1.

2. Agenda:

Ad Networks: Introduction

Elements of Ad Networks

Types of Ad Networks

Case Study 1

Ad Networks: Insight

Ad Servers: Introduction

Ad Packages

Industry Statistics

Backfilling: Introduction

Ideal Ad Network: Elements

Industry Overview

Contextual Targeting: Overview

Behavioral Targeting: Overview

Case Study 2

3.

Ad networks serve advertisement on website and share advertiser revenue for qualified clicks each time asite visitors clicks on ad.

Anadvertising network(also called anonline advertising networkorad network ) is a collection of (often unrelated) online advertising inventory.

4.

Large/Tier1 Ad Networks

Google

Yahoo Panama

Microsoft Adcenter

Small/Tier2 Ad Networks

Adbrite

Casale Media

Enhance Interactive

aQuantive

5. 6.

There are three types of online advertising networks:

Representative Networks

Blind Networks

Targeted Networks

7.

They represent the publications in their portfolio, with full transparency for the advertiser about where their ads will run.

They typically promote high quality traffic at market prices and are heavily used by brand marketers. The economic model is generally revenue share.

Example: Quigo

8.

These companies offer low pricing to direct marketers in exchange for those marketers relinquishing control over where their ads will run

Blind networks achieve their low pricing through large bulk buys of typically remnant inventory combined with campaign optimization and ad targeting technology.

The financial model is arbitrage.

9.

Sometimes called next generation or 2.0 ad networks, these focus on specific targeting technologies such as behavioral or contextual

Targeted networks specialize in using consumer click stream data to enhance the value of the inventory they purchase

10. 11.

Poker Ad Network is a growing advertising network of over 60 poker-related websites, each of which attracts a specific niche of poker enthusiasts.

Poker Ad Network Serves Ad keeping with the poker media buyer in mind.

12.

Cost to advertiser : $14/cpm

Ad model : CPM

Available Publisher Channel :

The poker channel ( Over 100 website ) to advertise on The Casino Channel ( Under dev) The sports channel ( Under Dev )

Minimum Buy : The minimum insertion order is $5,000

Ad formats used :

Leader board Banner 728 x 90Skyscraper Banner 120 x 600Wide Skyscraper Banner- External 160 x 600Full Banner 468 x 60

Publisher Information : Confidential ( Advertiser can view the referral url in the admin panel )

13.

Publisher Commitment : Not required, can terminate the program anytime.

Can use services of the PAN along with their existing ad program.

Option to Choose the advertisers for appearing on the website.

Revenue Share Will Be 50/50 based on the impression generated.

Multiple Use of the advertising code is allowed on different websites

14.

The top ad networks offer a complete brand marketing solution and are fast becoming an essential component of brand advertising budgets.

Complement Your Reach

Reduce frequency waste

Optimize to brand metrics

Scale your custom solutions

Leverage efficiencies

15. 16.

Tier 1 Ad Network

Large number of Advertiser & publisher Base.

High Quality Traffic

Have Premium Brand of Customers

Better Revenue Share

Require millions of impressions per month

Tier 2 Ad Network

Small Advertiser & publisher Base.

Amount of Traffic will be less

Unbranded Customer Can Join the Ad program as well

Thousand Impression per month website are allowed

Source of revenue comes from syndicating ads from other advertising network.

17.

Websites

Domains

Rss Feeds

Blogs, forums

IM Application : Msn messenger

Emails Clients

18.

Banner Ads:

Rich Media

Text links

19.

The advertising network serves advertisements from its ad server, which responds to a site once a page is called.

A snippet of code is called from the ad server, that represents the advertising banner.

In most cases, ad networks deliver their content through the use of acentral ad server

20. 21. 22.

The typical common functionality of ad servers includes:

Uploading advertisements andrich media .

Trafficking ads according to differing business rules.

Targeting ads to different users, or content.

Tuning and optimization based on results.

Reporting impressions, clicks, post-click activities, and interaction metrics.

Advanced functionality may include:

Frequency cappingso users only see messages a limited amount of time.

Sequencing ads so users see messages in a specific order (sometimes known assurround sessions ).

Excluding competition so users do not see competitors' ads directly next to one another.

Displaying ads so an advertiser can own 100% of the inventory on a page (sometimes known asroadblocks ).

Targeting ads to users based on their previous behavior ( behavioral marketingorbehavioral targeting ).

23.

What is Run of network ?

Ad buying option in which ad placements may appear on any pages on sites within an ad network

In run-of-network advertising, advertisers generally give up say over placement in return for low rates and broad reach.

What is Run of site ?

Run-of-site is similar to run to network, except the ads appear on an individual site instead of many sites.

24. 25.

Backfilling is a process when an Ad network partners With another Ad Network so that if they do not have advertisements for a certain vertical, they can use the inventory of another Adnetwork to fill the space.

If an Adnetwork does not have advertisement for Online Gambling or Adult, then it can partner with another Ad network for these categories.

This process is really useful if an Adnetwork is receiving traffic from a certain geographical region or for a certain concept (Adult, Gambling)

This also ensures that Ad network are not losing out on monetization of traffic coming on to their network

26. 27. 28. 29.

Contextual Targeting

Inferring the optimum ad placement from information contained on the page where the ad is being served. For example, placing Mountain Bike ads automatically on a page with a mountain biking article.

Example : Google

30. 31. Contextual Geo Targeting 32.

Behavioral Targeting

Using a profile of prior behavior on the part of the viewer to determine which ad to show during a given visit. For example, targeting car ads on a portal to a viewer that was known to have visited the automotive section of a general media site.

Example : Tacoda & BlueLithium

33. 34.

Privacy concerns

IP masking

Identity protection Application

Dummy person

35.

In one sense, behavioral targeting is really only targeting based on search streams, and that's not really behavior, but rather just a more detailed search.

Behavioral Targeting may be just a better way to detect micro-search versus macro-search activities.

Some Videos : Behavioral Advertising

36. Bluelithium Yahoos New Buy 37. COMPANY BACKGROUND:

ONE OF THE EARLY PIONEERS OF BEHAVORIAL TARGETTING

FOUNDED BY GURBAKSH CHAHAL IN 2004

HEADQUATER IN SAN JOSE,CALIFORNIA

CLIENTS INCLUDE GENERAL MOTORS,FORD,T-MOBILE,PFIZER

NAMED INNOVATOR OF THE YEAR IN 2006 BY ALWAYSON

REACHED 145MILLION UNIQUE USERS WORLDWIDE ACROSS ANETWORK OF 1000 PUBLISHERS

38. Company Standings 39. PRODUCTS

ADPATH BEHAVORIAL TARGETTING

The idea is to observe a users online behaviour anonymously and then serve the most relevant advertisement based on their behaviour

Based on t customers behaviour different segments are created for eg:online poker players, lonely heartsand depending upon which segment the customer fits in relevant ads are displayed

Additional identifiers such as registration data or users search query is also taken into consideration

40. Different Ads are served while two user surfing the same page 41. Selective Inventory Partnership

With Selective Inventory Partnerships (SIP), Blue Lithium buys audiences from publishers rather than bulk inventory. SIP pays significantly higher CPMs than standard ad network rates, without impacting any of your current relationships.

42. Ad program Publisher side

• • 98%PUBLISHER RETENTION RATE

• • SIP

• • BEHAVORIAL TARGETING

• • HIGH QUALITY ADVERTISEMENTS

• • ALL REVENUE MODELSCPM,CPA,CPC,CPL

• • AD UNITS IN GIF,ANIMATEDGif,JPEG,HTML,STREAMING VIDEO AND OTHER RICH MEDIA FORMATS

• • Ability to control what messages run on your site.

43. Ad Program Advertiser Side

Publishers are selected from a carefully screened universe of ~1000 sites including most of the comScore top 250. In fact, >70 of the comScore top 100 highest trafficked websites in the U.S. are part of the Blue Lithium network.

Has various ad targeting tools such as

44. Targeting Tools Used.

BEHAVORIAL TARGETING

DEMOGRAPHIC TARGETING

CONTEXTUAL TARGETING

GEOTARGETING

ZIPCODE

DAYPARTING

45. User Targeting Frequency

Higher response rates

High quality ads

Able to serve far fewer ads per user leading to less burnout for advertisers and more efficient use of inventory for publishers.

User privacy is guaranteed

46. Ad Frequency per user 47. 48. 49. 50. 51. 52. 53. 54. 55. 56.

Doubleclick is a company that develops & provides internet ad serving services.

Its clients include agencies, marketers (Universal McCann interactive, AKQA etc) and publishers

These clients serve customers like Microsoft, General Motors, Coca-Cola, Motorola, L'Oreal, palm Inc., Visa USA, Nike and others.

57.

Doubleclick offers technology products and services which are sold primarily to Advertising agencies and media companies to allow clients to traffic, target, deliver and report on their interactive advertising campaigns.

The company's main product line is known as DART, which is designed foradvertisers and publishers.

58.

Mediavisor

DART for Advertisers (DFA)

DART for Publishers (DFP)

DART Sales Manager

DART Enterprise

DART Adapt

DART Search

DART Motif

DART Motif for Flash-in-flash

DART Motif for In-stream

Doubleclick Advertising Exchange

Strategic services

59.

Doubleclick targets along various criteria. Targeting can be accomplished using

IP addresses.

Business rules set by clients.

By reference to information about users stored withincookieson the machine.

60.

Some of the types of information collected are :

IP address

Browser

Operating system

ISP

Bandwidth

Time of the day

In addition, the cookie information may be used to target ads based on the number of times the user has been exposed to any given message. This is known as Frequency capping

61.

Pros

Advance Technology

Various Targeting tactics

Product line across all verticals

Quality Advertisers & publishers

Cons

No pricing flexibility

Privacy has been a big issue

Difficult to arrange non-standard ad buys