what makes the internet click? rodney webster - valueclick japan

What Makes the Internet Click?

Rodney Webster - ValueClick Japanhttp://www.valueclick.ne.jp/

1. The Internet Advertising Industry

What’s a banner ad?

This Space For RentServer for web page

Server for banner

1. The Internet Advertising Industry 1994 First banner ad on Wired (468x60) Now

120x240120x600125x125300x250468x24468x60728x90

GIFGIF AnimationHTMLFlashStreaming VideoPop-up / under

The Internet in Japan

Access Media International: Internet White Paper 2001

Japanese Internet Users

05

10152025303540

Oct-95 Mar-97 Jul-98 Dec-99 Apr-01 Sep-02Date

Use

rs (

1,0

00

,00

0)

Internet Access Location (2001)

Home &Work /School

27%

Cell /PHS20%

Work /School

17%

Home36%

The Internet in Japan

Access Media International: Internet White Paper 2001

1. The Internet Advertising Industry

Then: Sites selling their own space

Now: Agencies recruiting sites and selling that spa

ce Mobile Advertising Network (i-Mode)

1. The Internet Advertising Industry

Recruit Sites Sell Internet Advertising

Marketing Models CPM – Cost Per 1,000 CPC – Cost Per Click CPA – Cost Per Action

‘Inventory’ Impression Click Through (Rate) Conversion

Rank アドネットワーク 広告Reach %

1 ValueClick Japan 40.142 CyberAgent 37.523 ValueCommerce 32.134 DoubleClick 27.095 CCI 19.806 E-Classis 17.197 DAC 6.73

バリュークリックの広告リーチ

出所：

Nielsen//Netratings, BANNER TRACK CUSTOM （ 2001 年 8 月）より作成。

BANNER TRACK CUSTOM は全てのアドネットワークスを対象としたものではありません。従ってランキングされている以外のアドネットワークスは存在します。

また、 Doubleclick. のデータはダブルクリック社のアドネットワーク部分のみの配信量を推計したものです。なお、アドサーバーの数値については、配信サーバーの一部のみをカウントしたものである可能性があり、その規模を単純に比較するものではありません。

2. ValueClick’s AD Delivery System

Figures for October, 2001 Web Advertising Network

12,800 sites 30,000,000 PV / day

Mobile Advertising Network 1,250 sites 19,000,000 PV / day

2. ValueClick’s AD Delivery System

Database

DYNAMO

SYSTEM

Banner request

Banner

Inventory Logging impressions, clicks, etc.

2. ValueClick’s AD Delivery System

ValueClick System (Software) OS: RedHat / FreeBSD Web Server: Apache Programming Language: Perl Database: MySQL All (Virtually) Free!

http://www.perl.org/: Web site infrastructure and support supplied by ValueClick

2. ValueClick’s AD Delivery System

Features Targeting

Area: country / prefecture / area code Domain type: “co.jp”, etc. Time: day of week, hour

Banner types GIF HTML JavaScript Java Shockwave Streaming Audio / Video

2. ValueClick’s AD Delivery System

Features Online interface – via Web browser Updated in real time

Host site statistics Campaign statistics & control

3. Privacy – What We (Don’t) Know

Track IP addresses only No database of personal information Database & cookies only used for banner

delivery & preventing cheating (clicking own ad, etc.)

3. Privacy – What We (Don’t) Know

People can only know your personal information if you give it to someone

Mid-2000, DoubleClick planned to link database of personal information to ad serving system: complaints from activists caused plan to be cancelled

3. Privacy – What We (Don’t) Know

How it can work…

YOU

Name, credit card, address, etc.

Cookie:Unique ID #

DoubleClick

WebSite

ShoppingSite

Same unique ID # used to get information to identify you in DB

Cookie:Unique ID #

3rd Party DB of

personal informatio

n

3. Privacy – What We (Don’t) Know

Levels of paranoia1. Don’t give out your personal information

2. Don’t shop on-line

3. Use an open 3rd party proxy

4. Use software to randomize: Proxy Browser type Cookies

5. Unplug computer

6. Wrap head in tin foil

4. The ValueClick Network

100M line - traffic peaks around 30Mbps Around 30 servers Running 24 hours, 356 days a year One delivery server down can bring

down host sites!!!

4. The ValueClick NetworkLoad Balancers Foundry Networks http://www.foundrynetworks.com/

Load Balancer

Web Servers

HTML Request

xxx.xxx.xxx.xxx virtual IP address

5. Network Maintenance

Keep it running If it’s down get it back up Data recovery The Answer:

Don’t do anything! Automate, automate, automate…

5. Network Maintenance

Server Monitoring

Multi Router Traffic Grapher (MRTG) http://people.ee.ethz.ch/~oetiker/webtools/mrt

g/mrtg.html

This is *not* normal…

5. Network Maintenance

Server Monitoring

SiteRock – http://www.siterock.com/ Provide 24 hour monitoring of servers If problem occurs, contacted immediately

Don’t modify network without warning them!

5. Network Maintenance

Server Monitoring

xstats

Don’t modify network without warning them!

5. Network MaintenanceBackups Veritas disk mirroring http://www.veritas.com/ Tape backups

Tape backup

Backup server

HDD 80G x 2 + …

tar + gunzip + ftp

5. Network MaintenanceAutomation – the magic of cron Can be set minute / hour / day / etc. Used for:

File backups, transfering to backup server, dumping to tape

Checking security: accounts, passwords, etc.

Check result of backup, disk space, etc. cron can mail results to multiple email a

ddresses

5. Network MaintenanceSecurity The obvious stuff:

Shutdown unnecessary services Close unused ports Use secure login methods: ssh, kereberos

The weakest link is the human one Restrict password access to essential pers

onnel Use shared key login, so passwords not ne

eded (login terminal must then be secure)