This document summarizes a presentation by Linda Leung, a senior product manager at LinkedIn, about product management in online advertising. Some key points covered include: - An overview of Linda's background and career path in physics, economics, strategy consulting, data analysis, and product management roles at LinkedIn. - Statistics on the size of the US online advertising market and the major tech companies involved. - The types of products worked on in online advertising around tools for advertisers, publishers, and connecting the two sides of the market. - Metrics like eCPM, CPC, and CTR that are important for advertising products and businesses. - Strategies for building a successful ads business through targeting,

1. Product in Online Advertising with
LinkedIn’s Senior Product Manager
www.productschool.com

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7. Linda Leung
Tonight’s Speaker

8. WHO IS THIS PERSON?

9. Physics & Economics Strategy Consultant Data analyst
MBA Ads Product Manager
Growth Product Manager
Feed Product Manager

10. “Anyone can cook!"
be a PM!

11. Embrace your background. It’s what will shape you as a PM.

12. WHY ONLINE ADVERTISING
MATTERS

13. US Online Advertising Revenue

14. http://www.valuewalk.com/2017/05/tech-giants-google-apple-facebook-amazon-microsoft/

15. Can I put an ad on this page?

16. WHAT WOULD I BE WORKING ON?

17. Tools to help
Advertiser manage
Demand for inventory
Tools to help
Publishers manage
Supply of ad space
Tools to Connect
Publishers (supply)
and Advertisers
(demand)

18. Types of Product roles
• Building Ad Tech
– Serving, targeting, analytics, etc
• Ad Formats
– Optimizing viewer engagement

19. Ads Math
eCPM = Cost/Impressions *1000
eCPM = (Cost/Click) * (Clicks/Impressions)*1000
Publisher: high eCPM at scale
Advertiser: high ROI
CTRCPC

20. How to build a great ads business
CPC
Narrowly target the right
audience
CTR
Make it indistinguishable from
great content
Both rely on DATA and the ability to SCALE

21. WHO IS MY USER?

22. Sales is your friend** Most of the time
• Good money
– scales with the growth of
your company
– Low cost to maintain
• Bad money
– One offs that are hard to
reproduce

24. Don’t forget about the people

25. Remember
• Great PMs can come from anywhere
• Online advertising is big business
• Ad tech is fragmented, but everything is supply,
demand, or market making
• Strong ads businesses have:
– high eCPM, CPC, CTR
– Data and ability to scale
• Good money versus bad money
• Know your user needs inside and out

26. QUESTIONS?

27. Part-time Product Management Courses
in Silicon Valley
www.productschool.com