The document discusses the future of display advertising and the advertising ecosystem. It provides a brief history of advertising from ancient times to the modern internet era. The document then outlines the growing digital advertising ecosystem, including data suppliers, ad exchanges, demand side platforms, and other technologies. It also discusses trends in mobile devices, video, programmatic buying and the consolidation of large players in the digital advertising industry.

1. THE FUTURE OF
DISPLAY ADVERTISING
FOLLOW ME! LINKEDIN.COM/IN/BENFOX, @BENFOXGO

2. 47 BC
Advertising for a
Gladiator in Pompeii

4. First large-scale
advertising
1890s
Major global
agencies created
1950s-1980s
IAB first measures
internet advertising
1990s

5. ANALYTICS
MOBILE
DEVICES
AD SERVERS
AD NETWORKS
HORIZONTAL
DATA
SUPPLIERS
VERTICAL
CUSTOM
AD
OPERATORS
DMPs &
DATA
AGGREGATORS
AD
EXCHANGES
TARGETED
AD
NETWORKS
CREATIVE
OPTIMIZATION
YIELD
OPTIMIZERS
TRADING
DESKS
RETARGETING
VIDEO
VERIFICATION
DSP
MEDIA
PLANNING
SHARING
DATA
SOCIAL TOOLS
TABLETS
CONNECTED
DEVICES

6. 2011 ADVERTISING SPEND IN THE U.S.
Source: eMarketer, US Digital Ad Spending 2011; www.emarketer.com

7. Source:
VALUE ADDED RESELLERS

8. Source:
LET ME WORK FOR YOU AND
I WILL HIT YOUR GOAL!
VALUE ADDED RESELLERS

9. PAY MY FEE AND I WILL
GET YOU HIGHER CTR,
CONVERSIONS, OR RPM
[SAFELY]
VALUE ADDED SERVICE PROVIDERS

10. PAY TO PLAY IN THIS SPACE
TECHNOLOGY SERVICE PROVIDERS

11. WHO BOUGHT WHOM?

12. WHO BOUGHT WHOM?

13. GOOGLE’S ACQUISITIONS

14. GOOGLE’S ACQUISITIONS

15. TOP 5 COMPANIES HAVE 63% OF REVENUE
Are you
profitable?
Are you acquiring
in the space?
Are you in the top
three marketshare
in your category?
Source: [Darren Proman, eMarketer]

16. APPLY THOSE FILTERS TO THE SPACE

17. APPLY THOSE FILTERS TO THE SPACE

18. APPLY THOSE FILTERS TO THE SPACE

19. APPLY THOSE FILTERS TO THE SPACE

20. DISPLAY ADVERTISING IN 2015

21. ADVERTISING ECOSYSTEM IN 2020
IOS, ANDROID, MICROSOFT

22. FOLLOW ME!:
linkedin.com/in/benfox
@benfoxgo
CONTACT ADCONION DIRECT AT:
s a l e s @ a d c o n i o n d i r e c t . c o m