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- 2. Google : “If you use our site, we give you content (search results) which are highly relevant fy , g y ( ) g y to what you are looking for… …and we also show you a few ads relevant to what you are looking for”
- 3. Google : “If you use our site, we give you content (search results) which are highly relevant fy , g y ( ) g y to what you are looking for… …and we also show you a few ads relevant to what you are looking for” Attracted Users… …and hence Advertisers …and hence Advertisers
- 4. Advertisers now had to choose… Show their ads Show their ads to a when the users are lot of users and most likely vs most likely hope hope to notice it they’ll notice it Google Most other sites
- 5. Show their ads Show their ads to a when the users are lot of users and most likely vs most likely hope hope to notice it they’ll notice it Google Most other sites They chose Google…
- 7. But they wanted all sites to be like Google… But all sites did not have an algorithm to find out But all sites did not have an algorithm to find out WHAT IS RELEVANT?
- 8. But all sites did not have an algorithm to find out But all sites did not have an algorithm to find out WHAT IS RELEVANT? So Google made it easy for any site to use the Google algorithm, Google adsense Google adsense
- 9. So Google made it easy for any site to use the Google algorithm, Google adsense Google adsense But websites now had to share revenue with Google + Limit themselves to Google’s modest pricing levels
- 10. Thus, as Google’s ad revenues grew more and more… …other websites’ ad revenues shrunk more and more
- 11. The End
- 14. Imagine… I i If websites could say… We now have an algorithm which ranks our content to suit WHAT EACH USER WANTS! WHAT EACH USER WANTS!
- 15. Advertisers will then have to choose… Show their ads Show their ads where it is most where it is most relevant to relevant to vs the page the user
- 16. Show their ads Show their ads where it is most where it is most relevant to relevant to vs the page the user What will they choose?
- 17. What will you What will you choose?
- 18. ita Admaps
- 19. We ran a survey amongst publishers in August, 2008 W t bli h i A t 2008 ita Admaps
- 20. We ran a survey amongst publishers in August, 2008 W t bli h i A t 2008 ita Admaps Question. 1 ‐ Question 1
- 21. We ran a survey amongst publishers in August, 2008 W t bli h i A t 2008 ita Admaps Question. 1 ‐ Question 1 1. How do you choose which ads to place on your website? 7% • Match it to your page content & hope user clicks on it 18% • Based on how much clients pay & hope (well you know what ) Based on how much clients pay & hope… (well… you know what…) 75% • Use Google adsense & hope…
- 22. We ran a survey amongst publishers in August, 2008 W t bli h i A t 2008 ita Admaps Question. 1 ‐ Question 1 1. How do you choose which ads to place on your website? 7% • Match it to your page content & hope user clicks on it 18% • Based on how much clients pay & hope (well you know what ) Based on how much clients pay & hope… (well… you know what…) 75% • Use Google adsense & hope… Hmm… How about showing ads by knowing Hmm How about showing ads by knowing what the current user wants to click?
- 23. We ran a survey amongst publishers in August, 2008 W t bli h i A t 2008 ita Admaps Question. 2 ‐ Question 2
- 24. We ran a survey amongst publishers in August, 2008 W t bli h i A t 2008 ita Admaps Question. 2 ‐ Question 2 2. How often can you adjust your ads as the user preferences change? 3% • We monitor our click rates regularly & change them weekly 4% • I see how much revenue different types of ads are bringing & I see how much revenue different types of ads are bringing & change them monthly 93% • Uh… can we do that?!!!
- 25. We ran a survey amongst publishers in August, 2008 W t bli h i A t 2008 ita Admaps Question. 2 ‐ Question 2 2. How often can you adjust your ads as the user preferences change? 3% • We monitor our click rates regularly & change them weekly 4% • I see how much revenue different types of ads are bringing & I see how much revenue different types of ads are bringing & change them monthly 93% • Uh… can we do that?!!! Well… Would you want to adjust your ads in real‐time as the user spends time on your site?
- 26. We ran a survey amongst publishers in August, 2008 W t bli h i A t 2008 ita Admaps Question. 3 ‐ Question 3
- 27. We ran a survey amongst publishers in August, 2008 W t bli h i A t 2008 ita Admaps Question. 3 ‐ Question 3 3. Do you use behavior based ad distribution to optimize your ad‐network? 1% • We track previously visited sections of our website… But… 1% • We use some new service offered by XYZ company But We use some new service offered by XYZ company… But… 98% • No/Now, what’s that?!!!
- 28. We ran a survey amongst publishers in August, 2008 W t bli h i A t 2008 ita Admaps Question. 3 ‐ Question 3 3. Do you use behavior based ad distribution to optimize your ad‐network? 1% • We track previously visited sections of our website… But… 1% • We use some new service offered by XYZ company But We use some new service offered by XYZ company… But… 98% • No/Now, what’s that?!!! We believe you can know what the user is looking for NOW & not We believe you can know what the user is looking for NOW & not what he was looking for the last time – in a non‐intrusive way!