LUMA Display Ad Tech Landscape

A slideshare presentation of Terence Kawaja's famous tech landscape chart.

LUMA Display Ad Tech Landscape 2011-03-07

Being new to the online marketing game, this slide and it's categories didn't mean that much to me. So I went to the trouble of trying to define some of the categories used, a sort of glossary for the landscape. Hope it helps you! (apologies for anything incorrect and improvements are welcome)

advertising agency
An advertising agency or ad agency is a service business dedicated to creating, planning and handling advertising (and sometimes other forms of promotion) for its clients. An ad agency is independent from the client and provides an outside point of view to the effort of selling the client's products or services. An agency can also handle overall marketing and branding strategies and sales promotions for its clients

ad server
Ad serving describes the technology and service that places advertisements on web sites. Ad serving technology companies provide software to web sites and advertisers to serve ads, count them, choose the ads that will make the website or advertiser most money, and monitor progress of different advertising campaigns.

retargeting
Behavioral retargeting (also known as behavioral remarketing, or simply, retargeting) is a form of online targeted advertising by which online advertising is delivered to consumers based on previous Internet actions that did not in the past result in a conversion (in other words, the actions intended by the site owner, which typically include subscribing to an email list, registering for membership with a website, and/or making a purchase).

DEMAND SIDE PLATFORMS (DSP)
A demand side platform (DSP) is a system that allows digital advertisers to manage multiple ad exchange and data exchange accounts through one interface. Real time bidding for display online ads takes place within the ad exchanges, and by utilizing a DSP, marketers can manage their bids for the banners and the pricing for the data that they are layering on to target their audiences.
These are tools for media buyers: planning agencies, trading desks, creative optimization, data optimization, analytics and ad serving
Sometimes a DSP platform is white label and resold to others, for example Media buying desks.

creative optimization
dynamic creative production to enable real-time 1:1 personalized marketing. Automatically change background color, headline, steep discount, call-to-action, etc… for each targeted segment.

verification
A system that ensures every ad impression is a quality impression, every impression is compliant, and every ad was served and displayed exactly as intended.

media planning and (conversion) attribution
Media planning is generally the task of a media agency and entails finding the most appropriate media products for a client's brand or product. The job of media planning involves several areas of expertise that the media planner uses to determine what the best combination of media is to achieve the given marketing campaign objectives.

conversion attribution tracks all marketing interactions with users. To understand how users are engaging your company via advertising channels and how those channels work together to further your goals. In essence, you can begin to discover the proper Digital Media Mix that is required to make the most of your campaign budgets

measurement and analytics
Web analytics is the measurement, collection, analysis and reporting of internet data for purposes of understanding and optimizing web usage
Off-site web analytics refers to web measurement and analysis regardless of whether you own or maintain a website. It includes the measurement of a website's potential audience (opportunity), share of voice (visibility), and buzz (comments) that is happening on the Internet as a whole.
On-site web analytics measure a visitor's journey once on your website. This includes its drivers and conversions; for example, which landing pages encourage people to make a purchase. On-site web analytics measures the performance of your website in a commercial context. This data is typically compared against key performance indicators for performance, and used to improve a web site or marketing campaign's audience response.

ad exchanges
Ad exchanges are technology platforms that facilitate the bidded buying and selling of online media advertising inventory from multiple ad networks

DATA MANAGEMENT PLATFORM (DMP) and data aggregators
These tools apply to both publishers and buyers — data suppliers, data exchanges, data aggregators and tools to manage data
Segments help marketers reach highly qualified consumers based on specific interests and intent. Collecting targeting data (behaviors, demographic, psychographic, etc.), qualifying that data, and aggregating into actionable segments to bring audience targeting to a new level.

Data suppliers
Tools to manage data, analyze it, enrich it, build up customer profiles. Also providers that collect and resell customer data

Media buying desks
Company that help advertisers buy the right media for the right price to maximize conversion. More and more these are moving towards DSPs, or going out of business.

Ad networks
An online advertising network or ad network is a company that connects advertisers to web sites that want to host advertisements. The key function of an ad network is aggregation of ad space supply from publishers and matching it with advertiser demand
1.Vertical Networks: They represent the publications in their portfolio, with full transparency for the advertiser about where their ads will run. They typically promote high quality traffic at market prices and are heavily used by brand marketers. The economic model is generally revenue share. Vertical Networks offer ROS (Run-Of-Site) advertising across specific Channels (example: Auto or Travel) or they offer site-wise advertising options, in which case they operate in a similar fashion to Publisher Representation firms.
2.Blind Networks (Horizontal): These companies offer good pricing to direct marketers in exchange for those marketers relinquishing control over where their ads will run, though some networks offer a "site opt out" method. The network usually runs campaigns as RON or Run-Of-Network. Blind networks achieve their low pricing through large bulk buys of typically remnant inventory combined with conversion optimization and ad targeting technology.

Advertising Management Platform (AMP) / Targeted Networks
Sometimes called “next generation” or “2.0” ad networks, these focus on specific targeting technologies such as behavioral or contextual. Targeted networks specialize in using consumer clickstream data to enhance the value of the inventory they purchase.[1] further specialized targeted networks include social graph technologies which attempt to enhance the value of inventory using connections in social networks.
Advertising management and delivery software that allows publishers to sell, deliver, report on and bill advertising inventory.

Performance (based)
No cure no pay. Affiliate marketing.

Mobile
Platforms for mobile advertisements.

Ad ops / Infrastructure
Ad Operations (aka "online ad operations", "online advertising operations", "online ad ops", "ad ops", and "ops" in the trade) refers to processes and systems that support the sale and delivery of online advertising. More specifically this is the workflow processes and software systems that are used to sell, input, serve, target and report on the performance of online ads.

Yield optimization
Yield management is the process of understanding, anticipating and influencing consumer behavior in order to maximize yield or profits from publishers ad inventory.

SUPPLY SIDE PLATFORMS(SSP) (not mentioned in slide)
These are tools for publishers: ad servers and optimization tools as well as inventory tools for both yield optimization and ad networks;