Perfect Market CEO Julie Schoenfeld simplifies Terry Kawaja's LUMAscape and explains the impact of this perspective on Google, Facebook and other leading adtech companies.

1. Simplifying the Display Ad LUMAscape
Julie Schoenfeld
Chief Executive Officer, Perfect Market
January 2012

2. The Display LUMAscape…
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3. Can Really Be Simplified Into 6 Functions
Establish
Campaign
Goals
Plan and
Develop P
M Creative C
U
A Place and O
Optimize B
R N
Buy L
K S
and I
E Sell U
S
T Implement
M
and H
E Optimize E
E
R R
Package R
and Price
Develop
Audience
Advertiser / Demand Side Publisher / Supply Side
3

4. And Vendors Exist At Each Step
Establish Plan Media Place Buy Implement Package Package
Develop
Campaign and Develop and and and and Audience
Audience
Goals Creative Optimize Sell Optimize Price
Categories: Categories: Categories: Categories: Categories: Categories: Categories: P
M • Agencies • Measurement & • Creative • Direct Sales • Ad Servers • DMPs • Publisher Tools/ C
• Marketers Analytics Optimization • Exchanges • Ad Ops • Data Suppliers CMS U
A • Media Planning • Retargeting/BT • Ad Networks • Media Mgmt • SSPs • Sharing Tools
O
Tools • DSPs • Analytics • Search Engines
B
R • Social Networks
N
L
K Examples: Examples: Examples: Examples: Examples: Examples: Examples:
S
• Omnicom • Nielsen • Teracent • AdWords • Dart • AdSense • Google
I
E • WPP • Comscore • Tumri • DoubleClick • 24/7 • Yahoo • Yahoo
U
• Efficient Frontier • Atlas DMT, DFA • Adroit • Invite • OpenX • Microsoft • Facebook
S
T • Invite Media
• Covario
• X+1
• Twelvefold Media
• Dapper
• Dotomi
• Admeld
• OpenX
• Operative
• Solbright
• Peer39
• Admeld
• Outbrain
• Mochilla M
• Adchemy • Agency trading • Fetchback • Appnexus • Omniture • Rubicon • AddThis H
E desks • Twelvefold Media • Google • BlueKai • Gigya E
• Doubleclick Ad Analytics • Audience • Sharepoint E
R Planner • Perfect Market Science • Perfect Market R
• Perfect Market
R
Publisher / Supply Side
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5. Each Step Reduces $$ To Publishers
Establish Plan Media Place Buy Implement Package Package
Develop
Campaign and Develop and and and and Audience
Audience
Goals Creative Optimize Sell Optimize Price
Categories: Categories: Categories: Categories: Categories: Categories: Categories: P
M • Agencies • Measurement & • Creative • Direct Sales • Ad Servers • DMPs • Publisher Tools/ C
• Marketers Analytics Optimization • Exchanges • Ad Ops • Data Suppliers CMS U
A • Media Planning • Retargeting/BT • Ad Networks • Media Mgmt • SSPs • Sharing Tools
O
Tools • DSPs • Analytics • Search Engines
B
R • Social Networks
N
L
K S
I
E U
S
T M
$ $ $ $ H
E E
E
R R
$$$ Becomes
$$ R
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6. The Solution is to Integrate
Establish Plan Media Place Buy Implement Package Package
Develop
Campaign and Develop and and and and Audience
Audience
Goals Creative Optimize Sell Optimize Price
Categories: Categories: Categories: Categories: Categories: Categories: Categories: P
M • Agencies • Measurement & • Creative • Direct Sales • Ad Servers • DMPs • Publisher Tools/ C
• Marketers Analytics Optimization • Exchanges • Ad Ops • Data Suppliers CMS U
A • Media Planning • Retargeting/BT • Ad Networks • Media Mgmt • SSPs • Sharing Tools
O
Tools • DSPs • Analytics • Search Engines
B
R • Social Networks
N
L
K S
I
E U
S
T M
H
E E
E
R R
R
Solution: Integration.
Automate buying/selling process and cut out middle men.
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7. Google Has Integrated All Steps
Establish Plan Media Place Buy Implement Package Package
Develop
Campaign and Develop and and and and Audience
Audience
Goals Creative Optimize Sell Optimize Price
Categories: Categories: Categories: Categories: Categories: Categories: Categories: P
M • Agencies • Measurement & • Creative • Direct Sales • Ad Servers • DMPs • Publisher Tools/ C
• Marketers Analytics Optimization • Exchanges • Ad Ops • Data Suppliers CMS U
A • Media Planning • Retargeting/BT • Ad Networks • Media Mgmt • SSPs • Sharing Tools
O
Tools • DSPs • Analytics • Search Engines
B
R • Social Networks
N
L
K S
I
E U
S
T M
H
E E
• Invite Media • teracent • DoubleClick Ad • AdWords • AdSense • Dart • Google Search E
R Planner • DoubleClick • Admeld • Google Analytics • Google R
• Ad Words Ad
Planner
• Admob News R
Who will mount credible competition?
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8. Established Players Building Towards Integration
Establish Plan Media Place Buy Implement Package Package
Develop
Campaign and Develop and and and and Audience
Audience
Goals Creative Optimize Sell Optimize Price
Categories: Categories: Categories: Categories: Categories: Categories: Categories: P
M • Agencies • Measurement & • Creative • Direct Sales • Ad Servers • DMPs • Publisher Tools/ C
• Marketers Analytics Optimization • Exchanges • Ad Ops • Data Suppliers CMS U
A • Media Planning • Retargeting/BT • Ad Networks • Media Mgmt • SSPs • Sharing Tools
O
Tools • DSPs • Analytics • Search Engines
B
R • Social Networks
N
L
K S
I
E • ??? • dapper • Interclick • Right Media • 5:1 • In House • Homepage U
• Interclick • Yahoo O&O S
T M
H
E E
E
R • aQuantive • Global Creative • Atlas • AdCenter • pubCenter • Atlas • Bing R
Solutions • Greenfield • AdECN • Powerset • Rapt • MSN R
• ??? • ??? • ??? • ??? • Quigo • pictela • AOL properties
• Tacoda • AdTech
• Touch Clarity
8

9. And New Players Present Potential
Establish Plan Media Place Buy Implement Package Package
Develop
Campaign and Develop and and and and Audience
Audience
Goals Creative Optimize Sell Optimize Price
Categories: Categories: Categories: Categories: Categories: Categories: Categories: P
M • Agencies • Measurement & • Creative • Direct Sales • Ad Servers • DMPs • Publisher Tools/ C
• Marketers Analytics Optimization • Exchanges • Ad Ops • Data Suppliers CMS U
A • Media Planning • Retargeting/BT • Ad Networks • Media Mgmt • SSPs • Sharing Tools
O
Tools • DSPs • Analytics • Search Engines
B
R • Social Networks
N
L
K S
I
E U
S
T M
Future Established H
E Players E
E
R R
R
Contenders
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10. About Perfect Market
q Perfect Market helps Publishers develop audiences, package and price, and implement
and optimize ads.
q Reach:
Publisher Uniques
Yahoo 96M
HuffingtonPost 53M
Perfect Market 40-50M
AOL 41M
CNN.com 23M
NYTimes.com 18M
Quantcast Estimates (except for PM)
q $28.1M raised from Comcast, Tribune, Idealab, Trinity Ventures and Rustic Canyon
o 50 person team – strong in publishing, online marketing, software development and
contextual matching technology
10

11. Thank You
Julie Schoenfeld
julie@perfectmarket.com
@schoenfeldj
For More Information:
PerfectMarket.com
Facebook.com/PerfectMarket
Twitter.com/PerfectMarket
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