Real-Time Bidding (RTB) Ecosystem Map

• Demand-Side Platforms (DSPs)
A DSP is a technology layer oi top of display-buying systems that streamlines
the media buying process by using impression-level decisioning based on
multiple parameters and data sources. DSPs help media buyers aggregate.
bid on and optimise digital inventory across multiple sources.

RTB Role: DSPs are at the fore-front of the real-time bidding (RTB)
ecosystem. working with multiple agencies and advertisers to provide the
technology and expertise neeied to support RTB campaigns.

• Ad Exchanges
Advertising exchanges are open marketplaces that allow publishers and
advertisers to connect (same as a stock exchange). They facilitate
transactions, but do not take ownership of inventory.

RTB Role: Most ad exchanges have built RTB capabilities for ad buyers (e.g.
advertisers, agencies. ad networks).


• Supply-Side Platforms (SSPs)
More commonly known as yield managers/optimisers. supply-side platforms
help publishers better manage and price their inventory. Premium publishers
favour SSPs, as they are able to protect proprietary audience data and brand
reputation. SSPs currently represent some of the largest sources of display ad
inventory.

RTB Role: SSPs facilitate demand from buy-side platforms.

• Agency Buying Desks
Agency buying/trading desks are
specialized entities of
media buying agencies focusing
on media trading and RTB. Each
desk represents an agency.

RTB Role: Agency buying desks
represent the liaison between
advertiser or parent agency and
the platforms used to facilitate
RTB.

As some agencies don’t
have core RTB technology, they
may partner with a third-party
company such as a DSP to
support RTB campaigns.


• Ad Networks
Advertising networks enable the
publishers of the websites they
represent to sell more inventory.
A website can either be
represented exclusively by a
single network or have
relationships with a number of
networks.

The publisher will either use a
network to sell remnant inventory
(to supplement sales by its own
sales team), or it will depend on
the network for all its ad sales.

RTB Role: Some ad networks are
adding RTB capabilities to
facilitate real-time transactions
on behalf of advertisers, agencies
and trading desks.They are
increasingly competing
with demand-side platforms for
advertising budgets.

Econsultancy - Digital Marketers United
Note: This is not a comprehensive list/representation
of companies present in the real-time bidding (RTB)
ecosystem, but is intended as a starting point for
Identifying main parties/platforms and their role in
facilitating RTB transactions.


* App Nexus not a demand-sIde platform, but exclusively
focuses on being a technology provider and partners with DSPs.
** mexad is a Display Engre Marketing (DEM) agency.

• Data Partners
Data partners include data prDviders and data management platforms
(DMP5). Data management platforms allow all parties involved in med a
buying and selling to manage proprietary data, facilitate the usage of
third-party data or port audience data to other platforms. As capabilities of
DSPs extend to integrate other media such as mobile, video and social.
providers of these emerging types of data and analytics/DMPs will become an
increasingly important part of the display advertising landscape.

• Dynamic/Real-Time Creative Optimisation
Dynamic creative optimisation tools help advertisers evaluate and optimise
creative elements n real-time in order to identify the best performing
combinations for their campaigns.

Real-time testing against a specific audience group allows marketers to
personalise messages and optimise their campaigns’ perfomance in a
scalable way.

• Ad Verification and Brand Protection Platforms
Ad verification, as a means of safely and efficiently buying advertising
inventory, is seen by many media buyers as an essential component of their
advertising strategy. Ad verification entails a post-campaign auditing
methodology that enables campaign reconciliation, while brand protection is
more preventative in nature by validating an ad call before ad serving

Brand protection platforms investigate audiences, media destinations and
advertisers to provide assurance that ads are not inappropriately placed.

Demand Side-Advertisers/Agencies


• Ad Exchanges
rrn
rightmedia
ADECM
CONTEXTWEB - Where buyers and selers win
IDG
OpenX - take control of your advertising
Advertising.com
double click
The Weather Channel - weather.com

•Agency Buying Desks
Accuen
vivaki
CADEON
b3

• Demand-Side Platforms/Technology
invitemedia
TUM
searchignlte
StrikeAd
XA.NET
TRIGGIT
M!C
Dataxo
adnetic
Mediamath
EfficientFrontier
appnexus
mexad

•Supply-Side Platforms
ADMELD
PubMatic - Make every impression count
rubicon

•Data Partners
bluekai
exelate
bizo
Rapleaf
AlmondNet
TARGUSinfo
eBureau
datalogix
Experiar
ACXIOM

• Dynamic Creative Partners
dapper
CHANNEL INTELLIGENCE
TUMRI

•Verification Partners
ADXPOSE
DoubleVerify
adsafe

• Ad Networks
Google
Microsoft AdvertisIng
YAHOO
ValueClick media
adconian MEDIA GROUP
specific media

Supply side - Publishers Demand-Side Platforms (DSPS) Ad Exchanges O Supply-Side Platforms (SSPS) A DSP is a technology layer on top of display-buying systems that streamlines the media buying process by using impression-level decisioning based on multiple parameters and data sources. DSPS help media buyers aggregate, bid on and optimise digital inventory across multiple sources. Advertising exchanges are open marketplaces that allow publishers and advertisers to connect (same as a stock exchange). They facilitate transactions, but do not take ownership of inventory. More commonly known as yield managers/optimisers, supply-side platforms help publishers better manage and price their inventory. Premium publishers favour SSPS, as they are able to protect proprietary audience data and brand reputation. SSPS currently represent some of the largest sources of display ad inventory. RTB Role: Most ad exchanges have built RTB capabilities for ad buyers (e.g. advertisers, agencies, ad networks). RTB Role: DSPS are at the fore-front of the real-time bidding (RTB) ecosystem, working with multiple agencies and advertisers to provide the technology and expertise needed to support RTB campaigns. RTB Role: SSPS facilitate demand from buy-side platforms. Ad Exchanges rm rightmedia ADECN CONTEXTWEB IDG Where buyers and sellers win SpenX dauble click The Weather Channel Advertising.com adBrite. e control f yur advertang weather.com Agency Buying Desks Ad Networks Demand-Side Platforms/Technology Agency buying/trading desks are specialized media buying agencies focusing on media trading and RTB. Each desk represents an agency. Agency Buying Desks Advertising networks enable the publishers of the websites they represent to sell more inventory. A website can either be represented exclusively by a single network or have relationships with a number of networks. of TUrN searchignite O StrikeAd invitemedia YACcuen vivaki adnetik XA.NET TRIGGIT DataXu The Trading Desk Q. thetradedesk Supply-Side Platforms rocketfuel A infectious B Milkyer.com MediaMe th CADREON 3 RTB Role: Agency buying desks represent the liaison between advertiser or parent agency and the platforms used to facilitate RTB. EfficientFrontier. Sappnexus" mexad ADMELD The publisher will either use a network to sell remnant inventory (to supplement sales by its own sales team), or it will depend on the network for all its ad sales, PubMatic Data Partners O Verification Dynamic Creative Partners Make every impression count As some agencies don't have core RTB technology, they may partner with a third-party company such as a DSP to support RTB campaigns. exelate bizo Obluekai Partners rubicon AD XPOSE RapLeafo AlmondMet dapper RTB Role: Some ad networks are adding RTB capabilities to DoubleVerify CHANNEL ci INTELLIGENCE facilitate real-time transactions TARGUSinfo eBureau datalogix on behalf of advertisers, agencies and trading desks. They are increasingly competing with demand-side platforms for advertising budgets. DExperian ACKIOM ádsafe TUMRI Ad Networks Econsultancy Digital Mārketers Google Microsoft Advertising ValueClick, media YAHOO! @dconion Sm specificmedia MEDIA GROUP Note: This is not a comprehensive list/representation of companies present in the real-time bidding (RTB) ecosystem, but is intended as a starting point for identifying main parties/platforms and their role in facilitating RTB transactions. * AppNexus is not a demand-side platform, but exclusively focuses on being a technology provider and partners with DSPS. * mexad is a Display Engine Marketing (DEM) agency. Data Partners Dynamic/Real-Time Creative Optimisation O Ad Verification and Brand Protection Platforms Data partners include data providers and data management platforms (DMPS). Data management platforms allow all parties involved in med a buying and selling to manage proprietary data, facilitate the usage of third-party data or port audience data to other platforms. As capabilities of DSPS extend to integrate other media such as mobile, video and social, providers of these emerging types of data and analytics/DMPS will become an increasingly important part of the display advertising landscape. Dynamic creative optimisation tools help advertisers evaluate and optimise creative elements in real-time in order to identify the best performing combinations for their campaigns. Ad verification, as a means of safely and efficiently buying advertising inventory, is seen by many media buyers as an essential component of their advertising strategy. Ad verification entails a post-campaign auditing methodology that enables campaign reconciliation, while brand protection is more preventative in nature by validating an ad call before ad serving Real-time testing against a specific audience group allows marketers to personalise messages and optimise their campaigns' performance in a scalable way. Brand protection platforms investigate audiences, media destinations and advertisers to provide assurance that ads are not inappropriately placed. Supply side - Publishers Demand Side - Advertisers/Agencies