Publishers Sell space on their website Finding the right partner (ad network and or ad exchange (marketplace)) The more information about the audience – the higher the bid will be Stop irrelevant or inappropriate content: Most networks (marketplace) provide tools for publishers to block content, and set parameters for the types of ads that are allowed on their sites Private marketplace - access to analytics, brand control, and price negotiation for your inventory.

Advertisers DSP (demand size platform) Real-time bidding (RTB) & audience buying Centralized campaign management Unified campaign tracking and reporting Optimization to meet the advertisers objective

Real Time Bidding (RTB) Process Publisher makes their ad inventory available in the ad exchange The ad exchange holds an auction for each impression A bid request is sent to each DSP, who will place a bid on behalf of the advertizers DSP evaluates each impression and determines bid amount based on its value to the advertiser Winning bid is chosen, and ad is shown on the publisher site Process takes milliseconds

Ad server DSP Ad exchange Ad network DSP Ad network DSP

DSP types of buy Open Auction Private Exchange Private Marketplace Participation restricted to select buyers/advertisers Private Marketplace Pre-negotiated fixed pricing Within exchange enviroment Guaranteed Direct Negotiated directly between seller and buyer Reserving inventory Fixed pricing