1998:
Google had an algorithm to tell them how relevant any
page on the internet is to a keyword

Google :
“If you use our site, we give you content (search results) which are highly relevant
fy , g y ( ) g y
to what you are looking for…
…and we also show you a few ads relevant to what you are looking for”

Google :
“If you use our site, we give you content (search results) which are highly relevant
fy , g y ( ) g y
to what you are looking for…
…and we also show you a few ads relevant to what you are looking for”
Attracted Users…
…and hence Advertisers
…and hence Advertisers

Advertisers now had to choose…
Show their ads Show their ads to a
when the users are lot of users and
most likely vs
most likely hope
hope
to notice it they’ll notice it
Google Most other sites

Show their ads Show their ads to a
when the users are lot of users and
most likely vs
most likely hope
hope
to notice it they’ll notice it
Google Most other sites
They chose Google…

But they wanted all sites to be like Google…

But they wanted all sites to be like Google…
But all sites did not have an algorithm to find out
But all sites did not have an algorithm to find out
WHAT IS RELEVANT?

But all sites did not have an algorithm to find out
But all sites did not have an algorithm to find out
WHAT IS RELEVANT?
So Google made it easy for any site to use the Google algorithm,
Google adsense
Google adsense

So Google made it easy for any site to use the Google algorithm,
Google adsense
Google adsense
But websites now had to share revenue with Google
+
Limit themselves to Google’s modest pricing levels

Thus, as Google’s ad revenues grew more and more…
…other websites’ ad revenues shrunk more and more

The End

The End
Imagine…
I i

Imagine…
I i
If websites could say…

Imagine…
I i
If websites could say…
We now have an algorithm which ranks our content to suit
WHAT EACH USER WANTS!
WHAT EACH USER WANTS!

Advertisers will then have to choose…
Show their ads Show their ads
where it is most where it is most
relevant to relevant to
vs
the page the user

Show their ads Show their ads
where it is most where it is most
relevant to relevant to
vs
the page the user
What will they choose?

What will you
What will you choose?

ita Admaps

We ran a survey amongst publishers in August, 2008
W t bli h i A t 2008
ita Admaps

We ran a survey amongst publishers in August, 2008
W t bli h i A t 2008
ita Admaps
Question. 1 ‐
Question 1

We ran a survey amongst publishers in August, 2008
W t bli h i A t 2008
ita Admaps
Question. 1 ‐
Question 1
1. How do you choose which ads to place on your website?
7% • Match it to your page content & hope user clicks on it
18% • Based on how much clients pay & hope (well you know what )
Based on how much clients pay & hope… (well… you know what…)
75% • Use Google adsense & hope…

We ran a survey amongst publishers in August, 2008
W t bli h i A t 2008
ita Admaps
Question. 1 ‐
Question 1
1. How do you choose which ads to place on your website?
7% • Match it to your page content & hope user clicks on it
18% • Based on how much clients pay & hope (well you know what )
Based on how much clients pay & hope… (well… you know what…)
75% • Use Google adsense & hope…
Hmm… How about showing ads by knowing
Hmm How about showing ads by knowing
what the current user wants to click?

We ran a survey amongst publishers in August, 2008
W t bli h i A t 2008
ita Admaps
Question. 2 ‐
Question 2

We ran a survey amongst publishers in August, 2008
W t bli h i A t 2008
ita Admaps
Question. 2 ‐
Question 2
2. How often can you adjust your ads as the user preferences change?
3% • We monitor our click rates regularly & change them weekly
4% • I see how much revenue different types of ads are bringing &
I see how much revenue different types of ads are bringing &
change them monthly
93% • Uh… can we do that?!!!

We ran a survey amongst publishers in August, 2008
W t bli h i A t 2008
ita Admaps
Question. 2 ‐
Question 2
2. How often can you adjust your ads as the user preferences change?
3% • We monitor our click rates regularly & change them weekly
4% • I see how much revenue different types of ads are bringing &
I see how much revenue different types of ads are bringing &
change them monthly
93% • Uh… can we do that?!!!
Well… Would you want to adjust your ads in real‐time
as the user spends time on your site?

We ran a survey amongst publishers in August, 2008
W t bli h i A t 2008
ita Admaps
Question. 3 ‐
Question 3

We ran a survey amongst publishers in August, 2008
W t bli h i A t 2008
ita Admaps
Question. 3 ‐
Question 3
3. Do you use behavior based ad distribution to optimize your ad‐network?
1% • We track previously visited sections of our website… But…
1% • We use some new service offered by XYZ company But
We use some new service offered by XYZ company… But…
98% • No/Now, what’s that?!!!

We ran a survey amongst publishers in August, 2008
W t bli h i A t 2008
ita Admaps
Question. 3 ‐
Question 3
3. Do you use behavior based ad distribution to optimize your ad‐network?
1% • We track previously visited sections of our website… But…
1% • We use some new service offered by XYZ company But
We use some new service offered by XYZ company… But…
98% • No/Now, what’s that?!!!
We believe you can know what the user is looking for NOW & not
We believe you can know what the user is looking for NOW & not
what he was looking for the last time – in a non‐intrusive way!

ita Admaps
(Coming soon)
(Coming soon)