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Understanding the Online Advertising Technology Landscape
1. The Online Advertising Ecosystem
Understanding the Technology Landscape
1 Karina Sanz | 2011
2. Introduction
Objective:
To define in a simplified manner the technologies and the
roles of the companies in the complex ecosystem of online
advertising.
2 Karina Sanz | 2011
3. Online Advertising Technology Landscape
The combination of technology and services that connect Advertisers with Publishers can
be a complex process with many parties involved.
Sharing
Data/
Social Tools
Ad
Media
Exchange
Buying DSPs Yield
s
Platforms Optimization
SSPs
Agencies Publisher
Tools
Ad
Networks
Data DMP’s and
Creative Ad
Optimization Optimizat Data
Aggregators Servers
ion
Ad Verification Data
Analytics Attribution
Ad Ops
Servers Suppliers
3 Karina Sanz | 2011
4. Advertising Agencies
Ad Agencies produce and manage content for advertising campaigns of their clients.
Sharing
Data
Social Tools
Ad
Media
Exchange
Buying DSPs Yield
s
Platforms Optimization
SSPs
Agencies Publisher
Tools
Ad
Networks
Data DMP’s and
Creative Ad
Optimization Optimizat Data
Aggregators Servers
ion
Ad Verification Data
Analytics Attribution
Ad Ops
Servers Suppliers
4 Karina Sanz | 2011
5. Media Buying Platforms
Media buying platforms are automated systems commonly used by ad agencies to buy
online media and manage online ad campaigns.
Sharing
Data
Social Tools
Ad
Media
Exchange
Buying DSPs Yield
s
Platforms Optimization
SSPs
Agencies Publisher
Tools
Ad
Networks
Data DMP’s and
Creative Ad
Optimization Optimizat Data
Aggregators Servers
ion
Ad agencies:
Ad Verification Data
Analytics Attribution
Ad Ops
Servers Suppliers
5 Karina Sanz | 2011
6. Creative Optimization Platforms
Online platforms and systems that allow to tweak, fix or change components –often in real
time- of display ads to improve performance.
Sharing
Data
Social Tools
Ad
Media
Exchange
Buying DSPs Yield
s
Platforms Optimization
SSPs
Agencies Publisher
Tools
Ad
Networks
Data
Creative
Optimizat
DMP’s and
Data : Ad
Optimization Servers
ion Aggregators
Ad Verification Data
Analytics Attribution
Ad Ops
Servers Suppliers
6 Karina Sanz | 2011
7. Data Optimization
Data Optimization technology helps to predict an ad campaign outcome based on
previously existing data.
Sharing
Data
Social Tools
Ad
Media
Exchange
Buying DSPs Yield
s
Platforms Optimization
SSPs :
Agencies Publisher
Tools
Ad
Networks
DMP’s and
Creative Data Ad
Data
Optimization Optimization Servers
Aggregators
Ad Verification Data
Analytics Attribution
Ad Ops
Servers Suppliers
7 Karina Sanz | 2011
8. Demand Side Platforms (DSPs)
Sophisticated decision engines that calculate the best value for each impression.
Sharing
Data
Social Tools
Ad
Media
Exchange
Buying DSPs Yield
s
Platforms Optimization
SSPs
Agencies Publisher
Tools
Ad
Networks
Data DMP’s and
Creative Ad
Optimizat
Optimization
ion
Data
Aggregators :
Servers
Ad Verification Data
Analytics Attribution
Ad Ops
Servers Suppliers
8 Karina Sanz | 2011
9. Ad Exchanges and Supply Side Platforms (SSPs)
Facilitate the bidded buying and selling of inventory from multiple ad Networks.
Sharing
Data
Social Tools
Media Ad
Buying DSPs Exchanges Yield
Platforms SSPs Optimization
Agencies Publisher
Tools
Ad
Networks
Data DMP’s and
Creative Ad
Optimization Optimizat Data
Aggregators Servers
ion
Ad Verification Data
Analytics Attribution
Ad Ops
Servers Suppliers
9 Karina Sanz | 2011
10. Analytics Platforms
Analytics technology platforms assist with measuring, collecting, and reporting internet data.
Sharing
Data
Social Tools
Ad
Media
Exchange
Buying DSPs Yield
s
Platforms Optimization
SSPs
Agencies Publisher
Tools
Ad
Networks
Data DMP’s and
Creative Ad
Optimization Optimizat Data
Aggregators Servers
ion
Ad Verification Data
Analytics Attribution
Ad Ops
Servers Suppliers
10 Karina Sanz | 2011
11. Verification-Attribution
Verification and attribution technology monitors the digital advertising environment to
ensure that ads appear where and how they are intended to.
Sharing
Data
Social Tools
Ad
Media
Exchange
Buying DSPs Yield
s
Platforms Optimization
SSPs
Agencies Publisher
Tools
Ad
Networks
Data DMP’s and
Creative Ad
Optimization Optimizat Data
Aggregators Servers
ion
Ad Verification Data
Analytics Attribution
Ad Ops
Servers Suppliers
11 Karina Sanz | 2011
12. Ad Networks
Ad Networks connect advertisers with web sites (publishers) matching aggregation of ad
space supply with advertiser’s demand.
Ad Sharing
Networks Data
Horizontal Social Tools
Ad
Media
Exchange Ad
Buying DSPs Yield
s Networks
Platforms Optimization
SSPs Vertical
Agencies Publisher
Targeted Tools
Audience
Data DMP’s and
Creative Ad
Optimization Optimizat Data Performanc
Aggregators Servers
ion e
Ad Verification Data
Analytics Attribution
Mobile Ad Ops
Servers Suppliers
12 Karina Sanz | 2011
13. Ad Networks - Horizontal
Horizontal ad networks serve direct response advertisers and focus on expanding the reach
of the advertising as wide as possible. Better for products with a broad base of appeal.
Ad Sharing
Networks Data
Horizontal Social Tools
Ad
Media
Exchange Ad
Buying DSPs Yield
s Networks
Platforms Optimization
SSPs Vertical
Video and Rich Media
Agencies Publisher
Targeted Tools
Audience
:
Data DMP’s and
Creative Ad
Optimization Optimizat Data Performanc
Aggregators Servers
ion e
Ad Verification Data
Analytics Attribution
Mobile Ad Ops
Servers Suppliers
13 Karina Sanz | 2011
14. Ad Networks - Vertical
Vertical ad networks are focused on specific topic categories, or verticals, allowing marketers
to reach only a particular audience. Useful for advertising niche products.
Ad Sharing
Networks Data
Horizontal Social Tools
Ad
Media
Exchange Ad
Buying DSPs Yield
s Networks
Platforms Optimization
SSPs Vertical
Agencies Publisher
Targeted Tools
Audience
Data DMP’s and
Ad
Creative
Optimization :Optimizat Data Performanc
Servers
ion Aggregators e
Ad Verification Data
Analytics Attribution
Mobile Ad Ops
Servers Suppliers
14 Karina Sanz | 2011
15. Ad Networks – Targeted Audience
Targeted audience ad networks allow advertisers to choose websites or content and tailor
their ads - display or text ads, or video campaigns- to specific audiences.
Ad Sharing
Networks Data
Horizontal Social Tools
Ad
Media
Exchange Ad
Buying DSPs Yield
s Networks
Platforms Optimization
SSPs Vertical
Agencies Publisher
Targeted Tools
Audience
Data
:
Creative
Optimizat
DMP’s and
Data Performanc
Ad
Optimization Servers
ion Aggregators e
Ad Verification Data
Analytics Attribution
Mobile Ad Ops
Servers Suppliers
15 Karina Sanz | 2011
16. Ad Networks - Performance
Performance-based Ad Networks allow advertisers to pay only for measurable results.
Ad Sharing
Networks Data
Horizontal Social Tools
Ad
Media
Exchange Ad
Buying DSPs Yield
s Networks
Platforms Optimization
SSPs Vertical
Agencies : Publisher
Targeted Tools
Audience
Data DMP’s and
Creative Ad
Optimization Optimizat Data
Aggregators Performance Servers
ion
Ad Verification Data
Analytics Attribution
Mobile Ad Ops
Servers Suppliers
16 Karina Sanz | 2011
17. Ad Networks - Mobile
Mobile ad networks focus on serving ads on the mobile web and within mobile apps.
Ad Sharing
Networks Data
Horizontal Social Tools
Ad
Media
Exchange Ad
Buying DSPs Yield
s Networks
Platforms Optimization
SSPs Vertical
Agencies Publisher
Targeted Tools
Audience
Data DMP’s and
Creative Ad
Optimization Optimizat Data Performanc
Servers
: ion Aggregators e
Ad Verification Data
Analytics Attribution
Mobile Ad Ops
Servers Suppliers
17 Karina Sanz | 2011
18. Yield Optimization
Yield Optimization platforms assist publishers on optimizing ad allocation, sell of
inventory, marketing individual impressions, etc, in order to maximize revenue.
Sharing
Data
Social Tools
Ad
Media
Exchange Yield
Buying DSPs
s Optimizatio
Platforms
SSPs n
Agencies Publisher
: Tools
Ad
Networks
Data DMP’s and
Creative Ad
Optimization Optimizat Data
Aggregators Servers
ion
Ad Verification Data
Analytics Attribution
Ad Ops
Servers Suppliers
18 Karina Sanz | 2011
19. Publisher Tools
Publisher tools are used by publishers to optimize content, increase traffic, improve
search engine rankings, etc.
Sharing
Data
Social Tools
Ad
Media
Exchange
Buying DSPs Yield
s
Platforms Optimization
SSPs
Agencies Publisher
: Tools
Ad
Networks
Data DMP’s and
Creative Ad
Optimization Optimizat Data
Aggregators Servers
ion
Ad Verification Data
Analytics Attribution
Ad Ops
Servers Suppliers
19 Karina Sanz | 2011
20. Data Suppliers
Data suppliers are organizations that compile and sell information from detailed
databases on individuals.
Sharing
Data
Social Tools
Ad
Media
Exchange
Buying DSPs Yield
s
Platforms Optimization
SSPs
Agencies Publisher
Tools
Ad
Networks
Data DMP’s and
Creative Ad
Optimization Optimizat Data
Aggregators Servers
ion
Ad Verification Data
Analytics Attribution
Ad Ops
Servers Suppliers
20 Karina Sanz | 2011
21. Data Management Platforms (DMPs)
Data management platforms facilitate the access, organization, analysis, and
segmentation of vast amounts of data.
Sharing
Data
Social Tools
Ad
Media
Exchange
Buying DSPs Yield
s
Platforms Optimization
SSPs
Agencies Publisher
Tools
Ad
Networks
Data DMP’s and
Creative Ad
Optimization Optimizat Data
Aggregators Servers
ion
Ad Verification Data
Analytics Attribution
Ad Ops
Servers Suppliers
21 Karina Sanz | 2011
22. Sharing Data & Social Tools
Platforms and widgets that allow people to share content on the Web with others.
Sharing
Data
Social Tools
Ad
Media
Exchange
Buying DSPs Yield
s
Platforms Optimization
SSPs
Agencies Publisher
Tools
Ad
Networks
Data DMP’s and
Creative Ad
Optimization Optimizat Data
Aggregators Servers
ion
Ad Verification Data
Analytics Attribution
Ad Ops
Servers Suppliers
22 Karina Sanz | 2011
23. Ad Servers
Ad Servers technology companies provide software and tools for advertisers and
publishers to manage, optimize and monitor different campaigns.
Sharing
Data
Social Tools
Ad
Media
Exchange
Buying DSPs Yield
s
Platforms Optimization
SSPs
Agencies : Publisher
: Tools
Ad
Networks
Data DMP’s and
Creative Ad
Optimization Optimizat Data
Aggregators Servers
ion
Ad Verification Data
Analytics Attribution
Ad Ops
Servers Suppliers
23 Karina Sanz | 2011
24. Online Advertising Operations (Ad Ops)
Ad Ops are the processes and systems that support the sale and delivery of online
advertising.
Sharing
Data
Social Tools
Ad
Media
Exchange
Buying DSPs Yield
s
Platforms Optimization
SSPs
Agencies Publisher
Tools
Ad
Networks
Data DMP’s and
Creative Ad
Optimization Optimizat Data
Aggregators Servers
ion
Ad Verification Data
Analytics Attribution
Ad Ops
Servers Suppliers
24 Karina Sanz | 2011
25. Thank You for your Attention!
http://www.linkedin.com/in/karinasanz
25 Karina Sanz | 2011
. The behind the scene process that connects Advertisers in Publishers can be complex and include many players. Each company surviving the online industry has unique , Companies under the same category are not necessary similar as well as companies grouped in different categories might have a lot in common. There is overlaping. The Internet Advertisement industry is continuously changing therefore this presentation is always a work in progress.
Ad Agency Companies include: OmnicomGroup, Publicis, Razorfish, IPG, At&t Interactive, Icrossing, Innovation Interactive, AKQA,LBI, Havas, Aegis Media, MDC Partners, Web Visible, Reach Local andYodle
Media Buying Platforms Companies include: OmnicomMediaGroup –TradingDesk, Vivaki, Cadreon, Atom, B3, Adnetik and Varickmedia.
Online Creative Optimization Companies include: Sprout, Say Media, Adisn, SnapAds,Teracent, TUMRI, Adroit, Dapper, Struq, Choicestream, Spongecell and AdReady
Data Optimization Technology that allows personalize campaigns to reach certain audiences based on demographics, location, etc. The platform must process hundreds of variables and automatically discover which subsets have the greatest predictive power , including any multivariate relationship. Data Optimization Companies include: Aggregate knowledge, Bizo, Adchemy, Quantcast, Permuto (buysight), TellApart, RedAril and JovianData
Demand-side platforms (DSPs) Sophisticated decision engines that calculate the best value for each individual impression These are tools for media buyers ― planning agencies, trading desks, creative optimization, data optimization, analytics and ad serving. DSPs Companies include: MediaMath, invitemedia, efficientfrontier, appnexus, triggit, xa.net, Turn, BransScreen, AdBuyer, and x+1,
Ad Exchanges and Supply Side Platforms [SSPs] ???? Ad Exchanges are technology platforms that facilitate the bidded buying and selling of online media advertising inventory from multiple ad networks. Supply-side platforms . These are tools for publishers ― ad servers and optimization tools as well as inventory tools for both yield optimization and ad networks; Ad Exchange and SSPs Companies include: Doubleclick, RightMedia, Advertising.com , ADECN, ContentWeb, AdBrite, OpenX,etc
Analytics Companies include: Omniture, Unica, Coremetrics, Webtrends, Tracksimple and Google Analytics.
Verification and Attribution Companies include: Adsafe, DoubleVerif, Anchor, Ad-Juster, Vizu, Convertro, Adxpose, VisualIQ, ClickForensics, etc.
Ad Networks An Ad Network is a group of Web sites which can be purchased through a single sales entity.
Ad Network-Horizontal Companies include: Apt, Microsoft Media Network, Aol, Tribal Fusion, RealMedia, Undertone Networks, BurstMedia, Traffic, AdDynamix, ShortTail, Casale,Say, TitalTV, Tremormedia, Ooyala. BrightRoll, ScanScout and adonion,
Vertical Ad Networks Companies include: NetShelter, Jumpstart, Technorati, IDG Tech Network, Spotgenic, Gorilla Nation and Glam.
Targeted Audience Ad Networks Companies include: Specificmedia, Turn, Chango, Lucidmedia and Collectivemedia.
Performance Ad Networks Companies include: LinkShare, MediatTrust, Tatto Media and Adteractive.
Mobile Ad Networks Companies include: Admob, Quattro, Jumptop, inMobi and Transpera
Yield Optimization Technology Companies include: Rubicon, PubMatic and AdMeld.
Publisher Tools Companies include: Fattail, Yieldex,Lijit and Scout Analytics.
Data Suppliers Companies include: Experian, Acxiom, Datalogic and eBureau.
Data Management Platforms Companies include: Bluekai, Brilig, RapLeaf and AlmondNet,
Sharing Data & Social Tools Companies include: Facebook, Twitter, ShareThis and Gigya.
Ad Servers Technology Companies include: Doubleclick, pointroll, Openx, Adtech and Mediamind.
Ad Ops Technology Companies include: DDS, Solbright, MediaBank, Operative, Centro, Facilitate, TraffiQ, Adify, Theorem, etc.