Digital solutions provides targeted digital advertising capabilities including audience targeting, multi-channel marketing, and content publishing. The solution uses customer and campaign intelligence along with third party data to identify target audiences and optimize media buys. Advertisers can buy targeted segments and the solution delivers ads across channels and devices. Performance is tracked to gain insights and continue optimizing campaigns.

1. DIGITAL SOLUTIONS
AUDIENCE TARGETING
ENABLING AUDIENCE BASED MEDIA BUYS AND DELIVERY

2. AGENDA
Consumer Experience
Digital Landscape
Value Proposition
Solution Architecture
Solution Components
Customer References
DIGITAL SOLUTIONS
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3. New Digital Lifestyles
Devices Channels Content
• Migration of content to digital devices • Interaction with users through applications, • Rapid expansion of digital content and
• Growing number of device types and form factors branded sites, off-site presence, advertising formats across all platforms
and community engagement • Emerging hybrid formats – convergence
• Users expect a seamless experience across
devices • Growing user acceptance of new online of ads, content and applications
media channels
DIGITAL SOLUTIONS
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4. Understand…
“…what matters to me” “…what I’m looking at” “…what I’m searching for”
Identify, find and convert your target audience through
digital advertising
DIGITAL SOLUTIONS
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5. Understand what matters to me
“I want to see
ads that are relevant
to me”
Targeted and timely delivery of Ads tailored to user preferences
location-based ads results in and tastes are more effective,
increased consumer leading to more clicks and
engagement conversions
DIGITAL SOLUTIONS
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6. Understand what matters to me
“Remember what I’m
interested in”
User adds product to basket,
but does not continue with
the purchase
Re-targeting delivers online
advertising to consumers based
on previous actions that did not
result in a conversion
DIGITAL SOLUTIONS
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7. Understand what I’m looking at
Offline
Transform traditional offline media
into live links that connect consumers
to online media campaigns
Online and Mobile
Deliver contextual ads relevant to page
content on any device or channel
DIGITAL SOLUTIONS
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8. Understand what I’m searching for
Location Based
Search
Present customers with
location-specific search
advertising that drives
local commerce
Ads and Promotions Relevant to My Search
Present customers with search advertisements tailored to
their immediate needs and interests
DIGITAL SOLUTIONS
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9. Technology Driven Innovation
Digital Marketing Product Management
Data Intelligence & Insights
DIGITAL SOLUTIONS
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10. Solution Scenario Landscape
Personalized
Experiences
Delivery of data driven and
customized user experiences
Audience Targeting Rich Media Delivery
Enabling audience based media buys Maximize the return on media assets by
providing high quality experiences
Multi-Channel Marketing Content Publishing
Increasing campaign effectiveness through Efficient delivery of compelling editorial
an integrated marketing platform content across channels and devices
DIGITAL SOLUTIONS
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11. VALUE PROPOSITION
Granular targeting at scale breeds complexity
 Consumers split their time between many channels, media formats and devices
 Very few publishers and ad networks can provide large look-alike audiences
 The effective use of internal and external targeting data within digital campaigns remains complex
Increased Campaign
Effectiveness
Audience Based Media Buys
Generate granular audience segments to
Win New
enable highly effective campaigns Customers
Data Driven Targeting
Target and re-target customers, Increase Targeting
prospects and look-alike audiences using Potential
internal and external data sources
Integrated Analytics
Gain a single view of customers across Increase campaign
publishers and ad networks and enable ROI
ongoing campaign optimization
DIGITAL SOLUTIONS
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12. INCREASED CAMPAIGN EFFECTIVENESS
1
1. Identify prospects within target segments using customer and
campaign intelligence and third party data
2
2. Buy media from ad networks and publishers for defined target
audience
Syndication
Conversations
3
3. Serve targeted ads through 3rd party ad server across publishers Communities
and ad networks Advertising
4
4. Track conversions and performance Web Sites
2 3
Applications
Buy Target
Personalized
Traffic &
Audience
Experiences Deliver
Segments
Multi-Channel 1 4
Marketing Track
Plan &
Optimize Delivery &
Advertiser & 3rd Party Media Performance
Customer Data
Target Segments
CAMPAIGN WORKFLOW
CUSTOMER & CAMPAIGN INTELLIGENCE
DIGITAL SOLUTIONS
release 1.0.0
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13. SOLUTION ARCHITECTURE
TV
Buy Target Audience Segments Traffic & Deliver PC
Audience targeting services: custom data, re- Publisher Ad Server
marketing, behavioral, profile, contextual
Mobile
Online display ad buys via the
Keyword search and Ad creative served
Microsoft Media Network &
content buys via adCenter via atlas 3rd party ad In-Store
3rd party publishers
server upon
Other Display publisher request
and Search Ad Atlas-based or Network Direct Media Buys
Services
Track Delivery & Performance
Plan & Optimize Media
Collect media delivery & performance
Create and/or update media campaign plan data (display, search, 3rd party ad
Other Media
Planning Tools Media delivery & serving & tracking)
and Services performance data,
Customers & targeting intelligence (target segments
3rd party customer data,
& prospects),
Internal data (web
Media delivery & performance optimization,
analytics, CRM, sales)
analytics/reporting
CAMPAIGN WORKFLOW
CUSTOMER & CAMPAIGN INTELLIGENCE
DIGITAL SOLUTIONS
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14. PLAN & OPTIMIZE MEDIA
Buy Target
Audience Segments
Target Segments
& Prospects
Identify Prospects to Target Media Campaign
Augment User Profiles Media Planning & Optimization
Supplement existing user profiles with
customer segment information, interests, List of
Create media plan/schedule for purchase Other Media
page visits, etc. Prospects
Planning Tools
to Target and Services
Adjust media plan/buy and creative assets
Find New Users according to media campaign performance
“Bring your
Leverage 3rd party data providers to find own data” Segments
additional users that match segment criteria Reporting & Analytics to target
Report and analyze media delivery and
3rd Party Data Internal Data performance, 3rd party customer and
Providers User Profile, Social internal data (Web Analytics, CRM, Sales)
Experian, BluKai, Graphs, Page Generate insights into customer behaviors,
Excelate, etc. Views, Clicks, profiles, and interests
Actions (sales,
conversions), CRM
CAMPAIGN WORKFLOW
Track Delivery &
Performance
CUSTOMER & CAMPAIGN INTELLIGENCE
DIGITAL SOLUTIONS
release 1.0.0
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15. BUY TARGET AUDIENCE SEGMENTS
Traffic & Deliver
Audience Targeting Services
Profile Behavioral Custom Contextual Re-Marketing
- Demographic - Search patterns “Bring your own data” Travel, health & Website tags allow
- Geographic - Pages visited (3rd party matches fitness, technology, visitors to be targeted
- Time-based - Profile data your prospect etc. post-visit
- Access method - Frequency & database on the
recency of behavior Microsoft Network)
Microsoft Media Services Ad Buy Tools
Campaign Management
Search & Content Ads Microsoft Media Network (Display) and 3rd Party Ad Serving
Other Search
Services
Search: Bing search ads, Bing Cash back
Content Ads: Network of premium sites Centralized command for
incl. MSN, WSJ, FOX Sports &more campaign planning, creative Other Ad
management, delivery, and Networks &
Display (Mobile, PC, Xbox) reporting Publishers 1
Other Media
1Atlas only enables
Delivers the targeted message to Manage paid search
Games: In-game advertising only the targeted audience
remarketing and partial
campaigns, spanning all profile targeting on 3rd
(Massive Network)
engines, keywords and bids party networks &
TV: Media buying for broadcast and publishers
cable (Admira from Navic)
Plan & Optimize Media
DIGITAL SOLUTIONS
release 1.0.0
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16. TRAFFIC & DELIVER (3RD PARTY AD SERVER)
Browser requests an ad 1
Publisher Ad Server
Publisher Cookie passed 1st or 3rd Party Ad Server
to publisher ad server
2
AD Publisher ad server redirects Atlas Ad Tags used to serve
to Atlas if it has an ad tag from ads from Atlas Ad Server
Atlas for this ad
ii Load Ad Tags
Track
4 Performance
Advertiser Ad Server & Optimize
Browser requests the ad from
Track views and
Atlas and passes the Atlas cookie
3rd Party Ad Server related conversions
3 i across all channels
Atlas serves the ad
Upload, store and organize
User on the advertiser site
your tags and creative
assets, and assign them to
target audience in Atlas 1
An Atlas action tag on each page
CAM
enables Atlas to track the user on
the advertiser site - information
used for retargeting Buy Target
Audience Segments
1 Ad serving on the MMN is free as an Atlas client
DIGITAL SOLUTIONS
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17. TRACK DELIVERY & PERFORMANCE
Traffic & Deliver
Media Delivery & Performance Data Business Data
Atlas Advanced
Display Reporting Search Reporting Reporting & Analytics Web Analytics
Microsoft Microsoft Search Page views, clicks,
Display Ads & Content Ads referrers, time on site,
geo-location, etc.
• Real-time campaign • Account & campaign • Single tracking method
performance performance (Universal Action Tag & de-
duplication) Internal Data
optimization through • Keyword performance,
refined analytics research, pricing, and • Conversions, views & clicks
• Engagement mapping User profile, social graphs,
• Comprehensive KPI data
• Optimization CRM, sales, churn, etc.
reporting tools
Data Aggregation &
Transformation
CAMPAIGN WORKFLOW
Plan & Optimize
Media
CUSTOMER & CAMPAIGN INTELLIGENCE
DIGITAL SOLUTIONS
release 1.0.0
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05 / 2010

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The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market
conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation.
MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.