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Eday Presentatie 2011Effect of complexity and innovation on the future of display advertising
Marco Kloots, CEO ClickDistrict
Welcome to the jungle
• 2001: Nobody understood what was happening• 2006: Everybody thought they knew what was happening• 2011: Does anybody know what is going on?
Display Advertising 2006
Display Advertising 2010
Ecosystem 2010
Fast changing environment
• Increased complexity• New technologies:
– Real Time Bidding -> How does it impact?
• New products:– Data -> What does it add?
• New business models:– DSP’s– SSP’s
• New metrics:– Conversion attribution -> Why?
Do Advertisers know what to do?
Case: the financial sector
• Inside job/ In what we trust• Banks• New technologies
– ATM– Online banking
• New products– 1968: 6 financial products– 2011: 168.000 products
• New business models– Credit cards
Do Consumers know what to do?
The solutionSomeone you can trust, who knows the system and is independent
Who?
Who can you trust?