The online ad technology marketplace

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The Online Advertising Technology Marketplace: Or how I learned to stop worrying and love data was presented by Scott Hoffman, Geoff Judge, and Jeffrey Silverman to the New York Angels on September 19th 2011. The presentation, along with the Narrative describes the evolution of the online internet advertising marketplace and explains how the underlying technologies that fuel today's market work together.

Transcript of The online ad technology marketplace

  • 1.Sep 19th, 2011, New York City1

2. Agenda Introduc*on Jerey Silverman Presenta*on Sco9 Homan, Geo Judge Break (Networking) Panel Roundtable Discussion led by Nick MacShane Progress Partners Brian Kaminsky Hungton Post Art Muldoon Accordant Media Albert Azout Sociocast Sco9 Meyer Evidon Moritz Loew MSNBC Jon Greenwood Media Informa*on Group 2 3. Coaching Team Jerey Silverman Partner Laconia Ventures Former execu*ve at DoubleClick On Twi9er @LaconiaVentures Geo Judge Partner iNovia Capital Former execu*ve and founder at 24/7 Media On Twi9er @GPJudge Sco4 Homan COO Sociocast Former execu*ve at Yahoo On Twi9er @Cliqology 3 4. 4 5. The year is 1995 Bill Clinton is president. Jerry Garcia is s*ll singing. Toy Story is leading at the box oce. The O.J. Simpson trial is pre-emp*ng soap operas. The Dow Jones has closed above 4,000 for the rst *me. Pamela Anderson wed Tommy Lee in a white bikini. Java is s*ll a cup of coee. Email is something for computer science geeks. And online adver*sing was about to be born. 5 6. In 1995 Buying online media was a simple transac*on The publisher had a direct rela*onship with marketer Banner ads were predominant Purchased inventory ran on a publisher, either every page or randomly, for the length of contract There was no underlying technology There was no repor*ng 6 7. In 1996 A technology called Ad serving was born Deni*on: Ad serving describes the technology and service that places adver*sements on web sites. Typical func*onality of ad servers include: Uploading adver*sements and rich media. Tracking ads according to diering business rules. Targe*ng ads to dierent users, or content. Repor*ng impressions, clicks, post-click & post-impression ac*vi*es, and interac*on metrics. Ad serving is the godfather of all the ad technologies in the marketplace today Ad serving was primarily a back-oce solu*on 7 8. Significant other advances Avenue A & Adver*sing.com Tracking backend performance Dart For Adver*sers (DFA) Aliate Networks Amazon Linkshare, BeFree, Commission Junc*on Rich Media AdSense 8 9. 9 10. 10 11. 11 11 12. Social Media createsmassive amounts of dataexhaust on people12 13. 13 14. 14 15. 15 16. 16 17. 17 18. 1995 2010 %Data Size / Webpage14.1k 320.1k+2,285%Data Transfer Speed 28.8k Baud10.15 Mbps +44,020%People on the Net16 Million 1,971 Million+12,318%Hours consumed.5 Hours a Week 13 Hours a Week+2,600%Data Storage Cost $100 = 117 Mb$100 = 1.2 Tb+1,041,000%18 19. 19 20. Whats all this technology mean To the investor A lot of capital investments have been made in the adver*sing ecosystem space, and investment con*nues. To the entrepreneur Barrier to entry into the space has never been lower; So if you can dream it do it, but dont forget someone else may have already or will copy your solu*on if your successful. To the consumer A future where relevant marke*ng messages are delivered when they make the most impact. 20 21. 21 22. The complete picture GeneralAdAgencyMediaBuyingPlatform DSPAdExchange ContextualSearch CPA SocialToolPortalsSocialNetwork HavasMobext+(Havas)AdBuyer.comadapTVContextWebBing+(MSFT)Advertising.com ClearspringAolFacebook IPGATOMAppNexus AdBrite GoogleGoogle Affiliate+FuelDisqus MSNidentified MDC+Partners AudienceFuelChango ADECN+(MSFT)Peer39Kanoodle+(Seevast) Azoogle+Ads GigyaWindows+Live LinkedIn Omnicom+Groupb3Collective BidPlace+(AOL)Pulse360+(Seevast)LookSmartC+J+(VCLK)Livefyre Yahoo! Google+ Publicis Cadreon DataXu ContextWebYahoo!MIVA CPX ShareThis MySpace WPPVarick+MediaInvite+(GOOG)DoubleClick+(GOOG)Yahoo!News&InfoVivakiLucidMedia OpenX Behavioral CPM PublisherTool CNN+(TWX)Blog DigitalAdAgencyMediaMathRightMedia+(YHOO) AudienceScience Email24/7RealMedia+(WPP) FatTailHuffPo+(AOL) Blogger 360i AdOptimization TheTradeDesk SpecificMedia AdknowledgeBurstMediaLijitIMDb+(AMZN)TypePad Acronym+MediaAdisn TURN DataExchange/AggrUndertone+Netwk silverPOPCasaleYieldbot MSNBC+(CMCS.A) Xanga AKQA Adroit+(MediaMath) Acerno+(AKAM) Wunderloop DrivePM+(MSFT)YieldBuild NYTimes.com Ave+AcRazorfishAudienceFUELDSPIData AlmondNet [X+1] InITextGorilla+NationYieldex Video Beyond+Interactive ChoiceStreamMagnetic BlueKai KonteraPrecisionClick ContentAol+ Carat+Fusion CriteoMedia6DegreesDemdex+(Adobe)SocialVibrant+MediaRight+Media+(YHOO)SSPAC+(YHOO)Dartfish.tv GSD&MDapper+(YHOO) Simpli.fieXelate 33Across Tribal+Fusion AdMeld+(GOOG)Demand+Media Facebook iCrossing+(HTV)Exponential+Interact. TriggitLegolas+Media Adapt.lyRSSUnited+Online PubMatic Patch+(AOL)Vimeo+(IACI) IMPAQT SnapAds X+1Lookery Buddy+Media FeedBurner+(GOOG)RubiconSkywordYoutube+(GOOG) Innovation+Interact. SociocastMagneticFacebookPheedo CPCSuite101 iProspectTeracentVerification/Attribution RapLeaf Media6DegreesAdBrite AdServer PhotoSharing MoxieTumri AdmetryTrackSimple Mobile AdCloud Accipter+(MSFT)EmailFacebook OMD+DigitalAdSafe Video/RichMediaAdMob+(GOOG) GoogleAdVantageGmailFilmloop OrganicDataOptimization AdXposeDataSupply AdconionADTECH+(AOL) MSN+Ad+Center AdTech+(AOL) MSN+HotmailFlickr RadiumOneAccordant+Media AnChor AcxiomBBE Crisp+Wireless Yahoo!Atlas+(MSFT) Yahoo!+MailPhotobox The+MiGAdchemy ClickFacts Datalogix+(ORCL)BrightcoveGo2Bluestreak+(Aegis)Photobucket Universal+McCann Aggreg.+Knowledge ClickForensics eBayBrightRollGreystripe VerticalFocusDoubleClick+(GOOG) Search PhotorocketAudienceFUELConvertroExperianLightningCast+(AOL) InMobi Adify MediaPlexAol. Winkflash EmergingHolding BizoDimestoneGagelnRevverJumpTapBOOM+Media+(Eons) OpenAdstream Ask+(IACI) ArkitektiveBriligDoubleVerify Hoovers ScanScout+(Tremor)XtifyFreeFiOpenXBing+(MSFT)OnlineGaming Engine+UK/USADatran+MediaEvidon Infogroup Tremor+VideoMillennial+Media GlamValueAdGoogle Activision Magnet+360 Dotomi+(VCLK) TagMan IRI Vibrant Mojiva Gorilla+NationZedo Technorati EA Project:WorldwideJovianDataVizu TargusInfoVideoEggTransperaIDG+Tech+Network Yahoo! Newtoy W2+Group MilabraYuMe Jumpstart YieldOptimizationPogoPermuto AnalyticsAdOps/Infrastructure LocalFocusNetShelterYieldbotRovioQuantcast AdSafe DDS AffiliateProgramsCentro Travel+Ad+Network YieldbuildSecondLifeRed+ArilCoremetrics+(IBM)Adify Affiliate+FuelGo2ZDNet Yieldex Yahoo!+GamesGoogle+Analytics CentroC+J+(VCLK)MediaSpanZyngaRichMediaLocalytics MediaBank JunctionWorldNow Proprietary AppNetworkEyewonder Omniture+(ADBE)Operative LinkShareiAd+(AAPL)W3iPictela+(AOL) Trust+MetricsSolbright Blog FreeFiZuMobiPointRoll+(GCI) Unica+(IBM)Theorem AudienceTargetingFederated+MediaSpongeCellWebtrendsTraffIQ xGraphPajamasmedia Visit: www.industrymaps.com22 2011 Progress Partners, Inc. All right reserved. 23. Advertising/Media Agencies GeneralAdAgencyMediaBuyingPlatform DSPAdExchange ContextualSearch CPA SocialToolPortalsSocialNetwork HavasMobext+(Havas)AdBuyer.comadapTVContextWebBing+(MSFT)Advertising.com ClearspringAolFacebook IPGATOMAppNexus AdBrite GoogleGoogle Affiliate+FuelDisqus MSNidentified MDC+Partners AudienceFuelChango ADECN+(MSFT)Peer39Kanoodle+(Seevast) Azoogle+Ads GigyaWindows+Live LinkedIn Omnicom+Groupb3Collective BidPlace+(AOL)Pulse360+(Seevast)LookSmartC+J+(VCLK)Livefyre Yahoo! Google+ Publicis Cadreon DataXu ContextWebYahoo!MIVA CPX ShareThis MySpace WPPVarick+MediaInvite+(GOOG)DoubleClick+(GOOG)Yahoo!News&InfoVivakiLucidMedia OpenX Behavioral CPM PublisherTool CNN+(TWX)Blog DigitalAdAgencyMediaMathRightMedia+(YHOO) AudienceScience Email24/7RealMedia+(WPP) FatTailHuffPo+(AOL) Blogger 360i AdOptimization TheTradeDesk SpecificMedia AdknowledgeBurstMediaLijitIMDb+(AMZN)TypePad Acronym+MediaAdisn TURN DataExchange/AggrUndertone+Netwk silverPOPCasaleYieldbot MSNBC+(CMCS.A) Xanga AKQA Adroit+(MediaMath) Acerno+(AKAM) Wunderloop DrivePM+(MSFT)YieldBuild NYTimes.com Ave+AcRazorfishAudienceFUELDSPIData AlmondNet [X+1] InITextGorilla+NationYieldex Video Beyond+Interactive ChoiceStreamMagnetic BlueKai KonteraPrecisionClick ContentAol+ Carat+Fusion CriteoMedia6DegreesDemdex+(Adobe)SocialVibrant+MediaRight+Media+(YHOO)SSPAC+(YHOO)Dartfish.tv GSD&MDapper+(YHOO) Simpli.fieXelate 33Across Tribal+Fusion AdMeld+(GOOG)Demand+Media Facebook iCrossing+(HTV)Exponential+Interact. TriggitLegolas+Media Adapt.lyRSSUnited+Online PubMatic Patch+(AOL)Vimeo+(IACI) IMPAQT SnapAds X+1Lookery Buddy+Media FeedBurner+(GOOG)RubiconSkywordYoutube+(GOOG) Innovation+Interact. SociocastMagneticFacebookPheedo CPCSuite101 iProspectTeracentVerification/Attribution RapLeaf Media6DegreesAdBrite AdServer PhotoSharing MoxieTumri AdmetryTrackSimple Mobile AdCloud Accipter+(MSFT)EmailFacebook OMD+DigitalAdSafe Video/RichMediaAdMob+(GOOG) GoogleAdVantageGmailFilmloop OrganicDataOptimization AdXposeDataSupply AdconionADTECH+(AOL) MSN+Ad+Center AdTech+(AOL) MSN+HotmailFlickr RadiumOneAccordant+Media AnChor AcxiomBBE Crisp+Wireless Yahoo!Atlas+(MSFT) Yahoo!+MailPhotobox The+MiGAdchemy ClickFacts Datalogix+(ORCL)BrightcoveGo2Bluestreak+(Aegis)Photobucket Universal+McCann Aggreg.+Knowledge ClickForensics eBayBrightRollGreystripe VerticalFocusDoubleClick+(GOOG) Search PhotorocketAudienceFUELConvertroExperianLightningCast+(AOL) InMobi Adify MediaPlexAol. Winkflash EmergingHolding BizoDimestoneGagelnRevverJumpTapBOOM+Media+(Eons) OpenAdstream Ask+(IACI) ArkitektiveBriligDoubleVerify Hoovers ScanScout+(Tremor)XtifyFreeFiOpenXBing+(MSFT)OnlineGaming Engine+UK/USADatran+MediaEvidon Infogroup Tremor+VideoMillennial+Media GlamValueAdGoogle Activision Magnet+360 Dotomi+(VCLK) TagMan IRI Vibrant Mojiva Gorilla+NationZedo Technorati EA Project:WorldwideJovianDataVizu TargusInfoVideoEggTransperaIDG+Tech+Network Yahoo! Newtoy W2+Group MilabraYuMe Jumpstart YieldOptimizationPogoPermuto AnalyticsAdOps/Infrastructure LocalFocusNetShelterYieldbotRovioQuantcast AdSafe DDS AffiliateProgramsCentro Travel+Ad+Network YieldbuildSecondLifeRed+ArilCoremetrics+(IBM)Adify Affiliate+FuelGo2ZDNet Yieldex Yahoo!+GamesGoogle+Analytics CentroC+J+(VCLK)MediaSpanZyngaRichMediaLocalytics MediaBank JunctionWorldNow Proprietary AppNetworkEyewonder Omnitur