Transcript BB48  Erynn Petersen Advertising Platform Evangelist Microsoft Corporation PV Ecosystem Components of an Ad Platform Microsoft Ad Platform What You Can Do Today.

BB48
 Erynn Petersen
Advertising Platform Evangelist
Microsoft Corporation
PV
Ecosystem
Components of
an Ad Platform
Microsoft Ad
Platform
What You Can
Do Today
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Display Advertising
Contextual Advertising
Negotiated
Auctioned
Non-scalable
Scalable
Agencies
Tool
Providers
Advertisers
Publishers
Agencies
Tool
Providers
Advertisers
Publishers
Agencies
Tool
Providers
Advertisers
Publishers
Agencies
Tool
Providers
Advertisers
Publishers
Agencies
Tool
Providers
Advertisers
Publishers
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Advertiser
Creates RFP
Agency Splits
to Search
Agency and
Traditional
Agency
Display
Campaigns
are Created
Target Data
Added
Microsoft
C1
MSFT C1A,
C1B, C1C,
C1D, C1E
Google C2
Google C2A,
Agency
Builds One
Invoice, One
Report
C1, C2,
C3, C4,
C5
C2B,C2C
AdID
created
Traditional
Advertiser + Agency
Yahoo C3
Yahoo C3A,
C3B, C3C
Television
C4
Television
C4
Radio C5
Radio C5
+ Publisher
+
VAP
Measure
Data Against
Lifetime
Value
Performance
Invoice
C6, C7,
C11, C12
Customer
Profiles
CRM Data
=
Longterm Data Relationship
3rd Party Application Providers
Consumers (Audience)
External Apps
& Tools
Publisher
Media
Advertiser
Sites
Distribution
Channels
Advertiser
Apps
Distribution
Channel Providers
Media Agency
Creative
Agency
Apps
Creative
Agency
Applications/ Tools
Composite Services
Core Services
Publisher
Apps
Foundation Services
Media
Agency
Apps
Management Services
Advertiser
Publisher
Sales
House
Apps
Sales House
Ad Platform
Ad Network
Apps
Data
Provider
Apps &
Tools
DataProviders
Ad Network
External
External
External
Service
Service
Service
Data
Services
3rd Party
Service
Providers
Advertising Ecosystem
Ad
Exchanges
Applications and
tools built on
composite and
core services
Applications/Tools
Scalable
infrastructure
for services
with resources
to handle very
large data and
processing
Management Framework
Composite Services
Core Services
Foundation Services
Core services
with granular
business logic
/algorithms with
provider plug-ins
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Huge Service
Opportunity
Comprehensive
Cloud Stack
Familiar Developer
Environment
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Strong Ecosystem of Developers,
Applications, & Partners
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Site
Analytics
KSP
AdCenter
• Webmaster.live.com
• AdCenter Add-in for Excel
• API Access
• AdCenter Account Creation
• AdCenter Reporting
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www.microsoftpdc.com
© 2008 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.
The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market
conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation.
MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.