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Microsoft adPlatform Opportunities for Developers

SVC36 . Microsoft adPlatform Opportunities for Developers. Eric Totherow adPlatform Evangelist Microsoft Corporation. Some Quick Definitions . Advertisers: The Spenders Need to get some message to an audience.

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Microsoft adPlatform Opportunities for Developers

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  1. SVC36 Microsoft adPlatform Opportunities for Developers Eric Totherow adPlatform Evangelist Microsoft Corporation

  2. Some Quick Definitions • Advertisers: The Spenders • Need to get some message to an audience. • Either manage marketing campaigns internally or hire one or more advertising agencies. • Publishers: Creators of Audience • Owners of any software or experience that can be monetized with advertising. • Microsoft adPlatform • Extensible services for advertisers and publishers. • Usually web services: either SOAP or REST. • Require customer-side development work. • Often referred to generically as APIs.

  3. 2008-2013 CAGR (%) US Market Source: IDC, 2009

  4. So, Good Times Right?Well, consider this: We’ve replaced a few audience options… …with a BAZILLION.

  5. People Are Starting To Complain • Top CMO pain points:* • Quantify and measure the value of marketing investments ROI • Grow customer knowledge, insight and conversations • Upgrade the efficiency and effectiveness of the marketing organization • Increase marketing's (the department) credibility, influence and perceived value *Source: CMO Council 2009

  6. This Is Where You Come In • We need more developers in this space • Specifically, we need: • Tools for advertisers and publishers. • Integration solutions between advertisers, publishers, and supporting systems like CRM, inventory, SharePoint, etc. • More optimization options for advertiser spend and publisher yield. • Cleverness. Lots and lots of cleverness.

  7. Inventory Data  adCenter Ads demo

  8. The Scenario • An online consumer electronics retailer wants to advertise on Bing • Has a rich set of inventory data • Does not have the time or expertise to do online marketing well • Would like something that “just works”

  9. The WorkflowWarning: Contains Magic

  10. Receive Inventory Export

  11. Parse and Normalize

  12. // Create two keywords. • keywords[0] = new Keyword(); • keywords[1] = new Keyword(); • keywords[0].Text = "Bosch HBL5420UC"; • keywords[0].PhraseMatchBid = .50; • keywords[0].ExactMatchBid = 1.50; • keywords[0].NegativeKeywords = null; • keywords[1].Text = "Amana ASD2627KEW"; • keywords[1].BroadMatchBid = .50; • keywords[1].ExactMatchBid = 1.50; • string[] negativeKeywords = new string[] • { • “repair", • “parts" • }; • keywords[1].NegativeKeywords = negativeKeywords; • addKeywordsRequest = new AddKeywordsRequest( • appToken, • acctID, • devToken, • userCreds, • adGroupID, • keywords); • addKeywordsResponse = svcCampMgt.AddKeywords(addKeywordsRequest); Send to adCenter API

  13. Results!

  14. Just One ExampleHere’s the menu of services • Advertising Services • adCenter API:Search + Content ads • KSP (Keyword Services): Keyword research • Atlas API:Third party display ads • CAM (Creative Asset Management) API: Content library for all kinds of ads • Publisher Services • Bing API:Bing search content + search ads • pubCenter API:Ad unit creation and reporting Future Future

  15. Microsoft’s adPlatform Goals • Expose a complete, documented, consistent set of APIs to advertisers, agencies, publishers, and tool providers • Develop a common taxonomy: Make it easy for partners to share data between each other • Support developer standards: it should be easy for advertisers, publishers, and tool providers to build interoperable tools and services

  16. So Remember • We need more developers in this space • Tools for advertisers and publishers • Integration solutions between advertisers, publishers, and supporting systems like CRM, inventory, SharePoint, etc • More optimization options for advertiser spend and publisher yield • Cleverness. Lots and lots of cleverness

  17. Want More Information? + Handouts: See me after the session.

  18. Ready To Get Started? • advertising.microsoft.com/developers/signup

  19. YOUR FEEDBACK IS IMPORTANT TO US! Please fill out session evaluation forms online at MicrosoftPDC.com

  20. Learn More On Channel 9 • Expand your PDC experience through Channel 9. • Explore videos, hands-on labs, sample code and demos through the new Channel 9 training courses. channel9.msdn.com/learn Built by Developers for Developers….

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