1. How Display Advertising Has Evolved and What
Smart Marketers Need to Know
Thank You for joining, we will
begin momentarily.
January 24, 2013

2. Agenda
 Welcome & Housekeeping (IAB)
 Overview on Display Ad Revenue
 Speakers
● Jonathan Schwartz, Vice President East Coast Sales at Netmining
● Introduction on how media has evolved, and where we currently are with an intro to the RTB
environment, and a “non-Luma” chart on the display ecosystem.
● Dax Hamman, Chief Revenue Officer at Chango Inc
● Explanation on how Big Data, Programmatic Buying, and FBX all play a role in this new world of
buying & selling.
● Amy King, VP, Product Marketing at Evidon
● The Value of Revealing the Invisible Web.
● Todd Ruback, Chief Privacy Officer at Evidon
● U.S. Self-Regulatory Program (AdChoices) and what Privacy Online means for publishers.
 Q&A

3. Questions?
Please type questions into the
question and/or chat feature

4. How Display Advertising Has Evolved and What
Smart Marketers Need to Know
Netmining
Jonathan Schwartz, Vice President East Coast Sales

5. Thank You
Q&A
This webinar will be made available on
iab.net/events_training/interactive_insights_webinars
Please contact nicole@iab.net with questions.

6. HOW DID WE GET HERE?

7. HOW DID WE GET HERE?

8. HOW DID WE GET HERE?

9. HOW DID WE GET HERE?

10. HOW RTB WORKS

11. WHY RTB MATTERS

12. DECODING MYTHS
RTB DOES NOT RTB DOES NOT RTB DOES NOT
EQUAL EQUAL EXCHANGE EQUAL
REMNANT INVENTORY LOW QUALITY

13. THE ECOSYSTEM

14. AUDIENCE TARGETING VIA RTB

15. AUDIENCE TARGETING FOR BRANDING
Marketer’s Challenge Solution Offline/Online
Measurement
On-demand consumer RTB – valuing
Multiple devices individual users and Entertainment tune-
Fragmented content minimizing waste ins
consumption habits Ability to predict In-store consumer
users mindset with a behavior
combo of data + context Auto registrations
Rich creative canvas

16. How Display Advertising Has Evolved and What
Smart Marketers Need to Know
Chango
Dax Hamman, Chief Revenue Officer

17. The new paradigm
Data (who) Media (where)

19. Big Data simply means „more data‟, lots of it to be
precise. And it‟s unstructured and somewhat scattered.
So the promise of „Programmatic Marketing‟ is to make
big data actionable, and make our marketing programs
more efficient.

20. Data is everywhere!
300m profiles
Search data
3rd party data
Conversions
Your CRM
Site visits
site data
Conversions

21. It’s only getting more important

22. When is an ad network,
not an ad network?
When it’s an ad network!

24. What do I buy?
Speaker Logo Here

26. And now there is FBX
FBX is more than
another media
exchange.

27. ✔ Lower CPMs
✔ Requires less impressions
✔ Quicker to convert
✔ Search data + FBX = highest ROI
Campaign data is showing positive results for buyers, a very attractive
time to try.
Opinion is that this will not cause a sustainable decline in CPM.

29. How Display Advertising Has Evolved and What
Smart Marketers Need to Know
Evidon
Amy King, VP, Product Marketing
Todd Ruback, Chief Privacy Officer

30. Over $500 Billion At Stake
In Online Marketing by 2015
• Billions of Venture
Online Display
Advertising Capital dollars
eCommerce invested
$469+ billion
$30+ billion
• Crowded and
chaotic space
Web Measurement
& Analytics • Significant growth
Big Data
$16+ billion in each market
$3 billion segment
2015 Market Size Estimates: Sources: Forrester Research,
eMarketer – eCommerce US only, comScore, IDC

31. A lot of opportunity in
“the invisible web”…

32. …and a lot of ramifications…
Privacy
Not fully transparent Has no opt-out
with consumers
Takes long to load Unknown to half the
sites where it collects
data

33. People not only care about
transparency, they reward it
of consumers say they’re
48% more likely to purchase
from companies that give
them transparency and
control*
* Survey conducted by Toluna, published in “Cookies Outlook Begins to Clear,” Marketing Week, 13 June 2012.

34. U.S. Self-Regulatory Program (AdChoices)
=
Think: Nutritional label for ads

35. The DAA Principles
• Education
• Transparency
• Consumer Control
• Data Security
• Material Change to
Existing OBA Policy/Practices
• Sensitive Data
• Accountability

36. DAA Program Timeline
JULY OCTOBER JUNE OCTOBER
DAA publishes Icon program launches DAA announces
11 million+ monthly visits to
OBA Practice Principles 100 program
www.YourAdChoices.com
participants
NOVEMBER
COOP page live to Web
2009 2010 2011 2012
NEXT UP
•Mobile
•Browser-based
Control Mechanisms
•Continued Global
Expansion
NOVEMBER FEBRUARY
DAA publishes White House
Multi-Site Data Principles Event & Support
MARCH
Global licensing programs
(Europe, Canada)

37. Time to Get with the Program
Investigation can cost $100k or worse
Active enforcement now

38. What You Need to Do
US AdChoices Program
1. Audit/monitor tracking on sites
2. License icon from DAA
• Advertiser ($5,500/year
at aboutads.info)
3. Disclose everything clearly
to consumers on sites/in ads
4. Give consumers control,
including opt-out

39. Disclose on Websites…
Easy opt-out from
each; reporting
proves that the
request has been
sent
Rich detail on
each collector
available

40. …and in Ads
1 2
All vendors
contributing
targeting to ad

41. New COPPA Rule
• Effective July 1, 2013
• PI now includes use of “persistent identifiers” like
cookies, geo-location, photos, screen names and more
• Applies to website operators and third parties (eg,
networks) who have actual knowledge that site is
directed at children under 13
• Site operators “strictly liable” for third parties on their site
• Must inform parents and obtain parental consent (new
mechanisms coming)

42. More privacy protection with
• 17 million downloads
• Consumers learn about
tracking and/or block it
• 7 million active monthly
GhostRank panel
• Tracks 2,800 different
types of objects from
over 1,200 companies on
over 150mm URLs
worldwide
• Sees data web scanners
alone miss

43. …that helps business too…
Performance and
data security
Not fully transparent Has no opt-out
with consumers
Takes long to load Unknown to half the
sites where it collects
data

44. Transparency means revenue
• 50+ trackers
• Take 2+ seconds
to load

45. Faster Pages Drive Better Results—Walmart
• Factoid 1: Extensively A/B tested page performance and
published a study showing 100 millisecond delay = 1% drop
in revenue
• Factoid 2: Search Engines A/B tested performance and found
that a 500 millisecond delay caused a 20% drop in traffic.
• Factoid 3: In an experiment across multiple retailers, a 1
second delay caused a 7% decline in conversion
http://www.webperformancetoday.com/2012/02/28/4-awesome-slides-showing-how-page-speed-
correlates-to-business-metrics-at-walmart-com/

46. Transparency means revenue
• One tracker leads
to another
spawns
• Need full visibility
spawns and data control
Not Authorized! • Means higher cpm

47. What You Need to Do
Website Control to Protect Revenue
1. Audit/monitor tracking on sites,
know who is brought in by whom
2. Confirm what vendors on your site
are allowed to collect and share
3. Regularly check performance of
tags on your site
4. Give consumers control,
including opt-out