2012, total digital advertising spending of $416 Million took place.

• According to the same period last year, increased by 34.4% of digital advertising market.

%34.4 to$416 M In first half of 2012

04/11/2023 İlker.oguz@winnertap.com 10

Ad Networks in Turkey

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Agency Trading Desks in Turkey

There are rumors, but No Significant

Enterprise yet!

vs. vs.

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SO, WHAT IS THE SOLUTION

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Let’s discuss for it,

Email: ilker.oguz@winnertap.comSkype: ilkrgzLinkedin: http://tr.linkedin.com/in/ilkeroguz/Blog: http://affiliatesistemi.com

Ask me more;

Consultant for Affiliate Marketing,Project Management for Augmented Reality & Mobile ApplicationsSpecialized on DSPs, Trading Desk Platforms such as Mediamath, AppNexus, also Vuforia, Layar, Wikitude, Junaio and Gamification concepts.

About Ilker OGUZ

İlker.oguz@winnertap.com

04/11/2023 İlker.oguz@winnertap.com 14

Thanks for watching,