Ben Fox Discusses the Future of Display Advertising
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Transcript of Ben Fox Discusses the Future of Display Advertising
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THE PAST, PRESENT, ANDFUTURE OF ADVERTISING
[ Follow me!: linkedin.com/in/benfox, @benfoxgo ]
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47 BCAdvertising for a
Gladiator in Pompeii
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First large-scale advertising
1890s
Major global agencies created
1950s-1980s
IAB first measures internet advertising
1990s
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ANALYTICS
MOBILEDEVICES
AD SERVERS
AD NETWORKS HORIZONTAL
DATA SUPPLIERS
VERTICALCUSTOM
ADOPERATORS
DMPs &DATA
AGGREGATORS
AD EXCHANGES
TARGETEDAD
NETWORKS
CREATIVEOPTIMIZATION
YIELD OPTIMIZERS
TRADINGDESKS
RETARGETING
VIDEO
VERIFICATION
DSP
MEDIAPLANNING
SHARING DATA
SOCIAL TOOLS
TABLETS
CONNECTED DEVICES
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2011 ADVERTISING SPEND IN THE U.S.
Source: eMarketer, US Digital Ad Spending 2011; www.emarketer.com
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Source:
VALUE ADDED RESELLERS
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Source:
LET ME WORK FOR YOU ANDI WILL HIT YOUR GOAL!
VALUE ADDED RESELLERS
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PAY MY FEE AND I WILL GET YOU HIGHER CTR,
CONVERSIONS, OR RPM[SAFELY]
VALUE ADDED SERVICE PROVIDERS
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PAY TO PLAY IN THIS SPACE
TECHNOLOGY SERVICE PROVIDERS
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WHO BOUGHT WHOM?
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WHO BOUGHT WHOM?
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GOOGLE’S ACQUISITIONS
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GOOGLE’S ACQUISITIONS
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THE ECONOMICS OF IT ALL
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THE ECONOMICS OF IT ALL
25¢ 12¢ 3¢
35¢
25¢ 12¢ 3¢ 20¢
12¢ 3¢12¢
45¢
5¢
5¢
5¢
5¢
5¢
10¢
Channel
$5 BBAgency
$1 BB
AdNetwork
$5 BB
AdvertiserDirect Buys
= ~$0.38
= ~$0.55
= ~$0.58
= ~$0.60
= ~$0.55
= ~$0.85
Advertiser
Buying Power[VALUE PER 1$]
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THE ECONOMICS OF IT ALL
25¢ 12¢ 3¢
35¢
25¢ 12¢ 3¢ 20¢
12¢ 3¢12¢
45¢
5¢
5¢
5¢
5¢
5¢
10¢
Channel
$5 BBAgency
$1 BB
AdNetwork
$5 BB
AdvertiserDirect Buys
= ~$0.38
= ~$0.55
= ~$0.58
= ~$0.60
= ~$0.55
= ~$0.85
Advertiser
Buying Power[VALUE PER 1$]
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TOP 5 COMPANIES HAVE 63% OF REVENUE
Are you profitable?
Are you acquiring in the space?
Are you in the top three marketsharein your category?
Source: [Darren Proman, eMarketer ]
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APPLY THOSE FILTERS TO THE SPACE
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APPLY THOSE FILTERS TO THE SPACE
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APPLY THOSE FILTERS TO THE SPACE
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APPLY THOSE FILTERS TO THE SPACE
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NAVIGATING THE FUTURE(Broken up)
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Trading desks try and beat up networks
1
NAVIGATING THE FUTURE
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Trading desks try and beat up networks
1
NAVIGATING THE FUTURE
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Trading desks try and beat up networks
1
NAVIGATING THE FUTURE
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DSPs:2
Get bought by exchanges – Google buys (Invite) (AOL? FB?)
Bought by trading desks (Accuen? Xaxis?)
Go out of business
NAVIGATING THE FUTURE
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DSPs:2
Get bought by exchanges – Google buys (Invite) (AOL? FB?)
Bought by trading desks (Accuen? Xaxis?)
Go out of business
NAVIGATING THE FUTURE
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DSPs:2
Get bought by exchanges – Google buys (Invite) (AOL? FB?)
Bought by trading desks (Accuen? Xaxis?)
Go out of business
NAVIGATING THE FUTURE
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DSPs:2
Get bought by exchanges – Google buys (Invite) (AOL? FB?)
Bought by trading desks (Accuen? Xaxis?)
Go out of business
NAVIGATING THE FUTURE
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DSPs:2
Evolve each into and call themselves Ad Networks (Turn Media Network) (Media Math Agency Network)
NAVIGATING THE FUTURE
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DSPs:2
Evolve each into and call themselves Ad Networks (Turn Media Network) (Media Math Agency Network)
NAVIGATING THE FUTURE
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DSPs:2
Evolve each into and call themselves Ad Networks (Turn Media Network) (Media Math Agency Network)
NAVIGATING THE FUTURE
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DSPs:2
Evolve each into and call themselves Ad Networks (Turn Media Network) (Media Math Agency Network)
NAVIGATING THE FUTURE
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Trading Desks must evolve and build/buy their own tech or they go away
3
NAVIGATING THE FUTURE
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Trading Desks must evolve and build/buy their own tech or they go away
3
NAVIGATING THE FUTURE
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Trading Desks must evolve and build/buy their own tech or they go away
3
NAVIGATING THE FUTURE
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Trading Desks must evolve and build/buy their own tech or they go away
3
NAVIGATING THE FUTURE
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Trading Desks must evolve and build/buy their own tech or they go away
3
NAVIGATING THE FUTURE
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Trading Desks must evolve and build/buy their own tech or they go away
3
NAVIGATING THE FUTURE
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Trading Desks must evolve and build/buy their own tech or they go away
3
NAVIGATING THE FUTURE
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Trading Desks must evolve and build/buy their own tech or they go away
3
NAVIGATING THE FUTURE
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Ad exchanges buy up or obsolete all the feature based companies
Some advertisers start to go direct to the exchanges
NAVIGATING THE FUTURE
4
5
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Ad exchanges buy up or obsolete all the feature based companies
Some advertisers start to go direct to the exchanges
NAVIGATING THE FUTURE
4
5
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Ad exchanges buy up or obsolete all the feature based companies
Some advertisers start to go direct to the exchanges
NAVIGATING THE FUTURE
4
5
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Ad exchanges buy up or obsolete all the feature based companies
Some advertisers start to go direct to the exchanges
NAVIGATING THE FUTURE
4
5
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Ad exchanges buy up or obsolete all the feature based companies
Some advertisers start to go direct to the exchanges
NAVIGATING THE FUTURE
4
5
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Ad exchanges buy up or obsolete all the feature based companies
Some advertisers start to go direct to the exchanges
NAVIGATING THE FUTURE
4
5
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Ad exchanges buy up or obsolete all the feature based companies
Some advertisers start to go direct to the exchanges
NAVIGATING THE FUTURE
4
5
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Ad exchanges buy up or obsolete all the feature based companies
Some advertisers start to go direct to the exchanges
NAVIGATING THE FUTURE
4
5
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Ad exchanges buy up or obsolete all the feature based companies
Some advertisers start to go direct to the exchanges
NAVIGATING THE FUTURE
4
5
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Ad exchanges buy up or obsolete all the feature based companies
Some advertisers start to go direct to the exchanges
NAVIGATING THE FUTURE
4
5
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Ad exchanges buy up or obsolete all the feature based companies
Some advertisers start to go direct to the exchanges
NAVIGATING THE FUTURE
4
5
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Ad exchanges buy up or obsolete all the feature based companies
Some advertisers start to go direct to the exchanges
NAVIGATING THE FUTURE
4
5
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Ad exchanges buy up or obsolete all the feature based companies
Some advertisers start to go direct to the exchanges
NAVIGATING THE FUTURE
4
5
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Ad exchanges buy up or obsolete all the feature based companies
Some advertisers start to go direct to the exchanges
NAVIGATING THE FUTURE
4
5
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Ad exchanges buy up or obsolete all the feature based companies
Some advertisers start to go direct to the exchanges
NAVIGATING THE FUTURE
4
5
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Ad exchanges buy up or obsolete all the feature based companies
Some advertisers start to go direct to the exchanges
NAVIGATING THE FUTURE
4
5
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Ad exchanges buy up or obsolete all the feature based companies
Some advertisers start to go direct to the exchanges
NAVIGATING THE FUTURE
4
5
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Ad exchanges buy up or obsolete all the feature based companies
Some advertisers start to go direct to the exchanges
NAVIGATING THE FUTURE
4
5
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Ad exchanges buy up or obsolete all the feature based companies
Some advertisers start to go direct to the exchanges
NAVIGATING THE FUTURE
4
5
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Ad exchanges buy up or obsolete all the feature based companies
Some advertisers start to go direct to the exchanges
NAVIGATING THE FUTURE
4
5
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Ad exchanges buy up or obsolete all the feature based companies
Some advertisers start to go direct to the exchanges
NAVIGATING THE FUTURE
4
5
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AdX / Facebook war heats up6
NAVIGATING THE FUTURE
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AdX / Facebook war heats up6
NAVIGATING THE FUTURE
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AdX / Facebook war heats up6
NAVIGATING THE FUTURE
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AdX / Facebook war heats up6
NAVIGATING THE FUTURE
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AdX / Facebook war heats up6
NAVIGATING THE FUTURE
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AdX / Facebook war heats up6
NAVIGATING THE FUTURE
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NAVIGATING THE FUTURE
Facebook and AOL create exchanges aligned on pub side
7
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NAVIGATING THE FUTURE
Facebook and AOL create exchanges aligned on pub side
7
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NAVIGATING THE FUTURE
Facebook and AOL create exchanges aligned on pub side
7
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NAVIGATING THE FUTURE
Facebook and AOL create exchanges aligned on pub side
7
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NAVIGATING THE FUTURE
Facebook and AOL create exchanges aligned on pub side
7
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NAVIGATING THE FUTURE
Facebook and AOL create exchanges aligned on pub side
7
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NAVIGATING THE FUTURE
Facebook and AOL create exchanges aligned on pub side
7
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NAVIGATING THE FUTURE
Verification remains 3rd party and small business
8
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Analytics and ad serving are free9
NAVIGATING THE FUTURE
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NAVIGATING THE FUTURE
IBM Integrates data stack into ERP
10
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NAVIGATING THE FUTURE
Ad networks survive by offering performance and new inventory sources like email and smart TV
11
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NAVIGATING THE FUTURE
Ad networks survive by offering performance and new inventory sources like email and smart TV
11
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NAVIGATING THE FUTURE
Ad networks survive by offering performance and new inventory sources like email and smart TV
11
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NAVIGATING THE FUTURE
Ad networks survive by offering performance and new inventory sources like email and smart TV
11
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NAVIGATING THE FUTURE
Ad networks survive by offering performance and new inventory sources like email and smart TV
11
![Page 85: Ben Fox Discusses the Future of Display Advertising](https://reader031.fdocuments.net/reader031/viewer/2022013003/548b74dfb47959ab358b45dd/html5/thumbnails/85.jpg)
NAVIGATING THE FUTURE
Ad networks survive by offering performance and new inventory sources like email and smart TV
11
![Page 86: Ben Fox Discusses the Future of Display Advertising](https://reader031.fdocuments.net/reader031/viewer/2022013003/548b74dfb47959ab358b45dd/html5/thumbnails/86.jpg)
DISPLAY ADVERTISING IN 2015
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ADVERTISING ECOSYSTEM IN 2020
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