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Deciphering the ad tech alphabet soup

CONFIDENTIAL & PROPRIETARY

Deciphering the ad tech alphabet soup Stephanie Tom, Programmatic Operations

12/07/2016

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Agenda Introduction 2 minsDe-mystifying the lingo 5 minsBest practices for staying current

Do’sDon’ts

10 mins

Q&A 5 mins

What is the ad-tech alphabet soup?

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Why we need to de-mystify the lingoConfusing, right?

$22B

$15B

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Alphabet Soup

Click icon to add picture

Common definitionsFor buyers, sellers and everyone in between

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DEFIN

ITION

SCommon universal terms

RTB DMP PMPs

Real Time Bidding - buying and selling of online ad impressions through real-time auctions. Those auctions are often facilitated by ad exchanges or supply-side platforms (SSPs).

Data Management Platform – a data warehouse that allows the management and organization of information, typically about users/customers.• Cookies, CRM data,

mobile device IDs• Both buyers and sellers

can utilize for enhanced buying

Private Marketplace - Transaction between one publisher and one or more advertisers who compete in an auction for the inventory. (1:many relationship)• Private/preferred

deals (1:1 still goes to auction)

• Programmatic reserved/guaranteed/ direct (1:1, no auction)

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DEFIN

ITION

S

Common buy-side terms

ATD DSP Ad verification

Agency Trade DeskTypically managed-service layer; utilizing one or more DSPs and other audience technologies.

Demand Side PlatformTechnology that enables media buyers to access inventory from numerous sources from a central platform in real time

This can cover a wide-variety of technologies used to validate and qualify media buys being properly executed. Common terms can include:• Viewability• Non-human traffic (NHT)• Ad fraud• Brand safety

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DEFIN

ITION

S

Common sell-side terms

SSP/Ad Exchange

Yield Optimization

Supply Side PlatformA platform that enables media owners/publishers to manage and monetise the sale of their inventory at impression level

Increasingly wider variety of formats that were previously only available with direct-sold ads can be purchased programmatically:• Videos, including mobile• Mobile

interstitial/expandable• Native/bespoke• Dynamic rich media• Audio/TV

Formats/Environment

Technology that allows sellers to maximize revenue on an impression-level. Typically occurs within the ad-server level. Related terms:• Header bidding• Win rate/fill rate• Waterfall

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Alphabet Soup

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Best practicesWhat can we do to stay ahead

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Do keep some simple rules in mind

Challenge yourself, and not just others.Keep a glossary in terms that relate to you.

DO

’s and DO

NT’SA

B

C

Be curious, solve the puzzle. Get a login or request a training.

Anticipate the trends and be attentive.Read trade publications often!

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DO

’s and DO

N’TS

W

T

F

Don’t be remembered as…

Willfully not working with others.Trade publications give additional perspective.

Totally committing, ‘just because.’Research your options fully.

Faking it till you make it.Practice by teaching peers or even personal circles.

Thank you!