So where to start?
it really depends on your business, will you have direct relationships with publishers? if so how will you do outreach to them + onboard them - if not will you get distribution on an exchange (if so this is capital intensive and there are usually min monthly buys $10-20k+), in which case you will then need advertisers (how will you acquire them?) - lots of questions pop out here
What's an exchange vs a marketplace?
Whenever an ad loads on a web page or in an app (this is called an impression) a bid is placed by various entities in an auction and who ever wins shows their ad - this is an exchange
A marketplace is usually geared towards advertisers looking to purchase placements on publisher sites/apps - the marketplace has the rate info + ad format/size/specs and makes it easier to purchase from a large number of publishers in a curated way without having to go talk with each publisher directly.
How does a small startup get involved?
it really depends on if you have funding or not, but adtech is one of the few places that make it easy to bootstrap
Shoot me an e-mail (in my profile) if you have any other specific questions, i have worked on the vendor and agency side.
http://www.lumapartners.com/resource-center/lumascapes-2/
So where to start? it really depends on your business, will you have direct relationships with publishers? if so how will you do outreach to them + onboard them - if not will you get distribution on an exchange (if so this is capital intensive and there are usually min monthly buys $10-20k+), in which case you will then need advertisers (how will you acquire them?) - lots of questions pop out here
What's an exchange vs a marketplace? Whenever an ad loads on a web page or in an app (this is called an impression) a bid is placed by various entities in an auction and who ever wins shows their ad - this is an exchange
A marketplace is usually geared towards advertisers looking to purchase placements on publisher sites/apps - the marketplace has the rate info + ad format/size/specs and makes it easier to purchase from a large number of publishers in a curated way without having to go talk with each publisher directly.
How does a small startup get involved? it really depends on if you have funding or not, but adtech is one of the few places that make it easy to bootstrap
Shoot me an e-mail (in my profile) if you have any other specific questions, i have worked on the vendor and agency side.