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