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The new, new things:
Contextual SEM, Behavioral Search, Auctioned Media
Direct Marketing Club of New YorkMay 15, 2007
Supply…
What can you do to give me more scale?
Supply…
…without making me a pioneer who is
funding your product development?
Whoa…
680 Million Dollars…
Whoa…
3.1 Billion Dollars…why then was “Adauction” a
failure?
What do we want?…
Buy reach as efficiently as possible
Want to leverage measurable media to its maximum scale
How do we do that?…
Make sure we know the success metric
Implement technology to surface deep data and make it actionable
Negotiate hard with publishers for the best financial and non financial terms while respecting eCPM.
Execute and manage cost efficient media with all the tools at our disposal.
eCPUnit triggers a Market?…
Evolution:
Publisher CPM/CPC/CPL to a manual accounting of the eCPM/eCPC/eCPL.
Pre-emptible Media buy
Yield Model evolves to a Bidded Marketplace
New Products Cycle In…
Contextual Search
There are only so many searches on a word…how can we make more supply?
February 27, 2003: Google quietly rolled out a new product that will serve
relevant paid listings on site content pages… That April they buy “Applied Semantics”
Grow broad match
Integrate search into more pages of content
New Products Cycle In…
Contextual Search
ContextWeb
Kanoodle
About: Manual mapping
New Products Cycle In…
Vertical Search
Kayak
Mobissimo
Farechase
New Products Cycle In…
Behavioral Search
Yahoo
WhenU/Claria
MSN Search
New Products Cycle In…
Category Bidded Marketplaces
Industry Brains
Quigo
Bidclix (Accipiter)
What’s New-New?…
Consider that what is today gaining traction is not “new” but who’s time may have come. Yet some new functionalities are just that…new.
Google Offline (print, radio, TV) Spotrunner (Cable) Turn.com (CPA) Admob.com (mobile) Wikipedia’s potential as a commercial ad environment Video Search technologies Chacha Guides Clusty.com