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Broadband Video Ad Exchange


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A brief on Eyespot\'s Advanced Broadband Advertising Solutions

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Broadband Video Ad Exchange

  1. 1. Ad-Exchange August, 2008
  2. 2. Broadband Video Advertising Challenge <ul><li>Website property is too small to get attention of advertisers </li></ul><ul><li>Don’t have the engineering resources </li></ul><ul><li>Not enough inventory / coverage from my ad-network </li></ul><ul><li>Social media ad-revenue low </li></ul><ul><li>Changes to my video player affects ad-net & visa-versa </li></ul><ul><li>Multiple ad-nets = multiple players </li></ul>
  3. 3. Eyespot Broadband Advertising Exchange <ul><li>Built to address small-medium sized publishers “challenges” </li></ul><ul><li>Addresses fill-rate and inventory issues </li></ul><ul><li>Single implementation with multiple ad-networks </li></ul><ul><li>Single player with multiple ad-networks </li></ul><ul><li>Based on principals of an “Exchange” with multiple buyers (advertisers) and sellers (publishers) to maximize revenue </li></ul>
  4. 4. Technical Approach For An Digital Video Advertising Exchange
  5. 5. Browser Eyespot Monetization Component (.swf file) Media Player Partner Web Page Eyespot Monetization Server ScanScout Partner Media Player requests Eyespot Monetization Component (swf) from Eyespot Monetization Server Eyespot Monetization Component loads ad network API from selected network’s remote server and plays advertisement, as well as controls Media Player Once loaded into Partner Player, Component requests ads from Eyespot Monetization Server 1 2 4 Eyespot Monetization Server determines which ad network to use, based on performance metrics (eCPM, RPM, etc.) and selects best-fit ad network 3 Yume Google Tremor Media Player and ad event metrics are reported back to the Eyespot Monetization Server for aggregation, optimization, and reporting via Partner Dashboard 5 $
  6. 6. ScanScout Yume Google Tremor Browser Media Player Partner Web Page $ Component Play Server Ad Optimization Engine Reporting Dashboards Admin I/F RSS / Metadata Feed Play Request Network Component & metadata Ad Request with Metdata Network Ads Network Select Ad Request Optimization Business Rules Performance Metadata Ad-Network Player Components
  7. 7. Ad-Exchange Partners - Advertising Coverage
  8. 8. Use Exchange to Access All Ad-Networks
  9. 9. Or Traffic Ads Using Double-Click Platform Equinix - San Jose 15 Media Servers Capacity: 3.25Gigs Providers: MCI, AOL, Level3, AboveNet, Private peers Equinix – Ashburn 62 AdServers 30 Media Servers Capacity: 5 Gigs Providers: Sprint, AT&T, AboveNet, AOL, Private Peers AboveNet – NYC 62 AdServers 30 Media Servers Capacity: 5 Gigs Providers: AboveNet, Sprint, Level3, AOL, Private Peering Equinix – NJ 62 AdServers 15 Media Servers Capacity: 4 Gigs Provider: AT&T, Sprint, Abovenet, Private Peers MCI – Ashburn 62 AdServers / 15 Media Servers Capacity: 4 Gigs Providers: MCI, AT&T, Level3, Private Peers Equinix – Chicago 30 Media Servers Capacity: 3.15 Gigs Providers: Level 3, MCI, AOL, Private Peers CO - Thornton Backend System DoubleClick
  10. 10. International Ad-Serving Coverage 118 Ad Servers Japan - Tokyo 12 Ad Servers NTT Australia - Melbourne 5 Ad Servers Primus Sweden - Stockholm 24 Ad Servers Telia Germany - Frankfurt 20 Ad Servers TISCALI UK - London 20 Ad Servers Colt UK France - Paris 25 Ad Servers Tiscali Taiwan - Taipei 6 Ad Servers Seednet China - Hong Kong 6 Ad Servers HKNet
  11. 11. Eyespot Exchange Results - Advertising Demographics
  12. 12. By Media Channel
  13. 13. By Viewer
  14. 14. Eyespot Exchange Results - Advertising Performance
  15. 15. Advertising Revenue
  16. 16. Revenue per Stream (000’s) = RPM
  17. 17. Revenue by Ad-Type & Network *Over 30 day period (covered streams) $6.36 Overlay Scanscout $5.57 Overlay YuMe $12.00 Pre-Rolls Tremor $3.21 Overlay Google $3.47 Overlay Adap.TV RPM* Ad-Unit Ad-Network
  18. 18. Why An Exchange? <ul><li>Online Video Advertising Performance Varies by: </li></ul><ul><ul><li>Geography of viewer </li></ul></ul><ul><ul><li>Video Content (premium vs. UGC) </li></ul></ul><ul><ul><li>Video Duration (short vs. long form) </li></ul></ul><ul><ul><li>Metadata (indexed or not) </li></ul></ul><ul><ul><li>Ad-Unit Types (pre, post, overlay, interstitial) </li></ul></ul><ul><ul><li>Advertising Inventory Availability </li></ul></ul><ul><ul><li>Ad-Platform Stability </li></ul></ul>
  19. 19. Why An Exchange?
  20. 20. Optimization Across All Ad Sources Exchange
  21. 21. The Video Personalization Network