Online advertising marketplace

from Wikipedia, the free encyclopedia

An online advertising marketplace is a platform on the Internet on which website operators (publishers) and advertisers (advertisers) buy and sell advertising space (display and text ads as well as video advertising). Publishers offer their free online advertising space on the marketplace. In a bidding process, advertisers can book these spaces in order to place their advertisements accordingly on the site.

Business model

Online advertising marketplaces bundle advertising sales and purchases as well as administration and billing on the Internet for publishers and advertisers. Advertising spaces can be offered and purchased in different formats: from full-size banners to leaderboards and medium rectangles to wide skyscrapers, skyscrapers and video ads ( online video advertising ). Real-time auctions, so-called real-time bidding, are now even possible in some marketplaces.

Billing is usually based on the thousand contact price (CPM), and with some online advertising marketplaces, billing via cost-per-click (CPC) is also possible. The thousand contact price is calculated based on every 1,000 ad impressions opened . CPC is the price an advertiser pays for a click on their ad.

The bundling of free advertising space through online advertising marketplaces offers advertisers both a high reach and targeted targeting in narrow target groups. According to comScore, online advertising marketplaces in Germany currently reach up to 77 percent of all Internet users. Online marketplaces also offer advantages to smaller companies that want to advertise on the Internet: Without the help of a service provider, they can book, manage and bill their campaigns directly via the platform on the websites relevant to them.

Companies

The largest online advertising marketplaces in Germany are currently DoubleClick, a subsidiary of Google and the Munich company Adscale, which has been part of Ströer Out-of-Home Media since 2013 .

Internationally, right media (USA), a subsidiary of Yahoo , DoubleClick (USA), and AdECN (USA), a subsidiary of Microsoft , are among the largest and best-known online marketplaces.

Individual evidence