The document discusses the online display advertising ecosystem. It outlines the main players in the ecosystem including ad agencies, publishers, ad networks, ad exchanges, and display technology platforms. It explains the services each provides and key considerations for advertisers. The document also provides a checklist for advertisers to evaluate their display advertising strategy and goals.
16. Ad networks
Focus on audiences, not sites
Remnant, “Class 2”
Transparent Networks: full details on where their ads will be placed.
Blind Networks: advertisers must relinquish control over where their
ads will run.
17. Ad networks
Increased Targeting Capabilities to Reach Discrete
Audience Segments
Retargeting
<< ---- Performance ---- >>
Brand Keyword (Display)
Competitor Keyword (Display)
Category Keyword (Display)
Channel
Site
Behavioral / Intent
Demographic
Geographic
RON
<< ---- Reach ---- >>
25. Buying Platforms
Creative Iteration and Optimization on the Rise
• Template-based creative systems with customization intelligence
• Dynamic creative systems that generate creative on the fly
• Leverage advanced targeting techniques to test creative
elements relative to placement
Images, text, and colors
are all editable for rapid
testing and optimization
without paying excessive
creative fees
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