Loading presentation...

Present Remotely

Send the link below via email or IM

Copy

Present to your audience

Start remote presentation

  • Invited audience members will follow you as you navigate and present
  • People invited to a presentation do not need a Prezi account
  • This link expires 10 minutes after you close the presentation
  • A maximum of 30 users can follow your presentation
  • Learn more about this feature in our knowledge base article

Do you really want to delete this prezi?

Neither you, nor the coeditors you shared it with will be able to recover it again.

DeleteCancel

Make your likes visible on Facebook?

Connect your Facebook account to Prezi and let your likes appear on your timeline.
You can change this under Settings & Account at any time.

No, thanks

The Display Advertising Technology Landscape

An in depth walk through of the Display Advertising Technology Landscape
by

David Christian

on 22 October 2015

Comments (0)

Please log in to add your comment.

Report abuse

Transcript of The Display Advertising Technology Landscape

Media Agencies
Trading Desks
DSPs
Ad Exchanges
Ad Networks
SSPs
Publisher
Advertiser
Retargeting
Ad Servers
Verification
Creative
Optimization

DMPs
Data Suppliers
Measurement
Tag Management
Attribution
A
media agency
is a company dedicated to creating, planning, and handling advertising (and sometimes other forms of promotion) for its clients...
Retargeting
is an online advertising strategy where an ad is shown to a user based on actions he/she has recently made on the web.

So if you go here....
You might start seeing this....
My Favorite Site
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Morbi scelerisque hendrerit tempor. Morbi augue velit, pharetra vel semper vitae, imperdiet at felis. Sed ut hendrerit sapien. Nunc fermentum turpis at dui sodales blandit. Praesent egestas vestibulum nisi id tincidunt. Nunc condimentum purus elit, at fringilla magna. Mauris et lacus vitae elit dignissim rhoncus. Praesent fringilla elit eget velit porttitor faucibus. Class aptent taciti sociosqu ad litora ......
Agency Trading Desks

(ATDs)
are specialized media buying groups, most commonly working within (or for) advertising agencies. They use either proprietary technology or a demand side

platform (DSP) to buy and optimize media campaigns on ad exchanges, ad networks, and other available inventory sources they are connected with.
So for Example...
A
Demand Side Platform
, or DSP, is an online platform that makes it easier for advertisers to buy display advertising on multiple ad exchanges and networks.

DSPs are a popular ad buying platform because they provide you with access to a wide selection of inventory and allow you to bid on this inventory on a real time basis. DSPs allow you to bid, optimize, and check campaign performance from one, centralized interface.


DSP
A DSP is a system that allows you buy media across many ad exchanges, as well as centralize ad bidding and reporting into one interface.
Ad exchanges, like Google's DoubleClick and the Facebook Exchange, offer a market place where advertisers can bid and auction for available ad inventory in real time.

The DSP in this example would have access to, and would allow its users to bid on the inventory available on all four ad exchanges.
The Display Advertising Landscape
Hint: For Best Viewing Experience Click To Full Screen
Media Agencies have a few different options when deciding how to buy media for their display advertising campaign.
Media Agency
Ad Exchange
Ad Network
Publisher
Direct
They can also buy available media from the Ad Exchange, a programmatic buying marketplace where inventory is auctioned to the highest bidder.
An Agency can buy ad inventory directly from a publisher.
They can buy inventory from an Ad Network, a company that has exclusive rights to sell inventory from a specified group of publishers.
Media Agencies can also implement additional layers of reporting and verification technology to their display campaigns.
Media Agency
Ad Exchange
Ad Network
Publisher
Direct
Ad Server
An Ad Server is a technology platform that can host and serve display advertisements. This same platform will provide reporting and other important campaign analytics.
A media agency will typically run their ad units through an Ad Server in order to have an additional party tracking the reporting numbers. This allows the Media Agency to have two sets of servers tracking impressions and clicks (the Ad Server and the Publisher). This adds a level of verification and is safer than just relying on the publisher's numbers alone.
Agency Trading Desk
Media Agency
Optimizes Media Buying For
DMP
DSPs also allow you to plug in data collected by a 3rd party(typically a DMP). This data allows its users to create target audiences and better optimize campaigns.
A
Creative Optimization
company improves the performance of an advertiser's creative by enhancing the ad unit's feature set.

A company of this type will often times serve the creative, layer on rich media like functionality, and allow for dynamic messaging.

The company I currently work for, Spongecell, transforms standard ads into dynamic, interactive ad experiences that run anywhere on the web.

We take standard flash banner ads and layer on features such as videos, maps, and carousel galleries. We will host and serve these ad units in a way that keeps initial load under 40k, allowing us to run on all placements across the web.
Media Agency
Ad Exchange
Ad Network
Publisher
Direct
Ad Server
If the Media Agency wants to have an additional server track impressions and clicks (for verification purposes) as well, we will then send our ad tags to the ad server to run. In this case Spongecell, the Ad Server, and the Publisher would be recording impressions and clicks for this campaign.
Media Agency
Ad Exchange
Ad Network
Publisher
Direct
Since Spongecell serves the ads it creates, we are able to provide reporting on impressions, clicks, and a whole host of engagement metrics. The media agency will often times go off of Spongecell's reporting numbers, using us as the ad server.
Media Agency
Ad Exchange
Ad Network
Publisher
Direct
Ad Server
Verification
services add an additional layer of technology to each display campaign with the purpose of giving the advertiser a more in depth look at how their campaign is performing.

The additional information an advertiser would gain using a service of this kind would include: the percentage of ads displayed that were viewable to the end user, what specific websites an ad unit ran on, if the ad unit was displayed in the correct geo, and if your ad unit was placed next to questionable content.
A Verification service will typically send the media agency a snippet of code that is appended to the ad unit on the Ad Server level.
This snippet of code will do all the heavy lifting as it will fire every time the ad unit is displayed, it then sends the Verification company the information it collects in the process.
The Verification service will then assemble the data it collects into a report and send it back to the Media Agency. This information allows the Agency to decide which Publisher, Network, or Exchange is the best fit for their next campaign.
Verification Service
An
Ad Server
is a technology platform that can host and serve display advertisements. This same platform will provide reporting and other important campaign analytics.
Some Ad Servers can provide in depth campaign analytics such as engagement metrics and conversion reporting.
Media Agency
Ad Exchange
Ad Network
Publisher
Direct
Ad Server
The Ad Server will consolidate impressions and clicks (as well as other important campaign analytics) into one place, separating data by media partner. This allows media agencies to accurately monitor pacing, and easily compare vendor performance.
An Ad Server hosts the creative ad units, then acts as a delivery system, displaying the correct ad when a user visits a publisher's website.
Media Agency
Ad Exchange
Ad Network
Publisher
Direct
Agency Trading
Desk
Data Suppliers
collect, compile, and sell (online and offline) data on consumers.
Data Suppliers
collect, compile, and sell online and offline consumer data.
DMP
Data Supplier
Data Supplier
Data Supplier
Data Suppliers sell their information to Data Management Platforms. These DMPs will then house, package, and make this information readily available for other ad technology companies to utilize.
Data collected by these suppliers include geographic information, household income, lifestyle preferences, and shopping behavior.
A
Data Management Platform (DMP)
is a technology platform that collects, stores, and packages the consumer data it receives from various Data Suppliers.

Through database integration, DMPs will then make this information available to its various ad technology partners.
DMPs will make the information it collects available to Advertisers, Publishers, and various other ad technology companies alike.
DMP
Data Supplier
Data Supplier
Data Supplier
This packaged consumer data is then used to create targeted audiences and optimize campaign performance.
Trade Desk
DSP
Ad Server
Ad Network
Ad Exchange
SSP
If you shopped online for this coat...
You might start seeing this....
My Favorite Site
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Morbi scelerisque hendrerit tempor. Morbi augue velit, pharetra vel semper vitae, imperdiet at felis. Sed ut hendrerit sapien. Nunc fermentum turpis at dui sodales blandit. Praesent egestas vestibulum nisi id tincidunt. Nunc condimentum purus elit, at fringilla magna. Mauris et lacus vitae elit dignissim rhoncus. Praesent fringilla elit eget velit porttitor faucibus. Class aptent taciti sociosqu ad litora.

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Morbi scelerisque hendrerit tempor. Morbi augue velit, pharetra vel semper vitae, imperdiet at felis. Sed ut hendrerit sapien. Nunc fermentum turpis at dui sodales blandit. Praesent egestas vestibulum nisi id tincidunt. Nunc condimentum purus elit, at fringilla magna...
And you did not buy...
A retargeting company will typically have a "seat" on one, or multiple Ad Exchanges. This just means that they will have access to, and will use their own proprietary software to buy inventory on those Ad Exchanges (acting like a DSP).
DMP
DMPs are relied on to provide additional information such as a user's offline purchase activity. This could allow a retargeting company, based on in store purchase data, to dynamically serve up ads for similar items that user might like from their advertiser.

They will also utilize user activity data collected from their client's website. This allows them to properly track, and retarget a user who has visited certain pages on that site.
Media Agency
Ad Exchange
Ad Network
Publisher
Direct
Agency Trading
Desk
DSP
Some Agency Trading Desks will utilize one, or multiple DSPs when buying media for a campaign.
Media Agency
Ad Exchange
Ad Network
Publisher
Direct
Agency Trading
Desk
DSP
An Agency Trading Desk can also utilize an Ad Server to have an additional party tracking analytics for their campaigns. That set up would look something like the below.
Ad Server
Some Agency Trading Desks utilize proprietary technology to buy inventory for their media campaigns (acting like a DSP).
AdRoll's
Liquid
Ad Technology
An
Ad Exchange
is a technology platform that facilitates the programmatic buying of ad inventory.

These exchanges create a market place where ads can be bid on, like an auction, and bought in real time.


Ad
Exchange
SSP
DSP
DMP
Pub
An Ad Exchange is just a facilitator, a smart technology platform that makes buying and selling ad inventory programmatic, and more efficient. More often than not, the method of selling ads across the exchange is through Real Time Bidding (RTB).
As a DSP accesses inventory available on the exchange, the SSP provides the inventory available on the exchange.
A Supply Side Platform (SSP) is a technology platform that makes it easier for Publishers to manage and sell their inventory on multiple ad exchanges and networks.
The SSP is where the Publisher would set the price and audience type of its inventory. These are the base line metrics needed for the Ad Exchange to connect bidders making calls from the DSP to inventory made available by the Publisher.
DMPs provide the consumer data necessary to build custom audience segments, extend buyer and seller reach, and monetize existing users.
Ad
Exchange
An Ad Exchange can gain inventory by accessing multiple SSPs, in turn, an SSP gains inventory by access to multiple publishers.
SSP
Pub
Pub
Pub
SSP
Pub
Pub
Pub
Ad
Network
An Ad Exchange can also gain inventory by accessing one or many Ad Networks. Again, an Ad Network is a company that has exclusive rights to package and sell inventory from a specified group of publishers.
Pub
Pub
Pub
Often times a company that owns a very large network of publishers will create their own Ad Exchange, only allowing inventory from it's own network of sites to be available for purchase on that exchange.
Examples Include
Google's AdX
Facebook's FBX
Yahoo's Right Media
Microsoft Ad Exchange
An
Ad Network
is a company that has the exclusive rights to sell inventory from a specified group of publishers.
Ad
Network
Pub
Pub
Pub
SSP
Pub
Pub
Pub
Ad Networks will package inventory from publishers that have the same demographic of consumers and targeted audience set.
An Ad Network will typically pre buy this inventory from their publishers, package it, and then resell to an Advertiser at a marked up price.
Ad
Network
Buying media from a Vertical Ad Network means your vendor will be 100% transparent about the inventory you are purchasing and the sites you will be running on for that campaign.
Running a campaign on a Vertical Network will come at a premium price, however, it will be of higher quality and come with better performance.
Vertical Networks
Unlike the fluctuating cost with Real Time Bidding on the Ad Exchange, you would buy inventory from an Ad Network on a fixed CPM (cost per 1,000 impressions) basis.
If you buy media from a Horizontal Ad Network, this means the Network is not transparent about the inventory you are buying or the sites you will be running on. You are essentially running a blind campaign.
Horizontal Networks
This type of Network will typically run your campaign on inventory they have pre purchased as well as a mix of demographically targeted sites they bid on from the Ad Exchange.
DMP
Ad
Exchange
With a Horizontal Network, performance varies depending on the quality of sites they pre-buy inventory from, the Ad Exchanges it has access to, and the type of data available to them via the DMP.
Ad
Network
Pub
Pub
Pub
Horizontal Ad Networks will be less expensive than Vertical Networks, however, you risk campaign quality due to the lack of inventory transparency.
A
Supply Side Platform

(SSP)
is a technology platform that makes it easier for Publishers to manage and sell their inventory on multiple ad exchanges and networks.
Ad
Exchange
SSP
Pub
DSP
You will still buy inventory from a Horizontal Ad Network on a fixed, CPM basis.
After a Publisher makes its inventory available through a Supply Side Platform, the SSP's job is then to optimize selling price, maintain quality of advertisements, and extend buyer reach.
Below is a more realistic view of how an SSP would be connecting bid calls (facilitated by an Ad Exchange) made from a DSP, an Ad Network, or a company with a proprietary ad bidder looking to buy inventory from a Publisher.
* Note: There are many ways in which an SSP can connect with ready to buy Advertisers. This model just shows a few of those combinations, for illustration purposes.
Ad
Exchange
Ad
Exchange
Ad
Exchange
Agency
Trading
Desk
Retargeting
Company
Ad
Network
DSP
Ad
Network
DMP
SSP
Pub
An SSP acts like a yield optimization tool for Publishers. It provides a platform where these Publishers can more efficiently sell its available inventory on Ad Exchanges and to Ad Networks.
Ad Exchange
Ad Network
After making its inventory available through the SSP, the Publisher can set selling preferences such as price floor, who it wants its inventory bought by, and the type of advertisements it wants displayed on its site.
Success!
Resources:
- The Display Advertising Technology Landscape was originally mapped out by
Terence Kawaja
(Strategic Advisor / Investment Banker at LUMA Partners LLC).

His presentation can be found here http://www.lumapartners.com/lumascapes/display-ad-tech-lumascape/


Full transcript