The document provides an overview of online advertising formats, metrics for optimization, sources of new impressions, and advanced topics in web monetization. It discusses various format types like search, banners, rich media, and affiliates. It covers metrics for optimization like pageviews, coverage, depth, relevancy and price. New impression sources discussed include engagement ads, hyper-targeted ads, claiming questionable content, and pre-roll videos. Advanced topics covered are frequency capping and targeting customers by context, behavior, or demographics. Attribution of sales to specific marketing channels is also mentioned.

1. Web Monetization January 28, 2009 Ryan Metzger

2. Introduction Formats History Lesson Optimization Metrics New Impression Sources Advanced Topics

3. Introduction WARNING! (This contains data and charts)

4. Introduction Formats History Lesson Optimization Metrics New Impression Sources Advanced Topics

13. Introduction Formats Optimization Metrics New Impression Sources History Lesson Advanced Topics

14. History Lesson Source: Morgan Stanley, Mary Meeker Web 2.0 Summit, 11/5/08.

15. History Lesson Source: Interactive Advertising Bureau

16. History Lesson Source: Confidential Internet Retailer

17. Introduction Formats History Lesson New Impression Sources Optimization Metrics Advanced Topics

24. Introduction Formats History Lesson Optimization Metrics New Impression Sources Advanced Topics

25. New Impression Sources Source: Morgan Stanley, Mary Meeker Web 2.0 Summit, 11/5/08.

26. New Impression Sources Site Issue Response Low CTR / Relevancy “ Engagement Ads” Low CTR / Relevancy Hyper-targeted “MyAds” Questionable / Copyright Content “ Claim Your Content” Low CTR / Relevancy Pre-roll, Overlay Ads, “The Pool”

27. Introduction Formats History Lesson Optimization Metrics New Impression Sources Advanced Topics

28. Advanced Topics - Frequency Source: Finding the Missing Piece in Online Frequency , Atlas Institute.

29. Advanced Topics - Targeting Contextual Behavioral Demographic

30. Advanced Topics - Attribution Where is sale attributed? Ramifications for marketing mix