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Iab Leadership Conference 2008 Presentation Transcript

  • 1. 12/7/08 Sometrics, Inc. - Confidential Ian Swanson Co Founder and CEO [email_address]
  • 2. 06/06/09 Sometrics, Inc. - Confidential Sometrics: Social Advertising and Measurement Sometrics, Inc. - Founded 2007 - Located in Los Angeles, CA By Numbers… - 1800 Publishers - 60 Million Users Profiled - 18 Million Monthly Uniques - Over 1 Billion Ad Impressions Products - Social Analytics Platform - Social Ad Manager - Virtual Currency Platform (Coming Soon)
  • 3. 06/06/09 Sometrics, Inc. - Confidential Social Media
  • 4. 06/06/09 Sometrics, Inc. - Confidential Social Media is Interaction What is Social Media? Interaction Blogs, Comments, Mail, Video, etc.
  • 5. 06/06/09 Sometrics, Inc. - Confidential Social Media is Identity What is Social Media? Identity Age, Gender, Location, Education, Marital Status, Friends, Interests, etc.
  • 6. 06/06/09 Sometrics, Inc. - Confidential Important Notice: Privacy User Privacy is VERY Important! Personally Identifiable Information - Name - Email - Phone - Address - Social Sec - License
  • 7. 06/06/09 Sometrics, Inc. - Confidential Social Data vs. The Rest What is the difference between Social Data and other commonly used data links – IP Address, Toolbars and ISP Information? - Grouping Issue (Dorms) - Census Data - Percentages? Did he ask for he IP address?
  • 8. 06/06/09 Sometrics, Inc. - Confidential IP and ISP Data: - 60% Male - 40% 20-30 yrs. old - 30% > $100k - Around Los Angeles - Maybe a Unique ( COOKIES! ) - Male - 28 yrs. old - CEO – Tech Company - Hermosa Beach - Lakers, Rock Music, Action Films - User 500223154 ( COOKIES! ) Social Data: Social Data vs. The Rest
  • 9. 06/06/09 Sometrics, Inc. - Confidential Is IP or ISP data useless? NO Social Data vs. The Rest - Build a Bridge - Connection Speed - NAICS - Fill in the gaps - Longitude/Latitude - US DMA / MSA
  • 10. 06/06/09 Sometrics, Inc. - Confidential How to get data? How to get Social Data… Scrape? Scraping data violates user and web publisher rights!
  • 11. 06/06/09 Sometrics, Inc. - Confidential How to get data? How to get Social Data… API Form partnerships with user opt-in and opt-out controls!
  • 12. 06/06/09 Sometrics, Inc. - Confidential Now that we have Social Data… Combine with standard Metrics! - Engagement - Impressions - Uniques - Visits - Activity - Loyalty Create buckets / categories! Madonna Coach Sex in The City = Fashion
  • 13. 06/06/09 Sometrics, Inc. - Confidential Publisher Benefits Understanding your Audience: - A/B Test - Tailor Message for Audience - Increase Engagement
  • 14. 06/06/09 Sometrics, Inc. - Confidential Advertiser Benefits Target Audience - Attain Research: - Socially Target (demo, influence, etc.) - A/B Test Creatives - On Click Research (who clicks)
  • 15. 06/06/09 Sometrics, Inc. - Confidential Sometrics: How do we use Social Data Sometrics’ industry leading social analytics platform analyzes user data and actions from leading social network sites. This data is used to power a “Social Ad Manager” and “Virtual Currency” product that optimizes ad inventory and increases site revenue.
  • 16. 06/06/09 Sometrics, Inc. - Confidential Sometrics: Targeting and Research Social Data is a 2–Way Street …Targeting and Research
  • 17. 06/06/09 Sometrics, Inc. - Confidential Sometrics: Social Advertising and Measurement Publisher - Audience Measurement - Ad Serving - Ad Optimization Advertiser - Reach a Targeted Audience - Test Creatives – A/B Test - Brand Measurement Tools
  • 18. 06/06/09 Sometrics, Inc. - Confidential Social Data: Challenges Challenges: - User Privacy - Partnerships (Who owns the data?) - User Generated Content (scary?) - Frequent Data Changes - Technology (Lots of Data!) Respect a user’s privacy!
  • 19. 06/06/09 Sometrics, Inc. - Confidential Social Data: Challenges Take Aways: - What is the SOURCE! - Not Just IP Data - Direct Measure Audience - Partnerships -> APIs - Social Data = Research - Ad Targeting Social Data is Powerful!
  • 20. 11/4/08 Sometrics, Inc. - Confidential Ian Swanson Co Founder and CEO [email_address]