Big data analytics has shown that the conventional wisdom about display ad clicks being worthless was incorrect. It revealed that people who click on ads (clickers) actually buy 3 times more frequently than non-clickers, and half of all clicks and sales come from just 20% of users. Real-time big data is now being used to serve highly targeted display ads to the right users at the right time with the right message, making the ads actually worth clicking on and representing a $20 billion opportunity for the display advertising industry.

1. welcome to
#criteoboom
THE VALUE OF CLICKERS
– OCTOBER 2012 1
Patrick Wyatt, Head of Business Intelligence, CRITEO

2. WHAT IS
BIG DATA?
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3. 3

4. Definition:
Being able to store and use
limitless amounts of data
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5. BIG DATA
ANALYTICS
REAL-TIME
BIG DATA
DECODING THE HUMAN
GENOME IN 10 DAYS
CRAWLING 50B WEB
PAGES
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6. Our Big Data Question:
The Display Industry
& the Value of
Clickers
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7. comScore’s Natural Born
Clicker
“Earning “Younger
less than browsers”
$40,000”
“Downscale”
“Clicks have
near zero
correlation with
conversion”
“Natural
Born
Clickers”
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8. comScore’s Report Changed Minds
“Half of All Display Ad Clicks are Worthless”
-Seeking Alpha, 2009
“50% Drop in Number of US Internet Users Who Click
on Display Ads” -ComScore 2011
“Conversions, Not Clicks, Key To Display Ads”
-MediaPost, 2012
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9. Can we use Big Data to test this
hypothesis?
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10. BIG DATA, BIG PANEL
500K Users 2 Millions Users
147 Million Users
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11. 110M Sales
…worth
Clickers Non-
$11BN Clickers
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11

12. • Nobody clicks on ads anymore
• People who click don’t buy
• Most Clicks are made by a few users
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13. “Nobody clicks on ads anymore”
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14. ‹#›

15. ‹#›

16. “People who click don’t buy”
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17. Reality 2 : Clickers buy 3X more
frequently than non clickers
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18. “Most Clicks are made by a
few users”
18

19. 10% of Criminals
Commit 50% of all Crimes
19

20. 10% of Taxpayers
Pay 70% of all Income Tax
20

21. Reality 3: Half of Clicks and Sales are
Made by 20% of Users
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22. Almost Half of regular
buyers are clickers
Clickers buy 3x more
than non-clickers
22

23. Conclusion:
People who click on Ads want to
buy things
(Obvious, really)
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24. So why did clickers get such a
hard time?
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25. I’m a 30-year-old
British male who wants
to go to New York
What Ads Did I See?
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26. Effective Ineffective
26

27. RIGHT
RIGHT USER
+ MESSAGE + RIGHT TIME
Buyers click
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28. Thanks to Big
Data, Display Ads are
now doing something
that search ads have
done for the last 10
years…
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29. A $20 BN Opportunity
for Display
Search:
+1600% Growth
5% Of Time Spent
Online
Display:
+300% Growth
95% Of Time Spent
Online
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30. Big Data… comes in two flavors :
1. Analytics: Big Data Analytics tells us
about the true value of clickers
2. Real-Time: Real-Time Big Data is now
enabling Display Ads that are worth
clicking on
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31. Big Data…
• Comes in two flavors – Analytics and
Real-Time
• Big Data Analytics tells us about the
true value of clickers
• Real-Time Big Data is now enabling
Display Ads that are worth clicking on
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