Earthsoft Foundation of Guidance (EFG) is working as an NGO/NPO for students - Education & Career guidance and for Professionals for soft skills enhancements. I am working on spreading , sharing knowledge; experience globally.All presentations have been uploaded at www.slideshare.net and search using key word "earthsoft" What you are today is based on deeds & decisions of the past Life of individual can be much better if one has sought career guidance & took right decisions at critical mile stones Exhibiting & utilising soft skills and Has avoided mistakes in past if any Earthsoft Foundation of Guidance to be an NGO globally aiming for Students - Career guidance to decide path aligned to the potential & interest Professionals - Soft skill enhancements to be good human being & professional Citizen – Learning from mistakes of others & avoiding those in own life Be mentor using your education, knowledge & experience to contribute for a social cause & do conduct free training/ workshop seeking help of existing platforms like rotary,etc Kindly spread to your friends.Thank you! - Earthsoft Foundation of Guidance Let us make earth little softer...

1. Game changing innovative idea
1 Current Ad Eco system
1.1 Background and Execution work flow
1.1.1 Advertiser’s mindset
 Advertisers/Clientsfocuson displaying ads on popular/trustworthy website, where ad is more
viewable and noticeable although they need to pay higher
 HigherConversationRate: ForAdvertisers/Clients;ROImeanshow much business they will get
from ads
 Advertisers/Clients are willing to pay higher to achieve their goals
1.1.2 Publishers and Moderator (DSP, Ad Exchange & SSP) Dominating Eco System
 Unlimited Advertisers Vs. Limited Publishers, Publishers are more beneficial
 Popular publishers are selling their higher viewable ad slots directly to advertisers/group of
advertisers where they get more revenue
 Publishers take advantage of this situation and keep increasing their ad slot price either way
o Header Bidding
o Programmatic Direct
 Technology of Displaying ads to targeted audience and providing infrastructure: Due to this
fact moderators are very important entity in eco system
o Moderators like DSP, SSP and Ad Exchange are charging advertisers for providing
technical services, infrastructure, filtering audience, etc.

2. o Advertisersare willingtopayhighto moderatorsfor theirservices & mainly platform to
get better ROI
2 Proposed “Advertiser Dominating” Ad Eco system
2.1 Objective
 To build Advertisers Dominating Ad Eco system
2.2 Ways and means to achieve
 To builda platformwhichwill formconsortiumof advertisers and put all ad tech entities under
it
o Key tasks of platform
 Form a consortiumof advertiserstoincrease bargainingstrengthagainstrestof
the eco system
 Develop a platform to register those advertisers
 Next step would be either to integrate existing Ad Agency platform (of
Clearstream) withAdvertisersplatformordevelop new ad agency platform and
integrate both
 Againnextstepwouldbe eithertointegrate existing DSP & Audience data with
Advertisers & Ad Agency platforms or develop new DSP and audience data
platform and integrate all together
 Aimisto choose the best slotfor advertiserswhichwill provide the best ROI to
them
o This platform will gradually follow below integrations

3.  Platform will dominate whole eco system
 Reducing importance of publishers
o Advertisers should become publishers
2.3 Impact
 It will force moderators to cut down their margins
 It will force publishers to reduce ad slot price
 Advertisers will get higher ROI and willing to adopt this platform
 Advertisers/Platform will dominate the ad eco system
2.4 Impediments
 Moderatorshave large amountof audience data, worldwide reach and technology which force
publisher and advertiser to use moderators
 Publishers are limited while Ads from Advertisers are unlimited; so publisher is not ready to
decrease ad slot price
 In Direct advertising and Marketplace advertising, advertiser’s scope remains restricted to
certain audience and geography
 Advertisers are not coming together to show their strength, they are coming as individuals
2.5 Achievements
 Advertisers will be excited to get more ROI
 Publishers should be in queue wanting to have ad business
 Advertisers would be treated as client

4.  It’s a game changer suggestion to dominate whole eco system
2.6 Software/Application Development
 A platformtobe developedonbehalf of advertiserswhichwill help advertisers to dominate ad
eco system and to get better ROI