The Online Advertising Ecosystem
Understanding the Technology Landscape
1 Karina Sanz | 2011
Introduction Objective:
To define in a simplified manner the technologies and the roles of the companies in the complex ecosystem of online advertising.
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Online Advertising Technology Landscape
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Agencies
Media Buying
PlatformsDSPs
Creative Optimization
Data Optimizat
ion
Ad OpsAd Servers
Ad Servers
Ad Exchange
s SSPs
Ad Networks
Sharing Data/
Social Tools
Data Suppliers
DMP’s and Data
Aggregators
VerificationAttributionAnalytics
Yield Optimization
Publisher Tools
The combination of technology and services that connect Advertisers with Publishers can be a complex process with many parties involved.
Advertising Agencies
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Agencies
Media Buying
PlatformsDSPs
Creative Optimization
Data Optimizat
ion
Ad OpsAd Servers
Ad Servers
Ad Exchange
s SSPs
Ad Networks
Sharing Data
Social Tools
Data Suppliers
DMP’s and Data
Aggregators
VerificationAttributionAnalytics
Yield Optimization
Publisher Tools
Ad Agencies produce and manage content for advertising campaigns of their clients.
Media Buying Platforms
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Agencies
Media Buying
PlatformsDSPs
Creative Optimization
Data Optimizat
ion
Ad OpsAd Servers
Ad Servers
Ad Exchange
s SSPs
Ad Networks
Sharing Data
Social Tools
Data Suppliers
DMP’s and Data
Aggregators
VerificationAttributionAnalytics
Yield Optimization
Publisher Tools
Ad agencies:Ad agencies:
Media buying platforms are automated systems commonly used by ad agencies to buy online media and manage online ad campaigns.
Creative Optimization Platforms
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Agencies
Media Buying
PlatformsDSPs
Creative Optimization
Data Optimizat
ion
Ad OpsAd Servers
Ad Servers
Ad Exchange
s SSPs
Ad Networks
Sharing Data
Social Tools
Data Suppliers
DMP’s and Data
Aggregators
VerificationAttributionAnalytics
Yield Optimization
Publisher Tools
::
Online platforms and systems that allow to tweak, fix or change components –often in real time- of display ads to improve performance.
Data Optimization
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Agencies
Media Buying
PlatformsDSPs
Creative Optimization
Data Optimization
Ad OpsAd Servers
Ad Servers
Ad Exchange
s SSPs
Ad Networks
Sharing Data
Social Tools
Data Suppliers
DMP’s and Data
Aggregators
VerificationAttributionAnalytics
Yield Optimization
Publisher Tools
::
Data Optimization technology helps to predict an ad campaign outcome based on previously existing data.
Demand Side Platforms (DSPs)
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Agencies
Media Buying
PlatformsDSPs
Creative Optimization
Data Optimizat
ion
Ad OpsAd Servers
Ad Servers
Ad Exchange
s SSPs
Ad Networks
Sharing Data
Social Tools
Data Suppliers
DMP’s and Data
Aggregators
VerificationAttributionAnalytics
Yield Optimization
Publisher Tools
::
Sophisticated decision engines that calculate the best value for each impression.
Ad Exchanges and Supply Side Platforms (SSPs)
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Agencies
Media Buying
PlatformsDSPs
Creative Optimization
Data Optimizat
ion
Ad OpsAd Servers
Ad Servers
Ad Exchanges
SSPs
Ad Networks
Sharing Data
Social Tools
Data Suppliers
DMP’s and Data
Aggregators
VerificationAttributionAnalytics
Yield Optimization
Publisher Tools
Facilitate the bidded buying and selling of inventory from multiple ad Networks.
Analytics Platforms
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Agencies
Media Buying
PlatformsDSPs
Creative Optimization
Data Optimizat
ion
Ad OpsAd Servers
Ad Servers
Ad Exchange
s SSPs
Ad Networks
Sharing Data
Social Tools
Data Suppliers
DMP’s and Data
Aggregators
VerificationAttributionAnalytics
Yield Optimization
Publisher Tools
Analytics technology platforms assist with measuring, collecting, and reporting internet data.
Verification-Attribution
Karina Sanz | 201111
Agencies
Media Buying
PlatformsDSPs
Creative Optimization
Data Optimizat
ion
Ad OpsAd Servers
Ad Servers
Ad Exchange
s SSPs
Ad Networks
Sharing Data
Social Tools
Data Suppliers
DMP’s and Data
Aggregators
VerificationAttributionAnalytics
Yield Optimization
Publisher Tools
Verification and attribution technology monitors the digital advertising environment to ensure that ads appear where and how they are intended to.
Ad Networks
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Ad NetworksVertical
Agencies
Media Buying
PlatformsDSPs
Creative Optimization
Data Optimizat
ion
Ad OpsAd Servers
Ad Servers
Ad Exchange
s SSPs
Ad NetworksHorizontal
Sharing Data
Social Tools
Data Suppliers
DMP’s and Data
Aggregators
VerificationAttributionAnalytics
Yield Optimization
Publisher ToolsTargeted
Audience
Performance
Mobile
Ad Networks connect advertisers with web sites (publishers) matching aggregation of ad space supply with advertiser’s demand.
Ad Networks - Horizontal
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Ad NetworksVertical
Agencies
Media Buying
PlatformsDSPs
Creative Optimization
Data Optimizat
ion
Ad OpsAd Servers
Ad Servers
Ad Exchange
s SSPs
Ad NetworksHorizontal
Sharing Data
Social Tools
Data Suppliers
DMP’s and Data
Aggregators
VerificationAttributionAnalytics
Yield Optimization
Publisher ToolsTargeted
Audience
Performance
Mobile
Horizontal ad networks serve direct response advertisers and focus on expanding the reachof the advertising as wide as possible. Better for products with a broad base of appeal.
::
Video and Rich MediaVideo and Rich Media
Ad Networks - Vertical
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Ad NetworksVertical
Agencies
Media Buying
PlatformsDSPs
Creative Optimization
Data Optimizat
ion
Ad OpsAd Servers
Ad Servers
Ad Exchange
s SSPs
Ad NetworksHorizontal
Sharing Data
Social Tools
Data Suppliers
DMP’s and Data
Aggregators
VerificationAttributionAnalytics
Yield Optimization
Publisher ToolsTargeted
Audience
Performance
Mobile
Vertical ad networks are focused on specific topic categories, or verticals, allowing marketersto reach only a particular audience. Useful for advertising niche products.
::
Ad Networks – Targeted Audience
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Ad NetworksVertical
Agencies
Media Buying
PlatformsDSPs
Creative Optimization
Data Optimizat
ion
Ad OpsAd Servers
Ad Servers
Ad Exchange
s SSPs
Ad NetworksHorizontal
Sharing Data
Social Tools
Data Suppliers
DMP’s and Data
Aggregators
VerificationAttributionAnalytics
Yield Optimization
Publisher ToolsTargeted
Audience
Performance
Mobile
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 Networks - Performance
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Ad NetworksVertical
Agencies
Media Buying
PlatformsDSPs
Creative Optimization
Data Optimizat
ion
Ad OpsAd Servers
Ad Servers
Ad Exchange
s SSPs
Ad NetworksHorizontal
Sharing Data
Social Tools
Data Suppliers
DMP’s and Data
Aggregators
VerificationAttributionAnalytics
Yield Optimization
Publisher ToolsTargeted
Audience
Performance
Mobile
Performance-based Ad Networks allow advertisers to pay only for measurable results.
::
Ad Networks - Mobile
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Ad NetworksVertical
Agencies
Media Buying
PlatformsDSPs
Creative Optimization
Data Optimizat
ion
Ad OpsAd Servers
Ad Servers
Ad Exchange
s SSPs
Ad NetworksHorizontal
Sharing Data
Social Tools
Data Suppliers
DMP’s and Data
Aggregators
VerificationAttributionAnalytics
Yield Optimization
Publisher ToolsTargeted
Audience
Performance
Mobile
Mobile ad networks focus on serving ads on the mobile web and within mobile apps.
::
Yield Optimization
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Agencies
Media Buying
PlatformsDSPs
Creative Optimization
Data Optimizat
ion
Ad OpsAd Servers
Ad Servers
Ad Exchange
s SSPs
Ad Networks
Sharing Data
Social Tools
Data Suppliers
DMP’s and Data
Aggregators
VerificationAttributionAnalytics
Yield Optimizatio
n
Publisher Tools
Yield Optimization platforms assist publishers on optimizing ad allocation, sell of inventory, marketing individual impressions, etc, in order to maximize revenue.
::
Publisher Tools
Karina Sanz | 201119
Agencies
Media Buying
PlatformsDSPs
Creative Optimization
Data Optimizat
ion
Ad OpsAd Servers
Ad Servers
Ad Exchange
s SSPs
Ad Networks
Sharing Data
Social Tools
Data Suppliers
DMP’s and Data
Aggregators
VerificationAttributionAnalytics
Yield Optimization
Publisher Tools
Publisher tools are used by publishers to optimize content, increase traffic, improvesearch engine rankings, etc.
::
Data Suppliers
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Agencies
Media Buying
PlatformsDSPs
Creative Optimization
Data Optimizat
ion
Ad OpsAd Servers
Ad Servers
Ad Exchange
s SSPs
Ad Networks
Sharing Data
Social Tools
Data Suppliers
DMP’s and Data
Aggregators
VerificationAttributionAnalytics
Yield Optimization
Publisher Tools
Data suppliers are organizations that compile and sell information from detailed databases on individuals.
Data Management Platforms (DMPs)
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Agencies
Media Buying
PlatformsDSPs
Creative Optimization
Data Optimizat
ion
Ad OpsAd Servers
Ad Servers
Ad Exchange
s SSPs
Ad Networks
Sharing Data
Social Tools
Data Suppliers
DMP’s and Data
Aggregators
VerificationAttributionAnalytics
Yield Optimization
Publisher Tools
Data management platforms facilitate the access, organization, analysis, and segmentation of vast amounts of data.
Sharing Data & Social Tools
Karina Sanz | 201122
Agencies
Media Buying
PlatformsDSPs
Creative Optimization
Data Optimizat
ion
Ad OpsAd Servers
Ad Servers
Ad Exchange
s SSPs
Ad Networks
Sharing Data
Social Tools
Data Suppliers
DMP’s and Data
Aggregators
VerificationAttributionAnalytics
Yield Optimization
Publisher Tools
Platforms and widgets that allow people to share content on the Web with others.
Ad Servers
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Agencies
Media Buying
PlatformsDSPs
Creative Optimization
Data Optimizat
ion
Ad OpsAd Servers
Ad Servers
Ad Exchange
s SSPs
Ad Networks
Sharing Data
Social Tools
Data Suppliers
DMP’s and Data
Aggregators
VerificationAttributionAnalytics
Yield Optimization
Publisher Tools
Ad Servers technology companies provide software and tools for advertisers and publishers to manage, optimize and monitor different campaigns.
::::
Online Advertising Operations (Ad Ops)
Karina Sanz | 201124
Agencies
Media Buying
PlatformsDSPs
Creative Optimization
Data Optimizat
ion
Ad OpsAd Servers
Ad Servers
Ad Exchange
s SSPs
Ad Networks
Sharing Data
Social Tools
Data Suppliers
DMP’s and Data
Aggregators
VerificationAttributionAnalytics
Yield Optimization
Publisher Tools
Ad Ops are the processes and systems that support the sale and delivery of online advertising.
Thank You for your Attention!
Karina Sanz | 201125
http://www.linkedin.com/in/karinasanz
References
Luma Partners – (Ecosystem map -Terence Kawaja) Ranker.com Crunchbase Wikipedia Admonsters.com Exchangewire.com
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