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
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
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)
