The landscape of Agency Trading Desks in Turkey 2013
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38% The landscape of Trading Desk in TURKEY 2013 By Ilker OGUZ
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The landscape of Trading Desk in TURKEY 2013 By Ilker OGUZ THE TOP EIGHT QUESTIONS What is a Demand Site Platform? What is Real Time Bidding? What is a Trading Desk? How DSP’s SSP’s and Adexchanges Work? What are the most commonly used data sets? How is ad tech value chain parsing? What is the industry situation with Turkish Media Desks? Are traditional buying tactics adequate for optimized buyer media? What is a Demand Side Platform? A technology platform that allows trading desks, agencies and advertisers to buy online media across ad exchanges using real time bidding. What is Real Time Bidding? Real Time Bidding, is an automated process which allows media buyers to bid on and purchase ad inventory on an impression by impression basis. What is Agency Trading Desk? Most often a trading desk is a buy-side platform on DSP’s that operates on behalf of an ad agency. How DSP’s, SSP’s and Adexchanges work? What are the most commonly used data sets? How is ad tech value chain parsing? According to IAB Turkey, In the first half of 2012, total digital advertising spending of $416 Million took place. According to the same period last year, increased by 34.4% of digital advertising market. Ad Networks in Turkey Agency Trading Desks in Turkey There are rumors, but No Significant Enterprise yet! Let’s discuss for it, Thanks for watching,
Transcript of The landscape of Agency Trading Desks in Turkey 2013
38%
The landscape of
Trading Desk in
TURKEY 2013
By Ilker OGUZ
04/11/2023 İ[email protected] 2
THE TOP EIGHT QUESTIONSWhat is a Demand Site Platform?
What is Real Time Bidding?
What is a Trading Desk?
How DSP’s SSP’s and Adexchanges Work?
What are the most commonly used data sets?
How is ad tech value chain parsing?
What is the industry situation with Turkish Media Desks?
Are traditional buying tactics adequate for optimized buyer media?
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04/11/2023 İ[email protected] 3
What is a Demand Side Platform?
• A technology platform that allows trading desks, agencies and advertisers to buy online media across ad exchanges using real time bidding.
04/11/2023 İ[email protected] 4
What is Real Time Bidding?
• Real Time Bidding, • is an automated
process which allows media buyers to bid on and purchase ad inventory on an impression by impression basis.
The pipe: RTB APIThe brain:Real Time Bidder
AD Exchanges
04/11/2023 İ[email protected] 5
What is Agency Trading Desk?
• Most often a trading desk is a buy-side platform on DSP’s that operates on behalf of an ad agency.
04/11/2023 6
How DSP’s, SSP’s and Adexchanges work?
Ssp / exchange
RTB Auction
Publisher web site
Publisheradserver
user
Marketer adserver
Standard Ad Calls / Redirection
Cookie ID Passed
Winning Bid / Redirect
Final Ad Creative Ad Network
DSP3
DSP2
DSP1
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04/11/2023 7
What are the most commonly used data sets?
İ[email protected] | WinnerTap
• Time of day• Date• Full url• OS
• Browser Type• Browser ID• Referral ID• Location (IP)
• Search (Behaviour History)• Data Market Remain Nascent..
04/11/2023 8
How is ad tech value chain parsing?
Media (Where?)
Inventory Supply
Inventory Integration
Audience (Who?)
Data Supply Data Aggregation
Data Optimization
Media Buying
Creative (What?)
Creative Origination
Creative Optimization
Analytics
Analytics
04/11/2023 9
According to IAB Turkey,
İ[email protected] | winnertap.com
• In the first half of 2012, total digital advertising spending of $416 Million took place.
• According to the same period last year, increased by 34.4% of digital advertising market.
%34.4 to$416 M In first half of 2012
04/11/2023 İ[email protected] 11
Agency Trading Desks in Turkey
There are rumors, but No Significant
Enterprise yet!
vs. vs.
04/11/2023 13
Let’s discuss for it,
Email: [email protected]: ilkrgzLinkedin: http://tr.linkedin.com/in/ilkeroguz/Blog: http://affiliatesistemi.com
Ask me more;
Consultant for Affiliate Marketing,Project Management for Augmented Reality & Mobile ApplicationsSpecialized on DSPs, Trading Desk Platforms such as Mediamath, AppNexus, also Vuforia, Layar, Wikitude, Junaio and Gamification concepts.
About Ilker OGUZ
