SRDS.com Media Pro Webinars

Transcription

1 SRDS.com Media Pro Webinars How to Find and Evaluate Digital Media Networks and Tech Kantar Media 2014 Learn more at SRDS.com/digital

2 Digital advertising is too confusing Kantar Media 2014 Learn more at SRDS.com/digital 2

3 Constant proliferation (and consolidation) of technologies, platforms, and companies Kantar Media 2014 Learn more at SRDS.com/digital 3

4 We shouldn t need to be digital wizards to know Kantar Media 2014 Learn more at SRDS.com/digital 4

5 What are the basics of who s who? What s the best way to learn more and make decisions? Kantar Media 2014 Learn more at SRDS.com/digital 5

6 Demand for Ad Inventory Advertisers Buyers Agencies & Marketers DSP Networks Exchanges SSP Supply of Ad Inventory Publishers Sellers & Media Brands pages.srds.com/digital-terms.html Kantar Media 2014 Learn more at SRDS.com/digital 6

7 Networks Exchanges DSP SSP An intermediary between advertisers and publishers, aggregating ad space from publishers, segmenting audiences and selling impressions to advertisers Coordinate more efficient campaigns across many sites Networks offer advertisers access to inventory across many publishers with less effort than buying direct and, sometimes, lower rates. The drawbacks are that there is sometimes limited control around where the ads are placed. pages.srds.com/digital-terms.html Kantar Media 2014 Learn more at SRDS.com/digital 7

8 Networks Exchanges DSP SSP An agnostic marketplace where publishers and advertisers can find and make ad deals, similar to a stock exchange. Exchanges collect flat fees from the buyer and seller, but do not play a role in the actual transaction. Technology platform to auction impressions in realtime between multiple advertisers, and selling it to the highest paying bidder. Efficiency, inexpensive inventory and the ability to purchase very specific audiences Potential drawbacks could include no guarantee of the inventory quality (since a lot of it may be unsold ad space) and the RTB process can be complex to navigate pages.srds.com/digital-terms.html Kantar Media 2014 Learn more at SRDS.com/digital 8

9 Networks Exchanges DSP SSP A Demand-Side Platform, a technology platform that allows digital media buyers and marketers to manage several ad exchanges, ad networks and data exchanges through one centralized user interface. Input parameters and goals, and the DSP identifies advertising opportunities across multiple networks, finds the best prices for the most views in the target demographic, and then automatically executes the buys of those advertising spaces DSPs often have employees to handle any manual tracking or bidding on clients' behalf and can offer unified reporting across multiple buys pages.srds.com/digital-terms.html Kantar Media 2014 Learn more at SRDS.com/digital 9

10 Networks Exchanges DSP SSP A Supply-Side Platform, a technology platform used by web publishers to outsource media selling and ad network management services Many large web publishers use a SSP to automate and optimize the selling of their digital media space. Meant to protect publishers from price dilution as agencies and brands increasingly allocate ad spend to DSPs and ad networks. A SSP on the publisher side interfaces to an ad exchange, which then interfaces to a DSP on the advertiser side. pages.srds.com/digital-terms.html Kantar Media 2014 Learn more at SRDS.com/digital 10

11 Demand for Ad Inventory Advertisers Buyers Agencies & Marketers DSP Networks Exchanges SSP Supply of Ad Inventory Publishers Sellers & Media Brands pages.srds.com/digital-terms.html Kantar Media 2014 Learn more at SRDS.com/digital 11

12 So how do we find out more about these companies and make informed decisions about who to work with? Kantar Media 2014 Learn more at SRDS.com/digital 12

13 So how do we find out more about these companies and make informed decisions about who to work with? Kantar Media 2014 Learn more at SRDS.com/digital 13

14 Thank you! next.srds.com/contact Kantar Media 2014 Learn more at SRDS.com/digital