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Driving Growth in Digital Marketing : Reach and Verify

Driving Growth in Digital Marketing : Reach and Verify. INSERT NAME OF PRESO HERE February 24th to 26th 2008 Feeva Technology, Inc. Jaz Banga Nitin J. Shah. (connecting the dots). Reach and Verify. PUBLISHERS. Census-based Index Geo/Demo Segments. ADVERTISIN NETWORKS.

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Driving Growth in Digital Marketing : Reach and Verify

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  1. Driving Growth in Digital Marketing: Reach and Verify INSERT NAME OF PRESO HERE February 24th to 26th 2008 Feeva Technology, Inc. Jaz Banga Nitin J. Shah

  2. (connecting the dots) Reach and Verify PUBLISHERS Census-based IndexGeo/Demo Segments ADVERTISINNETWORKS Real-time Market SegmentsPersistenceAddress Click-fraud ADVERTISER&AGENCIES Feeva“digital watermark” added at the on-ramps to the Internet(broadband, cable, mobile) in the routers.

  3. Evolutionof Digital Advertising 4th Generationreal-time marketsegmentation 3rd GenerationSearch:placement based on direct responseto individual search queries 2nd GenerationBehavioral:inference algorithms based on pagesviewed by user on a set of websites “targeting (market) will nearly double to $1B next year and $3.8B by 2011” - emarketer (Washington Post) 1st GenerationContextual:placement based on singlesite or page context.

  4. The Challenge/MarketRequirements Advertising Networksneed accountability Network Operatorsneednew revenues Consumers demand Privacy The Challenge:Transforming network traffic datainto media metrics for real-time marketsegmentation, while protectinguser privacy

  5. Feeva Technology, Inc: Snapshot Founded in 2005 by Jaz Banga and Nitin J. Shah Based in San Francisco Telecoms and advertising/media team Privately funded (Series A) Strong IP portfolio & trial deployments

  6. After Before Advertisers $1 Advertisers $1.15 Media Agencies .17-.18 Media Agencies .17-.18 Ad Networks .05-.07 Ad Networks .10-.12 Enabling Tech .01-.03 Carriers & Feeva .11-.13 Search .40-.43 Publishers .35-.40 Search .40-.43 Publishers .35-.40

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