AdChemy Peisong Cong, Begum Erdogan, Cyrus Pinto MS&E 239

Redwood City, CA Founders: Murthy Nukala Year begun: 2004 Industry: Business and Financial Services Product/Service: Technology aimed at helping marketers serve more relevant and effective online ads Investors: Microsoft, Accenture Technology Ventures, August Capital, etc. Overview (WSJ Lists Adchemy in Top 50 Venture Backed Companies - March 12, 2010)

How Adchemy Started Murthy Nukala Rajeev Motwani What were the smartest people doing now? Batting for suppliers of online ads, like Google Let’s do the opposite. Why don’t we start a company ? OK.

How They Do It Use Customer Intent rather than keywords to decide what ads to be displayed and where the customers to be directed.

(management consulting, technology services and outsourcing company) Provide Enterprise-Scale Digital Marketing Technologies, Best-Practice Methodologies, Digital Consulting Services. Provide qualified Microsoft adCenter customers to use the Adchemy IntentMap technology to improve the profitability and scalability of paid search campaigns on and Partners

An alternative to the keyword-based system Problem: The bigger the company, the more keywords to manage Solution: Grouping millions of keywords into manageable “intents” 3 million keywords  3,000 intents AdChemy IntentMap TM

AdChemy IntentMap TM Video

How does IntentMap TM work? Catalog/Product feeding WordMap processing Forming intents Generating intent- related keywords AdWords integration

What does IntentMap TM provide? Simplifies search campaignsScaleRelevance

Industry Standard:

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Sample Search

Closing Thoughts Adchemy is driving the industry forward IntentMap works, but within constraints Adchemy values its privacy

Thank you! Q&A