discover the evolution of display advertsing
TRANSCRIPT
LAUNCHED
Ad Exchange
Ad Exchange
Ad Exchange
Advertiser/ Agency
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? ?
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Advertiser/ Agency
Web Publisher
Advertiser/ Agency
Advertiser/ Agency
Web Publisher
Ad Exchange
Ad Networks
BRAND / AGENCYe.g. Bicycle Store
AD NETWORKSPORTS/FITNESS/VERTICAL
Male16-28 yrsCyclist
FITNESS SITE HEALTH SITE
CYCLE RACE SITE CYCLE SITE
Ad Network
Sells bundled ad inventory across multiple publishers to advertisers which are
segmented under content categories.
Buying unsold inventory from the
publisher and applying technology and
aggregating audiences together.
Making it easier for marketers
to target correct audiences efficiently.
SSPWeb
Publisher
Ad Exchange
DSP
DSP
DSP
DSP
SSPSSP
Advertiser/ Agency
Web Publisher
Ad Exchanges
BRAND / AGENCYe.g. Bicycle Store
AD EXCHANGESPORTS/FITNESS/VERTICAL
BID ON AD
AD SENT
Male16-28 yrsCyclist
FITNESS SITE HEALTH SITE
SPORTS SITE CYCLE SITE
BID REQUEST
DSP
Ad ExchangeAd Exchange
BRAND / AGENCYe.g. bicycle shop
Male16-28 yrsCYCLIST
SPORTS SITE
Lots of companies were looking for the
best price to buy and sell
inventory.Resulting in advertisers potentially
purchasing the same audience more
than once.
There became lots of
ad networks trading in
different ways.
To maximize
revenue, publishers spent too much time
deciding how to allocate inventory between
different ad networks.
Cherry picking the best bits from
multiple RTB providers, focusing on increasing
display revenue.
Plugged into all major DSP’s, pulling
all options into one place.
2005 Introducing the “Ad Exchange” and Real-Time Bidding (RTB)
WAS LAUNCHED
GOOGLECHROME
An ad exchange acts as an online marketplace for advertisers to buy and sell inventory from multiple Ad Networks through real-time auctions.
This process enables real-time bidding (RTB).
1997 Introducing the “Ad Network”
Advertiser/ Agency
£ £ £ £ £ £ £ £
Ad networks act like a broker of impressions.
FOUNDED
Web Publisher
SELL SIDESELL SIDE
AGGREGATOR APPROACH
PRGRMTKA G G R E G A T E | A N A L Y S E | O P T I M I S E
www.prgrmtk.com
BUY SIDEBUY SIDE
Scale campaigns by running platforms
simultaneously.
No Minimum
Spend.
Able to find new customers
that using a single provider
would miss.
Ad Exchange
Ad Exchange
Ad Exchange
FOUNDED
Evolution of Display AdvertisingA guide to…
Advertiser / Agency would buy online advertising based on the Web Publisher’s typical demographic profile, ahead of the time of display.
1995 Ads were bought directly from the Publisher
Publishers would end up with unsold inventory.But…
Potential large wastage. Inefficient.
Publishers can auction their inventory to the highest bidder through a single interface.
Sellers make audiences available on an Ad Exchange Platform.
Gives buyers and sellers the opportunity to trade audiences rather than inventory.
Buyers are then able to pick audiences they wish to target and bid on them.
The winning bid has their advertisement then shown in the publishers space.
R E A L - T I M E B I D D I N G
2008Introducing Demand Side Platforms (DSP) & Supply Side Platforms (SSP)
DSP’s allow advertisers to manage multiple ad exchange accounts efficiently through a single interface in real time. They provide accurate data to help determine the value of impressions.Let’s advertisers & agencies optimally manage the reach and frequency of a campaign.By using a single buying system, this ensures that the campaign reaches out to the majority of consumers without having to duplicate it.
Supply Side Platforms Some publishers sell directly on the Ad Exchange. Others invest in SSP’s.
SSP’s optimise selling points for publishers.
Publishers equivalent of a DSP.
Maximises the price the publishers impressions sell at.
Agencies invested in Demand Side Platforms.
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