The document discusses terminology related to digital advertising trading desks. It defines key terms like DSP (demand-side platform), SSP (supply-side platform), RTB (real-time bidding), and trading desk. It also provides an overview of the programmatic advertising process from 2010 to 2016. Finally, it examines the potential Latin American programmatic advertising market and the role of Miami as a pan-regional hub for media agencies.
24. EE.UU. Inversión de Publicidad en Social
Media , por Tipo, 2012-2017
En Miles de Millones de US$
Note: includes desktop and mobile platforms and local and national spending, excludes social marketing/measurement platform and
services social commerce and virtual currency, *branded content integrated directly within a social network experience Source BIA/Kelsey,
*Annual US Local Media Forecast: Social Local Media 2012-2017, *April 10 2013
Source: All Eyes on Na>ve Adver>sing, Despite Uncertain>es - See more at: hdp://www.emarketer.com/Ar>cle/All-Eyes-on-Na>ve-Adver>sing-Despite-Uncertain>es/
1009895#sthash.SWmJjygn.dpuf
$3.00
$3.70
$4.30
$5.00
$5.70
$6.40
$1.63
$2.36
$2.85
$3.40
$3.98
$4.57
$-
$1.00
$2.00
$3.00
$4.00
$5.00
$6.00
$7.00
2012 2013 2014 2015 2016 2017
Display Spending Na>ve* Spending
26. • Tipo de Publicidad:
– Na>ve ads
• Cliente:
– Metro Trains Melbourne
– Australian public service announcement
• Agencia:
– McCann Melbourne.