The landscape of Trading Desk in TURKEY 2013 By Ilker OGUZ THE TOP EIGHT QUESTIONS What is a Demand Site Platform? What is Real Time Bidding? What is a Trading Desk? How DSP’s SSP’s and Adexchanges Work? What are the most commonly used data sets? How is ad tech value chain parsing? What is the industry situation with Turkish Media Desks? Are traditional buying tactics adequate for optimized buyer media? What is a Demand Side Platform? A technology platform that allows trading desks, agencies and advertisers to buy online media across ad exchanges using real time bidding. What is Real Time Bidding? Real Time Bidding, is an automated process which allows media buyers to bid on and purchase ad inventory on an impression by impression basis. What is Agency Trading Desk? Most often a trading desk is a buy-side platform on DSP’s that operates on behalf of an ad agency. How DSP’s, SSP’s and Adexchanges work? What are the most commonly used data sets? How is ad tech value chain parsing? According to IAB Turkey, In the first half of 2012, total digital advertising spending of $416 Million took place. According to the same period last year, increased by 34.4% of digital advertising market. Ad Networks in Turkey Agency Trading Desks in Turkey There are rumors, but No Significant Enterprise yet! Let’s discuss for it, Thanks for watching,

1. The landscape of
Trading Desk in
TURKEY 2013
By Ilker OGUZ

2. THE TOP EIGHT QUESTIONS
What is a Demand Site What are the most commonly
1 Platform? 5 used data sets?
How is ad tech value chain
What is Real Time Bidding? parsing?
2 6
What is a Trading Desk? What is the industry situation
with Turkish Media Desks?
3 7
Are traditional buying tactics
adequate for optimized buyer
How DSP’s SSP’s and media?
4 Adexchanges Work? 8
1/2/2013 İlker.oguz@winnertap.com 2

3. What is a Demand Side Platform?
• A technology platform
that allows trading
desks, agencies and
advertisers to buy
online media across
ad exchanges using
real time bidding.
1/2/2013 İlker.oguz@winnertap.com 3

4. What is Real Time Bidding?
• Real Time Bidding,
• is an automated
process which allows
media buyers to bid
on and purchase ad
The brain:
inventory on an The pipe: RTB API Real Time Bidder
impression by AD
Exchanges
impression basis.
1/2/2013 İlker.oguz@winnertap.com 4

5. What is Agency Trading Desk?
• Most often a trading
desk is a buy-side
platform on DSP’s
that operates on
behalf of an ad
agency.
1/2/2013 İlker.oguz@winnertap.com 5

6. How DSP’s SSP’s and Adexchanges work?
,
5
1 Ssp /
Publisher 10
exchange
web site 2 11
3 user
13 6
Publisher
adserver 4 12
14
DSP1
Standard Ad Calls / Redirection 8
Marketer DSP2
adserver 7
Cookie ID Passed 8 9
7
DSP3
Winning Bid / Redirect
7
8
Final Ad Creative
7
Ad
RTB
Network Auction
8
1/2/2013 İlker.oguz@winnertap.com 6

7. What are the most commonly used data sets?
•Time of day
•Date
•Full url
•OS
•Browser Type
•Browser ID
•Referral ID
•Location (IP)
•Search (Behaviour History)
•Data Market Remain Nascent..
1/2/2013 İlker.oguz@winnertap.com | WinnerTap 7

8. How is ad tech value chain parsing?
Analytics
Media Inventory Inventory
Supply Integration
(Where?)
Audience Data Supply
Data Data Media
Aggregation Optimization Buying
(Who?)
Creative Creative Creative
Origination Optimization
(What?)
Analytics
1/2/2013 İlker.oguz@winnertap.com 8

9. According to IAB Turkey,
• In the first half of 2012,
total digital advertising
spending of $416 %34.4 to
Million took place. $416 M
In first half of 2012
• According to the same
period last year,
increased by 34.4% of
digital advertising
market.
İlker.oguz@winnertap.com |
1/2/2013 9
winnertap.com

10. Ad Networks in Turkey
1/2/2013 İlker.oguz@winnertap.com 10

11. Agency Trading Desks in Turkey
There are rumors,
but No Significant
Enterprise yet!
vs. vs.
1/2/2013 İlker.oguz@winnertap.com 11

12. SO, WHAT IS THE
SOLUTION
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13. Let’s discuss for it,
Ask me more;
Email: ilker.oguz@winnertap.com
Skype: ilkrgz
Linkedin: http://tr.linkedin.com/in/ilkeroguz/
Blog: http://affiliatesistemi.com
About Ilker OGUZ
Consultant for Affiliate Marketing,
Project Management for Augmented Reality & Mobile Applications
Specialized on DSPs, Trading Desk Platforms such as Mediamath, AppNexus, also Vuforia, Layar,
Wikitude, Junaio and Gamification concepts.
1/2/2013 İlker.oguz@winnertap.com 13

14. Thanks for watching,
1/2/2013 İlker.oguz@winnertap.com 14