+
Display Advertising Landscape
MS&E 239 Computational Advertising
Yanying Li, Yenan Chen, Ying Chang
+
+
Agency
Trading
Desk
Ad Network
DSP
Sharing
Data/So
cial
Tools
Exchange
SSP
Agency
Vertical/Custom
Creative
Optimizat
ion
Retargeting
Ad
Servers
Verificati
on/Privac
y
Media
Planning
and
Attribution
DMPs
and Data
Aggregat
ors
Tag Mgmt
Measure
ment and
Analytics
Targeted Networks/
AMPs
Publisher
Tools
Performance
Data
Suppliers
Mobile
Media Mgmt Sytems
Ad
Servers
Ad Operations
+
Strategy Oriented
Agency
Trading
Desk
Ad Network
DSP
Sharing
Data/So
cial
Tools
Exchange
SSP
Agency
Vertical/Custom
Creative
Optimizat
ion
Retargeting
Ad
Servers
Execution Oriented
Verificati
on/Privac
y
Media
Planning
and
Attribution
DMPs
and Data
Aggregat
ors
Tag Mgmt
Measure
ment and
Analytics
Supportive Intelligence
Targeted Networks/
AMPs
Publisher
Tools
Performance
Data
Suppliers
Mobile
Media Mgmt Sytems
Ad
Servers
Ad Operations
+
Creative Optimization

Put the right message in front of the right customer

Generate custom-tailored ad creative according to user data
+
Creative Optimization
User
Purchase
History
User
Geolocatio
n
+
Verification / Privacy

Traffic quality solution provider

Serve Agencies



Verification: Verified Placement = Campaign Health

Optimization: Advanced Analytics = Increased ROI
Serve Ad Networks

Verification: Ad Visibility = Campaign Assurance

Optimization: Advertiser Data = Loyal Clients
Real-time Traffic scoring
+
Verification / Privacy

Inappropriate Content

Geo-Targeting

Competitive Separation

Ad Placement

Fraud Detection

OBA (Online Behavioral Advertising) Compliance
+
Measurement and Analytics

Data


Understand


Traffic source; Visitor type; In page analytics…
Customers’ complete conversion cycle
Provide insights on

Allocation of marketing spending
+
Strategy Oriented
Agency
Trading
Desk
Ad Network
DSP
Sharing
Data/So
cial
Tools
Exchange
SSP
Agency
Vertical/Custom
Creative
Optimizat
ion
Retargeting
Ad
Servers
Execution Oriented
Verificati
on/Privac
y
Media
Planning
and
Attribution
DMPs
and Data
Aggregat
ors
Tag Mgmt
Measure
ment and
Analytics
Supportive Intelligence
Targeted Networks/
AMPs
Publisher
Tools
Performance
Data
Suppliers
Mobile
Media Mgmt Sytems
Ad
Servers
Ad Operations
+
Agency + Agency Trading Desk

Agency

Marketing and advertising strategy

4 Major Agencies control the majority
(80%+) ad spend

Agency Trading Desk

Agencies consolidated
their real time buying
efforts into trading
desks

Work with multiple DSPs
+
Ad Server

Execution Oriented Agency

Also work with publishers
+
Retargeting – How and Why?

Converts window shoppers into buyers

Why?

More than 95% of website visitors leave before making a
transaction.

Retargeted customers are 70% more likely to complete a sale.
+
Retargeting – Successful Factors
This is how it starts to put everything together

(1) Identifying Interested Visitors and Visitor Interest
+
Retargeting
+
Retargeting – Successful Factors

(2) Crafting Engaging Creative


Creative Optimization
(3) Delivering Retargeting at Scale

Ad Network

RTB on Ad Exchange


“Every time we have
moved a publisher from
non-RTB to RTB we have
increased spend by 3-5
times”
Criteo, first to use RTB (Google Doubleclick) in 2010
(4) Recency and Frequency

DVD, travel
Vs.
Luxury goods

“Lexus is250”
Vs.
Multiple searches within category
+
Agency
Trading
Desk
Ad Network
DSP
Sharing
Data/So
cial
Tools
Exchange
SSP
Agency
Vertical/Custom
Creative
Optimizat
ion
Retargeting
Ad
Servers
Verificati
on/Privac
y
Media
Planning
and
Attribution
DMPs
and Data
Aggregat
ors
Tag Mgmt
Measure
ment and
Analytics
Targeted Networks/
AMPs
Publisher
Tools
Performance
Data
Suppliers
Mobile
Media Mgmt Sytems
Ad
Servers
Ad Operations
+
Agency
Trading
Desk
Horizontal
DSP
Sharing
Data/So
cial
Tools
Exchange
SSP
Agency
Vertical/Custom
Creative
Optimizat
ion
Retargeting
Ad
Servers
Verificati
on/Privac
y
Media
Planning
and
Attribution
DMPs
and Data
Aggregat
ors
Tag Mgmt
Measure
ment and
Analytics
Targeted Networks/
AMPs
Publisher
Tools
Performance
Data
Suppliers
Mobile
Media Mgmt Sytems
Ad
Servers
Ad Operations
+
Supply Side Platform (SSP)

Enabling publishers to manage their ad impression inventory
and maximize revenue from digital media

Automate and optimize the selling of publishers’ online media
space.
+
Publisher Tools

Provide various technology-based tools for
publishers to maximize their revenue.

e.g Yieldex:

tracks every impression on a publisher's site

provide a reliable picture of ad inventory on a daily basis.
+
Ad operations + Ad servers

To sell, input, serve, target and report on the performance of
online ads.
+
Agency
Trading
Desk
Ad Network
DSP
Sharing
Data/So
cial
Tools
Exchange
SSP
Agency
Vertical/Custom
Creative
Optimizat
ion
Retargeting
Ad
Servers
Verificati
on/Privac
y
Media
Planning
and
Attribution
DMPs
and Data
Aggregat
ors
Tag Mgmt
Measure
ment and
Analytics
Targeted Networks/
AMPs
Publisher
Tools
Performance
Data
Suppliers
Mobile
Media Mgmt Sytems
Ad
Servers
Ad Operations
+
Ad networks I


Horizontal

Extensive and generic inventory

Offer a massive reach for advertisers and pulishers

e.g AOL advertising
Vertical

Target a relevant and specific demographic

Connect advertisers and publishers that share the same interests
or belong to the same industry.

e.g Glam: A blog network featuring fashion, celebrity fashion, and
style tips.
+

Ad networks II
Targeted / AMPs

Audience management platform

Focus on online audience
segmentation for publishers

e.g AudienceScience
+
Ad networks III

Performance-based

The hard-to-reach parts of the web,

Similar ROI as search.

Publishers paid by CPC, CPA

e.g AdKnowledge
+
Agency
Trading
Desk
Ad Network
DSP
Sharing
Data/So
cial
Tools
Exchange
SSP
Agency
Vertical/Custom
Creative
Optimizat
ion
Retargeting
Ad
Servers
Verificati
on/Privac
y
Media
Planning
and
Attribution
DMPs
and Data
Aggregat
ors
Tag Mgmt
Measure
ment and
Analytics
Targeted Networks/
AMPs
Publisher
Tools
Performance
Data
Suppliers
Mobile
Media Mgmt Sytems
Ad
Servers
Ad Operations
+
Agency
Trading
Desk
Ad Network
DSP
Sharing
Data/So
cial
Tools
Exchange
SSP
Agency
Vertical/Custom
Creative
Optimizat
ion
Retargeting
Ad
Servers
Verificati
on/Privac
y
Media
Planning
and
Attribution
DMPs
and Data
Aggregat
ors
Tag Mgmt
Measure
ment and
Analytics
Targeted Networks/
AMPs
Publisher
Tools
Performance
Data
Suppliers
Mobile
Media Mgmt Sytems
Ad
Servers
Ad Operations
+
DSPs (1)

Provides the technology, strategy, services and insights to
trade effectively across advertising exchanges and supply
sources on behalf of agencies.
+
DSPs (2)

DSPs undertake the main
trading functionality

Many agencies and data
provider assist its strategy
making process
+
Media Planning and Attribution


Media Agency

Media planning

Entails finding the most appropriate media platforms for a client's
brand or product
Attribution: a media planning tool

Determine how credit is assigned for an action or "conversion.“
+
DMPs and Data Aggregators

Data aggregators for the most part
are focused on buying data from
publishers and data sources so
that they can then package that up
to advertisers

Bluekai & Exelate lead the ‘intent’
data creation helping advertisers
to target on new variables like
‘auto intent to buy’
+
Data Supplier

Third-party information provider

Provide information including:


consumer and business credit reporting
Tool:

analytics, information technology, data aggregation, data
integration, and consulting solutions
+
Exchange

Exchange: a real-time
marketplace

Main players: ad
networks, agency
holding companies, and
emerging third-party
technology providers

Function: maximize ROI
across millions of sites.
+
Agency
Trading
Desk
Ad Network
DSP
Sharing
Data/So
cial
Tools
Exchange
SSP
Agency
Vertical/Custom
Creative
Optimizat
ion
Retargeting
Ad
Servers
Verificati
on/Privac
y
Media
Planning
and
Attribution
DMPs
and Data
Aggregat
ors
Tag Mgmt
Measure
ment and
Analytics
Targeted Networks/
AMPs
Publisher
Tools
Performance
Data
Suppliers
Mobile
Media Mgmt Sytems
Ad
Servers
Ad Operations
Industry Dynamics - What is changing?
+
Agency
Trading
Desk
Ad Network
DSP
Sharing
Data/So
cial
Tools
Exchange
SSP
Agency
Vertical/Custom
Creative
Optimizat
ion
Retargeting
Ad
Servers
Verificati
on/Privac
y
Media
Planning
and
Attribution
DMPs
and Data
Aggregat
ors
Tag Mgmt
Measure
ment and
Analytics
Targeted Networks/
AMPs
Publisher
Tools
Performance
Data
Suppliers
Mobile
Media Mgmt Sytems
Ad
Servers
Ad Operations
+
Industry Dynamics

Mobile sector rising rapidly


Five trends to watch

Continued importance of SMS

Experimentation with rich media

Mobile sites vs. Mobile apps

Interest in Geo-Location

The Growth of Mobile Video
Impacts on landscape

Richer media resources

Different user data profile

New dimensions to optimize
+

Industry Dynamics
Social Media Era

Social-retargeting

Twitter feeds, Facebook, and
other social marketing vehicles.

Identify, reach and retarget to the
top social influencers.
+
Industry Dynamics
Where does Google AdWords Platform fit in?
Why is Google doing this?

Consolidation

Microsoft

Yahoo!

Google
“One incredible simulation of the
practically inundating world of advertising
is the Google AdWords platform, which is
almost a perfect display of competitive
advertising, or at least how competitive
advertising should work.”
+
Industry Dynamics
+
Industry Dynamics
+
Industry Dynamics
Pros



Better user experience

Comprehensive solution

Higher transparency
Better serving the 98% of advertisers and catch the 80% of revenue!
2%
Big Internet
retailers,
Fortune 500's
98%
Other
advertisers
$
20%
$
80%
+
Thank you!
Q&A
+
Agency
Trading
Desk
Ad Network
DSP
Sharing
Data/So
cial
Tools
Exchange
SSP
Agency
Vertical/Custom
Creative
Optimizat
ion
Retargeting
Ad
Servers
Verificati
on/Privac
y
Media
Planning
and
Attribution
DMPs
and Data
Aggregat
ors
Tag Mgmt
Measure
ment and
Analytics
Targeted Networks/
AMPs
Publisher
Tools
Performance
Data
Suppliers
Mobile
Media Mgmt Sytems
Ad
Servers
Ad Operations