Simplifying the Display Ad LUMAscape

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Perfect Market CEO Julie Schoenfeld simplifies Terry Kawaja's LUMAscape and explains the impact of this perspective on Google, Facebook and other leading adtech companies.

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Simplifying the Display Ad LUMAscape

  1. 1. Simplifying the Display Ad LUMAscape Julie Schoenfeld Chief Executive Officer, Perfect Market January 2012
  2. 2. The Display LUMAscape… P M C U A O B R N L K S I E U S T M H E E E R R R2
  3. 3. Can Really Be Simplified Into 6 Functions Establish Campaign Goals Plan and Develop P M Creative C U A Place and O Optimize B R N Buy L K S and I E Sell U S T Implement M and H E Optimize E E R R Package R and Price Develop Audience Advertiser / Demand Side Publisher / Supply Side3
  4. 4. And Vendors Exist At Each Step Establish Plan Media Place Buy Implement Package Package Develop Campaign and Develop and and and and Audience Audience Goals Creative Optimize Sell Optimize Price Categories: Categories: Categories: Categories: Categories: Categories: Categories: P M • Agencies • Measurement & • Creative • Direct Sales • Ad Servers • DMPs • Publisher Tools/ C • Marketers Analytics Optimization • Exchanges • Ad Ops • Data Suppliers CMS U A • Media Planning • Retargeting/BT • Ad Networks • Media Mgmt • SSPs • Sharing Tools O Tools • DSPs • Analytics • Search Engines B R • Social Networks N L K Examples: Examples: Examples: Examples: Examples: Examples: Examples: S • Omnicom • Nielsen • Teracent • AdWords • Dart • AdSense • Google I E • WPP • Comscore • Tumri • DoubleClick • 24/7 • Yahoo • Yahoo U • Efficient Frontier • Atlas DMT, DFA • Adroit • Invite • OpenX • Microsoft • Facebook S T • Invite Media • Covario • X+1 • Twelvefold Media • Dapper • Dotomi • Admeld • OpenX • Operative • Solbright • Peer39 • Admeld • Outbrain • Mochilla M • Adchemy • Agency trading • Fetchback • Appnexus • Omniture • Rubicon • AddThis H E desks • Twelvefold Media • Google • BlueKai • Gigya E • Doubleclick Ad Analytics • Audience • Sharepoint E R Planner • Perfect Market Science • Perfect Market R • Perfect Market R Publisher / Supply Side4
  5. 5. Each Step Reduces $$ To Publishers Establish Plan Media Place Buy Implement Package Package Develop Campaign and Develop and and and and Audience Audience Goals Creative Optimize Sell Optimize Price Categories: Categories: Categories: Categories: Categories: Categories: Categories: P M • Agencies • Measurement & • Creative • Direct Sales • Ad Servers • DMPs • Publisher Tools/ C • Marketers Analytics Optimization • Exchanges • Ad Ops • Data Suppliers CMS U A • Media Planning • Retargeting/BT • Ad Networks • Media Mgmt • SSPs • Sharing Tools O Tools • DSPs • Analytics • Search Engines B R • Social Networks N L K S I E U S T M $ $ $ $ H E E E R R $$$ Becomes $$ R5
  6. 6. The Solution is to Integrate Establish Plan Media Place Buy Implement Package Package Develop Campaign and Develop and and and and Audience Audience Goals Creative Optimize Sell Optimize Price Categories: Categories: Categories: Categories: Categories: Categories: Categories: P M • Agencies • Measurement & • Creative • Direct Sales • Ad Servers • DMPs • Publisher Tools/ C • Marketers Analytics Optimization • Exchanges • Ad Ops • Data Suppliers CMS U A • Media Planning • Retargeting/BT • Ad Networks • Media Mgmt • SSPs • Sharing Tools O Tools • DSPs • Analytics • Search Engines B R • Social Networks N L K S I E U S T M H E E E R R R Solution: Integration. Automate buying/selling process and cut out middle men.6
  7. 7. Google Has Integrated All Steps Establish Plan Media Place Buy Implement Package Package Develop Campaign and Develop and and and and Audience Audience Goals Creative Optimize Sell Optimize Price Categories: Categories: Categories: Categories: Categories: Categories: Categories: P M • Agencies • Measurement & • Creative • Direct Sales • Ad Servers • DMPs • Publisher Tools/ C • Marketers Analytics Optimization • Exchanges • Ad Ops • Data Suppliers CMS U A • Media Planning • Retargeting/BT • Ad Networks • Media Mgmt • SSPs • Sharing Tools O Tools • DSPs • Analytics • Search Engines B R • Social Networks N L K S I E U S T M H E E • Invite Media • teracent • DoubleClick Ad • AdWords • AdSense • Dart • Google Search E R Planner • DoubleClick • Admeld • Google Analytics • Google R • Ad Words Ad Planner • Admob News R Who will mount credible competition?7
  8. 8. Established Players Building Towards Integration Establish Plan Media Place Buy Implement Package Package Develop Campaign and Develop and and and and Audience Audience Goals Creative Optimize Sell Optimize Price Categories: Categories: Categories: Categories: Categories: Categories: Categories: P M • Agencies • Measurement & • Creative • Direct Sales • Ad Servers • DMPs • Publisher Tools/ C • Marketers Analytics Optimization • Exchanges • Ad Ops • Data Suppliers CMS U A • Media Planning • Retargeting/BT • Ad Networks • Media Mgmt • SSPs • Sharing Tools O Tools • DSPs • Analytics • Search Engines B R • Social Networks N L K S I E • ??? • dapper • Interclick • Right Media • 5:1 • In House • Homepage U • Interclick • Yahoo O&O S T M H E E E R • aQuantive • Global Creative • Atlas • AdCenter • pubCenter • Atlas • Bing R Solutions • Greenfield • AdECN • Powerset • Rapt • MSN R • ??? • ??? • ??? • ??? • Quigo • pictela • AOL properties • Tacoda • AdTech • Touch Clarity8
  9. 9. And New Players Present Potential Establish Plan Media Place Buy Implement Package Package Develop Campaign and Develop and and and and Audience Audience Goals Creative Optimize Sell Optimize Price Categories: Categories: Categories: Categories: Categories: Categories: Categories: P M • Agencies • Measurement & • Creative • Direct Sales • Ad Servers • DMPs • Publisher Tools/ C • Marketers Analytics Optimization • Exchanges • Ad Ops • Data Suppliers CMS U A • Media Planning • Retargeting/BT • Ad Networks • Media Mgmt • SSPs • Sharing Tools O Tools • DSPs • Analytics • Search Engines B R • Social Networks N L K S I E U S T M Future Established H E Players E E R R R Contenders9
  10. 10. About Perfect Market q Perfect Market helps Publishers develop audiences, package and price, and implement and optimize ads. q Reach: Publisher Uniques Yahoo 96M HuffingtonPost 53M Perfect Market 40-50M AOL 41M CNN.com 23M NYTimes.com 18M Quantcast Estimates (except for PM) q $28.1M raised from Comcast, Tribune, Idealab, Trinity Ventures and Rustic Canyon o 50 person team – strong in publishing, online marketing, software development and contextual matching technology10
  11. 11. Thank You Julie Schoenfeld julie@perfectmarket.com @schoenfeldjFor More Information: PerfectMarket.com Facebook.com/PerfectMarket Twitter.com/PerfectMarket Gplus.to/PerfectMarket

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