ad exchanges & ad market places uncovered
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Ad Marketplaces & Exchanges Uncovered
Satish JayakumarCo-Founder & Director (AdJug)
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What’s the difference?
Exchanges allow a publisher to work simultaneously with a variety of ad networks.
Marketplaces allow a publisher to sell their ad inventory directly to advertisers (not networks).
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Where did it from come?
Advertisers Want more visibility into
where ads appear. Want to target sites that
convert better. Want to have more control
over how much they pay.
Publishers Want more visibility into
how much advertisers pay for traffic.
Want to sell inventory directly to advertisers.
Want to control who advertises on their site.
Want to make more money from their inventory
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Ad Networks Vs Time Vs Yield
Advertiser Ad Network
Good Traffic
Good Traffic
Medium Traffic
Bad Traffic
Medium Traffic
Bad Traffic
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Ad Networks Uncovered
Advertisers Get lots of
clicks/impressions quickly. Pay out an average price. Cannot control where they
appear. Requires continuous
monitoring.
Publishers (Normally) have to work
exclusively. Get paid the average price. Do not know how much the
advertiser pays. Yield goes up/down without
reason.
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Companies in this space
GoogleValueclickYahoo!MIVAE-TypeEtc... Etc...
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Ad ExchangesAd Network
Ad Network
Ad Network
Advertiser
Ad Exchange Publisher
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Ad Exchanges Uncovered
Advertisers Do not really interact with
the exchange directly. Can get lots of
clicks/impressions quickly. Cannot control where they
appear. Requires continuous
monitoring.
Publishers Get access to several
networks. Increased yield because of
high density. Do not know how much the
advertiser pays. Cannot control which
advertisers appear. No loss of revenue.
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Companies in this space
RightMedia (acquired by Yahoo!)AdECN (acquired by MSN)
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Ad Marketplaces
Advertiser
Good Traffic
Good Traffic
Medium Traffic
Medium Traffic
Bad Traffic
Bad Traffic
Advertisers choose where they appear and how much they pay
Publishers get a fair price for their traffic
Ad M
arke
tpla
ce
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Ad Marketplaces
Advertisers Have complete visibility into
where their ad appears. Can increase/decrease
pricing based on quality. Can target specific
pages/sites Can take time to set up &
monitor.
Publishers Can control pricing using an
auction. Have total transparency
into how ad inventory is worth.
Can control which advertisers appear.
No loss of revenue.
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Companies in this space
AdJugAdBriteDoubleClick ADX (Google)ContextWebTraffiqAdify
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Why use a Marketplace/Exchange
Advertisers You want more visibility
into where ads appear. You want to target sites that
convert better. You want to have more
control over how much you pay.
Publishers You want more visibility
into how much advertisers pay for traffic.
You want to sell inventory directly to advertisers.
You want to control who advertises on your site.