Ads - Versus
- First price auction: the winner pays exactly what they bid
- Second price auction: the winner pays the second highest bid (https://en.wikipedia.org/wiki/Vickrey_auction)
For example, A bid 2, in both cases B would be the winner, but in first price auction B pays 1.
Second price auction can prevent overpaying for advertisers.
First price auction can reduce complexity and make it easier to evaluate the inventory value. Boosts revenue for publishers.
Google AdSense changed to use first price auction in 2021 (excluding AdSense for Search and Shopping). Ad Manager, AdMob, and many third-party ad exchanges were already switched their auctions to first-price.
- Ad Network: aggregates inventories; advertisers transact with the networks; less transparency; limited reach (only the inventory within this network)
- Ad Exchange: advertisers transact with publishers (think of a stock exchange); more transparent; could be more than a single network
CM is an Ad Server and DV360 is a DSP
- Both can host creatives and support reporting, tracking
- DV360 can buy ads and run campaigns but CM cannot.
Why use both if they have overlapping functionalities:
- agencies use DV360 to run campaigns, advertisers use CM for assets management and reporting
- use CM to centralize creatives, A/B testing on creatives
- track conversion from multiple platform: e.g. DV360 + Search Ads 360 + Google Ads + 3rd party
Advertising is part of marketing.
- Public Relations
- Media Planning
- Sales Strategy + Pricing
- Customer Support
- Market Research
Globally 519B media + $322B direct marketing
Advertising Funnel: Awareness -> Demand Generation -> Acquisition -> Transaction