1. NEO
DIGITAL
ADVERTISING
Mutlu Dogus Yildirim
AD EXCHANGE
DSP
SSP
PRIVATE
EXCHANGE
DMP
AGENCY
TRADING DESK
AD NETWORK
AMP
RTB

2. Once upon a time...
Few advertisers, few publishers, few problems
ADLINE.CO

3. Then things got complicated...
ADLINE.CO

4. Ad Server
Helps publishers to manage many advertising
requests
AD SERVER
ADLINE.CO

5. Ad Server
Helps advertisers to manage many advertising
campaigns
AD SERVER
ADLINE.CO

6. Ad Network
Connects advertisers to publishers, and vice
versa
With basic features...
AD NETWORK
ADLINE.CO

7. Ad Exchange
Connects more advertisers to more publishers
Has some advanced features (floor price, RTB
etc.)
AD NETWORK-
1
AD NETWORK-
2
AD EXCHANGE
ADLINE.CO

8. But there is a problem!
ADLINE.CO

9. Advertiser solution: DSP
Centralized media planning & buying, access to
many publishers, exchanges, networks, SSPs
etc. from one single point, RTB enabled
DSP
AD NETWORK-
1
AD EXCHANGE-
1
AD EXCHANGE-
2
ADLINE.CO

10. Publisher Solution: SSP
Centralized inventory selling, yield management, access to
many advertisers, exchanges, networks, DSPs etc. from
one single point. RTB enabled
SSP
AD NETWORK-
1
AD EXCHANGE-
1
AD EXCHANGE-
2
DSP-
1
ADLINE.CO

11. AGENCY
TRADING DESK
Special unit of agencies, specialized on
programmatic buying. DSP technology used.
Advertiser Solution: Agency Trading
Desk (ATD)
DSP
AD NETWORK-
1
AD EXCHANGE-
1
AD EXCHANGE-
2
ADLINE.CO

12. INDEPENDENT
TRADING DESK
Simply; RTB agencies. DSP technology used.
Advertiser Solution: Independent
Trading Desk (ITD)
DSP
AD NETWORK-
1
AD EXCHANGE-
1
AD EXCHANGE-
2
ADLINE.CO

13. Publisher Solution: Private
Exchange
Only "selected" advertisers can buy inventory.
RTB enabled. SSP technology used.
Private
Exchange
DSP-
1
ADLINE.CO

14. Data Provider: DMP
Profiles users, sells this data to advertisers
ADLINE.CO
DSP SSPDMP

15. OK but, what is
RTB?
ADLINE.CO

16. VS
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17. Real Time Bidding
ADLINE.CO

18. ADLINE.CO

19. Evolution?

22. Some Figures
● Worldwide RTB spending will grow from $1.4 billion in
2011 to $13.9 billion in 2016. RTB share on total display
advertising spend will grow from 5% to 20%.
● In US, market share of RTB will grow from 10% in 2011 to
27% in 2016.
● In Western Europe, market share of RTB will grow from
3% in 2011 to 19% in 2016.
● In Japan, market share of RTB will grow from 2% in 2011
to 24% in 2016.
● Eventually almost all premium inventory will be sold
programmatically. ADLINE.CO(Source: IDC)

23. ADLINE.CO(Source: IDC)

24. Publisher Benefits
● 100% eCPM increase on average
● Less labor
● Faster
ADLINE.CO(Source: IDC)

25. Advertiser Benefits
● Better targeting
● Higher ROAS
● Campaign efficiency (20-150%)
● Transparency
ADLINE.CO(Source: IDC)

27. ADLINE.CO

29. QUESTIONS?
ADLINE.CO

30. THANK YOU!
dogus.yildirim@medyanet.com.tr
tr.linkedin.com/in/mutluyildirim
www.adline.co
ADLINE.CO