Ad tag macros presentation on Ad exchange

1. ~ AdTagMacros

2. Points to Discuss:-
 Introduction of online Advertising
 The Traditional System
 Drawbacks of traditional system
 Ad-exchange

3. Online Advertising:-
The three major players-
1. Advertiser
2. Publisher
3. User / Visitor
The advertiser, the publisher and the visitor (consumer,
visitor to a website). The “advertiser” paid the “publisher”
every time an ad was displayed (an “impression”) when the
user visited the website.

4. Other Important components:
 Ad server:
The computer or group of computers responsible for the actual
serving of creative to websites.
Types of Ad Server :
1. Remote Server
2. Local Server
 Ad Network: A company that serves as a broker between a group of
publishers and a group of advertisers.

5. Issues with ad networks …
 Lengthy process
 Positioning
 Price transparency
 Large unsold inventory
 Ad Relevance

6. What is Ad Exchange ??
 An ad exchange is a marketplace (medium) in which
publishers and advertisers can participate in an auction-
based system for buying and selling online display
advertising from a large group of participating sites.
 Ad Exchanges are just technology platforms that make
display inventory available (from different ad networks) for
purchase via its RTB API.

7. Components- DSP, Ad Exchange, Ad Network,
Publisher and the End-user
 Users visit the webpage of a publisher’s website, the display
ad impression is made available.
 Ad Networks comes under ad exchange.
 Advertisers bidder called DSP.
 A DSP connected to the ad exchange’s RTB pipe.
 The Publisher: Ad is display on webpage with in a fraction
of a second.

8. How it’s works:-
 Advertisers need a “bidder” that interfaces with the RTB
API.
 The bidder announces, makes best inventory acquisition
decision on behalf of the advertiser.
 This RTB savvy bidder is called a DSP (Demand Side
Platform).
 Using the DSP, buyers can make transparent, automated
media buying across multiple Ad Exchanges in real time.

10. Different Ad exchanges:
 DoubleClick Ad Exchange (Google)
 Right Media (Yahoo... currently testing real-time
bidding)
 AdECN (Microsoft)
 AdBrite
 ContextWeb

12. Thank You..!!!