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NEO
      AD EXCHANGE                    RTB
                          SSP


         PRIVATE                AGENCY


DIGITAL  EXCHANGE               TRADING DESK
                     DSP

                                        AMP



ADVERTISING                       DMP


             AD NETWORK




                          Mutlu Dogus Yildirim
Once upon a time...
Few advertisers, few publishers, few problems




                                        ADLINE.CO
Then things get complicated...




                                 ADLINE.CO
Ad Server
Helps publishers to manage many advertising
requests



                          AD SERVER




                                       ADLINE.CO
Ad Network
Connects advertisers to publishers, and vice
versa


                     AD NETWORK




With basic features...
                                         ADLINE.CO
Ad Exchange
Connects more advertisers to more publishers

             AD NETWORK-
                                         AD NETWORK-
                  1
                                              2




                           AD EXCHANGE




Has some advanced features (floor price, RTB
etc.)                                    ADLINE.CO
But there is a problem!
Advertiser needs are different (wants to reach
people, pay less, buy more inventory etc.)


                       CONFLICT




Publisher needs are different (wants to make
money, to be payed more for less inventory
etc.)
(*Ad networks and ad exchanges can't take sides)
                                                   ADLINE.CO
Advertiser solution: DSP
Centralized media planning & buying, access to
many publishers, exchanges, networks, SSPs
etc. from one single point, RTB enabled

                  AD NETWORK-
                       1




                         AD EXCHANGE-
        DSP                    1



                                AD EXCHANGE-
                                      2


                                               ADLINE.CO
Advertiser Solution: Agency Trading
Desk
Special unit of big agencies, specialized on
programmatic buying. DSP technology used.


                   AD NETWORK-
    AGENCY              1
    TRADING DESK

                          AD EXCHANGE-
           DSP                  1



                                 AD EXCHANGE-
                                       2


                                                ADLINE.CO
Publisher Solution: SSP
Centralized inventory selling, yield management, access to
many advertisers, exchanges, networks, DSPs etc. from
one single point. RTB enabled

                          AD NETWORK-
                               1
           AD EXCHANGE-
                 1

                                            SSP
                      DSP-
                       1




                    AD EXCHANGE-
                          2
                                                   ADLINE.CO
Publisher Solution: Private
Exchange
Only "selected" advertisers can buy inventory.
RTB enabled. SSP technology used.




                                   Private
                                  Exchange




               DSP-
                1


                                             ADLINE.CO
QUESTIONS?




             ADLINE.CO
THANK YOU!




dogus.yildirim@medyanet.com.tr
tr.linkedin.com/in/mutluyildirim
www.adline.co



                                   ADLINE.CO

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