1. Kalpana Kumar Lakshmi Saligram Zia Ziauddin

2.  The first banner ads were shown in 1993  It’s been 18 years and online advertising has grown tremendously; however the average CTR of banner ads today is only a measly 0.1% The Problem: Banner Ads are ignored because they don’t show up when the consumer needs it the most

3. The Question: How does one generate ad revenue in a world where online consumers have adapted to ignore banner advertising? The Solution: In-Content Advertising

4. This is called a “ContentLink”

6.  Kontera was founded in 2003 by co-founders Yoav Shaham, Assaf Henkin, and Henit Vitos  Kontera is based in San Francisco, with offices in New York City and Herzliya, Israel  Kontera ads are well represented on the internet and used in over 1% of the top 10,000 websites ranked by traffic.

7.  The company is privately and funded by:

8. EXAMPLE #1

9. EXAMPLE #2

10. EXAMPLE #3

11. AdvertisersPublishers Kontera Advertisements Traffic 100 $ 70 $

12.  Kontera provides a service to create contextual in text advertising Synapse engine  Data Engine- Semantic Analysis  Engagement Engine  Monetization Engine ExtractionDiscovery ClassificationClusteringSelectionOptimization

13. Keyword vs Story level targeting

14.  User intent prediction & relevance  Higher engagement for advertisers  Better ROI on ad spend  Improves revenue for publishers

15. 1 Over 55% U.S. Traffic 2 High percentage of Search Engine Traffic 3 Returning Visitors 4 Cross-browser website compatibility 5 Content Rich Sites Five things Kontera’s top publishers have in common:

16. FastClick Google AdSense Vibrant Media Infolinks AdBrite AdPapper BannerBoxes BlueFN Bidvertiser Clickcent MIVA LinkShare HyperBidder

17. July 2009: Announced significant injection of growth capital by Sequoia Capital. August 2009: introduced Story-Level Targeting technology Dec 2010: Introduced Mobile Solutions for Context Based Advertising Aug 2011: Launched INTENTclick, a Premier Direct Response In-Text Network

18.  Future expansion into other regions, particularly Europe  Better semantic analysis and gain larger market share