The document is a presentation by Seth Goldstein, co-founder and CEO of SocialMedia.com, given at the Graphing Social conference in San Jose, CA in October 2007. The presentation discusses the evolution of online advertising from web sites in 1996 to social advertising in 2008. It provides an overview of SocialMedia.com as an app network that enables developers to manage, market and monetize their applications through social advertising.

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

3. Graphing Social
• Who am I?
• What is Social Media?
• What is SocialMedia.com?
• What is Social Advertising?
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4. 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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6. 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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8. 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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9. 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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10. 1998- Display Advertising
• Emergence of IAB 468 x 60 Banner Standard
• DoubleClick
• NetGravity
• Accipitor
• Clickover
• Flycast
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11. 2000- Search Advertising
• Overture
• Google Adwords
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12. 2002- Contextual Advertising
• Google Adsense
• Kanoodle
• Quigo
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13. 2004- Advertising Exchanges
• Advertising.com
• RightMedia
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14. 2005- Lead Gen
• LowerMyBills
• Adteractive
• Nextag
• Azoogle
• Quin Street
• Adchemy
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15. 2006- Behavioral Advertising
• Tacoda
• BlueLithium
• Revenue Science
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16. 2008- Social Advertising?
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17. 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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18. Case Study: Food Fight
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19. Virtual
Social Currency
Advertisement
Cross
Promotion
User
Generated
Content
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20. Social Ads
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21. Social Ads
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