9. What are we talking about?
Using digital data to create custom audiences and reach them across
multiple websites with the most relevant message
•
Profile
Based
Planning
• Content
• Context
• Demographics
Audience
Based
Planning
•
•
Performed a desired set of
actions/behaviors
User characteristics
Purchases or researches
product information
Awareness
18-49 year olds
Prefe
Loyalty
Sports fans
Small business
content
MostCustomer
likely customer
Purchase
10. Why is it happening now?
Auction-based Buying
Models
Data Availability
•
Proliferation of available
data sources
•
Publishers becoming data
providers
•
Decreasing cost of access to
data
Dynamic Optimization
Technologies
•
Publishers bypassing ad
networks and selling nonguaranteed inventory to ad
exchanges
•
Demand-side platforms
dynamically bidding for ad
impressions available in
exchanges
•
Ad exchanges moving from
blind / low quality inventory
to transparent / higher
quality
•
Intelligent bid management
for the most valuable users /
content
•
Global campaign reach,
frequency and pacing
controls
•
Access to inventory at scale
13. First we had Ad Exchanges
• An Ad Exchange is an auction for display
advertising – it connects buyers and sellers
electronically
Publisher
Impression
• Sellers list ad impressions, buyers bid for each
impression and the highest bidder wins – in order
to bid, you need a “seat” on the exchange
• Ad Exchanges conduct an auction for every single
ad impression – it’s a second price auction so the
winner pays a tiny fraction more than the next
highest bid
Ad Exchange
Ad
ve
Bid
rti
se
r
Bid
Bid
Advertiser
v
Ad
r
se
rti
e
• Some exchanges support “RTB” (real-time
bidding) which allows buyers to bid in real time
within each auction
14. Where do DSPs fit in?
Publisher
Impression
Ad
Exchange
Ad ge
n
cha
Ex
A
Exc d
han
ge
DSP
Bid
Advertiser
Data
Provider
• Publishers can only list a single
impression on a single exchange, but
the same consumer might be found
across several publishers and therefore
exchanges
• DSPs (Demand Side Platforms) give
agencies/advertisers access to a single
point of management for all Ad
Exchanges
• DSPs support the integration of 3rd
party data from Data Providers to
power improved targeting capabilities
15. Let’s make it even more complicated…
• SSPs (Sell Side Platforms) allow
publishers to maximise yield from multiple
inventory sources
• DMPs (Data Management Platforms)
enable advertisers to manage both their
internal data and the acquisition of data
from 3rd party data providers
Data
Prov
ider
DMP
Bid
Advertiser
Data
r
Provide
Ad
e
Exchang
DSP
Pub
lishe
r
Ex A
ch d
an
ge
SSP
er
ish
bl
Pu
er
blish
Pu
a
at er
D id
ov
Pr
