 Monetization Ecosystem  Framework  Out of Scope Designers Deep Dives

 An initial rush toward the gold  Increasing investment  Growth of support infrastructure  Development of standards  Increase in the value of the knowledge of the participants  *Notice how much this resembles a platform ;)

Readers Publishers Advertisers

 Advertisers  Agencies

Product Manager Ad AgencyMedia Buyer Meets the reach Exists as Format Buys the Ad Does not buy the Ad Non- Standard Format Doesn’t meet the Reach

Advertiser I need an ad Buys an ad

 Unless it is Second Life

 These will be one off deals driven by your business development team.

You can’t sell 150 different ad sizes

 Standard format  Non-standard format

This is internet sluicing.

 Notoriously fickle  Maddeningly distracted

$1 RPM 50B Impressions/year $50M

$5 RPM 10B impressions/year $50M

$20 RPM 2.5B impressions/year $50M

 Forrester 1500% ROI for Analytics

Display Ad Platform Opportunity Monetize MSN, deliver billions of ads every day to internal and external sites and devices. The Customers Advertisers – agencies and premium direct companies. Publishers – MSN and syndication partners large and small.

adCenter OpportunityDirect response advertisers need access to the Windows Live Search and contextual publishers. Customers Small, Medium and Large businesses

adECN OpportunityLiquidity for Ad Networks (think of Merrill Lynch doing buying and selling w/o Stock Market) Customers Ad Networks purchase seat on Exchange Not marketed directly to Advertisers or Publishers

AdCenter Analytics OpportunityWeb Analytics Customers For Publishers, site optimization For Advertisers measure campaign ROI.

AdCenter Analytics

Massive Opportunity Developing and publishing video games is becoming increasingly expensive. The male demographic is consuming less traditional media Customers Video game publishers

Screentonic OpportunityMobile advertising. Worldwide mobile marketing and advertising market ~$3 billion in 2007 growing to $19 billion by 2011 (ABI Research) Customers Carriers Publishers

Atlas AdManager Opportunity Customer has one or more popular website and would like to sell display ads to monetize their properties. Customers Medium-sized publishers

Atlas Media Console Opportunity Advertisers and agencies need consolidated interface for publisher research, RFP creation, campaign management, and reporting. Customers Advertising agencies and large direct advertisers

Keyword Services Platform Opportunity Managers of SEM campaigns need more information to better optimize their search campaigns. Customers Sophisticated SEM developers

ACDM Opportunity$22 billion market in 2007 Customers Appeals to wide swath of customers because of targeting capabilities

API Auction Services Sales Manager Business KPIs Security / Roles Analytics Reporting Editorial Click / Impression Quality Order Entry Creative Asset Manager Business Rule Manager Billing Reconciliati on Behavioral Profiles KSP Commerce / Points / Pay Out Workflow / Notification s Inventory Prediction Bid Optimizati on Publisher Auction Manager Keyword / Contextual Manager Ad Delivery Engines Targeting Creative Format Engine Other Microsoft adCenter Services *adCenter Pub Center *adCenter Agency UI (Atlas+) *adCenter Advertiser UI Rich Media Vendors Big Agency Big Advertiser Other Trad. Media Agency Tools Big Cross- Media Publisher Other *Xbox / Zune / Media Center OOH Vendors TV Vendors Radio Vendors Print Vendors Other Mobile Vendors *Screen Tonic *Massive Online Advertising Internal / External Integrations Emerging / Traditional Media Integrations

 Scalable  Reliable  Standardized APIs  Few deprecations  Consistent TOUs  Make the highest use of data

  2http://lsvp.wordpress.com/2007/02/26/three-ways-to-build-an-online-media-business-to-50m-in-revenue/