ADZ Keynote by Reza Behnam at Advertising Trading Summit
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The document provides an overview of the online display advertising ecosystem, including key players like DSPs, exchanges, SSPs and publishers. It discusses how the ecosystem has evolved from pre-2005, when agencies bought direct from publishers, to today, where DSPs allow agencies to buy across multiple exchanges and inventory sources. The opportunity for ad trading in Asia is also examined, as the region has fewer players compared to more developed markets. Finally, the document introduces Adz as a marketplace that aims to connect all players in Asia and provide benefits like transparency, access to multiple channels and optimisation tools.
ADZ Keynote by Reza Behnam at Advertising Trading Summit
- 1. ENLIGHTENED ADVERTISING [email protected] conjunction withIntroduction to ad trading
- 2. Who’s who in the display ad ecosystem?DSPPublisherAgencyConsumerExchangeNetworkSSPDemand aggregatorsSupply aggregators
- 3. Some key namesKawaja, 2010
- 4. How has the ecosystem evolved?All images © Flickr 2011
- 5. Ecosystem pre 2005PublisherAgencyNetworkConsumerAgency buys direct from publisher or via networkExampleExampleExampleExample+ 100’s
- 6. Ecosystem post 2005PublisherAgencyConsumerNetworkSSPVarious SSPs emerge to aggregate supply side (inventory and data)ExampleExample
- 7. Ecosystem post 2005PublisherConsumerExchangeNetworkSSPAgencyExchanges improve trading efficiencyExampleExample
- 8. Ecosystem todayDSPPublisherAgencyConsumerExchangeNetworkSSPDSPs provide tools for agencies to buy across exchanges,SSPs and networksExampleExample
- 9. What is the benefit of new players?All images © Flickr 2011
- 10. Shares of ad spend withoutDSP/exchange10%40%10$10.00$1.00$4.00814%6CPM $$1.404$3.602AgencyNetworkPublisherAdvertiserOther (data,ad server)Kawaja, 2010, and Digital Direction research in Asia
- 11. Shares of ad spend withDSP/exchange10Efficiency gains8$8.40$0.80$1.70CPM $69.5%$0.60$1.0020%4$4.307%11%2DSPAgencyPublisherExchangeAdvertiserOther (data,ad server)Kawaja, 2010, and Digital Direction research in Asia
- 12. How does ad buying with DSPs work?All images © Flickr 2011
- 13. 1. Agency provides brief to DSPAgencyDSPExchangePublisherConsumerCreate campaignBrief1Server creates campaign ‘listener’
- 14. 2. Consumercreates impression, aggregated by SSPPublisherAgencyDSPExchangeConsumerSSP & networkCreate campaignBrief1Server creates campaign ‘listener’Impression opportunityBid requestPage viewAggregateimpression2
- 15. 3. DSPanalyses impression dataAgencyDSPSSP/ad exchangePublisherConsumerCreate campaignBrief1Server creates campaign ‘listener’3Bid requestAnalysisImpression opportunityPage view3DemographyGeographyDeviceStat. data
- 16. 4. DSPcalculates and makes bidAgencyDSPSSP/ad exchangePublisherConsumerCreate campaignBrief1Server creates campaign ‘listener’3Bid requestAnalysisImpression opportunityPage view3DemographyGeographyDeviceStat. dataCalculate bid amount4Bid response
- 17. 5. Exchange receives bids and decides winnerAgencyDSPExchangePublisherConsumerSSP & networkCreate campaignBrief1Server creates campaign ‘listener’3AnalysisBid requestImpression opportunityPage viewAggregateimpression2DemographyGeographyDeviceStat. dataCalculate bid amountReceive bid response54Bid responseHighest bid wins
- 18. 6. Ad served and consumer action trackedAgencyDSPExchangePublisherConsumerSSP & networkCreate campaignBrief1Server creates campaign ‘listener’3AnalysisImpression opportunityPage viewAggregateimpressionBid request2DemographyGeographyDeviceStat. dataCalculate bid amountReceive bid response54Ad servedBid responseHighest bid wins6Click through
- 19. 7. DSP reports and adjusts campaignDSPPublisherAgencyConsumerExchangeSSP & networkCreate campaignBrief1Server creates campaign ‘listener’3Impression opportunityPage viewAnalysisBid requestBid request2DemographyGeographyDeviceStat. data7Calculate bid amountReal time reportingReceive bid response54Ad servedBid responseHighest bid wins6Click throughRecord statistics7
- 20. What is opportunity for ad trading in Asia?All images © Flickr 2011
- 21. $10bn display spend in US, many playersUS$10bnZenith Optimedia, 2009
- 22. Display ad spend in Asia?APAC ~US$7.5 bnZenith Optimedia, 2009
- 23. Display ad spend in Asia?APAC (ex Japan) ~US$3.5 bnZenith Optimedia, 2009
- 24. Display ad spend in Asia?Asia (ex Japan + Aus) ~US$3 bnZenith Optimedia, 2009
- 25. Display ad spend in Asia?‘Emerging’ Asia ~US$1.5 bnZenith Optimedia, 2009
- 26. Fewer firms (in any definition of Asia)???US$Xbn????????
- 27. What to look for in a DSP?All images © Flickr 2011
- 28. DSP todayBidding on multiple exchangesPlanning tools3rd party dataPartial transparency
- 29. DSP tomorrowFull transparencyRTB acrosson/offline channelsAgency workflowMeasure customer engagementIntegrationProcessInsightTransparency
- 30. How should ad buyers work with DSPs?All images © Flickr 2011
- 31. Buyer treats DSP as any other intermediaryDSPNetworkSSPPublisherBuyer$
- 32. But data returned will be fragmentedDSPNetworkSSPPublisherBuyer
- 33. Buyertreats DSP as partnerDSPNetworkSSPPublisherBuyer$
- 34. In which case data can improve future buys DSPNetworkSSPPublisherBuyer
- 35. 2different approaches to working with DSPDSPNetworkSSPSophisticated: build trading deskSimpler: partner with DSPPublisherBuyer
- 36. What does adz offer?All images © Flickr 2011
- 38. adz: connecting all players in AsiaA marketplace to connect all playersNetworkSSPAdvertiser/agencyPublisher
- 39. adz:keybenefitsFocus on dataMaximum transparencyNo arbitrageMultiple channelsAgency workflowOne stop buy across all inventory sourcesSingle dashboard for CPM, CPC, CPA buysOptimisation
- 40. adz:ways to work with usAdvertisersAdvertisersSelf serviceManagedEnterprisePublishersFor more detail [email protected]
- 41. adz:announcements For the latest announcements from adzvisit adzcentral.com/press.html
- 42. About Digital DirectionDigital Direction is a leading advisory firm in Southeast Asia, focusing on designing, architecting, and building digital strategies for large companies, promising up starts, and the public sector. w. www.ddrxn.come. [email protected] strategy, drawn to scale
- 43. ENLIGHTENED ADVERTISING SOLUTIONSReza BehnamCEO, Adz in conjunction [email protected] images © Flickr 2011