April 2010 Entrepreneur's Forum
Ad Networks and Exchanges for Startups
The Online Advertising Ecosystem
- What is an ad network? What is an ad exchange? Why do they exist? Who uses them?
- Types of ad networks - Representative, blind, targeted
- Ad exchanges, ad servers, demand-side platforms, publisher-side platforms, data providers
- Technologies/media - Display/banner, text, video, mobile, email, SMS, rich media, flash, etc.
For Publishers - Selling Inventory on Ad Networks and Exchanges
- How to profitably use ad networks and exchanges to sell your ad inventory
- Estimating revenues and comparing across various ad networks
- Ad networks vs. exchanges vs. direct sales - how to determine the most effective way to monetize
- Differentiating between/among ad networks - how to know which to use
For Advertisers - Buying Inventory through Ad Networks and Exchanges
- How to utilize ad networks and exchanges to efficiently get your message out and convert traffic
- Affordable and cost effective buying strategies for online businesses
- How to find the right ad network/exchange for your brand, message, and technology
- Case studies of innovative/successful use of targeted ad networks/exchanges by advertisers
Moderator:
Panelists (alphabetic order):
- Dean Harris, CMO of Kayak.com, Vonage, and HotJobs
- Jonathan Hsu, CEO of 24/7 Real Media
- Brian O'Kelley, CEO of AppNexus
- Anand Subramanian, Founder and Chairman of ContextWeb
Panel Video
Blog Posts About this Panel
Online Advertising Discussed by Ultra Light Panel (by NYConvergence)
Online Advertising Entering a “Golden Age” (by Ultra Light Startups)
Panelist and Moderator Bios
Jonathan Hsu
Jonathan is the CEO of 24/7 Real Media, a leading global digital marketing company acquired by WPP in 2007. 24/7 Real Media powers more than 45,000 web sites, delivers over 800 billion ads and reaches 200 million unique visitors. Previously, Jonathan was an M&A specialist at JP Morgan Chase Securities and served as a venture capitalist at American Lead Ventures, focused upon digital start-ups. Mr. Hsu is a member of the World Economic Forum Future of the Internet Council, the Paley Center for Media, and Vistage Global CEO Group.
Brian O'Kelley
Brian is the CEO and Co-founder of AppNexus, an advanced ad management platform specializing in real-time performance advertising. Brian created the first successful ad exchange as CTO of Right Media (acquired by Yahoo for $850MM in July 2007). Prior to Right Media, Brian was CEO of Netamorphosis, an early social networking and e-commerce site for events and venues. Brian is an active partner at Grape Arbor, an angel investor group with investments into more than a dozen technology companies.
Anand Subramanian
Anand is Founder and Chairman of ContextWeb, creators of ADSDAQ, an easy-to-use online advertising exchange that brings together advertisers and publishers to enable mutually beneficial advertising transactions. As CEO, Mr. Subramanian directed all aspects of ContextWeb's business and operations including building and managing a team of technology innovators, sales, marketing, operations, product management and new product development. Today, the ADSDAQ Ad Exchange ranks among the top 15 ad-supported properties, according to comScore, reaching 143 million monthly unique visitors.
|
