Monetization Ecosystem Framework Out of Scope Designers Deep
Dives
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An initial rush toward the gold Increasing investment Growth of
support infrastructure Development of standards Increase in the
value of the knowledge of the participants *Notice how much this
resembles a platform ;)
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Readers Publishers Advertisers
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Advertisers Agencies
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Product Manager Ad AgencyMedia Buyer Meets the reach Exists as
Format Buys the Ad Does not buy the Ad Non- Standard Format Doesnt
meet the Reach
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Advertiser I need an ad Buys an ad
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Unless it is Second Life
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These will be one off deals driven by your business development
team.
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You cant sell 150 different ad sizes
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Standard format Non-standard format
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This is internet sluicing.
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Notoriously fickle Maddeningly distracted
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$1 RPM 50B Impressions/year $50M
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$5 RPM 10B impressions/year $50M
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$20 RPM 2.5B impressions/year $50M
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Forrester 1500% ROI for Analytics
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Display Ad Platform Opportunity Monetize MSN, deliver billions
of ads every day to internal and external sites and devices. The
Customers Advertisers agencies and premium direct companies.
Publishers MSN and syndication partners large and small.
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adCenter OpportunityDirect response advertisers need access to
the Windows Live Search and contextual publishers. Customers Small,
Medium and Large businesses
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adECN OpportunityLiquidity for Ad Networks (think of Merrill
Lynch doing buying and selling w/o Stock Market) Customers Ad
Networks purchase seat on Exchange Not marketed directly to
Advertisers or Publishers
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AdCenter Analytics OpportunityWeb Analytics Customers For
Publishers, site optimization For Advertisers measure campaign
ROI.
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AdCenter Analytics
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Massive Opportunity Developing and publishing video games is
becoming increasingly expensive. The 18-35 male demographic is
consuming less traditional media Customers Video game
publishers
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Screentonic OpportunityMobile advertising. Worldwide mobile
marketing and advertising market ~$3 billion in 2007 growing to $19
billion by 2011 (ABI Research) Customers Carriers Publishers
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Atlas AdManager Opportunity Customer has one or more popular
website and would like to sell display ads to monetize their
properties. Customers Medium-sized publishers
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Atlas Media Console Opportunity Advertisers and agencies need
consolidated interface for publisher research, RFP creation,
campaign management, and reporting. Customers Advertising agencies
and large direct advertisers
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Keyword Services Platform Opportunity Managers of SEM campaigns
need more information to better optimize their search campaigns.
Customers Sophisticated SEM developers
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ACDM Opportunity$22 billion email market in 2007 Customers
Appeals to wide swath of customers because of targeting
capabilities
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API Auction Services Sales Manager Business KPIs Security /
Roles Analytics Reporting Editorial Click / Impression Quality
Order Entry Creative Asset Manager Business Rule Manager Billing
Reconciliati on Behavioral Profiles KSP Commerce / Points / Pay Out
Workflow / Notification s Inventory Prediction Bid Optimizati on
Publisher Auction Manager Keyword / Contextual Manager Ad Delivery
Engines Targeting Creative Format Engine Other Microsoft adCenter
Services *adCenter Pub Center *adCenter Agency UI (Atlas+)
*adCenter Advertiser UI Rich Media Vendors Big Agency Big
Advertiser Other Trad. Media Agency Tools Big Cross- Media
Publisher Other *Xbox / Zune / Media Center OOH Vendors TV Vendors
Radio Vendors Print Vendors Other Mobile Vendors *Screen Tonic
*Massive Online Advertising Internal / External Integrations
Emerging / Traditional Media Integrations
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Scalable Reliable Standardized APIs Few deprecations Consistent
TOUs Make the highest use of data