Investment Thesis Answers.com by Augustine Fou Dec 2013

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Companies that are too dependent on display ads for revenue are vulnerable to many forces in the marketplace. For example Google algorithm changes may drastically reduce traffic and therefore …

Companies that are too dependent on display ads for revenue are vulnerable to many forces in the marketplace. For example Google algorithm changes may drastically reduce traffic and therefore negatively impact revenues.

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  • 1. Investment Thesis Answers.com Mike Moran Dr. Augustine Fou December 2013 -1- Augustine Fou
  • 2. Executive Summary • Answers.com is vulnerable to future Google algorithm changes since 50% of the traffic comes from search and 27% specifically from Google • Too dependent on display ads (CPM revenue model); CPMs being depressed by ad exchanges and Facebook as alternatives. • Device targeting will be commoditized by cross device ad exchanges like TapAd -2- Augustine Fou
  • 3. Website 33 million pages indexed relatively well indexable -3- Augustine Fou
  • 4. Traffic • 80-100 million unique visitors /mo • increasing portion from mobile • large traffic from outside U.S. -4- Augustine Fou
  • 5. Portion of Traffic from Search -5- Augustine Fou
  • 6. Dr. Augustine Fou – Digital Forensics “I advise clients on optimizing advertising across all channels. Using insights and fast-feedback loops from digital, we can not only target brand ads better, but we can detect and mitigate ad fraud and waste.” FORMER CHIEF DIGITAL OFFICER, HCG (OMNICOM) MCKINSEY CONSULTANT CLIENT SIDE / AGENCY SIDE EXPERIENCE PROFESSOR AND COLUMNIST ENTREPRENEUR / SMALL BUSINESS OWNER PHD MATERIALS SCIENCE (MIT '95) AT AGE 23 ClickZ Articles: http://bit.ly/augustine-fou-clickz Slideshares: http://bit.ly/augustine-fou-slideshares LinkedIn: http://linkd.in/augustinefou -6- @acfou Augustine Fou