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What Makes the Internet Click? Rodney Webster - ValueClick Japan http://www.valueclick.ne.jp/ 1. The Internet Advertising Industry What’s a banner ad? Server for web page This Space For Rent Server for banner 1. The Internet Advertising Industry 1994 First banner ad on Wired (468x60) Now 120x240 GIF 120x600 GIF Animation 125x125 HTML 300x250 Flash 468x24 Streaming Video 468x60 Pop-up / under 728x90 The Internet in Japan Japanese Internet Users Users (1,000,000) 40 35 30 25 20 15 10 5 0 Oct-95 Mar-97 Jul-98 Dec-99 Date Apr-01 Sep-02 Access Media International: Internet White Paper 2001 The Internet in Japan Internet Access Location (2001) Home & Work / School 27% Work / School 17% Cell / PHS 20% Home 36% Access Media International: Internet White Paper 2001 1. The Internet Advertising Industry Then: Sites selling their own space Now: Agencies recruiting sites and selling that space Mobile Advertising Network (i-Mode) 1. The Internet Advertising Industry Recruit Sites Sell Internet Advertising ‘Inventory’ Impression Click Through (Rate) Conversion Marketing Models CPM – Cost Per 1,000 CPC – Cost Per Click CPA – Cost Per Action バリュークリックの広告リーチ Rank アドネットワーク 広告Reach % 1 2 3 4 5 6 7 ValueClick Japan CyberAgent ValueCommerce DoubleClick CCI E-Classis DAC 40.14 37.52 32.13 27.09 19.80 17.19 6.73 出所： Nielsen//Netratings, BANNER TRACK CUSTOM（2001年8月）より 作成。 BANNER TRACK CUSTOMは全てのアドネットワークスを対象としたも のではありません。従ってランキングされている以外のアドネットワーク スは存在します。 また、Doubleclick.のデータはダブルクリック社のアドネットワーク部分 のみの配信量を推計したものです。なお、アドサーバーの数値については、 配信サーバーの一部のみをカウントしたものである可能性があり、その規 模を単純に比較するものではありません。 2. ValueClick’s AD Delivery System Figures for October, 2001 Web Advertising Network 12,800 sites 30,000,000 PV / day Mobile Advertising Network 1,250 sites 19,000,000 PV / day 2. ValueClick’s AD Delivery System Banner request DYNAMO SYSTEM Banner Inventory Database Logging impressions, clicks, etc. 2. ValueClick’s AD Delivery System ValueClick System (Software) OS: RedHat / FreeBSD Web Server: Apache Programming Language: Perl Database: MySQL All (Virtually) Free! http://www.perl.org/: Web site infrastructure and support supplied by ValueClick 2. ValueClick’s AD Delivery System Features Targeting Area: country / prefecture / area code Domain type: “co.jp”, etc. Time: day of week, hour Banner types GIF HTML JavaScript Java Shockwave Streaming Audio / Video 2. ValueClick’s AD Delivery System Features Online interface – via Web browser Updated in real time Host site statistics Campaign statistics & control 3. Privacy – What We (Don’t) Know Track IP addresses only No database of personal information Database & cookies only used for banner delivery & preventing cheating (clicking own ad, etc.) 3. Privacy – What We (Don’t) Know People can only know your personal information if you give it to someone Mid-2000, DoubleClick planned to link database of personal information to ad serving system: complaints from activists caused plan to be cancelled 3. Privacy – What We (Don’t) Know How it can work… YOU Web Site Cookie: Unique Double ID # Cookie: Unique ID # Name, credit card, address, etc. Shopping Site Same unique ID # used to get information to identify you in DB Click 3rd Party DB of personal information 3. Privacy – What We (Don’t) Know Levels of paranoia 1. 2. 3. 4. Don’t give out your personal information Don’t shop on-line Use an open 3rd party proxy Use software to randomize: 5. 6. Proxy Browser type Cookies Unplug computer Wrap head in tin foil 4. The ValueClick Network 100M line - traffic peaks around 30Mbps Around 30 servers Running 24 hours, 356 days a year One delivery server down can bring down host sites!!! 4. The ValueClick Network Load Balancers Foundry Networks http://www.foundrynetworks.com/ HTML Request xxx.xxx.xxx.xxx virtual IP address Load Balancer Web Servers 5. Network Maintenance Keep it running If it’s down get it back up Data recovery The Answer: Don’t do anything! Automate, automate, automate… 5. Network Maintenance Server Monitoring Multi Router Traffic Grapher (MRTG) http://people.ee.ethz.ch/~oetiker/webtools/mrt g/mrtg.html This is *not* normal… 5. Network Maintenance Server Monitoring SiteRock – http://www.siterock.com/ Provide 24 hour monitoring of servers If problem occurs, contacted immediately Don’t modify network without warning them! 5. Network Maintenance Server Monitoring xstats Don’t modify network without warning them! 5. Network Maintenance Backups Veritas disk mirroring http://www.veritas.com/ Tape backups Backup server tar + gunzip + ftp HDD 80G x 2 + … Tape backup 5. Network Maintenance Automation – the magic of cron Can be set minute / hour / day / etc. Used for: File backups, transfering to backup server, dumping to tape Checking security: accounts, passwords, etc. Check result of backup, disk space, etc. cron can mail results to multiple email addresses 5. Network Maintenance Security The obvious stuff: Shutdown unnecessary services Close unused ports Use secure login methods: ssh, kereberos The weakest link is the human one Restrict password access to essential personnel Use shared key login, so passwords not needed (login terminal must then be secure)