14/05/2018 Online advertising revenue in the United States from 2000 to 2016 US Display Ad Spending Share, by Type, 2011‐2017 80 120% 72.5 70 100% 59.6 60 REVENUE IN BILION U.S. DOLLARS 80% 49.5 50 42.8 60% 36.6 40 31.7 40% 30 26 23.4 22.7 21.2 16.9 20 20% 12.5 8.09 9.6 7.13 7.3 10 6 0% 2011 2012 2013 2014 2015 2016 2017 0 RTB Non‐RTB Programmatic Nonprogrammatic 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 REF : EMARKETER.COM REF : STATISTA.COM 1
14/05/2018 M1 bb US Digital Ad Spending, by Device, 2013‐ 2019, billions 70 65.87 60 57.78 73% of consumers dislike online pop ups 49.81 50 40.5 40 Axis Title 70% 32.44 dislike ads on their mobile phone 31.58 29.89 28.72 30 26.59 25.35 24.96 25.17 19.15 20 10.67 83% of consumers would like to be able to block all ads on their phone or tablets 10 0 2013 2014 2015 2016 2017 2018 2019 Desktop Mobile 7 % stated they clicked on ads because they found them compelling 1993 Advertiser Publisher 2
Slide 5 M1 MOBILE VIDEO REVENUE INCREASED 145% TO BE 85% OF DESKTOP VIDEO REVENUE IN 2016 MRD, 20/02/1397
14/05/2018 1994 1995 WebConnect Ad Advertiser Publisher Network 1996 1997 1 2 9 0 Ad network I P R R Y Publisher’s A F Browser/user Ad server website C C V Direct deal 3
14/05/2018 1998‐2000 2000‐2005 Publisher AdSense Ad Network 1 Ad Network 2 AdWords ….. 2005 2006 Advertiser Publisher Ad Network 1 Ad Network 1 Publisher Ad exchange Ad exchange 4
14/05/2018 2007 2008‐today Advertiser Ad exchange 1 DSP 1 DSP 2 DSP 3 Microsoft Yahoo Google AdECN RightMedia DoubleClick Ad exchange 2 Advertiser DSP Ad exchange 1 Ad exchange 2 Ad exchange 3 SSP/ad network Publisher Final Landscape Measurement /analytics verification Ad Ad Trade Desks Exchanges Exchanges Media DSPs DSPs SSPs SSPs Advertiser Publishers Agencies Ad Ad Ad Servers Ad Servers Networks Networks Creative DMPs DMPs Optimization Data Suppliers 5
14/05/2018 Challenges History & Challenges of Online Advertising Mohammad Reza Divsalar Advisor : Amin Nobakhti Sharif Uni of Tech, EE Department, Control Systems Group Weekly Seminars , first presentation May 2018 • REFs : 1) Yuan, Shuai, Jun Wang, and Xiaoxue Zhao. "Real‐time bidding for online advertising: measurement and analysis." Proceedings of the Seventh International Workshop on Data Mining for Online Advertising . ACM, 2013. 2) Zhang, Weinan, et al. "Feedback control of real‐time display advertising." Proceedings of the Ninth ACM International Conference on Web Search and Data Mining . ACM, 2016. 3) Zawadzinski," Programmatic and RTB Challenges and opportunities " ,2017 4) Zawadzinski, " The History of Advertising Technology ", 2015 6
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