1.  Erynn Petersen Advertising Platform Evangelist Microsoft Corporation BB48

2. PV

3. Ecosystem Components of an Ad Platform Microsoft Ad Platform What You Can Do Today

5. Scalable Auctioned Contextual Advertising Non-scalable Negotiated Display Advertising

6. AgenciesAdvertisers Tool Providers Publishers

7. AgenciesAdvertisers Tool Providers Publishers

8. AgenciesAdvertisers Tool Providers Publishers

9. AgenciesAdvertisers Tool Providers Publishers

10. AgenciesAdvertisers Tool Providers Publishers

14. Campaigns are Created Agency Splits to Search Agency and Traditional Agency Advertiser Creates RFP AdID created Display Microsoft C1 Google C2Yahoo C3Traditional Television C4 Radio C5 Target Data Added Agency Builds One Invoice, One Report Measure Data Against Lifetime Value Performance MSFT C1A, C1B, C1C, C1D, C1E Google C2A, C2B,C2C Yahoo C3A, C3B, C3C Television C4 Radio C5Invoice C1, C2, C3, C4, C5 C6, C7,C11, C12 Customer Profiles CRM Data Advertiser + Agency + Publisher + VAP = Longterm Data Relationship

16. Applications/Tools Foundation Services Core Services Composite Services Management Framework Applications and tools built on composite and core services Core services with granular business logic /algorithms with provider plug-ins Scalable infrastructure for services with resources to handle very large data and processing

17. Comprehensive Cloud Stack Huge Service Opportunity Familiar Developer Environment Strong Ecosystem of Developers, Applications, & Partners

21. Site Analytics Webmaster.live.com KSP AdCenter Add-in for Excel API Access AdCenter AdCenter Account Creation AdCenter Reporting

26. Please fill out your evaluation for this session at: This session will be available as a recording at: www.microsoftpdc.com

27. © 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.