simplifying the display ad lumascape

Simplifying the Display Ad LUMAscape

Julie SchoenfeldChief Executive Officer, Perfect Market

January 2012

The Display LUMAscape…

PUBL I SHER

CONSUMER

MARKETER

2

Can Really Be Simplified Into 6 Functions

3

Advertiser / Demand Side Publisher / Supply Side

Establish Campaign

GoalsPlan and Develop Creative

Place and Optimize

BuyandSell

Implement and

Optimize

Package and Price

Develop Audience

PUBL I SHER

CONSUMER

MARKETER

Package Audience

And Vendors Exist At Each Step

Establish Campaign

Goals

Plan Media and Develop

Creative

Place and

Optimize

BuyandSell

Implement and

Optimize

Package and

PriceDevelop

Audience

PUBL I SHER

CONSUMER

MARKETER

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:• Omnicom• WPP• Efficient Frontier• Invite Media• Covario• Adchemy

Examples:• Nielsen• Comscore• Atlas DMT, 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

Examples: • AdSense• Yahoo• Microsoft• Peer39• Admeld• Rubicon• BlueKai• Audience

Science

Examples:• Google• Yahoo• Facebook• Outbrain• Mochilla• AddThis• Gigya• Sharepoint

• Perfect Market• Perfect Market

• Perfect Market

Publisher / Supply Side

4

Package Audience

Each Step Reduces $$ To Publishers

PUBL I SHER

CONSUMER

MARKETER $$$ Becomes $$

$ $ $ $

5

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

Establish Campaign

Goals

Plan Media and Develop

Creative

Place and

Optimize

BuyandSell

Implement and

Optimize

Package and

PriceDevelop

Audience

Solution: Integration.Automate buying/selling process and cut out middle men.

Package Audience

The Solution is to Integrate

PUBL I SHER

CONSUMER

MARKETER

6

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

Establish Campaign

Goals

Plan Media and Develop

Creative

Place and

Optimize

BuyandSell

Implement and

Optimize

Package and

PriceDevelop

Audience

Package Audience

Google Has Integrated All Steps

PUBL I SHER

CONSUMER

MARKETER • Invite Media • teracent • DoubleClick Ad

Planner• Ad Words Ad

Planner

• AdWords• DoubleClick

• AdSense• Admeld• Admob

• Dart• Google Analytics

• Google Search• Google

News

Who will mount credible competition?

7

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

Establish Campaign

Goals

Plan Media and Develop

Creative

Place and

Optimize

BuyandSell

Implement and

Optimize

Package and

PriceDevelop

Audience

• ??? • ??? • ??? • ??? • Quigo• Tacoda• Touch Clarity

• pictela• AdTech

• AOL properties

• aQuantive • Global Creative Solutions

• Atlas• Greenfield

• AdCenter• AdECN

• pubCenter• Powerset

• Atlas• Rapt

• Bing• MSN

• ??? • dapper • Interclick • Right Media • 5:1• Interclick

• In House • Homepage• Yahoo O&O

Package Audience

Established Players Building Towards Integration

PUBL I SHER

CONSUMER

MARKETER

8

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

Establish Campaign

Goals

Plan Media and Develop

Creative

Place and

Optimize

BuyandSell

Implement and

Optimize

Package and

PriceDevelop

Audience

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

Package Audience

And New Players Present Potential

PUBL I SHER

CONSUMER

MARKETER

9

Establish Campaign

Goals

Plan Media and Develop

Creative

Place and

Optimize

BuyandSell

Implement and

Optimize

Package and

PriceDevelop

Audience

Future EstablishedPlayers

Contenders

q Perfect Market helps Publishers develop audiences, package and price, and implement and optimize ads.

q Reach:

q $28.1M raised from Comcast, Tribune, Idealab, Trinity Ventures and Rustic Canyon

o 50 person team – strong in publishing, online marketing, software development and contextual matching technology

Publisher Uniques

Yahoo 96M

HuffingtonPost 53M

Perfect Market 40-50M

AOL 41M

CNN.com 23M

NYTimes.com 18M

Quantcast Estimates (except for PM)

About Perfect Market

10

Thank You

Julie Schoenfeldjulie@perfectmarket.com

@schoenfeldj

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