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ParsingtheMayhem:DevelopmentsintheAdvertisingTechnologyLandscapeMay3,2010TerenceKawajaGCASavvianAdvisorsParsingtheAdTechValueChainMediaCreativeAudienceINVENTORYSUPPLYINVENTORYAGGREGATIONCREATIVEORIGINATIONCREATIVEOPTIMIZATIONDATASUPPLYDATAAGGREGATIONAUDIENCESEGMENTATIONDATAOPTIMIZATIONMEDIABUYINGANALYTICSANALYTICSWhere?Who?What?DisplayAdvertisingTechnologyLandscapeTargetedVideo/RichMediaHorizontalYieldOptimizationAdNetworksVerticalPerformanceMobilePUBLISHERSPUBLISHERSDataExchanges/AggregatorsCreativeOptimizationDataOptimizationAUDIENCEADVERTISERSADVERTISERSAdExchangesDSPsMediaBuyingPlatformsAgenciesPublisherToolsDataSuppliersAdOps/InfrastructureAdServersAdServersVerification/AttributionSharingData/SocialToolsAnalyticsTradingDeskPleasedi[e-mail][phone]Let’sNotForgetAboutthePrincipalsLandscapeObservationsTargetedVideo/RichMediaHorizontalYieldOptimizationAdNetworksVerticalPerformanceMobilePUBLISHERSPUBLISHERSDataExchanges/AggregatorsCreativeOptimizationDataOptimizationAUDIENCEADVERTISERSADVERTISERSAdExchangesDSPsMediaBuyingPlatformsAgenciesPublisherToolsDataSuppliersAdOps/InfrastructureAdServersAdServersVerification/AttributionSharingData/SocialToolsAnalyticsTradingDeskPleasedi[e-mail](212)999-70821.OvercrowdedMarketplace24categories192companies$2.5billioninvestedAdOperationsAdStack-Circa2000AgencyAdServerAnalyticsAdOperationsAdStack-Circa2005AgencyAdNetworkAdServerAnalyticsVerificationDataOptimizationDSPAdOperationsCreativeOptimizationAdStack-Circa2010AdExchangeDataAggregatorAgencyAdNetworkYieldOptimizationAdServerDisplayAdvertisingTechnologyLandscapeTargetedVideo/RichMediaHorizontalYieldOptimizationAdNetworksVerticalPerformanceMobilePUBLISHERSPUBLISHERSDataExchanges/AggregatorsCreativeOptimizationDataOptimizationAUDIENCEADVERTISERSADVERTISERSAdExchangesDSPsMediaBuyingPlatformsAgenciesPublisherToolsDataSuppliersAdOps/InfrastructureAdServersAdServersVerification/AttributionSharingData/SocialToolsAnalyticsTradingDeskPleasedi[e-mail][phone]$8BillionSEOProviders/ToolsPUBLISHERSDataExchanges/AggregatorsDataOptimizationAUDIENCEADVERTISERSSearchEnginesSEMAgenciesAgenciesSearchAdvertisingTechnologyLandscapeDataSuppliersVerificationAnalyticsMobilePerformanceSEMTools$17BillionPUBLISHERSAUDIENCEADVERTISERSTelevisionAdvertisingTechnologyLandscapeAgenciesTVAdBrokersSizingtheMarketOpportunity(FunWithMath)20102014TotalOnlineDisplayAdSales8,000$16,000$%AudienceTargeted13%50%AudienceTargetedAdSales1,0008,000%MediaBoughtonDSPPlatform20%50%DSP-basedAudienceTargetedAdSales2004,000%FeestoDemand-SideIntermediary15%10%DSPNetRevenue30400Over$400millionhasbeenraisedbydemand-sideintermediariesalone;over$2.5billionontheentirelandscapeIllustrativeanalysisonlyCarvingUptheStack-$0.00$1.00$2.00$3.00$4.00$5.00AdvertisersAgencyAdNetworkDataProviderAdExchangeAdServing/RichMediaPublisher(CPM)$5.00CPM($0.10)($0.35)($0.25)($2.00)($0.50)$1.80CPMNetworkWorldCarvingUptheStack-$0.00$1.00$2.00$3.00$4.00$5.00AdvertisersAgencyAdNetworkDataProviderAdExchangeAdServing/RichMediaPublisher(CPM)$5.00CPM($0.10)($0.35)($0.25)($2.00)($0.50)$1.80CPM$0.00$1.00$2.00$3.00$4.00$5.00AdvertiserAgencyDSPDataProviderAdExchangeAdServing/RichMediaPublisher(CPM)$4.20CPM($0.40)($0.50)($0.10)$2.15CPM($0.75)($0.30)EfficiencyfromOptimizedMediaBuyingDSP/ExchangeWorldLandscapeObservationsTargetedVideo/RichMediaHorizontalYieldOptimizationAdNetworksVerticalPerformanceMobilePUBLISHERSPUBLISHERSDataExchanges/AggregatorsCreativeOptimizationDataOptimizationAUDIENCEADVERTISERSADVERTISERSAdExchangesDSPsMediaBuyingPlatformsAgenciesPublisherToolsDataSuppliersAdOps/InfrastructureAdServersAdServersVerification/AttributionSharingData/SocialToolsAnalyticsTradingDeskPleasedi[e-mail][phone]DataOptimizationDSPsCreativeOptimization1.OvercrowdedMarketplace2.DemandsidecapabilitieslikelytoamalgamateLandscapeObservationsTargetedVideo/RichMediaHorizontalYieldOptimizationAdNetworksVerticalPerformanceMobilePUBLISHERSPUBLISHERSDataExchanges/AggregatorsCreativeOptimizationDataOptimizationAUDIENCEADVERTISERSADVERTISERSAdExchangesDSPsMediaBuyingPlatformsAgenciesPublisherToolsDataSuppliersAdOps/InfrastructureAdServersAdServersVerification/AttributionSharingData/SocialToolsAnalyticsTradingDeskPleasedi[e-mail](212)999-70821.OvercrowdedMarketplace2.DemandSideCapabilitieslikelytoamalgamate3.GoogleiscomingtodisplayinabigwayTargetedVideo/RichMediaHorizontalYieldOptimizationAdNetworksVerticalPerformanceMobilePUBLISHERSDataExchanges/AggregatorsCreativeOptimizationDataOptimizationAUDIENCEADVERTISERSAdExchangesDSPsMediaBuyingPlatformsAgenciesPublisherToolsDataSuppliersAdOps/InfrastructureAdServersAdServersVerification/AttributionSharingData/S