Ad Marketplaces & Exchanges Uncovered

Satish JayakumarCo-Founder & Director (AdJug)

What’s the difference?

Exchanges allow a publisher to work simultaneously with a variety of ad networks.

Marketplaces allow a publisher to sell their ad inventory directly to advertisers (not networks).

Where did it from come?

Advertisers Want more visibility into

where ads appear. Want to target sites that

convert better. Want to have more control

over how much they pay.

Publishers Want more visibility into

how much advertisers pay for traffic.

Want to sell inventory directly to advertisers.

Want to control who advertises on their site.

Want to make more money from their inventory

Ad Networks Vs Time Vs Yield

Advertiser Ad Network

Good Traffic

Good Traffic

Medium Traffic

Bad Traffic

Medium Traffic

Bad Traffic

Ad Networks Uncovered

Advertisers Get lots of

clicks/impressions quickly. Pay out an average price. Cannot control where they

appear. Requires continuous

monitoring.

Publishers (Normally) have to work

exclusively. Get paid the average price. Do not know how much the

advertiser pays. Yield goes up/down without

reason.

Companies in this space

GoogleValueclickYahoo!MIVAE-TypeEtc... Etc...

Ad ExchangesAd Network

Ad Network

Ad Network

Advertiser

Ad Exchange Publisher

Ad Exchanges Uncovered

Advertisers Do not really interact with

the exchange directly. Can get lots of

clicks/impressions quickly. Cannot control where they

appear. Requires continuous

monitoring.

Publishers Get access to several

networks. Increased yield because of

high density. Do not know how much the

advertiser pays. Cannot control which

advertisers appear. No loss of revenue.

Companies in this space

RightMedia (acquired by Yahoo!)AdECN (acquired by MSN)

Ad Marketplaces

Advertiser

Good Traffic

Good Traffic

Medium Traffic

Medium Traffic

Bad Traffic

Bad Traffic

Advertisers choose where they appear and how much they pay

Publishers get a fair price for their traffic

Ad M

arke

tpla

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Ad Marketplaces

Advertisers Have complete visibility into

where their ad appears. Can increase/decrease

pricing based on quality. Can target specific

pages/sites Can take time to set up &

monitor.

Publishers Can control pricing using an

auction. Have total transparency

into how ad inventory is worth.

Can control which advertisers appear.

No loss of revenue.

Companies in this space

AdJugAdBriteDoubleClick ADX (Google)ContextWebTraffiqAdify

Why use a Marketplace/Exchange

Advertisers You want more visibility

into where ads appear. You want to target sites that

convert better. You want to have more

control over how much you pay.

Publishers You want more visibility

into how much advertisers pay for traffic.

You want to sell inventory directly to advertisers.

You want to control who advertises on your site.

Questions?

Satish Jayakumarsatish@adjug.com