Simplifying the Display Ad LUMAscape

Julie Schoenfeld
Chief Executive Officer, Perfect Market January 2012

The Display LUMAscape… M A R K E T E R P U B L I S H E R C O N S U M E R 2 .

Can Really Be Simplified Into 6 Functions Establish Campaign Goals M A R K E T E R Plan and Develop Creative Place and Optimize Buy and Sell Implement and Optimize Package and Price Develop Audience P U B L I S H E R C O N S U M E R Advertiser / Demand Side 3 Publisher / Supply Side .

DFA • X+1 • Twelvefold Media • Agency trading desks • Doubleclick Ad Planner Examples: • Teracent • Tumri • Adroit • Dapper • Dotomi • Fetchback • Twelvefold Media Examples: • AdWords • DoubleClick • Invite • Admeld • OpenX • Appnexus Examples: • Dart • 24/7 • OpenX • Operative • Solbright • Omniture • Google Analytics • Perfect Market Examples: • AdSense • Yahoo • Microsoft • Peer39 • Admeld • Rubicon • BlueKai • Audience Science • Perfect Market P U B L I S H E R C O N S U M E R Publisher / Supply Side 4 .And Vendors Exist At Each Step Establish Campaign Goals Plan Media and Develop Creative Place and Optimize Buy and Sell Implement and Optimize Package and Price Package Develop Audience Audience M A R K E T E R Categories: • Agencies • Marketers Categories: • Measurement & Analytics • Media Planning Tools Categories: • Creative Optimization • Retargeting/BT • DSPs Categories: • Direct Sales • Exchanges • Ad Networks Categories: • Ad Servers • Ad Ops • Media Mgmt • Analytics Categories: • DMPs • Data Suppliers • SSPs Categories: • Publisher Tools/ CMS • Sharing Tools • Search Engines • Social Networks Examples: • Google • Yahoo • Facebook • Outbrain • Mochilla • AddThis • Gigya • Sharepoint • Perfect Market Examples: • Omnicom • WPP • Efficient Frontier • Invite Media • Covario • Adchemy Examples: • Nielsen • Comscore • Atlas DMT.

Each Step Reduces $$ To Publishers Establish Campaign Goals Plan Media and Develop Creative Place and Optimize Buy and Sell Implement and Optimize Package and Price Package Develop Audience Audience M A R K E T E R Categories: • Agencies • Marketers Categories: • Measurement & Analytics • Media Planning Tools Categories: • Creative Optimization • Retargeting/BT • DSPs Categories: • Direct Sales • Exchanges • Ad Networks Categories: • Ad Servers • Ad Ops • Media Mgmt • Analytics Categories: • DMPs • Data Suppliers • SSPs Categories: • Publisher Tools/ CMS • Sharing Tools • Search Engines • Social Networks $ $ $ Becomes $ $$ $$$ P U B L I S H E R C O N S U M E R 5 .

Solution: Integration.The Solution is to Integrate Establish Campaign Goals Plan Media and Develop Creative Place and Optimize Buy and Sell Implement and Optimize Package and Price Package Develop Audience Audience M A R K E T E R Categories: • Agencies • Marketers Categories: • Measurement & Analytics • Media Planning Tools Categories: • Creative Optimization • Retargeting/BT • DSPs Categories: • Direct Sales • Exchanges • Ad Networks Categories: • Ad Servers • Ad Ops • Media Mgmt • Analytics Categories: • DMPs • Data Suppliers • SSPs Categories: • Publisher Tools/ CMS • Sharing Tools • Search Engines • Social Networks Automate buying/selling process and cut out middle men. P U B L I S H E R C O N S U M E R 6 .

Google Has Integrated All Steps Establish Campaign Goals Plan Media and Develop Creative Place and Optimize Buy and Sell Implement and Optimize Package and Price Package Develop Audience Audience M A R K E T E R Categories: • Agencies • Marketers Categories: • Measurement & Analytics • Media Planning Tools Categories: • Creative Optimization • Retargeting/BT • DSPs Categories: • Direct Sales • Exchanges • Ad Networks Categories: • Ad Servers • Ad Ops • Media Mgmt • Analytics Categories: • DMPs • Data Suppliers • SSPs Categories: • Publisher Tools/ CMS • Sharing Tools • Search Engines • Social Networks • Invite Media • teracent • DoubleClick Ad Planner • Ad Words Ad Planner • AdWords • DoubleClick • AdSense • Admeld • Admob • Dart • Google Search • Google Analytics • Google News P U B L I S H E R C O N S U M E R Who will mount credible competition? 7 .

Established Players Building Towards Integration Establish Campaign Goals Plan Media and Develop Creative Place and Optimize Buy and Sell Implement and Optimize Package and Price Package Develop Audience Audience M A R K E T E R Categories: • Agencies • Marketers Categories: • Measurement & Analytics • Media Planning Tools Categories: • Creative Optimization • Retargeting/BT • DSPs Categories: • Direct Sales • Exchanges • Ad Networks Categories: • Ad Servers • Ad Ops • Media Mgmt • Analytics Categories: • DMPs • Data Suppliers • SSPs Categories: • Publisher Tools/ CMS • Sharing Tools • Search Engines • Social Networks • ??? • dapper • Interclick • Right Media • 5:1 • Interclick • In House • Homepage • Yahoo O&O • aQuantive • Global Creative Solutions • Atlas • Greenfield • AdCenter • AdECN • pubCenter • Powerset • Atlas • Rapt • Bing • MSN P U B L I S H E R C O N S U M E R • ??? • ??? • ??? • ??? • Quigo • Tacoda • Touch Clarity • pictela • AdTech • AOL properties 8 .

And New Players Present Potential Establish Campaign Goals Plan Media and Develop Creative Place and Optimize Buy and Sell Implement and Optimize Package and Price Package Develop Audience Audience M A R K E T E R Categories: • Agencies • Marketers Categories: • Measurement & Analytics • Media Planning Tools Categories: • Creative Optimization • Retargeting/BT • DSPs Categories: • Direct Sales • Exchanges • Ad Networks Categories: • Ad Servers • Ad Ops • Media Mgmt • Analytics Categories: • DMPs • Data Suppliers • SSPs Categories: • Publisher Tools/ CMS • Sharing Tools • Search Engines • Social Networks Future Established Players P U B L I S H E R C O N S U M E R Contenders 9 .

and implement and optimize ads. q Reach: Publisher Yahoo HuffingtonPost Perfect Market AOL CNN. Tribune. Trinity Ventures and Rustic Canyon o 50 person team – strong in publishing.com NYTimes.com Quantcast Estimates (except for PM) Uniques 96M 53M 40-50M 41M 23M 18M q $28. software development and contextual matching technology 10 . Idealab.1M raised from Comcast.About Perfect Market q Perfect Market helps Publishers develop audiences. package and price. online marketing.

com/PerfectMarket Twitter.com @schoenfeldj For More Information: PerfectMarket.to/PerfectMarket .com/PerfectMarket Gplus.Thank You Julie Schoenfeld julie@perfectmarket.com Facebook.

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