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The World of Online Advertising:
                               Introduction and Overview


                                            Suhas Mallya
                                      Web Technologies Practice
                                           MindTree Ltd.

                                                 October 2010



© 2008 MindTree Consulting            © 2010 MindTree Limited
Contents

                                                                            Sponsored Links
             The world of online advertising
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             Online Advertising Economy 101                                 Proven Strategies and Tested Tactics for
                                                                            success in online advertising
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             Revenue Models                                                 Powered by



             The Advertising Ecosystem                                      Compelling Business Plans
                                                                            Bertrand Haddock presents some
                                                                            innovative business models that fit on the
                                                                            back of a paper napkin.
                  Types of ads, Parties, Cross-section of a Platform,       www.howtogetrichquick.com
                                                                                                     Ads by
                  Sample Players, Metrics & Statistics, Keyword Costs

             Ecosystem Tools
             Click Fraud
             Virtual Currency: the new color of money
             References




Online Advertising: An Introduction               © 2010 MindTree Limited                                     Slide 2
The World of Online Advertising

        Vertical Ad Network                                                  Semantic advertising
                                                    Interstitial Ad
                                            (your page will load in 10 seconds)


      Social Network Ads                                                                  Dot commercial                                       Click
                                                                                                                               Location        Fraud
             Mobile Ads

              Local Ads                                                                                      Online                                 Offline
                                                                                                                                                    Infra &
                            Publishers        Advertisers             Networks               Affiliates        Exchanges            Agencies
             Search Ads                                                                                                                               Ops

                                                                                                                      Non-browser         Feeds &
                                                                                              Browser-based                                                   Newsletters
                                                                                                                         based             Emails
             Display Ads


                                      Publishers                                  Networks & Affiliates                Advertisers
                                      • Setup & Configuration                     • Ad Delivery & Trafficking          • Search Optimization
                           Tools




                                      • Ad Management                             • Campaign Management                • Keyword Auctions & Bidding
                                      • Filter definitions                        • Inventory & Billing                • Administration & Management
                                      • Channel Setup                             • Fraud Prevention                   • Planning
                                      • Reporting                                 • Analytics                          • Analytics


                            : $23b revenue, 47% from search ads, 48% from Retail+Telecom+BFSI
                                            : $12.3b revenue – up 11% from H1 2009
Online Advertising: An Introduction                                                © 2010 MindTree Limited                                                          Slide 3
Online Advertising Economy 101


             “Commodity” being traded is “real-estate” on the web – any portion of a
             user’s screen where an ad can be placed (browser, IM, widget, etc.)
                  Buyer: advertiser, Seller: publisher, Inventory: web-space for placing ads
                  Ad units: physical specifications defined by the IAB for different sizes of ads

             Cash flow
                  Buyer pays, Seller earns, middlemen take their cut (from buyer)
                  What defines a “trade” depends on the pricing model

             Online Advertising Economy mirrors real-life economies
                  Contraband goods: ads that are malicious worms in disguise, ads whose
                  acceptance varies based on region, law and culture, etc.
                  Caveat Emptor: Buyers beware of click fraud
                  Barons and minions: 80% of revenue is concentrated in the hands of the top-10



Online Advertising: An Introduction                 © 2010 MindTree Limited                         Slide 4
Parties in an Advertising Ecosystem


                                      • Sell ad units on their properties
                      Publishers
                                      • Popular websites and portals


                                      • Buy ad units on publishers’ properties
                     Advertisers
                                      • Pay for each ad unit “delivered” (see “Revenue Models”)


                                      • Aggregator of ad spaces supplied by publishers
                   Ad Networks
                                      • Matches supply (ad space) with demand (ads)


                                      • “Sales channel” that drives traffic to advertisers’ sites
                    Ad Affiliates
                                      • Categorized based on how they drive traffic


                                      • Open technology platform for trade of ad units
                  Ad Exchanges        • Provides a transparent forum for all parties in the
                                        ecosystem to coordinate and transact


Online Advertising: An Introduction             © 2010 MindTree Limited                             Slide 5
Pricing/Revenue Models


                                                                                                  Aliases and related
                Model                               Meaning/Description                              terms/models
            CPI                       Cost Per Impression – used for Display Ads.           CPM/CPT, Cost Per View
                                      Advertiser pays each time the ad is displayed.
            CPM                       Cost Per Mille/Thousand – same as CPI, but            CPI, CPT, Cost-per-View
                                      costing is in terms of thousand impressions
            CPV                       Cost Per View – similar to CPI, but used for pop-
                                      ups, “pop-unders” and interstitials
            CPC                       Cost Per Click – advertiser pays when a “click-       PPC, Cost Per Visitor, CTR, eCPA,
                                      through” happens – a visitor is delivered to the      Performance-based pricing
                                      advertiser’s website
            CPA                       Cost Per Action – advertiser pays when visitor        Performance-based pricing,
                                      performs an “Action”:                                 Cost Per Conversion – total cost
                                      * Fills out a form => Cost Per Lead (CPL)             of ad campaign divided by
                                      * Makes a purchase => Cost Per Order (CPO)            number of acquired customers
                                      * “Engages” through poll or video => CPE
            CPT                       Cost Per Time – advertisers pays for the ad to be     CPD – Cost Per Day
                                      displayed unlimited number of times during a
                                      given time period; there are often guarantees of
                                      minm impressions

Online Advertising: An Introduction                               © 2010 MindTree Limited                                       Slide 6
Types of Ads



       Based on how the ad is          Based on HOW the ad is            Based on WHERE the ad
                     SERVED                   DISPLAYED                        is SERVED

   • Display Ad (Web Banner)          • Expandable Ad                   •Browser-based
   • Content/Contextual Ad            • Floating Ad                     •Non-browser-based (e.g.,
                                                                         messenger)
   • Search Ad                        • Pop-up/Pop-under
                                                                        •Feeds
   • Local Ad                         • Interstitial
                                                                        •Newsletters
   • Mobile Ad                        • Trick banner
                                                                        •Emails (including spam &
   • Map Ad                           • Dot Commercial                   phishing)
   • Social Networking Ad             • Wallpaper
                                      • Fixed-position banner




Online Advertising: An Introduction           © 2010 MindTree Limited                           Slide 7
Ad Units (as defined by the IAB)

  Rectangles and Pop-Ups                                             Banners and Buttons

                         Type         Filesize*   Length**                           Type               Filesize*    Length**

  300 x 250 (Medium Rectangle)          40k         0:15              468 x 60 (Full Banner)              40k          0:15

  250 x 250 (Square Pop-Up)             40k         0:15              234 x 60 (Half Banner)              30k          0:15

  240 x 400 (Vertical Rectangle)        40k         0:15              88 x 31 (Micro Bar)                 10k          0:15

  336 x 280 (Large Rectangle)           40k         0:15              120 x 90 (Button 1)                 20k          0:15

  180 x 150 (Rectangle)                 40k         0:15              120 x 60 (Button 2)                 20k          0:15

  300x100 (3:1 Rectangle)               40k         0:15              120 x 240 (Vertical Banner)         30k          0:15
  720x300 (Pop-Under)                   40k         0:15              125 x 125 (Square Button)           30k          0:15

                                                                      728 x 90 (Leaderboard)              40k          0:15
  Skyscraper

                         Type         Filesize*   Length**

  160 x 600 (Wide Skyscraper)           40k         0:15

  120 x 600 (Skyscraper)                40k         0:15
                                                                     * Recommended Maximum Initial File size
  300 x 600 (Half Page Ad)              40k         0:15             ** Recommended length for animation (minutes)

  Source: [IAB-AdUnits]

Online Advertising: An Introduction                   © 2010 MindTree Limited                                            Slide 8
Simplified Cross-Section of an Advertising Platform


                                        Customer (Advertiser) Management                             Account
                                                                                                                               Reporting   Analytics
                                                                                                     Controls



               Billing             Publisher             Layout            Campaign
                                  Management           Management         Management

                                            Yield, Preference,            Keyword/                                Estimation
                                                 Topology                 relevance                                 Engine

                                      Site and Ad Editorial and Quality Control
                                                                                         Listing, validity,
                                                                                         schedule             Budgets



                                      Rendering        Delivery                                                 Logging
                                                                            Ad Selection Engine                                Ad Data     Site Data
                                                        Engine

                                      Ad Served
         Publisher
                                      Site Analytics




  Adapted from [LifeOfAClick]

Online Advertising: An Introduction                                     © 2010 MindTree Limited                                                        Slide 9
Simplified Cross-Section of the Advertising Ecosystem



                                                                                                                Social
                                                                                                               Plug-Ins
                                           Buy-side Ad and Media
                                                 Platforms                                   Ad Networks      Analytics
                           Agencies                                                          – Horizontal,
                                                                                               Vertical,       Sell-side
             Advertisers




                                                                                                                            Publishers
                                                                            Ad Exchanges,      Targeted,     optimization
                                           Buy-side optimization                                Mobile
                                                                           Aggregators and
                                                                              Affiliates
                                                                                                              Ad Servers
                                        Verification
                                                         Analytics
                                        and Traffic
                           Ad Servers                      and
                                          Quality
                                                       Visualization                             Ops & Infrastructure
                                           Mgmt




  Adapted from [LUMA]

Online Advertising: An Introduction                                © 2010 MindTree Limited                                               Slide 10
“Life of a Click”: Data Flow
                                                                           Advertisers
                                                                    User enters Campaign, Budget,
                                                                      Keywords, Bids, Ads, Etc.

                                                         Customer            Campaign                                            Editorial
        Publisher                                          Mgmt                Mgmt                                             Validation


                                                                                                    Budget Pause
                                                             Cust              CM                                                   EV

                                                                    Feed




                                      Ad call        Delivery
                                                                            Budget Pause
                                                      Engine

                                                    Auction



                                                                                       Analytics

              Click!                               Valid Clicks
                                                                                                              Auction Billing
                                                  dr
                                                   drdrdr                                                                         Invoicing
                                                                             Pipelines                                            Card Swipes
                                                                                                                       Bill       Revenue Feeds
                                                        cr
              Redirect                                                     Aggregations
                                                Fraud Credits
              Servers
                                                                                            [ Pub Acct, Adv Acct,
                                                                                           Order, AdUnit, Medium]




    To Advertiser’s Site                                                                                                           Source: [LifeOfAClick]

Online Advertising: An Introduction                                                 © 2010 MindTree Limited                                         Slide 11
Parties in an Advertising Ecosystem


                                      • Sell ad units on their properties
                      Publishers
                                      • Popular websites and portals


                                      • Buy ad units on publishers’ properties
                     Advertisers
                                      • Pay for each ad unit “delivered” (see “Revenue Models”)


                                      • Aggregator of ad spaces supplied by publishers
                   Ad Networks
                                      • Matches supply (ad space) with demand (ads)


                                      • “Sales channel” that drives traffic to advertisers’ sites
                    Ad Affiliates
                                      • Categorized based on how they drive traffic


                                      • Open technology platform for trade of ad units
                  Ad Exchanges        • Provides a transparent forum for all parties in the
                                        ecosystem to coordinate and transact


Online Advertising: An Introduction             © 2010 MindTree Limited                             Slide 12
Ad Networks


             Aggregator of ad spaces supplied by publishers                            A few Examples and
                                                                                       Service Providers
             Matches supply (ad space) with demand (ads)                               (Horizontal & Vertical)

             Growing segment in the online advertising space
             Primary business is selling ad spaces on publisher websites
                  Portals, Blogs and other non-browser-based properties
                  Inventory is terms of “ad space”/ “ad units” under their “control”

             Build, operate and maintain an “ad server”
                  Stores, selects and serves advertisements

             Key types of networks
                  Horizontal, Vertical, Blind, Targeted




Online Advertising: An Introduction                © 2010 MindTree Limited                             Slide 13
Parties in an Advertising Ecosystem


                                      • Sell ad units on their properties
                      Publishers
                                      • Popular websites and portals


                                      • Buy ad units on publishers’ properties
                     Advertisers
                                      • Pay for each ad unit “delivered” (see “Revenue Models”)


                                      • Aggregator of ad spaces supplied by publishers
                   Ad Networks
                                      • Matches supply (ad space) with demand (ads)


                                      • “Sales channel” that drives traffic to advertisers’ sites
                    Ad Affiliates
                                      • Categorized based on how they drive traffic


                                      • Open technology platform for trade of ad units
                  Ad Exchanges        • Provides a transparent forum for all parties in the
                                        ecosystem to coordinate and transact


Online Advertising: An Introduction             © 2010 MindTree Limited                             Slide 14
Ad Affiliates


             “Sales channel” that drives traffic to advertisers’ sites         A few Examples and
                                                                               Service Providers
             Categorized based on how they drive traffic
             Performance-based revenue model
                  CPS: 80%, CPA (others) – 19%, Others – 1%

             Touted as a key source of spam and unsolicited marketing
             Common categories of affiliates
                  Directory listings – including local classifieds
                  Deal managers and coupon/rebate sites
                  Email lists
                  Loyalty websites
                  Virtual currency




Online Advertising: An Introduction                  © 2010 MindTree Limited                Slide 15
Sample Players


                      Publishers



                     Advertisers



                   Ad Networks



                    Ad Affiliates



                  Ad Exchanges


Online Advertising: An Introduction   © 2010 MindTree Limited   Slide 16
Metrics and Statistics


                                                        Growth of the Online Advertising Industry
                                  25,000                                                                                            $23,448
                                                                                                                                              $22,661
                                                                                                                          $21,260

                                  20,000
           Revenue in $ million




                                                                                                                $16,879


                                  15,000
                                                                                                     $12,542


                                                                                          $9,626
                                  10,000
                                                    $8,087
                                                             $7,134            $7,267
                                                                      $6,010                                                                            $5,900
                                           $4,621
                                   5,000


                                      0
                                           1999     2000     2001     2002     2003       2004           2005   2006      2007      2008      2009      2010
                                                                                                                                                        (Q1)
                                                                                                Year
  Based on [IAB2009] and [IAB2010]

Online Advertising: An Introduction                                            © 2010 MindTree Limited                                                           Slide 17
Revenue Concentration

   Revenue concentration continues to be high:
   The top-10 account for almost 80% of total industry revenues




  Source: [IAB2009]

Online Advertising: An Introduction   © 2010 MindTree Limited     Slide 18
Revenue Distribution across Industry
                                                                 Online Advertising Revenues across Industry Verticals
                                                                           2008 ($23.4B) vs. 2009 ($22.7B)
                                       25
                                            22
                                                 20
           % of total annual revenue




                                       20

                                                           16
                                                      15
                                       15
                                                                    13
                                                                         12   12
                                                                                   11
                                                                                          10 10
                                       10
                                                                                                                                                                            7
                                                                                                        6 6       6 6
                                                                                                                                                                       5
                                       5                                                                                           4 4             4 4             4
                                                                                                                                                               3


                                       0
                                                                                            Computing
                                             Retail




                                                                                                                                   Entertainment




                                                                                                                                                               Media
                                                       Telecom




                                                                                                                                                                        Other
                                                                               Auto




                                                                                                          CPG



                                                                                                                  Leisure Travel
                                                                     BFSI




                                                                                                                                                   Pharma/HC
                                                                                                                                                                       2008
                                                                                              Industry Category                                                        2009
  Source: [IAB2009]

Online Advertising: An Introduction                                                     © 2010 MindTree Limited                                                                 Slide 19
Keyword Costs: An Illustration

                                                                            Keyword(s)     Average CPC
             Specific searches have a higher
                                                                 Hilton Hotel                  $ 0.40
             tendency of conversion and hence a
             higher average cost (compare    and )               Pizza                          $ 0.90

             Specificity can sometimes decrease                  Books                          $ 0.96

             costs due to lower bid density                      Sports                         $ 1.06
             (compare ,       and )                              Diamond Ring                   $ 1.24
             In other cases, the cost may be                     Washington Mortgage            $ 1.31
             influenced by the expected value of a
                                                                 Autos                          $ 1.32
             potential transaction (see   and )
                                                                 Hotel                          $ 1.44

                                                                 Diamond Engagement Ring       $ 1.53
                                                                 Dating                         $ 1.67

                                                                 HDTV                           $ 1.67

                                                                 Tokyo Hotel                    $ 1.97
  Based on 2008 Data for US from Microsoft adCenter              California Mortgage           $ 3.92
  Source: [LifeOfAClick]

Online Advertising: An Introduction               © 2010 MindTree Limited                          Slide 20
Ecosystem Tools


                                                                                           Networks &
                                      Publishers               Advertisers                  Affiliates

                         • Setup &                    • Search Engine                 • Ad Delivery &
                           Configuration                Optimization                    Trafficking
                         • Ad Management              • Keyword Auctions              • Keyword Selection
                         • Filter definitions           & Bidding                     • Campaign
                         • Channel Setup              • Administration &                Management
                                                        Management                    • Inventory & Billing
                         • Reporting
                                                      • Planning                      • Fraud Prevention
                                                      • Analytics                     • Analytics




Illustration of Publisher Control Panel in Google AdSense




Online Advertising: An Introduction                         © 2010 MindTree Limited                           Slide 21
Click Fraud


             Modus Operandi
                  Ranging from manual clicking to employing ClickFarms and ClickBots

             Motivation
                  Ranging from individual greed to corporate sabotaging

             Click Fraud Index
                  Industry-wide: 18.6% (Q1 2010)
                  Tier-1: ~13%, Tier-2: ~23%
                  Maintained by ClickForensics




  Image Source:
  [ClickForensicsHeatMap], Aug. 2010

Online Advertising: An Introduction                © 2010 MindTree Limited             Slide 22
Click Fraud


             Detection, Prevention and Receding measures by networks
                  Sophisticated and closely-guarded algorithms relying on embedded timestamps
                  and complex analytical processing

             Ad verification, attribution and traffic quality management: some players
                  DoubleVerify, ClickForensics, AdXpose, AdSafe and more

             High-profile incidents and cases
                  2004: Attempted “extortion” on Google
                  2004: Google vs. Auction Experts (Google won)
                  2005: Advertisers vs. Yahoo! (Yahoo lost and paid $4.5m)
                  2006: Lane’s Gifts & Collectibles vs. Google (Google settled for $90m)




Online Advertising: An Introduction               © 2010 MindTree Limited                       Slide 23
Virtual Currency: the new color of money


             Virtual Currency in the monetary unit of virtual economies
                  Buyers pay hard cash to middlemen/social platforms
                  Publisher gets paid in “virtual currency” – e.g., FarmVille Cash, Facebook Credits
                  Virtual Currency platforms help monetize online games and apps
                  Fast-growing segment: $2.2bn global industry with almost 30 key players

             Publisher uses virtual currency for virtual goods and services
                  Trade Facebook credits for FarmVille cash
                  Submit content (e.g., answers on a Q&A site) to earn points which can be used to
                  download premium content
                  Extremely popular in online multi-player games – players can pay hard cash to get
                  virtual currency

             Common controversies and criticisms
                  Legal standing, intersections with real-life economy

Online Advertising: An Introduction                © 2010 MindTree Limited                             Slide 24
References and Additional Reading


             [LifeOfAClick]
             “A Day in the Life of a Click” Robert Devine, Microsoft, PDC 2008
             http://channel9.msdn.com/pdc2008/BB49/
             [LUMA]
             New Ad Tech Ecosystem Map
             http://www.adexchanger.com/venture-capital/ecosystem-map-luma-partners-kawaja/
             [IAB2009]
             Interactive Advertising Bureau – Full Report 2009
             http://www.iab.net/media/file/IAB-Ad-Revenue-Full-Year-2009.pdf
             [IAB2010]
             Interactive Advertising Bureau – Q1 Report 2010
             http://www.iab.net/about_the_iab/recent_press_releases/press_release_archive/press_release/pr-051310
             [IAB-AdUnits]
             IAB Ad Guidelines
             http://www.iab.net/iab_products_and_industry_services/1421/1443/1452
             [ClickForensicsHeatMap]
             Click Forensics Fraud Index and Heat Map
             http://www.clickforensics.com/resources/click-fraud-index.html
             Glossary of Terms
             http://www.iab.net/media/file/GlossaryofInteractivAdvertisingTerms.pdf
             Pubmatic
              http://www.pubmatic.com/
             Wikipedia Articles (article on “Online Advertising” has all related links)
             TechCrunch
Online Advertising: An Introduction                                  © 2010 MindTree Limited                        Slide 25
Successful Customers
                                Our Mission   Happy People
                                              Innovative Solutions


                                                                                         Suhas Mallya
                                                                            Suhas_Mallya@mindtree.com
                                                                                    www.mindtree.com



Online Advertising: An Introduction               © 2010 MindTree Limited
                                                    2010 MindTree Limited                        Slide 26

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An Introduction to Online Advertising

  • 1. The World of Online Advertising: Introduction and Overview Suhas Mallya Web Technologies Practice MindTree Ltd. October 2010 © 2008 MindTree Consulting © 2010 MindTree Limited
  • 2. Contents Sponsored Links The world of online advertising The Online Advertising Cookbook By CyberChef Online Advertising Economy 101 Proven Strategies and Tested Tactics for success in online advertising www.amazon.com/OnlineCookbook?x=... Revenue Models Powered by The Advertising Ecosystem Compelling Business Plans Bertrand Haddock presents some innovative business models that fit on the back of a paper napkin. Types of ads, Parties, Cross-section of a Platform, www.howtogetrichquick.com Ads by Sample Players, Metrics & Statistics, Keyword Costs Ecosystem Tools Click Fraud Virtual Currency: the new color of money References Online Advertising: An Introduction © 2010 MindTree Limited Slide 2
  • 3. The World of Online Advertising Vertical Ad Network Semantic advertising Interstitial Ad (your page will load in 10 seconds) Social Network Ads Dot commercial Click Location Fraud Mobile Ads Local Ads Online Offline Infra & Publishers Advertisers Networks Affiliates Exchanges Agencies Search Ads Ops Non-browser Feeds & Browser-based Newsletters based Emails Display Ads Publishers Networks & Affiliates Advertisers • Setup & Configuration • Ad Delivery & Trafficking • Search Optimization Tools • Ad Management • Campaign Management • Keyword Auctions & Bidding • Filter definitions • Inventory & Billing • Administration & Management • Channel Setup • Fraud Prevention • Planning • Reporting • Analytics • Analytics : $23b revenue, 47% from search ads, 48% from Retail+Telecom+BFSI : $12.3b revenue – up 11% from H1 2009 Online Advertising: An Introduction © 2010 MindTree Limited Slide 3
  • 4. Online Advertising Economy 101 “Commodity” being traded is “real-estate” on the web – any portion of a user’s screen where an ad can be placed (browser, IM, widget, etc.) Buyer: advertiser, Seller: publisher, Inventory: web-space for placing ads Ad units: physical specifications defined by the IAB for different sizes of ads Cash flow Buyer pays, Seller earns, middlemen take their cut (from buyer) What defines a “trade” depends on the pricing model Online Advertising Economy mirrors real-life economies Contraband goods: ads that are malicious worms in disguise, ads whose acceptance varies based on region, law and culture, etc. Caveat Emptor: Buyers beware of click fraud Barons and minions: 80% of revenue is concentrated in the hands of the top-10 Online Advertising: An Introduction © 2010 MindTree Limited Slide 4
  • 5. Parties in an Advertising Ecosystem • Sell ad units on their properties Publishers • Popular websites and portals • Buy ad units on publishers’ properties Advertisers • Pay for each ad unit “delivered” (see “Revenue Models”) • Aggregator of ad spaces supplied by publishers Ad Networks • Matches supply (ad space) with demand (ads) • “Sales channel” that drives traffic to advertisers’ sites Ad Affiliates • Categorized based on how they drive traffic • Open technology platform for trade of ad units Ad Exchanges • Provides a transparent forum for all parties in the ecosystem to coordinate and transact Online Advertising: An Introduction © 2010 MindTree Limited Slide 5
  • 6. Pricing/Revenue Models Aliases and related Model Meaning/Description terms/models CPI Cost Per Impression – used for Display Ads. CPM/CPT, Cost Per View Advertiser pays each time the ad is displayed. CPM Cost Per Mille/Thousand – same as CPI, but CPI, CPT, Cost-per-View costing is in terms of thousand impressions CPV Cost Per View – similar to CPI, but used for pop- ups, “pop-unders” and interstitials CPC Cost Per Click – advertiser pays when a “click- PPC, Cost Per Visitor, CTR, eCPA, through” happens – a visitor is delivered to the Performance-based pricing advertiser’s website CPA Cost Per Action – advertiser pays when visitor Performance-based pricing, performs an “Action”: Cost Per Conversion – total cost * Fills out a form => Cost Per Lead (CPL) of ad campaign divided by * Makes a purchase => Cost Per Order (CPO) number of acquired customers * “Engages” through poll or video => CPE CPT Cost Per Time – advertisers pays for the ad to be CPD – Cost Per Day displayed unlimited number of times during a given time period; there are often guarantees of minm impressions Online Advertising: An Introduction © 2010 MindTree Limited Slide 6
  • 7. Types of Ads Based on how the ad is Based on HOW the ad is Based on WHERE the ad SERVED DISPLAYED is SERVED • Display Ad (Web Banner) • Expandable Ad •Browser-based • Content/Contextual Ad • Floating Ad •Non-browser-based (e.g., messenger) • Search Ad • Pop-up/Pop-under •Feeds • Local Ad • Interstitial •Newsletters • Mobile Ad • Trick banner •Emails (including spam & • Map Ad • Dot Commercial phishing) • Social Networking Ad • Wallpaper • Fixed-position banner Online Advertising: An Introduction © 2010 MindTree Limited Slide 7
  • 8. Ad Units (as defined by the IAB) Rectangles and Pop-Ups Banners and Buttons Type Filesize* Length** Type Filesize* Length** 300 x 250 (Medium Rectangle) 40k 0:15 468 x 60 (Full Banner) 40k 0:15 250 x 250 (Square Pop-Up) 40k 0:15 234 x 60 (Half Banner) 30k 0:15 240 x 400 (Vertical Rectangle) 40k 0:15 88 x 31 (Micro Bar) 10k 0:15 336 x 280 (Large Rectangle) 40k 0:15 120 x 90 (Button 1) 20k 0:15 180 x 150 (Rectangle) 40k 0:15 120 x 60 (Button 2) 20k 0:15 300x100 (3:1 Rectangle) 40k 0:15 120 x 240 (Vertical Banner) 30k 0:15 720x300 (Pop-Under) 40k 0:15 125 x 125 (Square Button) 30k 0:15 728 x 90 (Leaderboard) 40k 0:15 Skyscraper Type Filesize* Length** 160 x 600 (Wide Skyscraper) 40k 0:15 120 x 600 (Skyscraper) 40k 0:15 * Recommended Maximum Initial File size 300 x 600 (Half Page Ad) 40k 0:15 ** Recommended length for animation (minutes) Source: [IAB-AdUnits] Online Advertising: An Introduction © 2010 MindTree Limited Slide 8
  • 9. Simplified Cross-Section of an Advertising Platform Customer (Advertiser) Management Account Reporting Analytics Controls Billing Publisher Layout Campaign Management Management Management Yield, Preference, Keyword/ Estimation Topology relevance Engine Site and Ad Editorial and Quality Control Listing, validity, schedule Budgets Rendering Delivery Logging Ad Selection Engine Ad Data Site Data Engine Ad Served Publisher Site Analytics Adapted from [LifeOfAClick] Online Advertising: An Introduction © 2010 MindTree Limited Slide 9
  • 10. Simplified Cross-Section of the Advertising Ecosystem Social Plug-Ins Buy-side Ad and Media Platforms Ad Networks Analytics Agencies – Horizontal, Vertical, Sell-side Advertisers Publishers Ad Exchanges, Targeted, optimization Buy-side optimization Mobile Aggregators and Affiliates Ad Servers Verification Analytics and Traffic Ad Servers and Quality Visualization Ops & Infrastructure Mgmt Adapted from [LUMA] Online Advertising: An Introduction © 2010 MindTree Limited Slide 10
  • 11. “Life of a Click”: Data Flow Advertisers User enters Campaign, Budget, Keywords, Bids, Ads, Etc. Customer Campaign Editorial Publisher Mgmt Mgmt Validation Budget Pause Cust CM EV Feed Ad call Delivery Budget Pause Engine Auction Analytics Click! Valid Clicks Auction Billing dr drdrdr Invoicing Pipelines Card Swipes Bill Revenue Feeds cr Redirect Aggregations Fraud Credits Servers [ Pub Acct, Adv Acct, Order, AdUnit, Medium] To Advertiser’s Site Source: [LifeOfAClick] Online Advertising: An Introduction © 2010 MindTree Limited Slide 11
  • 12. Parties in an Advertising Ecosystem • Sell ad units on their properties Publishers • Popular websites and portals • Buy ad units on publishers’ properties Advertisers • Pay for each ad unit “delivered” (see “Revenue Models”) • Aggregator of ad spaces supplied by publishers Ad Networks • Matches supply (ad space) with demand (ads) • “Sales channel” that drives traffic to advertisers’ sites Ad Affiliates • Categorized based on how they drive traffic • Open technology platform for trade of ad units Ad Exchanges • Provides a transparent forum for all parties in the ecosystem to coordinate and transact Online Advertising: An Introduction © 2010 MindTree Limited Slide 12
  • 13. Ad Networks Aggregator of ad spaces supplied by publishers A few Examples and Service Providers Matches supply (ad space) with demand (ads) (Horizontal & Vertical) Growing segment in the online advertising space Primary business is selling ad spaces on publisher websites Portals, Blogs and other non-browser-based properties Inventory is terms of “ad space”/ “ad units” under their “control” Build, operate and maintain an “ad server” Stores, selects and serves advertisements Key types of networks Horizontal, Vertical, Blind, Targeted Online Advertising: An Introduction © 2010 MindTree Limited Slide 13
  • 14. Parties in an Advertising Ecosystem • Sell ad units on their properties Publishers • Popular websites and portals • Buy ad units on publishers’ properties Advertisers • Pay for each ad unit “delivered” (see “Revenue Models”) • Aggregator of ad spaces supplied by publishers Ad Networks • Matches supply (ad space) with demand (ads) • “Sales channel” that drives traffic to advertisers’ sites Ad Affiliates • Categorized based on how they drive traffic • Open technology platform for trade of ad units Ad Exchanges • Provides a transparent forum for all parties in the ecosystem to coordinate and transact Online Advertising: An Introduction © 2010 MindTree Limited Slide 14
  • 15. Ad Affiliates “Sales channel” that drives traffic to advertisers’ sites A few Examples and Service Providers Categorized based on how they drive traffic Performance-based revenue model CPS: 80%, CPA (others) – 19%, Others – 1% Touted as a key source of spam and unsolicited marketing Common categories of affiliates Directory listings – including local classifieds Deal managers and coupon/rebate sites Email lists Loyalty websites Virtual currency Online Advertising: An Introduction © 2010 MindTree Limited Slide 15
  • 16. Sample Players Publishers Advertisers Ad Networks Ad Affiliates Ad Exchanges Online Advertising: An Introduction © 2010 MindTree Limited Slide 16
  • 17. Metrics and Statistics Growth of the Online Advertising Industry 25,000 $23,448 $22,661 $21,260 20,000 Revenue in $ million $16,879 15,000 $12,542 $9,626 10,000 $8,087 $7,134 $7,267 $6,010 $5,900 $4,621 5,000 0 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 (Q1) Year Based on [IAB2009] and [IAB2010] Online Advertising: An Introduction © 2010 MindTree Limited Slide 17
  • 18. Revenue Concentration Revenue concentration continues to be high: The top-10 account for almost 80% of total industry revenues Source: [IAB2009] Online Advertising: An Introduction © 2010 MindTree Limited Slide 18
  • 19. Revenue Distribution across Industry Online Advertising Revenues across Industry Verticals 2008 ($23.4B) vs. 2009 ($22.7B) 25 22 20 % of total annual revenue 20 16 15 15 13 12 12 11 10 10 10 7 6 6 6 6 5 5 4 4 4 4 4 3 0 Computing Retail Entertainment Media Telecom Other Auto CPG Leisure Travel BFSI Pharma/HC 2008 Industry Category 2009 Source: [IAB2009] Online Advertising: An Introduction © 2010 MindTree Limited Slide 19
  • 20. Keyword Costs: An Illustration Keyword(s) Average CPC Specific searches have a higher Hilton Hotel $ 0.40 tendency of conversion and hence a higher average cost (compare and ) Pizza $ 0.90 Specificity can sometimes decrease Books $ 0.96 costs due to lower bid density Sports $ 1.06 (compare , and ) Diamond Ring $ 1.24 In other cases, the cost may be Washington Mortgage $ 1.31 influenced by the expected value of a Autos $ 1.32 potential transaction (see and ) Hotel $ 1.44 Diamond Engagement Ring $ 1.53 Dating $ 1.67 HDTV $ 1.67 Tokyo Hotel $ 1.97 Based on 2008 Data for US from Microsoft adCenter California Mortgage $ 3.92 Source: [LifeOfAClick] Online Advertising: An Introduction © 2010 MindTree Limited Slide 20
  • 21. Ecosystem Tools Networks & Publishers Advertisers Affiliates • Setup & • Search Engine • Ad Delivery & Configuration Optimization Trafficking • Ad Management • Keyword Auctions • Keyword Selection • Filter definitions & Bidding • Campaign • Channel Setup • Administration & Management Management • Inventory & Billing • Reporting • Planning • Fraud Prevention • Analytics • Analytics Illustration of Publisher Control Panel in Google AdSense Online Advertising: An Introduction © 2010 MindTree Limited Slide 21
  • 22. Click Fraud Modus Operandi Ranging from manual clicking to employing ClickFarms and ClickBots Motivation Ranging from individual greed to corporate sabotaging Click Fraud Index Industry-wide: 18.6% (Q1 2010) Tier-1: ~13%, Tier-2: ~23% Maintained by ClickForensics Image Source: [ClickForensicsHeatMap], Aug. 2010 Online Advertising: An Introduction © 2010 MindTree Limited Slide 22
  • 23. Click Fraud Detection, Prevention and Receding measures by networks Sophisticated and closely-guarded algorithms relying on embedded timestamps and complex analytical processing Ad verification, attribution and traffic quality management: some players DoubleVerify, ClickForensics, AdXpose, AdSafe and more High-profile incidents and cases 2004: Attempted “extortion” on Google 2004: Google vs. Auction Experts (Google won) 2005: Advertisers vs. Yahoo! (Yahoo lost and paid $4.5m) 2006: Lane’s Gifts & Collectibles vs. Google (Google settled for $90m) Online Advertising: An Introduction © 2010 MindTree Limited Slide 23
  • 24. Virtual Currency: the new color of money Virtual Currency in the monetary unit of virtual economies Buyers pay hard cash to middlemen/social platforms Publisher gets paid in “virtual currency” – e.g., FarmVille Cash, Facebook Credits Virtual Currency platforms help monetize online games and apps Fast-growing segment: $2.2bn global industry with almost 30 key players Publisher uses virtual currency for virtual goods and services Trade Facebook credits for FarmVille cash Submit content (e.g., answers on a Q&A site) to earn points which can be used to download premium content Extremely popular in online multi-player games – players can pay hard cash to get virtual currency Common controversies and criticisms Legal standing, intersections with real-life economy Online Advertising: An Introduction © 2010 MindTree Limited Slide 24
  • 25. References and Additional Reading [LifeOfAClick] “A Day in the Life of a Click” Robert Devine, Microsoft, PDC 2008 http://channel9.msdn.com/pdc2008/BB49/ [LUMA] New Ad Tech Ecosystem Map http://www.adexchanger.com/venture-capital/ecosystem-map-luma-partners-kawaja/ [IAB2009] Interactive Advertising Bureau – Full Report 2009 http://www.iab.net/media/file/IAB-Ad-Revenue-Full-Year-2009.pdf [IAB2010] Interactive Advertising Bureau – Q1 Report 2010 http://www.iab.net/about_the_iab/recent_press_releases/press_release_archive/press_release/pr-051310 [IAB-AdUnits] IAB Ad Guidelines http://www.iab.net/iab_products_and_industry_services/1421/1443/1452 [ClickForensicsHeatMap] Click Forensics Fraud Index and Heat Map http://www.clickforensics.com/resources/click-fraud-index.html Glossary of Terms http://www.iab.net/media/file/GlossaryofInteractivAdvertisingTerms.pdf Pubmatic http://www.pubmatic.com/ Wikipedia Articles (article on “Online Advertising” has all related links) TechCrunch Online Advertising: An Introduction © 2010 MindTree Limited Slide 25
  • 26. Successful Customers Our Mission Happy People Innovative Solutions Suhas Mallya Suhas_Mallya@mindtree.com www.mindtree.com Online Advertising: An Introduction © 2010 MindTree Limited 2010 MindTree Limited Slide 26