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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 ...

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.

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    The online ad technology marketplace The online ad technology marketplace Presentation Transcript

    • Sep 19th, 2011, New York City1
    • Agenda •  Introduc*on  –  Jeffrey  Silverman   •  Presenta*on  –  Sco9  Hoffman,  Geoff  Judge   •  Break  (Networking)   •  Panel  Roundtable  Discussion  led  by  Nick  MacShane  –          Progress  Partners   •  Brian  Kaminsky  –  Huffington  Post   •  Art  Muldoon  –  Accordant  Media   •  Albert  Azout  –  Sociocast   •  Sco9  Meyer  –  Evidon   •  Moritz  Loew  –  MSNBC   •  Jon  Greenwood  –  Media  Informa*on  Group  2
    • Coaching Team Jeffrey  Silverman   Partner  Laconia  Ventures   Former  execu*ve  at  DoubleClick   On  Twi9er  @LaconiaVentures   Geoff  Judge   Partner  iNovia  Capital   Former  execu*ve  and  founder  at  24/7  Media   On  Twi9er  @GPJudge   Sco4  Hoffman   COO  Sociocast   Former  execu*ve  at  Yahoo   On  Twi9er  @Cliqology  3
    • 4
    • The year is 1995 •  Bill  Clinton  is  president.     •  Jerry  Garcia  is  s*ll  singing.     •  Toy  Story  is  leading  at  the  box  office.     •  The  O.J.  Simpson  trial  is  pre-­‐emp*ng  soap  operas.     •  The  Dow  Jones  has  closed  above  4,000  for  the  first  *me.   •  Pamela  Anderson  wed  Tommy  Lee  in  a  white  bikini.     •  “Java”  is  s*ll  a  cup  of  coffee.     •  Email  is  something  for  computer  science  geeks.   •  And  online  adver*sing  was  about  to  be  born….  5
    • 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
    • In 1996… •  A  technology  called  Ad  serving  was  born   •  Defini*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.   •  Trafficking  ads  according  to  differing  business  rules.   •  Targe*ng  ads  to  different  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-­‐office  solu*on    7
    • Significant other advances •  Avenue  A  &  Adver*sing.com   •  Tracking  backend  performance   •  Dart  For  Adver*sers  (DFA)   •  Affiliate  Networks   •  Amazon   •  Linkshare,  BeFree,  Commission  Junc*on   •  Rich  Media   •  AdSense  8
    • 9
    • 10
    • 11 11
    • Social Media createsmassive amounts of “dataexhaust” on people12
    • 13
    • 14
    • 15
    • 16
    • 17
    • 1995 2010 %Data Size / Webpage 14.1k 320.1k +2,285%Data Transfer Speed 28.8k Baud 10.15 Mbps +44,020%People on the Net 16 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
    • What’s 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  don’t  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
    • The complete picture GeneralAdAgency MediaBuyingPlatform DSP AdExchange Contextual Search CPA SocialTool Portals SocialNetwork Havas Mobext+(Havas) AdBuyer.com adapTV ContextWeb Bing+(MSFT) Advertising.com Clearspring Aol Facebook IPG ATOM AppNexus AdBrite Google Google Affiliate+Fuel Disqus MSN identified MDC+Partners AudienceFuel Chango ADECN+(MSFT) Peer39 Kanoodle+(Seevast) Azoogle+Ads Gigya Windows+Live LinkedIn Omnicom+Group b3 Collective BidPlace+(AOL) Pulse360+(Seevast) LookSmart C+J+(VCLK) Livefyre Yahoo! Google+ Publicis Cadreon DataXu ContextWeb Yahoo! MIVA CPX ShareThis MySpace WPP Varick+Media Invite+(GOOG) DoubleClick+(GOOG) Yahoo! News&Info Vivaki LucidMedia OpenX Behavioral CPM PublisherTool CNN+(TWX) Blog DigitalAdAgency MediaMath RightMedia+(YHOO) AudienceScience Email 24/7RealMedia+(WPP) FatTail HuffPo+(AOL) Blogger 360i AdOptimization TheTradeDesk SpecificMedia Adknowledge BurstMedia Lijit IMDb+(AMZN) TypePad Acronym+Media Adisn TURN DataExchange/Aggr Undertone+Netwk silverPOP Casale Yieldbot MSNBC+(CMCS.A) Xanga AKQA Adroit+(MediaMath) Acerno+(AKAM) Wunderloop DrivePM+(MSFT) YieldBuild NYTimes.com Ave+AcRazorfish AudienceFUEL DSPIData AlmondNet [X+1] InIText Gorilla+Nation Yieldex Video Beyond+Interactive ChoiceStream Magnetic BlueKai Kontera PrecisionClick Content Aol+ Carat+Fusion Criteo Media6Degrees Demdex+(Adobe) Social Vibrant+Media Right+Media+(YHOO) SSP AC+(YHOO) Dartfish.tv GSD&M Dapper+(YHOO) Simpli.fi eXelate 33Across Tribal+Fusion AdMeld+(GOOG) Demand+Media Facebook iCrossing+(HTV) Exponential+Interact. Triggit Legolas+Media Adapt.ly RSS United+Online PubMatic Patch+(AOL) Vimeo+(IACI) IMPAQT SnapAds X+1 Lookery Buddy+Media FeedBurner+(GOOG) Rubicon Skyword Youtube+(GOOG) Innovation+Interact. Sociocast Magnetic Facebook Pheedo CPC Suite101 iProspect Teracent Verification/Attribution RapLeaf Media6Degrees AdBrite AdServer PhotoSharing Moxie Tumri Admetry TrackSimple Mobile AdCloud Accipter+(MSFT) Email Facebook OMD+Digital AdSafe Video/RichMedia AdMob+(GOOG) Google AdVantage Gmail Filmloop Organic DataOptimization AdXpose DataSupply Adconion ADTECH+(AOL) MSN+Ad+Center AdTech+(AOL) MSN+Hotmail Flickr RadiumOne Accordant+Media AnChor Acxiom BBE Crisp+Wireless Yahoo! Atlas+(MSFT) Yahoo!+Mail Photobox The+MiG Adchemy ClickFacts Datalogix+(ORCL) Brightcove Go2 Bluestreak+(Aegis) Photobucket Universal+McCann Aggreg.+Knowledge ClickForensics eBay BrightRoll Greystripe VerticalFocus DoubleClick+(GOOG) Search Photorocket AudienceFUEL Convertro Experian LightningCast+(AOL) InMobi Adify MediaPlex Aol. Winkflash EmergingHolding Bizo Dimestone Gageln Revver JumpTap BOOM+Media+(Eons) OpenAdstream Ask+(IACI) Arkitektive Brilig DoubleVerify Hoovers ScanScout+(Tremor) Xtify FreeFi OpenX Bing+(MSFT) OnlineGaming Engine+UK/USA Datran+Media Evidon Infogroup Tremor+Video Millennial+Media Glam ValueAd Google Activision Magnet+360 Dotomi+(VCLK) TagMan IRI Vibrant Mojiva Gorilla+Nation Zedo Technorati EA Project:Worldwide JovianData Vizu TargusInfo VideoEgg Transpera IDG+Tech+Network Yahoo! Newtoy W2+Group Milabra YuMe Jumpstart YieldOptimization Pogo Permuto Analytics AdOps/Infrastructure LocalFocus NetShelter Yieldbot Rovio Quantcast AdSafe DDS AffiliatePrograms Centro Travel+Ad+Network Yieldbuild SecondLife Red+Aril Coremetrics+(IBM) Adify Affiliate+Fuel Go2 ZDNet Yieldex Yahoo!+Games Google+Analytics Centro C+J+(VCLK) MediaSpan Zynga RichMedia Localytics MediaBank Junction WorldNow Proprietary AppNetwork Eyewonder Omniture+(ADBE) Operative LinkShare iAd+(AAPL) W3i Pictela+(AOL) Trust+Metrics Solbright Blog FreeFi ZuMobi PointRoll+(GCI) Unica+(IBM) Theorem AudienceTargeting Federated+Media SpongeCell Webtrends TraffIQ xGraph Pajamasmedia Visit: www.industrymaps.com22 © 2011 Progress Partners, Inc. All right reserved.
    • Advertising/Media Agencies GeneralAdAgency MediaBuyingPlatform DSP AdExchange Contextual Search CPA SocialTool Portals SocialNetwork Havas Mobext+(Havas) AdBuyer.com adapTV ContextWeb Bing+(MSFT) Advertising.com Clearspring Aol Facebook IPG ATOM AppNexus AdBrite Google Google Affiliate+Fuel Disqus MSN identified MDC+Partners AudienceFuel Chango ADECN+(MSFT) Peer39 Kanoodle+(Seevast) Azoogle+Ads Gigya Windows+Live LinkedIn Omnicom+Group b3 Collective BidPlace+(AOL) Pulse360+(Seevast) LookSmart C+J+(VCLK) Livefyre Yahoo! Google+ Publicis Cadreon DataXu ContextWeb Yahoo! MIVA CPX ShareThis MySpace WPP Varick+Media Invite+(GOOG) DoubleClick+(GOOG) Yahoo! News&Info Vivaki LucidMedia OpenX Behavioral CPM PublisherTool CNN+(TWX) Blog DigitalAdAgency MediaMath RightMedia+(YHOO) AudienceScience Email 24/7RealMedia+(WPP) FatTail HuffPo+(AOL) Blogger 360i AdOptimization TheTradeDesk SpecificMedia Adknowledge BurstMedia Lijit IMDb+(AMZN) TypePad Acronym+Media Adisn TURN DataExchange/Aggr Undertone+Netwk silverPOP Casale Yieldbot MSNBC+(CMCS.A) Xanga AKQA Adroit+(MediaMath) Acerno+(AKAM) Wunderloop DrivePM+(MSFT) YieldBuild NYTimes.com Ave+AcRazorfish AudienceFUEL DSPIData AlmondNet [X+1] InIText Gorilla+Nation Yieldex Video Beyond+Interactive ChoiceStream Magnetic BlueKai Kontera PrecisionClick Content Aol+ Carat+Fusion Criteo Media6Degrees Demdex+(Adobe) Social Vibrant+Media Right+Media+(YHOO) SSP AC+(YHOO) Dartfish.tv GSD&M Dapper+(YHOO) Simpli.fi eXelate 33Across Tribal+Fusion AdMeld+(GOOG) Demand+Media Facebook iCrossing+(HTV) Exponential+Interact. Triggit Legolas+Media Adapt.ly RSS United+Online PubMatic Patch+(AOL) Vimeo+(IACI) IMPAQT SnapAds X+1 Lookery Buddy+Media FeedBurner+(GOOG) Rubicon Skyword Youtube+(GOOG) Innovation+Interact. Sociocast Magnetic Facebook Pheedo CPC Suite101 iProspect Teracent Verification/Attribution RapLeaf Media6Degrees AdBrite AdServer PhotoSharing Moxie Tumri Admetry TrackSimple Mobile AdCloud Accipter+(MSFT) Email Facebook OMD+Digital AdSafe Video/RichMedia AdMob+(GOOG) Google AdVantage Gmail Filmloop Organic DataOptimization AdXpose DataSupply Adconion ADTECH+(AOL) MSN+Ad+Center AdTech+(AOL) MSN+Hotmail Flickr RadiumOne Accordant+Media AnChor Acxiom BBE Crisp+Wireless Yahoo! Atlas+(MSFT) Yahoo!+Mail Photobox The+MiG Adchemy ClickFacts Datalogix+(ORCL) Brightcove Go2 Bluestreak+(Aegis) Photobucket Universal+McCann Aggreg.+Knowledge ClickForensics eBay BrightRoll Greystripe VerticalFocus DoubleClick+(GOOG) Search Photorocket AudienceFUEL Convertro Experian LightningCast+(AOL) InMobi Adify MediaPlex Aol. Winkflash EmergingHolding Bizo Dimestone Gageln Revver JumpTap BOOM+Media+(Eons) OpenAdstream Ask+(IACI) Arkitektive Brilig DoubleVerify Hoovers ScanScout+(Tremor) Xtify FreeFi OpenX Bing+(MSFT) OnlineGaming Engine+UK/USA Datran+Media Evidon Infogroup Tremor+Video Millennial+Media Glam ValueAd Google Activision Magnet+360 Dotomi+(VCLK) TagMan IRI Vibrant Mojiva Gorilla+Nation Zedo Technorati EA Project:Worldwide JovianData Vizu TargusInfo VideoEgg Transpera IDG+Tech+Network Yahoo! Newtoy W2+Group Milabra YuMe Jumpstart YieldOptimization Pogo Permuto Analytics AdOps/Infrastructure LocalFocus NetShelter Yieldbot Rovio Quantcast AdSafe DDS AffiliatePrograms Centro Travel+Ad+Network Yieldbuild SecondLife Red+Aril Coremetrics+(IBM) Adify Affiliate+Fuel Go2 ZDNet Yieldex Yahoo!+Games Google+Analytics Centro C+J+(VCLK) MediaSpan Zynga RichMedia Localytics MediaBank Junction WorldNow Proprietary AppNetwork Eyewonder Omniture+(ADBE) Operative LinkShare iAd+(AAPL) W3i Pictela+(AOL) Trust+Metrics Solbright Blog FreeFi ZuMobi PointRoll+(GCI) Unica+(IBM) Theorem AudienceTargeting Federated+Media SpongeCell Webtrends TraffIQ xGraph Pajamasmedia Visit: www.industrymaps.com23 © 2011 Progress Partners, Inc. All right reserved.
    • Advertising/Media Agencies Defini8on:    Act  as  purchasing  agent  and  execu*on  arm  on  behalf  of   marketers.  Research,  data,  crea*ve  may  also  be  included.  Trading  desks,   op*miza*on  by  media  vendor,  evalua*on  &  ac*va*on  of  3rd  party   technology.   Upside:    Not  associated  with  a  single  point  solu*on;  can  use  all  technology   available  for  benefit  of  clients   Downside:    Ad  Agencies  are  primarily  service  businesses  and  con*ngent  of   good  rela*onships  with  major  marke*ng  clients;  act  cau*ously  as  it  isn’t   their  direct  money;  some*mes  in  conflict  with  client  needs.  24
    • Advertising/Media Agencies Current  marketplace:    Adver*sing/media  agencies  con*nue  to  consolidate   under  the  major  holding  companies.  Independent  agencies  specializing  in   social  media  are  hot  acquisi*on  targets.   In  the  Future:    Look  for  more  media  agencies  to  develop  or  acquire  their   own  technology;  for  example,  WPP’s  Xaxis,  a  data  mining/exchange.  25
    • 2006 – 6 Holding Companies26
    • 2010 – 4 Holding Companies27
    • Ad Exchanges GeneralAdAgency MediaBuyingPlatform DSP AdExchange Contextual Search CPA SocialTool Portals SocialNetwork Havas Mobext+(Havas) AdBuyer.com adapTV ContextWeb Bing+(MSFT) Advertising.com Clearspring Aol Facebook IPG ATOM AppNexus AdBrite Google Google Affiliate+Fuel Disqus MSN identified MDC+Partners AudienceFuel Chango ADECN+(MSFT) Peer39 Kanoodle+(Seevast) Azoogle+Ads Gigya Windows+Live LinkedIn Omnicom+Group b3 Collective BidPlace+(AOL) Pulse360+(Seevast) LookSmart C+J+(VCLK) Livefyre Yahoo! Google+ Publicis Cadreon DataXu ContextWeb Yahoo! MIVA CPX ShareThis MySpace WPP Varick+Media Invite+(GOOG) DoubleClick+(GOOG) Yahoo! News&Info Vivaki LucidMedia OpenX Behavioral CPM PublisherTool CNN+(TWX) Blog DigitalAdAgency MediaMath RightMedia+(YHOO) AudienceScience Email 24/7RealMedia+(WPP) FatTail HuffPo+(AOL) Blogger 360i AdOptimization TheTradeDesk SpecificMedia Adknowledge BurstMedia Lijit IMDb+(AMZN) TypePad Acronym+Media Adisn TURN DataExchange/Aggr Undertone+Netwk silverPOP Casale Yieldbot MSNBC+(CMCS.A) Xanga AKQA Adroit+(MediaMath) Acerno+(AKAM) Wunderloop DrivePM+(MSFT) YieldBuild NYTimes.com Ave+AcRazorfish AudienceFUEL DSPIData AlmondNet [X+1] InIText Gorilla+Nation Yieldex Video Beyond+Interactive ChoiceStream Magnetic BlueKai Kontera PrecisionClick Content Aol+ Carat+Fusion Criteo Media6Degrees Demdex+(Adobe) Social Vibrant+Media Right+Media+(YHOO) SSP AC+(YHOO) Dartfish.tv GSD&M Dapper+(YHOO) Simpli.fi eXelate 33Across Tribal+Fusion AdMeld+(GOOG) Demand+Media Facebook iCrossing+(HTV) Exponential+Interact. Triggit Legolas+Media Adapt.ly RSS United+Online PubMatic Patch+(AOL) Vimeo+(IACI) IMPAQT SnapAds X+1 Lookery Buddy+Media FeedBurner+(GOOG) Rubicon Skyword Youtube+(GOOG) Innovation+Interact. Sociocast Magnetic Facebook Pheedo CPC Suite101 iProspect Teracent Verification/Attribution RapLeaf Media6Degrees AdBrite AdServer PhotoSharing Moxie Tumri Admetry TrackSimple Mobile AdCloud Accipter+(MSFT) Email Facebook OMD+Digital AdSafe Video/RichMedia AdMob+(GOOG) Google AdVantage Gmail Filmloop Organic DataOptimization AdXpose DataSupply Adconion ADTECH+(AOL) MSN+Ad+Center AdTech+(AOL) MSN+Hotmail Flickr RadiumOne Accordant+Media AnChor Acxiom BBE Crisp+Wireless Yahoo! Atlas+(MSFT) Yahoo!+Mail Photobox The+MiG Adchemy ClickFacts Datalogix+(ORCL) Brightcove Go2 Bluestreak+(Aegis) Photobucket Universal+McCann Aggreg.+Knowledge ClickForensics eBay BrightRoll Greystripe VerticalFocus DoubleClick+(GOOG) Search Photorocket AudienceFUEL Convertro Experian LightningCast+(AOL) InMobi Adify MediaPlex Aol. Winkflash EmergingHolding Bizo Dimestone Gageln Revver JumpTap BOOM+Media+(Eons) OpenAdstream Ask+(IACI) Arkitektive Brilig DoubleVerify Hoovers ScanScout+(Tremor) Xtify FreeFi OpenX Bing+(MSFT) OnlineGaming Engine+UK/USA Datran+Media Evidon Infogroup Tremor+Video Millennial+Media Glam ValueAd Google Activision Magnet+360 Dotomi+(VCLK) TagMan IRI Vibrant Mojiva Gorilla+Nation Zedo Technorati EA Project:Worldwide JovianData Vizu TargusInfo VideoEgg Transpera IDG+Tech+Network Yahoo! Newtoy W2+Group Milabra YuMe Jumpstart YieldOptimization Pogo Permuto Analytics AdOps/Infrastructure LocalFocus NetShelter Yieldbot Rovio Quantcast AdSafe DDS AffiliatePrograms Centro Travel+Ad+Network Yieldbuild SecondLife Red+Aril Coremetrics+(IBM) Adify Affiliate+Fuel Go2 ZDNet Yieldex Yahoo!+Games Google+Analytics Centro C+J+(VCLK) MediaSpan Zynga RichMedia Localytics MediaBank Junction WorldNow Proprietary AppNetwork Eyewonder Omniture+(ADBE) Operative LinkShare iAd+(AAPL) W3i Pictela+(AOL) Trust+Metrics Solbright Blog FreeFi ZuMobi PointRoll+(GCI) Unica+(IBM) Theorem AudienceTargeting Federated+Media SpongeCell Webtrends TraffIQ xGraph Pajamasmedia Visit: www.industrymaps.com28 © 2011 Progress Partners, Inc. All right reserved.
    • Ad Exchanges Defini8on:    “Wall  Street”  like  ad  exchanges  are  technology  plaoorms  that   facilitate  the  bidding,  buying  and  selling  of  online  media  adver*sing   inventory  from  mul*ple  ad  networks.  The  approach  is  technology-­‐driven  as   opposed  to  the  historical  approach  of  nego*a*ng  price  on  media  inventory.     Upside:    Ad  exchanges  can  be  useful  to  both  buyers  (adver*sers  and   agencies)  and  sellers  (online  publishers)  because  of  the  efficiency  &  liquidity   they  provide.   Downside:    Publishers  have  li9le  control  over  “intangible”  pricing  like  brand,   caliber  of  content,  etc.    Supply/demand  economics  is  the  driving  force,  and   to  date  supply  has  consistently  out-­‐paced  demand.  29
    • Ad Exchanges Current  Marketplace:    Ad  exchanges  and  the  organiza*ons  that  purchase   inventory  on  them  (commonly  referred  to  as  DSPs)  are  growing  rapidly,  as   they  present  an  opportunity  to  use  advanced  data  output  to  drive  scale  and   ROI  on  media  investments.   In  The  Future:    Look  for  private  exchanges,  where  associated  publishers  who   have  rela*onships  offer  their  own  inventory  to  selected  marketers  on  an   automated  basis.  30
    • 31
    • Marketing Data Services GeneralAdAgency MediaBuyingPlatform DSP AdExchange Contextual Search CPA SocialTool Portals SocialNetwork Havas Mobext+(Havas) AdBuyer.com adapTV ContextWeb Bing+(MSFT) Advertising.com Clearspring Aol Facebook IPG ATOM AppNexus AdBrite Google Google Affiliate+Fuel Disqus MSN identified MDC+Partners AudienceFuel Chango ADECN+(MSFT) Peer39 Kanoodle+(Seevast) Azoogle+Ads Gigya Windows+Live LinkedIn Omnicom+Group b3 Collective BidPlace+(AOL) Pulse360+(Seevast) LookSmart C+J+(VCLK) Livefyre Yahoo! Google+ Publicis Cadreon DataXu ContextWeb Yahoo! MIVA CPX ShareThis MySpace WPP Varick+Media Invite+(GOOG) DoubleClick+(GOOG) Yahoo! News&Info Vivaki LucidMedia OpenX Behavioral CPM PublisherTool CNN+(TWX) Blog DigitalAdAgency MediaMath RightMedia+(YHOO) AudienceScience Email 24/7RealMedia+(WPP) FatTail HuffPo+(AOL) Blogger 360i AdOptimization TheTradeDesk SpecificMedia Adknowledge BurstMedia Lijit IMDb+(AMZN) TypePad Acronym+Media Adisn TURN DataExchange/Aggr Undertone+Netwk silverPOP Casale Yieldbot MSNBC+(CMCS.A) Xanga AKQA Adroit+(MediaMath) Acerno+(AKAM) Wunderloop DrivePM+(MSFT) YieldBuild NYTimes.com Ave+AcRazorfish AudienceFUEL DSPIData AlmondNet [X+1] InIText Gorilla+Nation Yieldex Video Beyond+Interactive ChoiceStream Magnetic BlueKai Kontera PrecisionClick Content Aol+ Carat+Fusion Criteo Media6Degrees Demdex+(Adobe) Social Vibrant+Media Right+Media+(YHOO) SSP AC+(YHOO) Dartfish.tv GSD&M Dapper+(YHOO) Simpli.fi eXelate 33Across Tribal+Fusion AdMeld+(GOOG) Demand+Media Facebook iCrossing+(HTV) Exponential+Interact. Triggit Legolas+Media Adapt.ly RSS United+Online PubMatic Patch+(AOL) Vimeo+(IACI) IMPAQT SnapAds X+1 Lookery Buddy+Media FeedBurner+(GOOG) Rubicon Skyword Youtube+(GOOG) Innovation+Interact. Sociocast Magnetic Facebook Pheedo CPC Suite101 iProspect Teracent Verification/Attribution RapLeaf Media6Degrees AdBrite AdServer PhotoSharing Moxie Tumri Admetry TrackSimple Mobile AdCloud Accipter+(MSFT) Email Facebook OMD+Digital AdSafe Video/RichMedia AdMob+(GOOG) Google AdVantage Gmail Filmloop Organic DataOptimization AdXpose DataSupply Adconion ADTECH+(AOL) MSN+Ad+Center AdTech+(AOL) MSN+Hotmail Flickr RadiumOne Accordant+Media AnChor Acxiom BBE Crisp+Wireless Yahoo! Atlas+(MSFT) Yahoo!+Mail Photobox The+MiG Adchemy ClickFacts Datalogix+(ORCL) Brightcove Go2 Bluestreak+(Aegis) Photobucket Universal+McCann Aggreg.+Knowledge ClickForensics eBay BrightRoll Greystripe VerticalFocus DoubleClick+(GOOG) Search Photorocket AudienceFUEL Convertro Experian LightningCast+(AOL) InMobi Adify MediaPlex Aol. Winkflash EmergingHolding Bizo Dimestone Gageln Revver JumpTap BOOM+Media+(Eons) OpenAdstream Ask+(IACI) Arkitektive Brilig DoubleVerify Hoovers ScanScout+(Tremor) Xtify FreeFi OpenX Bing+(MSFT) OnlineGaming Engine+UK/USA Datran+Media Evidon Infogroup Tremor+Video Millennial+Media Glam ValueAd Google Activision Magnet+360 Dotomi+(VCLK) TagMan IRI Vibrant Mojiva Gorilla+Nation Zedo Technorati EA Project:Worldwide JovianData Vizu TargusInfo VideoEgg Transpera IDG+Tech+Network Yahoo! Newtoy W2+Group Milabra YuMe Jumpstart YieldOptimization Pogo Permuto Analytics AdOps/Infrastructure LocalFocus NetShelter Yieldbot Rovio Quantcast AdSafe DDS AffiliatePrograms Centro Travel+Ad+Network Yieldbuild SecondLife Red+Aril Coremetrics+(IBM) Adify Affiliate+Fuel Go2 ZDNet Yieldex Yahoo!+Games Google+Analytics Centro C+J+(VCLK) MediaSpan Zynga RichMedia Localytics MediaBank Junction WorldNow Proprietary AppNetwork Eyewonder Omniture+(ADBE) Operative LinkShare iAd+(AAPL) W3i Pictela+(AOL) Trust+Metrics Solbright Blog FreeFi ZuMobi PointRoll+(GCI) Unica+(IBM) Theorem AudienceTargeting Federated+Media SpongeCell Webtrends TraffIQ xGraph Pajamasmedia Visit: www.industrymaps.com32 © 2011 Progress Partners, Inc. All right reserved.
    • Marketing Data Services Defini8on:  Data  Services  companies  perform  a  variety  of  different  ac*vi*es   around  marke*ng  data  primarily;  collec*on,  storing,  and  selling  data.  Some   data  services  also  make  data  opera*onal,  by  op*mizing  audiences,  crea*ng   marke*ng  segments,  and  matching  offline  customers  to  online  customers.   Upside:    Data  has  proven  itself  a  very  valuable  commodity  over  the  past   several  years.  Search  behavior  data  is  one  of  the  large  contribu*ng  factors  to   Google.  Many  other  data  sets,  like  Social  &  Check-­‐in,  have  yet  to  be   untapped.  Data  can  be  applied  to  many  online  channels,  like  Video  &   Mobile.   Downside:  The  two  current  dangers  facing  the  marke*ng  data  services   companies  are  an  overreliance  on  cookie  technology  and  US  and  Global   legisla*on  around  consumer  privacy.  33
    • Marketing Data Services Current  Marketplace:    The  marke*ng  data  services  are  s*ll  in  their   nascence.  There  is  huge  fragmenta*on  in  how  data  is  accessed  and  how  it  is   used.  Quality  of  data  and  collec*on  methods  are  s*ll  heavily  scru*nized.       In  The  Future:    Look  for  centralized  clearing  houses  for  data.  Companies  like   Blue  Kai  and  eXcelate  have  already  started  this  trend.  Look  for  the  big   owners  of  marke*ng  data  to  join  the  marketplace;  Google,  Facebook,  and   Yahoo.  34
    • 35
    • Ad Networks GeneralAdAgency MediaBuyingPlatform DSP AdExchange Contextual Search CPA SocialTool Portals SocialNetwork Havas Mobext+(Havas) AdBuyer.com adapTV ContextWeb Bing+(MSFT) Advertising.com Clearspring Aol Facebook IPG ATOM AppNexus AdBrite Google Google Affiliate+Fuel Disqus MSN identified MDC+Partners AudienceFuel Chango ADECN+(MSFT) Peer39 Kanoodle+(Seevast) Azoogle+Ads Gigya Windows+Live LinkedIn Omnicom+Group b3 Collective BidPlace+(AOL) Pulse360+(Seevast) LookSmart C+J+(VCLK) Livefyre Yahoo! Google+ Publicis Cadreon DataXu ContextWeb Yahoo! MIVA CPX ShareThis MySpace WPP Varick+Media Invite+(GOOG) DoubleClick+(GOOG) Yahoo! News&Info Vivaki LucidMedia OpenX Behavioral CPM PublisherTool CNN+(TWX) Blog DigitalAdAgency MediaMath RightMedia+(YHOO) AudienceScience Email 24/7RealMedia+(WPP) FatTail HuffPo+(AOL) Blogger 360i AdOptimization TheTradeDesk SpecificMedia Adknowledge BurstMedia Lijit IMDb+(AMZN) TypePad Acronym+Media Adisn TURN DataExchange/Aggr Undertone+Netwk silverPOP Casale Yieldbot MSNBC+(CMCS.A) Xanga AKQA Adroit+(MediaMath) Acerno+(AKAM) Wunderloop DrivePM+(MSFT) YieldBuild NYTimes.com Ave+AcRazorfish AudienceFUEL DSPIData AlmondNet [X+1] InIText Gorilla+Nation Yieldex Video Beyond+Interactive ChoiceStream Magnetic BlueKai Kontera PrecisionClick Content Aol+ Carat+Fusion Criteo Media6Degrees Demdex+(Adobe) Social Vibrant+Media Right+Media+(YHOO) SSP AC+(YHOO) Dartfish.tv GSD&M Dapper+(YHOO) Simpli.fi eXelate 33Across Tribal+Fusion AdMeld+(GOOG) Demand+Media Facebook iCrossing+(HTV) Exponential+Interact. Triggit Legolas+Media Adapt.ly RSS United+Online PubMatic Patch+(AOL) Vimeo+(IACI) IMPAQT SnapAds X+1 Lookery Buddy+Media FeedBurner+(GOOG) Rubicon Skyword Youtube+(GOOG) Innovation+Interact. Sociocast Magnetic Facebook Pheedo CPC Suite101 iProspect Teracent Verification/Attribution RapLeaf Media6Degrees AdBrite AdServer PhotoSharing Moxie Tumri Admetry TrackSimple Mobile AdCloud Accipter+(MSFT) Email Facebook OMD+Digital AdSafe Video/RichMedia AdMob+(GOOG) Google AdVantage Gmail Filmloop Organic DataOptimization AdXpose DataSupply Adconion ADTECH+(AOL) MSN+Ad+Center AdTech+(AOL) MSN+Hotmail Flickr RadiumOne Accordant+Media AnChor Acxiom BBE Crisp+Wireless Yahoo! Atlas+(MSFT) Yahoo!+Mail Photobox The+MiG Adchemy ClickFacts Datalogix+(ORCL) Brightcove Go2 Bluestreak+(Aegis) Photobucket Universal+McCann Aggreg.+Knowledge ClickForensics eBay BrightRoll Greystripe VerticalFocus DoubleClick+(GOOG) Search Photorocket AudienceFUEL Convertro Experian LightningCast+(AOL) InMobi Adify MediaPlex Aol. Winkflash EmergingHolding Bizo Dimestone Gageln Revver JumpTap BOOM+Media+(Eons) OpenAdstream Ask+(IACI) Arkitektive Brilig DoubleVerify Hoovers ScanScout+(Tremor) Xtify FreeFi OpenX Bing+(MSFT) OnlineGaming Engine+UK/USA Datran+Media Evidon Infogroup Tremor+Video Millennial+Media Glam ValueAd Google Activision Magnet+360 Dotomi+(VCLK) TagMan IRI Vibrant Mojiva Gorilla+Nation Zedo Technorati EA Project:Worldwide JovianData Vizu TargusInfo VideoEgg Transpera IDG+Tech+Network Yahoo! Newtoy W2+Group Milabra YuMe Jumpstart YieldOptimization Pogo Permuto Analytics AdOps/Infrastructure LocalFocus NetShelter Yieldbot Rovio Quantcast AdSafe DDS AffiliatePrograms Centro Travel+Ad+Network Yieldbuild SecondLife Red+Aril Coremetrics+(IBM) Adify Affiliate+Fuel Go2 ZDNet Yieldex Yahoo!+Games Google+Analytics Centro C+J+(VCLK) MediaSpan Zynga RichMedia Localytics MediaBank Junction WorldNow Proprietary AppNetwork Eyewonder Omniture+(ADBE) Operative LinkShare iAd+(AAPL) W3i Pictela+(AOL) Trust+Metrics Solbright Blog FreeFi ZuMobi PointRoll+(GCI) Unica+(IBM) Theorem AudienceTargeting Federated+Media SpongeCell Webtrends TraffIQ xGraph Pajamasmedia Visit: www.industrymaps.com36 © 2011 Progress Partners, Inc. All right reserved.
    • Ad Networks Defini8on:  An  online  adver*sing  network  or  ad  network  is  a  company  that   connects  adver*sers  to  web  sites  that  want  to  host  adver*sements.  The  key   func*on  of  an  ad  network  is  aggrega*on  &  arbitrage  of  ad  space  supply   from  publishers  and  matching  it  with  adver*ser  demand.   Upside:    Ad  Networks  have  large  reach,  various  different  points  of  data   collec*on,  which  lead  to  big  revenue.  It  is  es*mated  that  Ad  Networks   capture  20%+  of  all  online  adver*sing  spending.   Downside:  As  networks  are  dependent  on  performance,  margin  pressure,   compe**on,  barrier  to  entry  low,  constant  need  to  develop/purchase  new   technology,  need  to  tap  new  inventory  sources.  Typically  guarantee  CPM  &   $  Volume  to  Publisher.  37
    • Ad Networks Current  Marketplace:    Ad  networks  choosing  sides  (morphing  into  SSP  or   DSP).  Ver*cal  content  networks  models  gaining  trac*on.  We  are  also  seeing   growth  in  Mobile  ad  networks.   In  The  Future:  While  the  role  of  Ad  Networks  is  a  certainty,  because  of  their   ease  of  use  (for  both  publisher  and  marketer),  their  longevity  in  current  form   is  endangered,  primarily  by  the  advent  the  exchanges  and  the  evolving   nature  of  programma*c  buying  and  selling  of  adver*sing  inventory.    38
    • Ad Networks – By Pricing Model GeneralAdAgency MediaBuyingPlatform DSP AdExchange Contextual Search CPA SocialTool Portals SocialNetwork Havas Mobext+(Havas) AdBuyer.com adapTV ContextWeb Bing+(MSFT) Advertising.com Clearspring Aol Facebook IPG ATOM AppNexus AdBrite Google Google Affiliate+Fuel Disqus MSN identified MDC+Partners AudienceFuel Chango ADECN+(MSFT) Peer39 Kanoodle+(Seevast) Azoogle+Ads Gigya Windows+Live LinkedIn Omnicom+Group b3 Collective BidPlace+(AOL) Pulse360+(Seevast) LookSmart C+J+(VCLK) Livefyre Yahoo! Google+ Publicis Cadreon DataXu ContextWeb Yahoo! MIVA CPX ShareThis MySpace WPP Varick+Media Invite+(GOOG) DoubleClick+(GOOG) Yahoo! News&Info Vivaki LucidMedia OpenX Behavioral CPM PublisherTool CNN+(TWX) Blog DigitalAdAgency MediaMath RightMedia+(YHOO) AudienceScience Email 24/7RealMedia+(WPP) FatTail HuffPo+(AOL) Blogger 360i AdOptimization TheTradeDesk SpecificMedia Adknowledge BurstMedia Lijit IMDb+(AMZN) TypePad Acronym+Media Adisn TURN DataExchange/Aggr Undertone+Netwk silverPOP Casale Yieldbot MSNBC+(CMCS.A) Xanga AKQA Adroit+(MediaMath) Acerno+(AKAM) Wunderloop DrivePM+(MSFT) YieldBuild NYTimes.com Ave+AcRazorfish AudienceFUEL DSPIData AlmondNet [X+1] InIText Gorilla+Nation Yieldex Video Beyond+Interactive ChoiceStream Magnetic BlueKai Kontera PrecisionClick Content Aol+ Carat+Fusion Criteo Media6Degrees Demdex+(Adobe) Social Vibrant+Media Right+Media+(YHOO) SSP AC+(YHOO) Dartfish.tv GSD&M Dapper+(YHOO) Simpli.fi eXelate 33Across Tribal+Fusion AdMeld+(GOOG) Demand+Media Facebook iCrossing+(HTV) Exponential+Interact. Triggit Legolas+Media Adapt.ly RSS United+Online PubMatic Patch+(AOL) Vimeo+(IACI) IMPAQT SnapAds X+1 Lookery Buddy+Media FeedBurner+(GOOG) Rubicon Skyword Youtube+(GOOG) Innovation+Interact. Sociocast Magnetic Facebook Pheedo CPC Suite101 iProspect Teracent Verification/Attribution RapLeaf Media6Degrees AdBrite AdServer PhotoSharing Moxie Tumri Admetry TrackSimple Mobile AdCloud Accipter+(MSFT) Email Facebook OMD+Digital AdSafe Video/RichMedia AdMob+(GOOG) Google AdVantage Gmail Filmloop Organic DataOptimization AdXpose DataSupply Adconion ADTECH+(AOL) MSN+Ad+Center AdTech+(AOL) MSN+Hotmail Flickr RadiumOne Accordant+Media AnChor Acxiom BBE Crisp+Wireless Yahoo! Atlas+(MSFT) Yahoo!+Mail Photobox The+MiG Adchemy ClickFacts Datalogix+(ORCL) Brightcove Go2 Bluestreak+(Aegis) Photobucket Universal+McCann Aggreg.+Knowledge ClickForensics eBay BrightRoll Greystripe VerticalFocus DoubleClick+(GOOG) Search Photorocket AudienceFUEL Convertro Experian LightningCast+(AOL) InMobi Adify MediaPlex Aol. Winkflash EmergingHolding Bizo Dimestone Gageln Revver JumpTap BOOM+Media+(Eons) OpenAdstream Ask+(IACI) Arkitektive Brilig DoubleVerify Hoovers ScanScout+(Tremor) Xtify FreeFi OpenX Bing+(MSFT) OnlineGaming Engine+UK/USA Datran+Media Evidon Infogroup Tremor+Video Millennial+Media Glam ValueAd Google Activision Magnet+360 Dotomi+(VCLK) TagMan IRI Vibrant Mojiva Gorilla+Nation Zedo Technorati EA Project:Worldwide JovianData Vizu TargusInfo VideoEgg Transpera IDG+Tech+Network Yahoo! Newtoy W2+Group Milabra YuMe Jumpstart YieldOptimization Pogo Permuto Analytics AdOps/Infrastructure LocalFocus NetShelter Yieldbot Rovio Quantcast AdSafe DDS AffiliatePrograms Centro Travel+Ad+Network Yieldbuild SecondLife Red+Aril Coremetrics+(IBM) Adify Affiliate+Fuel Go2 ZDNet Yieldex Yahoo!+Games Google+Analytics Centro C+J+(VCLK) MediaSpan Zynga RichMedia Localytics MediaBank Junction WorldNow Proprietary AppNetwork Eyewonder Omniture+(ADBE) Operative LinkShare iAd+(AAPL) W3i Pictela+(AOL) Trust+Metrics Solbright Blog FreeFi ZuMobi PointRoll+(GCI) Unica+(IBM) Theorem AudienceTargeting Federated+Media SpongeCell Webtrends TraffIQ xGraph Pajamasmedia Visit: www.industrymaps.com39 © 2011 Progress Partners, Inc. All right reserved.
    • Ad Networks – By Pricing Model Performance  Marke8ng:  Performance  marke*ng  is  a  marke*ng  prac*ce  in   which  a  business  rewards  one  or  more  media  partners  for  each  visitor  or   customer  brought  about  by  the  media  Partners  own  marke*ng  efforts.   Cost  Per  Thousand  (CPM):  CPM  is  used  for  measuring  the  worth/cost  of  a   specific  e-­‐marke*ng  campaign.  Each  *me  a  online  adver*sement  loads   onto  a  users  screen  it  counts  as  one  impression.   Cost  Per  Click  (CPC):    is  an  Internet  adver*sing  model  used  to  direct  traffic  to   websites,  where  adver*sers  pay  the  media  service  when  the  ad  is  clicked.   Cost  Per  Ac8on  (CPA):  (some*mes  known  as  Pay  Per  Ac8on  or  PPA)  is  an   online  adver*sing  pricing  model,  where  the  adver*ser  pays  for  each   specified  ac*on  (a  purchase,  a  form  submission,  and  so  on)  linked  to  the   adver*sement.  40
    • An Aside: Who owns the Risk CPM CPC CPA • Cost Per Thousand • Cost Per Click • Cost Per Activity • Performance Risk • Shared Risk • Performance Risk shouldered between Marketer shouldered by Marketer and Publisher publisher41
    • Publisher Tools GeneralAdAgency MediaBuyingPlatform DSP AdExchange Contextual Search CPA SocialTool Portals SocialNetwork Havas Mobext+(Havas) AdBuyer.com adapTV ContextWeb Bing+(MSFT) Advertising.com Clearspring Aol Facebook IPG ATOM AppNexus AdBrite Google Google Affiliate+Fuel Disqus MSN identified MDC+Partners AudienceFuel Chango ADECN+(MSFT) Peer39 Kanoodle+(Seevast) Azoogle+Ads Gigya Windows+Live LinkedIn Omnicom+Group b3 Collective BidPlace+(AOL) Pulse360+(Seevast) LookSmart C+J+(VCLK) Livefyre Yahoo! Google+ Publicis Cadreon DataXu ContextWeb Yahoo! MIVA CPX ShareThis MySpace WPP Varick+Media Invite+(GOOG) DoubleClick+(GOOG) Yahoo! News&Info Vivaki LucidMedia OpenX Behavioral CPM PublisherTool CNN+(TWX) Blog DigitalAdAgency MediaMath RightMedia+(YHOO) AudienceScience Email 24/7RealMedia+(WPP) FatTail HuffPo+(AOL) Blogger 360i AdOptimization TheTradeDesk SpecificMedia Adknowledge BurstMedia Lijit IMDb+(AMZN) TypePad Acronym+Media Adisn TURN DataExchange/Aggr Undertone+Netwk silverPOP Casale Yieldbot MSNBC+(CMCS.A) Xanga AKQA Adroit+(MediaMath) Acerno+(AKAM) Wunderloop DrivePM+(MSFT) YieldBuild NYTimes.com Ave+AcRazorfish AudienceFUEL DSPIData AlmondNet [X+1] InIText Gorilla+Nation Yieldex Video Beyond+Interactive ChoiceStream Magnetic BlueKai Kontera PrecisionClick Content Aol+ Carat+Fusion Criteo Media6Degrees Demdex+(Adobe) Social Vibrant+Media Right+Media+(YHOO) SSP AC+(YHOO) Dartfish.tv GSD&M Dapper+(YHOO) Simpli.fi eXelate 33Across Tribal+Fusion AdMeld+(GOOG) Demand+Media Facebook iCrossing+(HTV) Exponential+Interact. Triggit Legolas+Media Adapt.ly RSS United+Online PubMatic Patch+(AOL) Vimeo+(IACI) IMPAQT SnapAds X+1 Lookery Buddy+Media FeedBurner+(GOOG) Rubicon Skyword Youtube+(GOOG) Innovation+Interact. Sociocast Magnetic Facebook Pheedo CPC Suite101 iProspect Teracent Verification/Attribution RapLeaf Media6Degrees AdBrite AdServer PhotoSharing Moxie Tumri Admetry TrackSimple Mobile AdCloud Accipter+(MSFT) Email Facebook OMD+Digital AdSafe Video/RichMedia AdMob+(GOOG) Google AdVantage Gmail Filmloop Organic DataOptimization AdXpose DataSupply Adconion ADTECH+(AOL) MSN+Ad+Center AdTech+(AOL) MSN+Hotmail Flickr RadiumOne Accordant+Media AnChor Acxiom BBE Crisp+Wireless Yahoo! Atlas+(MSFT) Yahoo!+Mail Photobox The+MiG Adchemy ClickFacts Datalogix+(ORCL) Brightcove Go2 Bluestreak+(Aegis) Photobucket Universal+McCann Aggreg.+Knowledge ClickForensics eBay BrightRoll Greystripe VerticalFocus DoubleClick+(GOOG) Search Photorocket AudienceFUEL Convertro Experian LightningCast+(AOL) InMobi Adify MediaPlex Aol. Winkflash EmergingHolding Bizo Dimestone Gageln Revver JumpTap BOOM+Media+(Eons) OpenAdstream Ask+(IACI) Arkitektive Brilig DoubleVerify Hoovers ScanScout+(Tremor) Xtify FreeFi OpenX Bing+(MSFT) OnlineGaming Engine+UK/USA Datran+Media Evidon Infogroup Tremor+Video Millennial+Media Glam ValueAd Google Activision Magnet+360 Dotomi+(VCLK) TagMan IRI Vibrant Mojiva Gorilla+Nation Zedo Technorati EA Project:Worldwide JovianData Vizu TargusInfo VideoEgg Transpera IDG+Tech+Network Yahoo! Newtoy W2+Group Milabra YuMe Jumpstart YieldOptimization Pogo Permuto Analytics AdOps/Infrastructure LocalFocus NetShelter Yieldbot Rovio Quantcast AdSafe DDS AffiliatePrograms Centro Travel+Ad+Network Yieldbuild SecondLife Red+Aril Coremetrics+(IBM) Adify Affiliate+Fuel Go2 ZDNet Yieldex Yahoo!+Games Google+Analytics Centro C+J+(VCLK) MediaSpan Zynga RichMedia Localytics MediaBank Junction WorldNow Proprietary AppNetwork Eyewonder Omniture+(ADBE) Operative LinkShare iAd+(AAPL) W3i Pictela+(AOL) Trust+Metrics Solbright Blog FreeFi ZuMobi PointRoll+(GCI) Unica+(IBM) Theorem AudienceTargeting Federated+Media SpongeCell Webtrends TraffIQ xGraph Pajamasmedia Visit: www.industrymaps.com42 © 2011 Progress Partners, Inc. All right reserved.
    • Publisher Tools Defini8on:  HTML  elements  that  can  easily  be  added  to  a  web  page,  instead   of  the  Publisher  having  to  build  them.  Common  types  of  Publisher  Ad  Tools   are  Search,  Social  Sharing,  Ra*ngs/Reviews,  Commen*ng  systems.     Upside:    These  tools  have  wide  coverage  and  reach.  Their  appeal  and  ease   of  use,  even  for  a  rela*vely  unsophis*cated  web  publisher  have  allowed   these  companies  to  successfully  cross  the  bridge  between  professionally   produced  web  sites  to  user  generated  content.   Downside:  Publisher  ad  tools  are  rela*vely  easy  to  build,  so  distribu*on  and   syndica*on  of  the  tools  becomes  the  only  barrier  to  entry.  Rela*onships   with  publishers  is  oven  *mes  not  mone*zable  through  direct  adver*sing  in   within  the  space  of  the  widget  43
    • Publisher Tools Current  Marketplace:    Many  Publisher  Ad  tools  are  currently  abandoning  an   overt  mone*za*on  efforts  with  direct  adver*sing  and  rather  becoming   suppliers  of  data  to  the  ad  marketplace.     In  The  Future:    Look  for  a  con*nued  roll-­‐up  in  this  space.  As  independent   publisher  tools  become  more  popular  and  garner  higher  distribu*on,  bigger   companies  with  large  sets  of  tools  will  buy  them  up.  44
    • Publisher Ad Infrastructure GeneralAdAgency MediaBuyingPlatform DSP AdExchange Contextual Search CPA SocialTool Portals SocialNetwork Havas Mobext+(Havas) AdBuyer.com adapTV ContextWeb Bing+(MSFT) Advertising.com Clearspring Aol Facebook IPG ATOM AppNexus AdBrite Google Google Affiliate+Fuel Disqus MSN identified MDC+Partners AudienceFuel Chango ADECN+(MSFT) Peer39 Kanoodle+(Seevast) Azoogle+Ads Gigya Windows+Live LinkedIn Omnicom+Group b3 Collective BidPlace+(AOL) Pulse360+(Seevast) LookSmart C+J+(VCLK) Livefyre Yahoo! Google+ Publicis Cadreon DataXu ContextWeb Yahoo! MIVA CPX ShareThis MySpace WPP Varick+Media Invite+(GOOG) DoubleClick+(GOOG) Yahoo! News&Info Vivaki LucidMedia OpenX Behavioral CPM PublisherTool CNN+(TWX) Blog DigitalAdAgency MediaMath RightMedia+(YHOO) AudienceScience Email 24/7RealMedia+(WPP) FatTail HuffPo+(AOL) Blogger 360i AdOptimization TheTradeDesk SpecificMedia Adknowledge BurstMedia Lijit IMDb+(AMZN) TypePad Acronym+Media Adisn TURN DataExchange/Aggr Undertone+Netwk silverPOP Casale Yieldbot MSNBC+(CMCS.A) Xanga AKQA Adroit+(MediaMath) Acerno+(AKAM) Wunderloop DrivePM+(MSFT) YieldBuild NYTimes.com Ave+AcRazorfish AudienceFUEL DSPIData AlmondNet [X+1] InIText Gorilla+Nation Yieldex Video Beyond+Interactive ChoiceStream Magnetic BlueKai Kontera PrecisionClick Content Aol+ Carat+Fusion Criteo Media6Degrees Demdex+(Adobe) Social Vibrant+Media Right+Media+(YHOO) SSP AC+(YHOO) Dartfish.tv GSD&M Dapper+(YHOO) Simpli.fi eXelate 33Across Tribal+Fusion AdMeld+(GOOG) Demand+Media Facebook iCrossing+(HTV) Exponential+Interact. Triggit Legolas+Media Adapt.ly RSS United+Online PubMatic Patch+(AOL) Vimeo+(IACI) IMPAQT SnapAds X+1 Lookery Buddy+Media FeedBurner+(GOOG) Rubicon Skyword Youtube+(GOOG) Innovation+Interact. Sociocast Magnetic Facebook Pheedo CPC Suite101 iProspect Teracent Verification/Attribution RapLeaf Media6Degrees AdBrite AdServer PhotoSharing Moxie Tumri Admetry TrackSimple Mobile AdCloud Accipter+(MSFT) Email Facebook OMD+Digital AdSafe Video/RichMedia AdMob+(GOOG) Google AdVantage Gmail Filmloop Organic DataOptimization AdXpose DataSupply Adconion ADTECH+(AOL) MSN+Ad+Center AdTech+(AOL) MSN+Hotmail Flickr RadiumOne Accordant+Media AnChor Acxiom BBE Crisp+Wireless Yahoo! Atlas+(MSFT) Yahoo!+Mail Photobox The+MiG Adchemy ClickFacts Datalogix+(ORCL) Brightcove Go2 Bluestreak+(Aegis) Photobucket Universal+McCann Aggreg.+Knowledge ClickForensics eBay BrightRoll Greystripe VerticalFocus DoubleClick+(GOOG) Search Photorocket AudienceFUEL Convertro Experian LightningCast+(AOL) InMobi Adify MediaPlex Aol. Winkflash EmergingHolding Bizo Dimestone Gageln Revver JumpTap BOOM+Media+(Eons) OpenAdstream Ask+(IACI) Arkitektive Brilig DoubleVerify Hoovers ScanScout+(Tremor) Xtify FreeFi OpenX Bing+(MSFT) OnlineGaming Engine+UK/USA Datran+Media Evidon Infogroup Tremor+Video Millennial+Media Glam ValueAd Google Activision Magnet+360 Dotomi+(VCLK) TagMan IRI Vibrant Mojiva Gorilla+Nation Zedo Technorati EA Project:Worldwide JovianData Vizu TargusInfo VideoEgg Transpera IDG+Tech+Network Yahoo! Newtoy W2+Group Milabra YuMe Jumpstart YieldOptimization Pogo Permuto Analytics AdOps/Infrastructure LocalFocus NetShelter Yieldbot Rovio Quantcast AdSafe DDS AffiliatePrograms Centro Travel+Ad+Network Yieldbuild SecondLife Red+Aril Coremetrics+(IBM) Adify Affiliate+Fuel Go2 ZDNet Yieldex Yahoo!+Games Google+Analytics Centro C+J+(VCLK) MediaSpan Zynga RichMedia Localytics MediaBank Junction WorldNow Proprietary AppNetwork Eyewonder Omniture+(ADBE) Operative LinkShare iAd+(AAPL) W3i Pictela+(AOL) Trust+Metrics Solbright Blog FreeFi ZuMobi PointRoll+(GCI) Unica+(IBM) Theorem AudienceTargeting Federated+Media SpongeCell Webtrends TraffIQ xGraph Pajamasmedia Visit: www.industrymaps.com45 © 2011 Progress Partners, Inc. All right reserved.
    • Publisher Ad Infrastructure Defini8on:    Sets  of  tools  like  Ad  Servers,  Ad  Op*mizers,  Sell  Side  Plaoorms   (SSP)  all  designed  to  deliver  the  maximum  revenue  for  a  publishers  ad   inventory.  The  bulk  of  the  these  tools  decide  where,  when,  and  how  many   *mes  to  place  and  adver*sement  on  a  publishers  website.     Upside:    These  tools  are  ubiquitous,  especially  Ad  Servers,  are  an  essen*al   part  of  any  successful  website  adver*sing  business.     Downside:    This  is  a  mature  business,  with  li9le  innova*on  or  growth.    46
    • Publisher Ad Infrastructure Current  Marketplace:    The  technology  side  of  the  business  has  largely  gone   undeveloped  since  the  advent  of  the  adver*sing  networks  &  the  combined   purchases  of  DoubleClick  by  Google  &  Atlas  by  Microsov.  Commodity  like   pricing.   In  The  Future:    Look  for  companies  that  gather/protect/organize  publisher   data  sets  and  integrate  into  ad  servers  for  op*miza*on  of  inventory  within   their  site,  and  op*miza*on  of  price  that  a  publisher  can  get  from  a  buyer.  47
    • Publishers / Content Creators GeneralAdAgency MediaBuyingPlatform DSP AdExchange Contextual Search CPA SocialTool Portals SocialNetwork Havas Mobext+(Havas) AdBuyer.com adapTV ContextWeb Bing+(MSFT) Advertising.com Clearspring Aol Facebook IPG ATOM AppNexus AdBrite Google Google Affiliate+Fuel Disqus MSN identified MDC+Partners AudienceFuel Chango ADECN+(MSFT) Peer39 Kanoodle+(Seevast) Azoogle+Ads Gigya Windows+Live LinkedIn Omnicom+Group b3 Collective BidPlace+(AOL) Pulse360+(Seevast) LookSmart C+J+(VCLK) Livefyre Yahoo! Google+ Publicis Cadreon DataXu ContextWeb Yahoo! MIVA CPX ShareThis MySpace WPP Varick+Media Invite+(GOOG) DoubleClick+(GOOG) Yahoo! News&Info Vivaki LucidMedia OpenX Behavioral CPM PublisherTool CNN+(TWX) Blog DigitalAdAgency MediaMath RightMedia+(YHOO) AudienceScience Email 24/7RealMedia+(WPP) FatTail HuffPo+(AOL) Blogger 360i AdOptimization TheTradeDesk SpecificMedia Adknowledge BurstMedia Lijit IMDb+(AMZN) TypePad Acronym+Media Adisn TURN DataExchange/Aggr Undertone+Netwk silverPOP Casale Yieldbot MSNBC+(CMCS.A) Xanga AKQA Adroit+(MediaMath) Acerno+(AKAM) Wunderloop DrivePM+(MSFT) YieldBuild NYTimes.com Ave+AcRazorfish AudienceFUEL DSPIData AlmondNet [X+1] InIText Gorilla+Nation Yieldex Video Beyond+Interactive ChoiceStream Magnetic BlueKai Kontera PrecisionClick Content Aol+ Carat+Fusion Criteo Media6Degrees Demdex+(Adobe) Social Vibrant+Media Right+Media+(YHOO) SSP AC+(YHOO) Dartfish.tv GSD&M Dapper+(YHOO) Simpli.fi eXelate 33Across Tribal+Fusion AdMeld+(GOOG) Demand+Media Facebook iCrossing+(HTV) Exponential+Interact. Triggit Legolas+Media Adapt.ly RSS United+Online PubMatic Patch+(AOL) Vimeo+(IACI) IMPAQT SnapAds X+1 Lookery Buddy+Media FeedBurner+(GOOG) Rubicon Skyword Youtube+(GOOG) Innovation+Interact. Sociocast Magnetic Facebook Pheedo CPC Suite101 iProspect Teracent Verification/Attribution RapLeaf Media6Degrees AdBrite AdServer PhotoSharing Moxie Tumri Admetry TrackSimple Mobile AdCloud Accipter+(MSFT) Email Facebook OMD+Digital AdSafe Video/RichMedia AdMob+(GOOG) Google AdVantage Gmail Filmloop Organic DataOptimization AdXpose DataSupply Adconion ADTECH+(AOL) MSN+Ad+Center AdTech+(AOL) MSN+Hotmail Flickr RadiumOne Accordant+Media AnChor Acxiom BBE Crisp+Wireless Yahoo! Atlas+(MSFT) Yahoo!+Mail Photobox The+MiG Adchemy ClickFacts Datalogix+(ORCL) Brightcove Go2 Bluestreak+(Aegis) Photobucket Universal+McCann Aggreg.+Knowledge ClickForensics eBay BrightRoll Greystripe VerticalFocus DoubleClick+(GOOG) Search Photorocket AudienceFUEL Convertro Experian LightningCast+(AOL) InMobi Adify MediaPlex Aol. Winkflash EmergingHolding Bizo Dimestone Gageln Revver JumpTap BOOM+Media+(Eons) OpenAdstream Ask+(IACI) Arkitektive Brilig DoubleVerify Hoovers ScanScout+(Tremor) Xtify FreeFi OpenX Bing+(MSFT) OnlineGaming Engine+UK/USA Datran+Media Evidon Infogroup Tremor+Video Millennial+Media Glam ValueAd Google Activision Magnet+360 Dotomi+(VCLK) TagMan IRI Vibrant Mojiva Gorilla+Nation Zedo Technorati EA Project:Worldwide JovianData Vizu TargusInfo VideoEgg Transpera IDG+Tech+Network Yahoo! Newtoy W2+Group Milabra YuMe Jumpstart YieldOptimization Pogo Permuto Analytics AdOps/Infrastructure LocalFocus NetShelter Yieldbot Rovio Quantcast AdSafe DDS AffiliatePrograms Centro Travel+Ad+Network Yieldbuild SecondLife Red+Aril Coremetrics+(IBM) Adify Affiliate+Fuel Go2 ZDNet Yieldex Yahoo!+Games Google+Analytics Centro C+J+(VCLK) MediaSpan Zynga RichMedia Localytics MediaBank Junction WorldNow Proprietary AppNetwork Eyewonder Omniture+(ADBE) Operative LinkShare iAd+(AAPL) W3i Pictela+(AOL) Trust+Metrics Solbright Blog FreeFi ZuMobi PointRoll+(GCI) Unica+(IBM) Theorem AudienceTargeting Federated+Media SpongeCell Webtrends TraffIQ xGraph Pajamasmedia Visit: www.industrymaps.com48 © 2011 Progress Partners, Inc. All right reserved.
    • Publishers / Content Creators Defini8on:    The  dissemina*on  of  literature  or  informa*on  —  the  ac*vity  of   making  informa*on  available  to  the  general  public.  In  some  cases,  authors   may  be  their  own  publishers,  meaning:  originators  and  developers  of   content  also  provide  media  to  deliver  and  display  the  content.   Upside:    The  web  has  allowed  any  one  to  become  a  content  creator  and   disseminator  of    news,  informa*on  and/or  opinion  as  very    low  cost  of   distribu*on.     Downside:    One  person  (bloggers)  can  now  compete  on  equally  foo*ng   with  giant  publishers  (Conde  Nast).    49
    • Publishers / Content Creators Current  Marketplace:    Tradi*onal  publishers  (Time,  Inc.,  NY  Times,  etc.)  are   not  only  struggling  to  compete  with  online  publishers  (TechCrunch)  and  as   well  as  protect  their  stories  from  aggregators  (Google,  Yahoo,  etc.).  but   develop  a  revenue  stream  beyond  adver*sing.     In  The  Future:    Look  for  tradi*onal  publishers  to  streamline  their  businesses   by  focusing  more  on  digital  distribu*on  and  less  on  print.    Also  expect  to  see   more  publishers  charge  for  their  online  content  as  NY  Times  and  Wall  Street   Journal  does.    50
    • 15 minute break51
    • Panel Roundtable Discussion •  Nick  MacShane    -­‐  Founder  &  Sr.  Managing  Director  –   Progress  Partners  –  Moderator  52
    • Panel Roundtable Discussion •  Brian  Kaminsky  –  SVP  /  GM,  Huffington  Post  Media  Group  53
    • Panel Roundtable Discussion •  Art  Muldoon  –  CEO  &  Co-­‐Founder,  Accordant  Media  54
    • Panel Roundtable Discussion •  Albert  Azout  –  CEO  &  Founder,  Sociocast  55
    • Panel Roundtable Discussion •  Moritz  Loew  –  Chief  Agency  Officer,  MSNBC  Interac*ve  56
    • Panel Roundtable Discussion •  Sco9  Meyer  –  CEO  &  Founder,  Evidon  57
    • Panel Roundtable Discussion •  Jon  Greenwood  –  EVP  &  GM,  Media  Innova*on  Group  58
    • GeneralAdAgency MediaBuyingPlatform DSP AdExchange Contextual Search CPA SocialTool Portals SocialNetworkHavas Mobext+(Havas) AdBuyer.com adapTV ContextWeb Bing+(MSFT) Advertising.com Clearspring Aol FacebookIPG ATOM AppNexus AdBrite Google Google Affiliate+Fuel Disqus MSN identifiedMDC+Partners AudienceFuel Chango ADECN+(MSFT) Peer39 Kanoodle+(Seevast) Azoogle+Ads Gigya Windows+Live LinkedInOmnicom+Group b3 Collective BidPlace+(AOL) Pulse360+(Seevast) LookSmart C+J+(VCLK) Livefyre Yahoo! Google+Publicis Cadreon DataXu ContextWeb Yahoo! MIVA CPX ShareThis MySpaceWPP Varick+Media Invite+(GOOG) DoubleClick+(GOOG) Yahoo! News&Info Vivaki LucidMedia OpenX Behavioral CPM PublisherTool CNN+(TWX) BlogDigitalAdAgency MediaMath RightMedia+(YHOO) AudienceScience Email 24/7RealMedia+(WPP) FatTail HuffPo(AOL) Blogger360i AdOptimization TheTradeDesk SpecificMedia Adknowledge BurstMedia Lijit IMDb+(AMZN) TypePadAcronym+Media Adisn TURN DataExchange/Aggr Undertone+Netwk silverPOP Casale Yieldbot MSNBC(CMCS.A) XangaAKQA Adroit+(MediaMath) Acerno+(AKAM) Wunderloop DrivePM+(MSFT) YieldBuild NYTimes.comAve+AcRazorfish AudienceFUEL DSPNData AlmondNet [X+1] InNText Gorilla+Nation Yieldex VideoBeyond+Interactive ChoiceStream Magnetic BlueKai Kontera PrecisionClick Content Aol+Carat+Fusion Criteo Media6Degrees Demdex+(Adobe) Social Vibrant+Media Right+Media+(YHOO) SSP AC+(YHOO) Dartfish.tvGSD&M Dapper+(YHOO) Simpli.fi eXelate 33Across Tribal+Fusion AdMeld+(GOOG) Demand+Media FacebookiCrossing+(HTV) Exponential+Interact. Triggit Legolas+Media Adapt.ly RSS United+Online PubMatic Patch+(AOL) Vimeo+(IACI)IMPAQT SnapAds X+1 Lookery Buddy+Media FeedBurner+(GOOG) Rubicon Skyword Youtube+(GOOG)Innovation+Interact. Sociocast Magnetic Facebook Pheedo CPC Suite101iProspect Teracent Verification/Attribution RapLeaf Media6Degrees AdBrite AdServer PhotoSharingMoxie Tumri Admetry TrackSimple Mobile AdCloud Accipter+(MSFT) Email FacebookOMD+Digital AdSafe Video/RichMedia AdMob+(GOOG) Google AdVantage Gmail FilmloopOrganic DataOptimization AdXpose DataSupply Adconion ADTECH+(AOL) MSN+Ad+Center AdTech+(AOL) MSN+Hotmail FlickrRadiumOne AccordantMedia AnChor Acxiom BBE Crisp+Wireless Yahoo! Atlas+(MSFT) Yahoo!+Mail PhotoboxTheMiG Adchemy ClickFacts Datalogix+(ORCL) Brightcove Go2 Bluestreak+(Aegis) PhotobucketUniversal+McCann Aggreg.+Knowledge ClickForensics eBay BrightRoll Greystripe VerticalFocus DoubleClick+(GOOG) Search Photorocket AudienceFUEL Convertro Experian LightningCast+(AOL) InMobi Adify MediaPlex Aol. WinkflashEmergingHolding Bizo Dimestone Gageln Revver JumpTap BOOM+Media+(Eons) OpenAdstream Ask+(IACI)Arkitektive Brilig DoubleVerify Hoovers ScanScout+(Tremor) Xtify FreeFi OpenX Bing+(MSFT) OnlineGamingEngine+UK/USA Datran+Media Evidon Infogroup Tremor+Video Millennial+Media Glam ValueAd Google ActivisionMagnet+360 Dotomi+(VCLK) TagMan IRI Vibrant Mojiva Gorilla+Nation Zedo Technorati EAProject:Worldwide JovianData Vizu TargusInfo VideoEgg Transpera IDG+Tech+Network Yahoo! NewtoyW2+Group Milabra YuMe Jumpstart YieldOptimization Pogo Permuto Analytics AdOps/Infrastructure LocalFocus NetShelter Yieldbot Rovio Quantcast AdSafe DDS AffiliatePrograms Centro Travel+Ad+Network Yieldbuild SecondLife Red+Aril Coremetrics+(IBM) Adify Affiliate+Fuel Go2 ZDNet Yieldex Yahoo!+Games Google+Analytics Centro C+J+(VCLK) MediaSpan Zynga RichMedia Localytics MediaBank Junction WorldNow Proprietary AppNetwork Eyewonder Omniture+(ADBE) Operative LinkShare iAd+(AAPL) W3i Pictela+(AOL) Trust+Metrics Solbright Blog FreeFi ZuMobi PointRoll+(GCI) Unica+(IBM) Theorem AudienceTargeting Federated+Media SpongeCell Webtrends TraffIQ xGraph Pajamasmedia Visit: www.industrymaps.com 59 © 2011 Progress Partners, Inc. All right reserved.