Seth Goldstein
Co-Founder & CEO
seth@socialmedia.com
Graphing Social Conference
San Jose, CA
October 8, 2007

Graphing Social
• Who am I?
• What is Social Media?
• What is SocialMedia.com?
• What is Social Advertising?
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Who am I?
• Internet Advertising + Financial Service + Web 2.0
• 1995- SiteSpecific
• 1998- Flatiron Partners
• 2002- Majestic Research
• (Del.icio.us)
• 2005- Root Markets
• (AttentionTrust)
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What is SocialMedia.com?
• SocialMedia.com is an app network
• Our network is developer and self-serve centric.
• We provide developers with a transparent network
enabling them to manage, market, and monetize
their applications.
• Our ads are driven by the social context of their
engaged users, generating higher performance.
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Evolution of Online Advertising
• 1996- Web Sites
• 1998- Display
• 2000- Search
• 2002- Contextual
• 2004- Exchanges
• 2005- Lead Gen
• 2006- Behavioral
• 2008- Social
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1996- Web Sites
• Rise of Internet agencies:
• SiteSpecific
• iTraffic
• Organic
• First brand sites
• Duracell.com
• Delta.com
• Early advertising experiments
• Dilbert / Who Stole the Y from Yahoo!?
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1998- Display Advertising
• Emergence of IAB 468 x 60 Banner Standard
• DoubleClick
• NetGravity
• Accipitor
• Clickover
• Flycast
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2000- Search Advertising
• Overture
• Google Adwords
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2002- Contextual Advertising
• Google Adsense
• Kanoodle
• Quigo
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2004- Advertising Exchanges
• Advertising.com
• RightMedia
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2005- Lead Gen
• LowerMyBills
• Adteractive
• Nextag
• Azoogle
• Quin Street
• Adchemy
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2006- Behavioral Advertising
• Tacoda
• BlueLithium
• Revenue Science
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2008- Social Advertising?
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What is Social Advertising?
• Dave Morin, Facebook Platform:
• “Always include the social context”
• Benefits
• Users: Less annoying, more relevant, doesn’t require
“clicking away”
• Advertisers: More targeted, higher ROI, ability to reach
“influencers”
• Developers: Higher eCPM, less wasted inventory, ability to
keep users engaged on app
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Case Study: Food Fight
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Virtual
Social Currency
Advertisement
Cross
Promotion
User
Generated
Content
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Social Ads
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Social Ads
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