The document provides an overview of the complex online advertising ecosystem and the roles of various companies and technologies involved. It describes advertisers and agencies working with demand-side platforms to bid on ad space. Supply-side platforms and ad exchanges facilitate the buying and selling of ad inventory from publishers and ad networks. Other players include data management platforms, supply optimization vendors, and analytics platforms that measure campaign performance. The goal is to connect advertisers to publishers and target audiences across channels in an efficient manner.
Daniel rowles mobile marketing how mobile technology is revolutionizing ma...siti robiah adawiyah
This document provides an overview and introduction to mobile marketing. It discusses focusing on the user journey rather than the device, and how mobile is disruptive to traditional marketing. The document emphasizes starting with basics like setting objectives and understanding the audience, then selecting appropriate tools and channels to deploy, test and learn. It outlines that the document is split into three parts: perspectives on mobile marketing, the tactical toolkit, and checklists.
Network participants can follow well-defined steps to integrate with ONDC, beginning with onboarding calls to understand their role and fill out a profile. They then plan implementation, developing technology per APIs and MVP guidelines. Testing occurs on staging and pre-production before the probationary production phase. Support is provided through documentation, calls, and Slack collaboration throughout the process.
[ 2021 메타버스 트렌드 리포트 ]
: 가상과 현실의 경계를 허무는 메타버스
-
비대면 트렌드의 확산은 전 세계적으로 메타버스에 대한 관심과 수요를 증대시켰으며, 이는 게임, 엔터테인먼트, 소셜 네트워킹 등 다양한 유형으로 구현되고 있습니다.
-
메타버스는 향후 어떤 산업군으로 확장될지, 마케팅의 미래를 어떻게 바꾸어놓을지 전망했습니다.
This new approach to marketing revolutionises the way marketers can build 1-2-1 relationships with their customers on a mass scale across digital channels.
Present and Future of Metaverse Infographics
Metaverse is a collection of fully connected interoperable physically augmented digital worlds with physical persistence that are converged with the virtually augmented physical world in which people and digital representations of people (digital people) can fully interact with one another and digital objects/robots/environments (including digital twins) with full reality.
Metaverse can create economic values without space/time/resource limitations (Dematerialization)
Metaverse Enterprise/Industry Applications
Metaverse Office/Home/Building; Metaverse Factory; Metaverse Store; Metaverse Mobility; Metaverse City
The document discusses the evolution of marketing from Marketing 1.0 to Marketing 3.0. Marketing 1.0 was product-centric, while Marketing 2.0 became consumer-centric. Marketing 3.0 focuses on meeting consumers' emotional and rational needs by prioritizing engagement, collaboration, and building brand credibility through trust, authenticity and transparency. Some marketers still rely on outdated metrics like impressions and reach, but Marketing 3.0 requires understanding social media influencers and adapting to the increased power of consumers online.
The first research to analyse the global shift from transportation to mobility.
Over 500+ pages, the report measures the combined impact of 12 mega-trends on the mobility ecosystem:
- 16 stakeholder categories
- 18 transport modes
- 18 regions
The report also includes 2018-2030 global mobility demand forecasts.
This document provides an overview of e-marketing from a textbook. It defines key terms like e-business, e-commerce, and e-marketing. It discusses how the internet continues to grow globally and the implications for businesses and customers. It outlines the objectives of e-marketing using the 5S model: sell, serve, speak, save, and sizzle. It also covers e-definitions, types of e-commerce sites, the dynamic dialog with customers, and using the internet as a sales, customer service, communication, cost reduction, and brand building tool.
Daniel rowles mobile marketing how mobile technology is revolutionizing ma...siti robiah adawiyah
This document provides an overview and introduction to mobile marketing. It discusses focusing on the user journey rather than the device, and how mobile is disruptive to traditional marketing. The document emphasizes starting with basics like setting objectives and understanding the audience, then selecting appropriate tools and channels to deploy, test and learn. It outlines that the document is split into three parts: perspectives on mobile marketing, the tactical toolkit, and checklists.
Network participants can follow well-defined steps to integrate with ONDC, beginning with onboarding calls to understand their role and fill out a profile. They then plan implementation, developing technology per APIs and MVP guidelines. Testing occurs on staging and pre-production before the probationary production phase. Support is provided through documentation, calls, and Slack collaboration throughout the process.
[ 2021 메타버스 트렌드 리포트 ]
: 가상과 현실의 경계를 허무는 메타버스
-
비대면 트렌드의 확산은 전 세계적으로 메타버스에 대한 관심과 수요를 증대시켰으며, 이는 게임, 엔터테인먼트, 소셜 네트워킹 등 다양한 유형으로 구현되고 있습니다.
-
메타버스는 향후 어떤 산업군으로 확장될지, 마케팅의 미래를 어떻게 바꾸어놓을지 전망했습니다.
This new approach to marketing revolutionises the way marketers can build 1-2-1 relationships with their customers on a mass scale across digital channels.
Present and Future of Metaverse Infographics
Metaverse is a collection of fully connected interoperable physically augmented digital worlds with physical persistence that are converged with the virtually augmented physical world in which people and digital representations of people (digital people) can fully interact with one another and digital objects/robots/environments (including digital twins) with full reality.
Metaverse can create economic values without space/time/resource limitations (Dematerialization)
Metaverse Enterprise/Industry Applications
Metaverse Office/Home/Building; Metaverse Factory; Metaverse Store; Metaverse Mobility; Metaverse City
The document discusses the evolution of marketing from Marketing 1.0 to Marketing 3.0. Marketing 1.0 was product-centric, while Marketing 2.0 became consumer-centric. Marketing 3.0 focuses on meeting consumers' emotional and rational needs by prioritizing engagement, collaboration, and building brand credibility through trust, authenticity and transparency. Some marketers still rely on outdated metrics like impressions and reach, but Marketing 3.0 requires understanding social media influencers and adapting to the increased power of consumers online.
The first research to analyse the global shift from transportation to mobility.
Over 500+ pages, the report measures the combined impact of 12 mega-trends on the mobility ecosystem:
- 16 stakeholder categories
- 18 transport modes
- 18 regions
The report also includes 2018-2030 global mobility demand forecasts.
This document provides an overview of e-marketing from a textbook. It defines key terms like e-business, e-commerce, and e-marketing. It discusses how the internet continues to grow globally and the implications for businesses and customers. It outlines the objectives of e-marketing using the 5S model: sell, serve, speak, save, and sizzle. It also covers e-definitions, types of e-commerce sites, the dynamic dialog with customers, and using the internet as a sales, customer service, communication, cost reduction, and brand building tool.
Mobile internet and advertising are growing rapidly. By the end of 2012, the amount of page impressions on mobile will overtake desktop websites. Mobile advertising spending is predicted to grow from 1 billion euros in 2008 to 8.7 billion euros in 2014. Many brands plan to spend millions on mobile ads in 2010. Mobile ads come in different sizes and formats and can link to mobile-optimized landing pages. Measurements track ad performance on different devices and networks.
Demand Side Platforms: Silver Bullet or Fog of War?Matt Hunter
This document discusses demand side platforms (DSPs) and their role in digital advertising. It summarizes that DSPs aim to help advertisers navigate the complex digital advertising landscape by allowing them to buy ad space from multiple ad exchanges and networks in one place. However, DSPs also introduce new challenges for advertisers, agencies, and website owners.
The document discusses programmatic omnichannel in the new data-driven age from 2018-2020. It covers several topics including:
1. Big data and connected data, audience and customer profiles, and digital components.
2. Digital transformation, including programmatic advertising, demand-side platforms, data management platforms, and customer data platforms.
3. Omnichannel strategies involving stores, ecommerce, multichannel, cross-channel and fully integrated omnichannel experiences.
4. The importance of data-driven marketing, sales technology, digital business intelligence, and artificial intelligence.
The document discusses marketing in the metaverse, specifically how to set up a virtual shoe store. It recommends offering a variety of shoe styles to suit avatars, advertising the brand through in-game ads and banners, allowing avatars to try on and access shoes in the virtual store, and accepting various metaverse payment tokens. The store would aim to make avatars' appearances more attractive and promote the shoe brand within the metaverse environment and games.
The document discusses the market opportunity for mobile virtual network operators (MVNOs) targeting small and medium-sized enterprises (SMEs). SMEs represent a large percentage of business customers and revenues but are often overlooked as a segment. To effectively target SMEs, an MVNO needs to accurately segment the market, design products that meet the specific needs of SMEs, and identify efficient marketing channels for this segment. Private mobile networks using technologies like nanoGSM are presented as a potential solution that could allow an MVNO to provide services tailored for SMEs.
The Network Effects Bible is a comprehensive collection of terms and insights related to network effects all in one place. Produced by James Currier & the NFX team (www.nfx.com), an early-stage venture capital firm started by entrepreneurs who've built 10 network effect companies with more than $10 billion in exits across multiple industries and geographies.
Read the full Network Effects Bible at: https://www.nfx.com/post/network-effects-bible/
Follow us on Twitter @NFX
Brand image is defined as the unique set of associations in customers' minds about what a brand stands for and the promises it implies. It is shaped by interactions between the firm, customers, and brand identity as framed by marketers. A brand is created through continuously developing relationships where customers form differentiated impressions of products and services based on brand exposures. Company image refers to perceptions of the organization itself among various stakeholders, while brand image is specific to products and services. Managing brand image requires understanding how customers experience and perceive the brand.
The document discusses elements of message strategy for creative advertising. It explains that the creative team develops the message strategy, which occurs before, during or after the creative process. The message strategy provides a simple description of the overall creative approach for an ad campaign, including the main idea, execution details, and rationale. It identifies three components of message strategy - the verbal (what the ad should say), non-verbal (graphics and visuals), and technical (production details). The document also discusses the role of creativity in informing, persuading, reminding consumers and creating impact, using visual and verbal metaphors.
This document discusses the importance of ethics in digital marketing. It notes that customers now demand more ethical practices from companies, including honesty in testimonials and transparency about data collection and privacy protection. The document also outlines some key ethical issues in digital marketing, such as the digital divide creating disadvantages, social exclusion of those without internet access, privacy concerns, and risks of marketing directly to children. Overall, it argues that as businesses increasingly operate online, adopting ethical digital marketing practices is important to build trust and protect customers.
The document discusses several models of how advertising works, including the classic FCB Grid model from 1980. The FCB Grid places different types of products and consumer involvement into a 2x2 grid based on whether advertising appeals more to thinking or feeling, and high or low involvement. It also summarizes several research papers on what is known about how advertising works based on over 250 studies. The key takeaways are that experience, affect, and cognition are intermediate effects of advertising, and a hierarchy of effects is not supported but depends on context. Advertising effects are also generally small and diminish quickly over the product lifecycle. The document also discusses nine common misconceptions about advertising effectiveness.
Optimizing Strategies to Stimulate Mobile VAS Usage and Maximize Operators’ R...Ali Saghaeian
The slides cover a broad range of topics, including:
Revenue-Generating VAS services
Operators’ Positioning for New Segments
Stimulating Mobile VAS usage via Sponsored Data
Partnerships with VAS providers
Optimizing Strategies for VAS Bundling
How to Stimulate Awareness and Usage of VAS
Applying Lessons Learnt from the US Market
We saw a lot of changes in Google Ads last year, and as privacy and technology grows, we can expect to see even more.
So what’s changing and how do you need to adapt?
We've got the inside scoop (literally!). Check out these webinar slides to learn:
• Google Ads evolution and trends for 2022.
• Data and insights on impression share & click inflation.
• New ideas to try, keyword strategies, and more!
Basic understanding of MVNO. Providing information on architecture of MVNO and how do they operate. List of services provided by mvne. If you have any suggestions or comments i would be glad to hear from you.
This document discusses digital marketing trends for 2022 that will impact businesses. It covers topics like consumer trends showing people prioritizing discovery, health, volunteering and education. Search trends are evolving to focus more on relevancy, experience and desire. Local search success depends increasingly on expertise, authority and trust. The presentation emphasizes the importance of digital experience and desire, including stitching together an omnichannel customer experience through approaches like conversational search and commerce. It provides a framework and considerations for an effective 2022 digital strategy.
Integrated Marketing Communication - Creative Execution AnalysisGurpreet Singh
This document summarizes and analyzes several advertising campaigns:
1. The ICICI "Tab Banking" campaign promotes the convenience of banking from home using a tablet. It features Amitabh Bachchan to appeal to customers' desire for efficiency.
2. The Mentos campaign uses drama to associate the brand with "smartness" rather than focusing on breath freshening. It implies that Mentos enlightens the mind.
3. The Cadbury Eclairs campaign aims to upgrade customers to a premium brownie flavor éclair. It uses a musical format to humorously portray the rich indulgence of eating the product.
The document discusses the rise of e-commerce and the internet. It provides statistics on the growth of internet users, websites, and connected devices from 1984 to 2020. E-commerce has grown from $1.2 trillion in 2013 to a projected $2.2 trillion in 2017 globally. Challenges to e-business adoption include infrastructure issues, socio-political barriers like weak legal frameworks, and cognitive barriers like low digital literacy. However, e-business provides benefits to businesses, consumers, and governments by improving communications and online transactions. The document outlines the e-commerce process and types like B2B and C2C. It also discusses e-business trends in different world regions and the largest companies by online sales.
This document discusses mobile virtual network operators (MVNOs), which are companies that provide mobile network services but do not own their own wireless infrastructure. It defines related terms like mobile network operator (MNO) and mobile virtual network enabler (MVNE). MVNOs buy bulk access to wireless networks from MNOs at wholesale rates and target niche markets. MVNEs help MVNOs launch more quickly by providing infrastructure support, while mobile virtual network aggregators (MVNAs) help smaller MVNOs get better wholesale rates. The document also covers MVNO types, examples of MVNO businesses, and considerations around regulations, technology changes, and billing/operations impacts for MVNOs.
What is the role of marketing Communications ?Sameer Mathur
Marketing communications represent a company's voice and brand and allow them to establish links with consumers. As technology has changed how consumers receive communications and brands convey their messages, companies must integrate their marketing activities to deliver consistent messaging across experiences. Effective marketing communications require assessing what impressions will influence consumers at each purchase stage to implement the right programs and increase brand equity and sales.
The document provides an overview of the Hadoop ecosystem. It introduces Hadoop and its core components, including MapReduce and HDFS. It describes other related projects like HBase, Pig, Hive, Mahout, Sqoop, Flume and Nutch that provide data access, algorithms, and data import capabilities to Hadoop. The document also discusses hosted Hadoop frameworks and the major Hadoop providers.
A snapshot of the new online advertising ecosystem that developed in 2009: what should be expected from the Media Buying Platforms, the latest player in the online ad food chain...
A Leonardo Ventures presentation by Olivier de La Mesliere
Mobile internet and advertising are growing rapidly. By the end of 2012, the amount of page impressions on mobile will overtake desktop websites. Mobile advertising spending is predicted to grow from 1 billion euros in 2008 to 8.7 billion euros in 2014. Many brands plan to spend millions on mobile ads in 2010. Mobile ads come in different sizes and formats and can link to mobile-optimized landing pages. Measurements track ad performance on different devices and networks.
Demand Side Platforms: Silver Bullet or Fog of War?Matt Hunter
This document discusses demand side platforms (DSPs) and their role in digital advertising. It summarizes that DSPs aim to help advertisers navigate the complex digital advertising landscape by allowing them to buy ad space from multiple ad exchanges and networks in one place. However, DSPs also introduce new challenges for advertisers, agencies, and website owners.
The document discusses programmatic omnichannel in the new data-driven age from 2018-2020. It covers several topics including:
1. Big data and connected data, audience and customer profiles, and digital components.
2. Digital transformation, including programmatic advertising, demand-side platforms, data management platforms, and customer data platforms.
3. Omnichannel strategies involving stores, ecommerce, multichannel, cross-channel and fully integrated omnichannel experiences.
4. The importance of data-driven marketing, sales technology, digital business intelligence, and artificial intelligence.
The document discusses marketing in the metaverse, specifically how to set up a virtual shoe store. It recommends offering a variety of shoe styles to suit avatars, advertising the brand through in-game ads and banners, allowing avatars to try on and access shoes in the virtual store, and accepting various metaverse payment tokens. The store would aim to make avatars' appearances more attractive and promote the shoe brand within the metaverse environment and games.
The document discusses the market opportunity for mobile virtual network operators (MVNOs) targeting small and medium-sized enterprises (SMEs). SMEs represent a large percentage of business customers and revenues but are often overlooked as a segment. To effectively target SMEs, an MVNO needs to accurately segment the market, design products that meet the specific needs of SMEs, and identify efficient marketing channels for this segment. Private mobile networks using technologies like nanoGSM are presented as a potential solution that could allow an MVNO to provide services tailored for SMEs.
The Network Effects Bible is a comprehensive collection of terms and insights related to network effects all in one place. Produced by James Currier & the NFX team (www.nfx.com), an early-stage venture capital firm started by entrepreneurs who've built 10 network effect companies with more than $10 billion in exits across multiple industries and geographies.
Read the full Network Effects Bible at: https://www.nfx.com/post/network-effects-bible/
Follow us on Twitter @NFX
Brand image is defined as the unique set of associations in customers' minds about what a brand stands for and the promises it implies. It is shaped by interactions between the firm, customers, and brand identity as framed by marketers. A brand is created through continuously developing relationships where customers form differentiated impressions of products and services based on brand exposures. Company image refers to perceptions of the organization itself among various stakeholders, while brand image is specific to products and services. Managing brand image requires understanding how customers experience and perceive the brand.
The document discusses elements of message strategy for creative advertising. It explains that the creative team develops the message strategy, which occurs before, during or after the creative process. The message strategy provides a simple description of the overall creative approach for an ad campaign, including the main idea, execution details, and rationale. It identifies three components of message strategy - the verbal (what the ad should say), non-verbal (graphics and visuals), and technical (production details). The document also discusses the role of creativity in informing, persuading, reminding consumers and creating impact, using visual and verbal metaphors.
This document discusses the importance of ethics in digital marketing. It notes that customers now demand more ethical practices from companies, including honesty in testimonials and transparency about data collection and privacy protection. The document also outlines some key ethical issues in digital marketing, such as the digital divide creating disadvantages, social exclusion of those without internet access, privacy concerns, and risks of marketing directly to children. Overall, it argues that as businesses increasingly operate online, adopting ethical digital marketing practices is important to build trust and protect customers.
The document discusses several models of how advertising works, including the classic FCB Grid model from 1980. The FCB Grid places different types of products and consumer involvement into a 2x2 grid based on whether advertising appeals more to thinking or feeling, and high or low involvement. It also summarizes several research papers on what is known about how advertising works based on over 250 studies. The key takeaways are that experience, affect, and cognition are intermediate effects of advertising, and a hierarchy of effects is not supported but depends on context. Advertising effects are also generally small and diminish quickly over the product lifecycle. The document also discusses nine common misconceptions about advertising effectiveness.
Optimizing Strategies to Stimulate Mobile VAS Usage and Maximize Operators’ R...Ali Saghaeian
The slides cover a broad range of topics, including:
Revenue-Generating VAS services
Operators’ Positioning for New Segments
Stimulating Mobile VAS usage via Sponsored Data
Partnerships with VAS providers
Optimizing Strategies for VAS Bundling
How to Stimulate Awareness and Usage of VAS
Applying Lessons Learnt from the US Market
We saw a lot of changes in Google Ads last year, and as privacy and technology grows, we can expect to see even more.
So what’s changing and how do you need to adapt?
We've got the inside scoop (literally!). Check out these webinar slides to learn:
• Google Ads evolution and trends for 2022.
• Data and insights on impression share & click inflation.
• New ideas to try, keyword strategies, and more!
Basic understanding of MVNO. Providing information on architecture of MVNO and how do they operate. List of services provided by mvne. If you have any suggestions or comments i would be glad to hear from you.
This document discusses digital marketing trends for 2022 that will impact businesses. It covers topics like consumer trends showing people prioritizing discovery, health, volunteering and education. Search trends are evolving to focus more on relevancy, experience and desire. Local search success depends increasingly on expertise, authority and trust. The presentation emphasizes the importance of digital experience and desire, including stitching together an omnichannel customer experience through approaches like conversational search and commerce. It provides a framework and considerations for an effective 2022 digital strategy.
Integrated Marketing Communication - Creative Execution AnalysisGurpreet Singh
This document summarizes and analyzes several advertising campaigns:
1. The ICICI "Tab Banking" campaign promotes the convenience of banking from home using a tablet. It features Amitabh Bachchan to appeal to customers' desire for efficiency.
2. The Mentos campaign uses drama to associate the brand with "smartness" rather than focusing on breath freshening. It implies that Mentos enlightens the mind.
3. The Cadbury Eclairs campaign aims to upgrade customers to a premium brownie flavor éclair. It uses a musical format to humorously portray the rich indulgence of eating the product.
The document discusses the rise of e-commerce and the internet. It provides statistics on the growth of internet users, websites, and connected devices from 1984 to 2020. E-commerce has grown from $1.2 trillion in 2013 to a projected $2.2 trillion in 2017 globally. Challenges to e-business adoption include infrastructure issues, socio-political barriers like weak legal frameworks, and cognitive barriers like low digital literacy. However, e-business provides benefits to businesses, consumers, and governments by improving communications and online transactions. The document outlines the e-commerce process and types like B2B and C2C. It also discusses e-business trends in different world regions and the largest companies by online sales.
This document discusses mobile virtual network operators (MVNOs), which are companies that provide mobile network services but do not own their own wireless infrastructure. It defines related terms like mobile network operator (MNO) and mobile virtual network enabler (MVNE). MVNOs buy bulk access to wireless networks from MNOs at wholesale rates and target niche markets. MVNEs help MVNOs launch more quickly by providing infrastructure support, while mobile virtual network aggregators (MVNAs) help smaller MVNOs get better wholesale rates. The document also covers MVNO types, examples of MVNO businesses, and considerations around regulations, technology changes, and billing/operations impacts for MVNOs.
What is the role of marketing Communications ?Sameer Mathur
Marketing communications represent a company's voice and brand and allow them to establish links with consumers. As technology has changed how consumers receive communications and brands convey their messages, companies must integrate their marketing activities to deliver consistent messaging across experiences. Effective marketing communications require assessing what impressions will influence consumers at each purchase stage to implement the right programs and increase brand equity and sales.
The document provides an overview of the Hadoop ecosystem. It introduces Hadoop and its core components, including MapReduce and HDFS. It describes other related projects like HBase, Pig, Hive, Mahout, Sqoop, Flume and Nutch that provide data access, algorithms, and data import capabilities to Hadoop. The document also discusses hosted Hadoop frameworks and the major Hadoop providers.
A snapshot of the new online advertising ecosystem that developed in 2009: what should be expected from the Media Buying Platforms, the latest player in the online ad food chain...
A Leonardo Ventures presentation by Olivier de La Mesliere
There is a lot more to Hadoop than Map-Reduce. An increasing number of engineers and researchers involved in processing and analyzing large amount of data, regards Hadoop as an ever expanding ecosystem of open sources libraries, including NoSQL, scripting and analytics tools.
Creating an Ecosystem Platform with Vertical PaaSWSO2
This document discusses creating an ecosystem platform using vertical PaaS. It begins by defining platform as a service and why creating an ecosystem platform is beneficial. It then discusses the need for API management, API stores, and API governance when creating such a platform. The document describes what a vertical PaaS is and getting started and measuring success when implementing one. It provides examples of vertical PaaS for industries like gaming and explains technical details of how one could be implemented.
The document discusses business ecosystems and value network mapping. It provides an example of mapping Apple's business ecosystem, showing the core value proposition and how various stakeholders in complementary offerings, supply and enabling networks, and other stakeholders contribute to and benefit from the ecosystem through different value flows including goods, services, money, information, and intangible value. The mapping is used to illustrate how value network analysis can provide a dynamic view of how financial and non-financial assets are converted into value within a business ecosystem.
The document provides an overview of the display advertising ecosystem and real-time bidding (RTB). It includes a diagram showing the various platforms, sellers, buyers, and publishers involved in digital media buying. It then explains each vendor's role and how RTB allows for impressions to be purchased in real-time auctions through demand-side platforms, ad exchanges, and sell-side platforms. The benefits of RTB for advertisers, agencies, and publishers are increased control, targeting capabilities, cost efficiencies, and higher revenues through automatic optimization of prices.
The LumaScape slides are very effective for strategic analysis of invested capital by ad tech microsegment. But as revenue ops planning tools, they stink. So I took a whack at distilling this into a CRO style view: there are really four major groups of prospects for an ad tech seller, with sub groups as noted.
This document provides an overview of the digital advertising ecosystem, outlining the key participants and how they interact. It shows consumers accessing content on PCs and mobile devices from publishers. Publishers work with sales and ad operations tools to sell inventory through sell-side platforms, exchanges, and networks to advertisers. Data suppliers and vendors provide services around targeting, measurement, and ad optimization. Agencies and advertisers utilize various tools to plan and buy digital media.
DPS: Operative Spotlight on the Changing Face of Digital Publishing OperationsDigiday
In 3 sentences:
The document discusses the need for publishers to converge their demand and supply systems to scale effectively in the future. It notes that fragmentation will continue to accelerate without convergence. It presents a model of an "Ultimate Publisher Ad Stack" that integrates demand systems like advertisers, agencies, and ad networks with supply systems like ad servers, mobile ad servers, and video ad servers to achieve convergence.
eXelate is the largest marketplace for audience targeting data. It provides data on consumer demographics, interests, and purchase intent gathered from publisher websites. eXelate helps organize the complex ecosystem of multiple data sellers/exchanges, dozens of buyers like ad networks and agencies, and hundreds of sellers like publishers and social networks. Studies show that using audience data and behavioral targeting in online marketing can significantly increase campaign lift and effectiveness.
Integrate provides B2B marketing solutions including strategy development, implementation, and optimization. Their services include custom campaign offerings with flexible pricing models and targeting, as well as analytical tools and real-time reporting for tracking performance. Integrate aims to streamline the media buying process and facilitate effective cross-channel strategies through their centralized platform and dedicated support.
This document discusses how to simplify analyzing online marketing campaigns across different data sources and systems. It provides an example of how a campaign involves different media, tools, and data ownership. It then recommends mapping out all campaign parts and data involved early on, defining key performance indicators, and establishing routines for retrieving and communicating about data. Finally, it suggests making the campaign evaluation independent of any single agency or department's interests to provide an objective analysis.
The document provides an overview of mobile advertising, describing what it is, who the key players are, and how a mobile advertising solution works. It discusses how interact and Amobee provide a holistic, multi-channel mobile advertising platform for mobile operators that allows targeting of users based on profiles. The solution includes campaign management, reporting, and business intelligence tools to optimize advertising revenue.
The document provides an overview of mobile advertising, describing what it is, who the key players are, and how a mobile advertising solution works. It discusses how interact and Amobee provide a holistic, multi-channel mobile advertising platform that allows targeting of users based on profiles. The solution includes campaign management, reporting, and business intelligence tools to optimize advertising campaigns across various inventory types for mobile operators.
Innerworkings Pitch - Think Small to Get Big 3-4-13PrestonPate
The document introduces a new digital service called Integrated Marketing Management (IMM) that could provide ongoing revenue and benefits for InnerWorkings clients. IMM allows marketers to plan, budget, and execute multichannel campaigns to directly link marketing activities to business objectives. It maintains consistent messaging across channels through a centralized system. The service would require no additional costs or expertise for InnerWorkings or its clients to use.
IBM's Enterprise Marketing Management solutions offer proven web and customer analytics, event detection, cross-channel campaign management, and other capabilities. More than 2,500 organizations worldwide and tens of thousands of users rely on IBM's solutions. The solutions help marketers engage customers across channels by building on past and current customer behavior. The suite includes capabilities for awareness, decisioning, and execution. Unica Campaign is the campaign management software that can plan, design, execute, measure and analyze personalized marketing campaigns.
Digital Media Briefing & Planning Process Shane Crombie
The document outlines the ideal process for planning and implementing a digital media campaign in 3 sentences or less:
The process involves 5 phases - scoping the project, developing objectives and strategies, creating the media buy plan, executing the campaign, and ongoing optimization - to ensure the campaign delivers on its objectives through careful planning, execution, and measurement of performance.
Key aspects of the process include developing a media brief, estimating costs, gaining client approvals, negotiating with publishers, tracking spending and results, and adjusting tactics based on data to optimize toward goals.
Ralph Paglia Recommended Digital Marketing StrategyRalph Paglia
The best dealers in 2012 and 2013 will get competitive advantages from targeting technology like search engine advertising, online display advertising, social media advertising, and online video advertising. They will also leverage customer relationship management systems, retargeting strategies, and customer engagement on social networks. Dealers need to establish an online presence through profiles, groups, pages, and posts to engage customers and build their reputation through positive reviews. An integrated digital marketing strategy across websites, apps, display ads, video, search, and social media can help dealers increase traffic, sales, and return on investment.
Uadvantage overview marketing services system of recordMarcus Witte
The document discusses marketing execution services (MES) and how the Uadvantage system provides a complete "system of record" solution. It summarizes that Uadvantage 1) records all inter-company transactions and interactions, 2) provides collaboration and commerce platforms, and 3) manages project specifications, quoting, procurement, and invoicing to support multiple procurement methods. The value proposition is that Uadvantage reduces costs, streamlines processes, speeds cycle time, increases productivity, improves job visibility, and ensures compliance while providing functionality like bidding, reporting, customization, and business intelligence tools.
Dm arts d1-workshop-steffen ehrhardt-google-innovations in displayDigital Marketing Arts
The document discusses innovations in online display advertising, highlighting trends like the growth of mobile and the importance of contextual targeting to reach the right audiences with the right messages. It promotes Google's display advertising solutions like Interest Categories and remarketing as ways for advertisers to better target and measure their campaigns across different formats and devices.
Dm arts d1-workshop-steffen ehrhardt-google-innovations in displayDigital Marketing Arts
The document discusses innovations in online display advertising, highlighting trends like the growth of mobile and the importance of contextual targeting to reach the right audiences with the right messages. It promotes Google's display advertising solutions like Interest Categories and remarketing as ways for advertisers to better target and measure their campaigns across different formats and devices.
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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.