1. The Ad Display
Lumascape
8/15/14
HIGHLY CONFIDENTIAL -- NOT FOR REDISTRIBUTION

2. Lumascape Components
Buyer Centric
– Agencies
– Trading Desks
– Retargeters
– Creative Optimization
– Media Planning and Attribution
– DSPs
Publisher Centric
– Ad Exchanges
– SSPs
– Publisher Tools
– Media Management Systems and
Operations
Used By Both
– Measurement and Analytics
– Ad Networks
– Ad Servers
– Verification/Privacy
– Data Suppliers
– DMPs and Data Aggregators
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5. Buyer Centric
The Demand Side of Digital Eco-System

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7. Agencies
An independent service dedicated to creating, planning, and handling
advertising and other forms of promotion for its advertiser clients,
such as promotional ideas, print ideas, print ads, radio, television and
internet ads.
Top holding agencies: Omnicom Group, IPG, Publicis
Top Agencies: MindShare, Digitas

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9. An Ad Agency Holding Group’s private DSP intended to manage
audience buying.
Typically resides on top of a licensed demand-side platform (DSP) and
other audience buying technologies; manages programmatic, bid-
based media and audience buying.
An ad trading desk will buy ad space in the multiple ad exchanges and
networks for clients.
Trading Desks aggregate demand from the largest Agency Holding
Groups.
Top ATD’s: Accuen, Xaxis, Vivaki
Agency Trading Desks

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11. Retargeters
Retargeters work with a brand’s first party data to remarket products
and services to consumers.
Retargeters drop a cookie onto a site visitor recording the pages and
products reviewed, then uses that behavioral information to deliver a
targeted ad on sites selected by the visitor.
Retargeting drives return visits to an advertisers site, leading to a larger
number of conversions.
Top Retargeters: AdRoll, Criteo

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13. Creative Optimization
The intent of creative optimization is relevancy. By building ads that
specifically match a product to user interest, the greater the likelihood
of a purchase or conversion.
Providers implement software that dynamically builds creative units
based on user attributes to customize the ad (color, font, image, etc.),
thereby making the ad as personal and relevant to the user as possible.
Top Optimization: Spongecell, Adisn, Struq

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15. Media Planning
A media plan is a “road map” designed by an agency that merges
audience targeting, media selection and budget goals into a single,
comprehensive plan.
These agencies typically receive objectives from clients to fulfill – from
launching a new product to increasing sales of it’s current inventory.
Top Media Planning: Networked Insights

16. Attribution
Attribution is the determination of the path a user follows from
beginning to end of a conversion.
These companies use data to reveal the path of a conversion and the
impact created through display messaging or search messaging.
Top Attribution: Adometry, Convertro
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18. Demand Side Platforms (DSP)
DSPs allow ad buyers to buy and optimize across multiple RTB ad
exchanges, enabling access to a pool of billions of impressions per day.
DSPs provide real time bidding technology through either a self-serve
platform or a managed service.
Top DSPs: Turn, DoubleClick Bid Manager, AppNexus

19. Publisher Centic
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The “Supply Side” of The Digital Ecosystem

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21. Ad Exchanges
An ad exchange is a digital marketplace that enables advertisers and
publishers to buy and sell advertising units, often through real-time
auctions.
Publishers tip their ad impressions into the pool hoping ad buyers will
acquire them. Buyers select which impressions they wish to purchase
using technologies like demand-side platforms.
Decisions are often made in real time based on information such as
user behavior, time of day, device type, ad position and more.
Top Exchanges: OpenX, DoubleClick AdX, Facebook Exchange

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23. Supply Side Platforms (SSP)
A supply-side platform is used to sell publisher’s inventory in a
programmatic fashion. SSP’s are most often used by online publishers
to help them sell display, video and mobile ads.
Allows a publisher to maximize the revenue yield in an automated
fashion.
SSPs aggregate exchange and network demand for publisher inventory.
Top SSPs: OpenX, Rubicon, Pubmatic, (include Google)

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25. Publisher Tools
Programmatic guaranteed
– A software solution integrated on top of an ad server that allows publishers to sell
their premium inventory in a programmatic fashion.
– iSocket, ShineyAds, AdSlot
Traffic generation
– Drives traffic to the site by reaching interested users.
– Taboola, Outbrain
Forecasting/Rate card Management
– Supports management decision making regarding price based on inventory
available over a specified period of time.
– YieldEx
Tag Management
– Help organize all the pixels and tags that can aggregate to thousands. Organizations
like Toyota or United Airlines use these to consolidate and organize their pixels.
– Tagman, Google
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27. They provide outsourcing services for ad trafficking and campaign
management.
Hired by companies without an internal operations team, and used
because the company would rather not do it themselves.
A work flow management system for publishers to manage their direct
sales on one system that increases efficiencies for sales, ad operations,
and finance teams.
Media Mgmt Systems and Operations

28. Used By Both
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Works with either advertisers or publishers

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30. Measurements and Analytics
These companies help both the publishers and the advertisers
understand audience behavior.
For publishers it reveals how visitors interact with the site, what
content engages visitors, and where visitors drop off.
For advertisers, it helps determine which ad units, sites, etc., drive
greatest engagement with their brand.
Top Measurement Companies: Adobe and Google Analytics

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32. From a publisher’s perspective, an online ad network is a company
with a collection of advertisers looking for available ad space.
From an advertiser‘s perspective, an online ad network is a company
with a collection of publishers looking to sell their available ad space.
The ad network connects publishers with a variety of advertisers who
will fill their (typically remnant) inventory.
Buys and sells in either RTB or direct.
Top Ad Networks: Google Ad Network, Conversant, Advertising.com
Ad Networks

33. Types of Ad Networks
Vertical Networks - focuses on a specific industry or sector. Have
much more narrow and focused partnerships typically meant for
targeting a specific category or demographic.
Targeted Networks - use consumer data to serve up ads based on
page content or user behavior keyword searches, or click stream data.
Performance Networks - focus on driving revenue and results for
their publisher and advertising partners, and their performance is paid
by action (CPC, CPA, CPE).

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35. An ad server is a web based tool that facilitates delivery of impressions
and aggregates data
Publisher: allows publishers to organize inventory, prioritize demand,
forecast availability, and provide reporting on all advertising activity.
Advertiser: used to help with ad management, campaign management
and ad trafficking. An ad server also provides reporting and insights on
ads served on various websites (how many ads got billed, what was the
CTR, how many conversions achieved).
Ad Server
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37. Verification/Privacy
These company’s purpose is to allow businesses to safely collect and
use customer data across web, mobile, cloud and advertising channels.
Allows the advertiser to verify if the publisher put their advertisement
in the places they wanted it to be.
Top Privacy Companies: TrustE, Symantec

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39. Data Suppliers
The objective of data suppliers is to work with publishers and
advertisers to identify and package audiences to create better
performing campaigns.
They accomplish this by taking an offline signal and connecting it to a
cookie that identifies a particular behavior.
Used for pre-campaign planning.
Top Suppliers: Experian, Acxiom, DataLogix

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41. DMP and Data Aggregators
A data management platform is a data warehouse that gathers, sorts,
stores and buckets information into useful packages for ad buyers,
publishers and other businesses.
DMPs help clients isolate target audiences across all media and
provide analytics that demonstrates the best audience data to be used
in ongoing campaigns.
Top DMPs: BlueKai, Krux, Lotame

43. LBS (Location Based Services)
Apps directed to find products and services in the users local area.
Ex. An Italian deli app aggregates all the Italian deli’s in the local area.
They need ads but they more be relatable to the deli’s services. They
look to local based services to find local ads like other types of deli’s
and restaurants to advertise of their app.
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44. Conclusion
At first glance, the Lumascape provides a WTF moment.
After deeper consideration, it still provides a WTF moment.
The highly complicated nature of ad delivery creates a chaotic
business environment where disruption is normal and
proliferation/consolidation happen daily.
There is no one way for an impression to get delivered to a user
through the digital ecosystem, every time it’s unique.
Any Questions?
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45. Mobile Archive
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46. Ad Servers
Ad Server is a facilitator of impressions and aggregator of data that is
required by all companies, and necessary to exchange ads and ad space
in the digital market.
Helps a mobile advertising business with ad management,
optimization and reporting capabilities.
Links advertisers and app developers to ad exchanges.
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47. Exchanges
An ad exchange is a digital marketplace that enables advertisers and
app developers to buy and sell advertising space, mostly to sell display,
video and native ad inventory.
App developers tip their ad impressions into the pool hoping ad
buyers will acquire them. Buyers then pick which impressions they
wish to purchase using technologies like demand-side platforms.
Those decisions are often made due to previous behavior of the user an
ad is being served to, time of day, device type, ad position and more.
Top Exchanges: OpenX, DoubleClick, Rightmedia.com
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48. Search
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A web search engine is a software system that is designed to search for
information on the World Wide Web.
Programs that search documents for specified keywords and returns a
list of the documents where the keywords were found.

49. In-App Payments
A digital currency transaction that takes place within an app.
Can range from a user purchases power-ups in a game, a user buying a
magazine through the publisher’s app, and customer buying clothing
on a mobile site, etc.
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50. Virtual Currency
Fake “money” used in specific game app used as currency in that
virtual world.
App developers use this currency as an incentive for users to make
actions the developers want.
Ex. You play game where you earn coins to become stronger, the game
tells the user if you download another specific app you’ll earn coins in
this game, therefore you earn more coins to get stronger in the game
faster than simply playing.
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51. LBS (Location Based Services)
Apps directed to find products and services in the users local area.
Ex. An Italian deli app aggregates all the Italian deli’s in the local area.
They need ads but they more be relatable to the deli’s services. They
look to local based services to find local ads like other types of deli’s
and restaurants to advertise of their app.
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52. Discovery
Discovery company’s mission is to optimize a developer’s app’s
performance and monetize that app.
This is done by creating the best potential native ad on an app or
find new users to build volume.
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53. Analytics
Offers developers all statistics of its users, from where they click,
where they login, where they drop off, etc.
Developers use this to better understand their audience, usage, and
performance.
Mobile App Analytics measures what matters most at all key stages:
from first discovery and download to in-app purchases. The app
creator will get a clear view you can act on to make users happier —
and to make their app a success.
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54. Ad Networks
A mobile ad network is a company that connects multiple advertisers
to mobile websites and mobile apps that want to incorporate ads. The
main function of mobile ad networks is to aggregate the ad space
supply from publishers to the demand of advertisers.
Top 3: AdMob, Chitika, mobclix
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55. Video
Video advertising generally occurs on Internet television
Depending on the length on the video advertisements can be shown
pre-roll, mid-roll, or post-roll
Ex. The ad a user views on YouTube before they are able to watch their
video is always a video advertisement
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