I prepared this presentation for a digital advertising training programme of IAB Turkey and explained how programmatic advertising works. Alp Ayhan (Head of Accuen Turkey) helped me with some slides and a demo of a DSP.
3. Mutlu Dogus Yildirim
Mutlu Dogus Yildirim has a broad experience with digital marketing, software
engineering, project management and business development. He has worked
at companies like Hurriyet and SONY, and currently working at MedyaNet as
the Head of Business Development. He is one of the pioneers of
programmatic advertising in Turkish market. He can speak Turkish, English
and German, and holds an MBA from Imperial College London.
34. Unemotional Emotional
Doesn’t get tired Gets tired
Won’t make favors Will make favors
Fair Not fair
Makes complex calculations
easily
Can’t do complex
calculations easily
Doesn’t have sales targets Do have sales targets
... ...
36. Wants to spend less money Wants to get more money
Wants to receive more
impressions
Wants to provide less
impressions
Dreams fair competition Dreams more money
Dreams targeting a specific
audience
Doesn’t matter much who
saw the ads
Dreams the budget spent
correctly
Dreams the budget spent
quickly
... ...
44. SSP & AD EXCHANGE
• Helps publishers sell their inventory through programmatic
channels
• Integrated with DSPs
• Manages programmatic sales process (e.g. Selling the
impression at auction, receiving the bids, picking the winner
etc.)
• Selling all impressions one by one.
• Serves only to the publishers
45. DSP
• Helps advertisers to buy media through (mainly)
programmatic channels
• Integrated to SSPs & Ad exchanges
• Buys impressions one by one, evaluating their value for the
advertiser
• Tries to show the ad to the right person, at the right place, at
the right time, at the right price.
• Serves only to the advertisers
46. DMP
• Helps publishers / advertisers manage their audience
• Integrated to adservers, SSPs & DSPs
• Helps with collecting, segmenting and transferring data to
adservers, SSPs & DSPs for targeting purposes
• Some DMPs have data exchange / marketplace features