1. Ad Network Reputation,
Trading Desk,
Audience Extension &
Publisher Trading Desk

2. Ad Network
• Many sources have quoted that there are well
over 300 networks in the US alone.
• The comScore network report for June 2011, says
that there are about top 20 networks in the US.
• But, these are only companies who choose to
label themselves as a network, as opposed to
those who really are networks but are reluctant
to carry the label.
• That means we are not counting retargeting
companies, DSPs, SSPs, trading desks, etc
http://blogs.imediaconnection.com/blo
g/2011/08/12/the-future-of-ad-
networks/

3. Ad Network
• There are negative perceptions around core
business model of Ad Network.
• A couple of ad networks really abused the
post-view metric with some jaw-dropping
cookie-bombing strategies.
• They are now struggling to remain relevant in
an automated buying space that is
increasingly dominated by the trading desks

4. • The next wave of ad networks will come from
the publishers in the form of the Trading Desk,
which could be:
– Agency Trading Desk
– Publisher Trading Desk
– Independent Trading Desk
– Private Trading Desk
– retargeting trading desks (retargeting DSPs)

5. Trading Desk
• A trading desk is a collection of
human, organizational and technological means
implemented to optimize digital advertisers’
budgets mainly through real time bidding and ad
exchanges.
• It can be also defined as an advertising
technology platform combined with human skills
in advertising and technology that constitutes an
access point to the complex digital advertising
marketplace.

7. Trading Desk
• Main missions of a trading desk are to
optimize buying and campaign deployment
according to advertisers’ goals while ensuring
brand safety.
• It also manages data by using advertiser data
for targeting and possibly giving back new
data. And finally it ensures reporting and
billing across the different third party.

9. Audience Extension
• It is not a new technique, but technological
advances such as Real-Time Bidding
(RTB), Data Management Platforms (DMPs)
and innovative look-a-like algorithms have
transformed audience extension into an
impressive revenue opportunity.

10. Audience Extension
• It is an application of behavioral targeting.
• Audience Extension is a means of monetizing
your web traffic without the limitations posed
by available ad space on your own website
• Using the same cookie-based technology that powers
retargeting, audience extension allows advertisers to
reach audience all over the web, not just on the site
only.

11. Audience Extension
• Events or brands that rely on sponsorship can use
Audience Extension to offer additional
opportunities for sponsors to get in front of their
audiences.
• For Example :
– Rio Haryanto (Indonesian Racer) can leverage
audience extension to monetize fans by selling
impressions to sponsors like Top One or Shell.
– Java Jazz can also offer up their audience to allow
sponsors (Telkomsel or Samsung) to reach attendees
online.

12. Audience Extension
• Audience Extension is most effective for
audiences that are highly targeted and is the
most valuable for brands whose audiences are
hard to find online.

13. http://www.admonsters.com/blog/reach-sky-
audience-extension-playbook

14. • Audience extension basically turns publishers
into media buyers – using first-party data
occasionally appended with third-party
data, publishers target their audiences on
third-party inventory.
Publisher Media Buyers
Audience Extension
Audience Extension

15. Publishers roles in Audience Extension
• During this great online data
awakening, improved technology (e.g., data
management platforms) has enabled
publishers’ ability to truly understand their
audience and use this insight to enhance their
content and ad products.
• Some publishers are even seeking out third-
party data to bring more focus to their
audience segmenting efforts.

16. Publisher roles in Audience Extension
http://www.admonsters.com/blog/publisher-audience-extension-part1

17. Demand-Side Platforms
• Since implementation of an audience extension
program typically goes hand-in-hand with DMP
(Data Management Plan) integration, several
DMP providers began offering audience extension
products, often shifting or tying the offering into
their other revenue streams like ad networks.
• But another big reason this market is heating up
is because somewhat unexpected players are
making big inroads: Demand-Side Platforms
(DSP).

18. Demand-Side Platforms
• As audience extension basically turns
publishers into media buyers, DSPs actually
make sense as a partner with great experience
in targeted ad buying. And like advertisers
found when they first started using DSPs,
flexibility is an attractive asset.

19. • As its audience extension channel rapidly
scaled, it became more cost-effective and
efficient to introduce an in-house RTB-buying
team that’s only focused on audience
extension campaigns.
• This new setup allowed the publisher to
schedule its own campaigns as well as give it
more granular audience and geo-targeting
controls.

20. Publisher Audience Extension Goes Off-Site
http://www.admonsters.com/blog/publisher-audience-extension-part2

21. Expand the Reach
• Audience extension also allows advertisers to
target a premium site audience, which is often
sold out, across other sites that belong to the
same ad network.
• Principles of audience extension are sometimes
used within a publisher site to extent audience of
high potential channels (travel, financials,
automotive). That valuable audience is then
partially "recovered" on less sought after
channels (weather, local news, ...) on the same
publisher website.

22. The principles of reach extension
illustrated by Netmining

23. • The idea of audience extension is not new, but
building it out as a revenue model is.
• Publishers now have the same scale and
access to dynamic inventory as the rest of the
market.
• The difference being that the pubs have
proprietary data and inventory to leverage –
particularly vertical publishers.
• Those vertical publishers with defined
audiences are in a position to win more
budget from agencies.

24. • White labelled (Publisher Trading Desk) PTDs
will no doubt be a big trend in the market, but
I would expect that most Supply Side
Platforms (SSPs) are offering this kind of
solution already, particularly around audience
extension.

25. Data-Management Platforms (DMPs)
• Data-Management Platforms (DMPs) are a
publisher’s best friend.
– These platforms are the key to helping publishers
segment, target, and expand their audiences via
look-alike modeling.
– They can leverage both publishers’ own data and
their clients’ first-party data to drive powerful
audience-targeted campaigns right within their
own domains.

26. Publisher Trading Desk (PTDs)
• The real value of DMPs is that they can also
enable publishers to launch their own type of
“trading desks.”
• Publishers who understand their audience can find
them on their own site, on their clients’ sites, across an
affiliated network of partner sites and in the long tail
through exchanges

27. Publishers
Who understand their audience can find
them on their own site, on their clients’
sites, across an affiliated network of
partner sites and in the long tail through
exchanges
Supply Side Platforms
(SSPs)
Data-Management Platforms
Data-Management Platforms
PUBLISHER TRADING DESK

28. • Meanwhile, advertisers and agencies
(Demand Side Platforms) could benefit from
buying multi-tiered audience packages –
aligned with their ongoing sponsorship and
transactional premium direct advertising –
through a single trusted partner.

29. Link untuk:
Combine Ad Network & Ad Exchange Models
• http://www.advertising.com/displayuniversity
/display-fundamentals/networks-exchanges