web ads & information architecture
TRANSCRIPT
IA & WEB ADVERTISING
Vivian
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–– Data God Jeff Hammerbacher
"The best minds of my generation are thinking about
how to make people click ads."
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CONTENTS
• Type of web ads
• Ads network
• Ads exchange
• Online Advertising Pricing Models
• Conclusion & Future4
TYPE OF WEB ADS
• Sponsorships
• Banner Run
• Affiliate programs
• Pay-Per-Click
From website visitors
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Type of Web Ads: Sponsorships
Logo/ Link6
Type of Web Ads: Banner Run
Text/ Graphic images/ Buttons7
Type of Web Ads: Banner Run
Streaming Audio/Video8
Type of Web Ads: Banner Run
Large format ads9
Popup ads without close option
Type of Web Ads: Banner Run
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Rich media - A movie, animation, or flash
Type of Web Ads: Banner Run
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Type of Web Ads: Pay-Per-Click (Ads network)
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Type of Web Ads: Affiliate programs (Ads network)
amazon.comtaobao.com
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• Publisher web sites: USA Today, ESPN, BBC, etc.
• Web portals: Yahoo, MSN, AOL, etc.
• Video players: YouTube, Vevo, Tremor Video, etc.
• Ad networks: The Deck, Google AdSense, Netshelter, Chitika, etc.
• DSP: DoubleClick Bid Manager from Google, Taobao Tanx
From media purchases
TYPE OF WEB ADS
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Key function: aggregation of ad space supply from publishers & matching it with advertiser demand.
ADS NETWORK
"Online ad network" use a central ad server to deliver advertisements to consumers, which enables targeting, tracking and reporting.
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• Blind Networks
• Targeted networks
• Vertical Networks
• Horizontal Networks
TYPE OF ADS NETWORK
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Vertical Networks
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ADS NETWORK
Vertical Networks
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ADS NETWORK
Google AdSense is a flexible, hassle-free way to earn revenue by showing relevant and engaging ads alongside your online content.
Horizontal Networks
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ADS NETWORK
ADS EXCHANGE
• Ad Exchange: Auction-like bidding system
• DMP: Data Management Platform
• DSP: Demand Side Platform
• SSP: Supply Side Platform
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ADS EXCHANGE
ADS EXCHANGE
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ADS EXCHANGE
Real-Time Bidding
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Ads exchange
• Convenient
• Fully-control
• More secure
• Easy to calculate
• Follow the process
Ads network VS
• Huge inventory
• Agnostic
• Detailed reporting
• Click fraud detection and prevention technology
New
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ONLINE ADVERTISING PRICING MODELS
• CPC=Cost Per Click=PPC (Pay-Per-Click)
• CPM=Cost Per Thousand Impressions (the “M”=Mile, represents 1,000 in Latin)
• CPA=Cost Per Action/Acquisition/Activity
• More29
ONLINE ADVERTISING PRICING MODELS
Cost Per Click
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ONLINE ADVERTISING PRICING MODELS
Cost Per Thousand Impressions
• This pricing model is based on the exposure/reach of an ad to an audience.
• Banner ads typically have varying CPMs based on their size, position, and placement.
• Most networks use a CPM pricing model – they can provide many impressions across multiple websites for very low costs since they deal with remnant ad supply.
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ONLINE ADVERTISING PRICING MODELS
Cost Per Action
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ONLINE ADVERTISING PRICING MODELS
Cost Per Action
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ONLINE ADVERTISING PRICING MODELS
More
• CPD= Cost Per Day
• CPV = Cost Per View
• CPS= Cost per sale
• ROI= Return on Investment
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Conclusion & Future
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Advertiser
Agency
DSP(demand side platform)
Ad exchange or Ad network
SSP(supply side platform)
Publisher
FUKUSHIMA WHEEL
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Motivate people to use bike more as well as have
fun, their goal is to protect the environment.
REFERENCE• Davis, H. (2006). Google advertising tools: Cashing in with AdSense, AdWords, and the Google APIs. O’Reilly.
• Percival, J. (2013). HTML5 Advertising Going Forward. In HTML5 Advertising. Apress.
• Guide to Online Advertising. Juggler
• https://developers.google.com/doubleclick-advertisers/docs/overview
• http://www.adjuggler.com/docs/AdJuggler_guidetoonlineadv.pdf
• http://www.youronlinechoices.com/
• http://www.google.com/ads/#subid=us-en-et-nelson_adshp_lrn
• http://www.iamniu.com/2012/03/17/internet-advertising-billing/
• http://doubleclickadvertisers.blogspot.com/
• https://advertising.yahoo.com/
• wikipedia.org
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