LAUNCHED

Ad Exchange

Ad Exchange

Ad Exchange

Advertiser/ Agency

?

? ?

?

Advertiser/ Agency

Web Publisher

Advertiser/ Agency

Advertiser/ Agency

Web Publisher

Ad Exchange

Ad Networks

BRAND / AGENCYe.g. Bicycle Store

AD NETWORKSPORTS/FITNESS/VERTICAL

Male16-28 yrsCyclist

FITNESS SITE HEALTH SITE

CYCLE RACE SITE CYCLE SITE

Ad Network

Sells bundled ad inventory across multiple publishers to advertisers which are

segmented under content categories.

Buying unsold inventory from the

publisher and applying technology and

aggregating audiences together.

Making it easier for marketers

to target correct audiences efficiently.

SSPWeb

Publisher

Ad Exchange

DSP

DSP

DSP

DSP

SSPSSP

Advertiser/ Agency

Web Publisher

Ad Exchanges

BRAND / AGENCYe.g. Bicycle Store

AD EXCHANGESPORTS/FITNESS/VERTICAL

BID ON AD

AD SENT

Male16-28 yrsCyclist

FITNESS SITE HEALTH SITE

SPORTS SITE CYCLE SITE

BID REQUEST

DSP

Ad ExchangeAd Exchange

BRAND / AGENCYe.g. bicycle shop

Male16-28 yrsCYCLIST

SPORTS SITE

Lots of companies were looking for the

best price to buy and sell

inventory.Resulting in advertisers potentially

purchasing the same audience more

than once.

There became lots of

ad networks trading in

different ways.

To maximize

revenue, publishers spent too much time

deciding how to allocate inventory between

different ad networks.

Cherry picking the best bits from

multiple RTB providers, focusing on increasing

display revenue.

Plugged into all major DSP’s, pulling

all options into one place.

2005 Introducing the “Ad Exchange” and Real-Time Bidding (RTB)

WAS LAUNCHED

GOOGLECHROME

An ad exchange acts as an online marketplace for advertisers to buy and sell inventory from multiple Ad Networks through real-time auctions.

This process enables real-time bidding (RTB).

1997 Introducing the “Ad Network”

Advertiser/ Agency

£ £ £ £ £ £ £ £

Ad networks act like a broker of impressions.

FOUNDED

Web Publisher

SELL SIDESELL SIDE

AGGREGATOR APPROACH

PRGRMTKA G G R E G A T E | A N A L Y S E | O P T I M I S E

www.prgrmtk.com

BUY SIDEBUY SIDE

Scale campaigns by running platforms

simultaneously.

No Minimum

Spend.

Able to find new customers

that using a single provider

would miss.

Ad Exchange

Ad Exchange

Ad Exchange

FOUNDED

Evolution of Display AdvertisingA guide to…

Advertiser / Agency would buy online advertising based on the Web Publisher’s typical demographic profile, ahead of the time of display.

1995 Ads were bought directly from the Publisher

Publishers would end up with unsold inventory.But…

Potential large wastage. Inefficient.

Publishers can auction their inventory to the highest bidder through a single interface.

Sellers make audiences available on an Ad Exchange Platform.

Gives buyers and sellers the opportunity to trade audiences rather than inventory.

Buyers are then able to pick audiences they wish to target and bid on them.

The winning bid has their advertisement then shown in the publishers space.

R E A L - T I M E B I D D I N G

2008Introducing Demand Side Platforms (DSP) & Supply Side Platforms (SSP)

DSP’s allow advertisers to manage multiple ad exchange accounts efficiently through a single interface in real time. They provide accurate data to help determine the value of impressions.Let’s advertisers & agencies optimally manage the reach and frequency of a campaign.By using a single buying system, this ensures that the campaign reaches out to the majority of consumers without having to duplicate it.

Supply Side Platforms Some publishers sell directly on the Ad Exchange. Others invest in SSP’s.

SSP’s optimise selling points for publishers.

Publishers equivalent of a DSP.

Maximises the price the publishers impressions sell at.

Agencies invested in Demand Side Platforms.

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